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Session by Mr manish maheshwari, Manageing Director, extWeb at Intuit during a product management workshop at Bangalore on 17th May 2014 by NASSCOM and IPMA under its Product Management Express. It is about: -‐ Idea to launch process -‐ Discovering needs -‐ Translating need into a product
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Agenda
• Module 1
– Introduction to product management
– Roles and responsibilities
• Module 2
– Discovering needs
– Translating need into a product
– Who is a great PM?
Agenda
• Module 1
– Introduction to product management
– Roles and responsibilities
• Module 2
– Discovering needs
– Translating need into a product
– Who is a great PM?
Understanding potential customers and the market
• Research you conduct yourself:
– Interviews, observations, surveys, site visits
• Research others conduct that you compile:
– Articles, on-line data, reports, statistics gathered by others
Find the problem, Insight,
Unmet need, Opportunities to disrupt
Understand the market Opportunity,
Trends, Current thinking
Primary research Secondary research
Source: Intuit
Talking with customers Observing customers
Primary research: Two approaches
1 2
Source: Intuit
Talking with customers 1
Active listening 1] Eliciting the view 2] Extract the feeling 3] Opinion or action
What is your favorite color?
Why is that your favorite color? Follow their process:
• Tell me more
• Why is that?
• And then what happens?
• When did that last happen…?
• What did you do?
Source: Intuit
Observe Customers 2
• Practice Seeing:
• What they do versus what they say
Source: Intuit
Bill Payment Research: How the desk was imagined based on the customers’ description
Bills to pay , sorted
in order it is due
To take care of, not
that important
Source: Intuit
How the desk actually was
Post-it reminders
Source: Intuit
Therefore, observe customers in the environment in
which they do work = Follow-Me-Home (FMH)
Why did the customer present a different reality?
Source: Intuit
Customer Notebook
Source: Intuit
Template
Source: Intuit
Practice this in your work
• Observe your current or potential customers in their natural environment
• Pay attention to actual behavior (NOT what they say they do). Behaviors do not lie
• Understand the relationship between what they do and what purpose they are trying to accomplish
• Successful products originate when you come up with a better way to accomplish what customers are already doing
Agenda
• Module 1
– Introduction to product management
– Roles and responsibilities
• Module 2
– Discovering needs
– Translating need into a product
– Who is a great PM?
• Articulate a bold vision for what you will attempt to create in order to address a customers need
• Make your idea tangible by listing your
– customer
– problem
– solution
• Run experiments with real customers using the “experiment loop” until you achieve product-market fit and then scale
A three-step process
Having an inspiring
product vision and
design principles
is key to delivering awesome products
Source: Intuit
A product vision is more than a statement. It is a belief in how your product will impact the lives of those you serve
It aligns the team’s passion and obsession to deliver nothing less than awesome.
Inspire
Align
Source: Intuit
Source: Intuit
What EMOTION do you want the person to feel?
What SPECIFICALLY are you going to do to make a DRAMATIC CHANGE in ease?
How significant is the BENEFIT that we are delivering – in MEASURABLE terms? How does it go BEYOND EXPECTATIONS?
What is the STARTING POINT? What are we NOT doing? (users, scope…)
Design Principles
Why experiments?
We use rapid experiments to quickly test the merit of our ideas, and generate new insights about our customers. By testing ideas using real customer behavior, we quickly separate what customers say, from what they actually do in the real world
Experiment to learn, not validate
• Change opinions into facts
• Prove or disprove our assumptions
• Discover surprises about our customer
• Make more informed decisions
• Use data to help tell our story
Rapid Experiments
Rigor Inspiration
Source: Intuit
Lean Experiments Loop
Minimize TOTAL time through the loop
Write down the Leap of Faith Assumptions
Select metric and test method
Declare the number you expect to achieve
Compare metrics to hypothesis
Get to root cause
Savor the surprises
Design it to be fast and frugal Collect behavioral data
Vision
Leap of Faith
Learn
Experiment
Idea
Source: Intuit
Rapid experiment loop
Leap of Faith Assumption (LOF)
Your LOF is the most important behavior that must be true for your idea to work. You assume it to be true, but have not yet proven this assumption with evidence.
Build Experiments
Build the absolute minimum required to test your assumption. Document a hypothesis and minimum success criteria, and be sure to measure real customer behavior.
“If we do X, Y% of customers
will behave in way Z”
Learn & Decide
Review metrics from your experiment, and the surprises you observed. Discuss why your hypothesis passed or failed, and new customer insights you discovered. Decide if you will change your idea (pivot), continue (persevere), or run additional experiments.
“Pivot - the experiment failed”
1
2
3
Source: Intuit
Case Study: SnapTax
Rethinking Intuit’s Oldest Businesses
“Start to file” in 10 minutes or less
for easy filers
Vision
Source: Intuit
Start-to-finish
taxes on your
smartphone in
10 minutes.
Simple tax return customers
Complex tax return customers
SnapTax
Taxes take too
long and are
painful to get
done.
Use the
smartphone’s
camera to
streamline data
entry and minimize
follow-up questions.
Source: Intuit
Amazed how simple it is to file;
Thrilled to get taxes done so fast.
Minimize Typing! Know how app works within 30 seconds; Looks, feels, behaves
like iPhone/Android app.
Prepare tax return in less than 10 minutes.
Find out right away if this app is not for me, if my return is too complex.
Design Principles
SnapTax
Source: Intuit
Comprehensive Case Study: txtWeb
Connecting the unconnected
OUR INSPIRATION
Worldwide
3 billion people or half of humanity lacks
connectivity
Government programs
Weather
Prices
Natural wonders
Health information
News
Recipes
How to fix…
Homework
Home repair
Career advice
Entertainment
Public transport
Financial advice
Crop growing
Machine breakdowns
Job openings
Technology
Product reviews
For rent
Books
Cricket scores
National disasters
Welfare benefits
Medicinal effects
They can’t “Google” to find information
Have no “Facebook” friends to share
Don’t have “smartphone” apps to rely on
That means…
But they need basic local information first
Jyoti, Student, Guwahati, Assam
Nageshwara,
Farmer, Andhra Pradesh
Needs weather, news, market prices for crops
Needs bus schedule, local news, train enquiry
Ramesh Kumar, Hospital Employee, Jaipur, Rajasthan
Needs career info., education services
Our solution
Mobile Only
1
Network Platform
2
Emerging Markets
3
Discover the Web
on any mobile device
3,500+active apps
in health, finance, entertainment,
news, weather, crops,
jobs, education, govt.
programs...
@Job
@Weather
@wikipedia
@remedy
@result
@buses
@eyebank
@FB (a
facebook app to check wall post, reply to
comments etc.
@2tion (a
community of tutors and
students on knowledge sharing)
@cricket
@Kisan (Crop
information for farmers)
Supports all local languages…
@agri
User sends to 51115 User receives from 51115
And location-specific info
@weather
धनसुख भाई टे्रडड िंग किं ऩनी.
उत्तम खाद, यूररया, ऩशु आहार, ट्रक्टर और खेती की बाकी सभी वस्तुओ के लऱए सिंऩकक करे. हमारी
दकूान बड़ोदा मिंदी के ठीक सामने है.
Note: To receive this, your handset needs to support Hindi font. Most Indian phones come pre-installed with Hindi font.
Weather for: New Delhi, Delhi, IN
Current : 27'C , Fog
Today : 27'C to 32'C , Thunderstorms
Wed : 28'C to 35'C , Thunderstorms
Note: txtWeb will make intelligent guess based on your number. You can overwrite it. E.g. SMS “@location Mumbai”
to change to Mumbai
Video
Now that we know enough about txtWeb, let us do this exercise for txtWeb
txtWeb is a platform
Business/Developer
“I want to reach anyone with a mobile phone
quickly”
“I want access to services anytime,
anywhere quickly”
Users
txtWeb
For businesses and developers
Build once. Works on all phones
Free Fast - 5 min for static content, 5 hrs for app
Easy - APIs to repurpose web content
For users
Quick and Simple
One stop shop
Easy discovery
No data plan needed
All phones
No data plan needed
All phones
Built by a viral community
Used across 1000+ towns & cities in India Over 4,000 developers
Three big mistakes and learning
Mistakes Pivot type Learning
Urban & Semi-urban
SMS: existing behavior Young adults
Rural/NGO
Customer segment
1
Collection of 'good' apps Pure-play platform
Do not take sides. Let the market decide Build
enabling functionalities Offering & team focus
3
Access to internet
Customer pain
Convenience: bite-size info
Sports, social sharing & utility
info
2
Several top Indian internet properties are already on txtWeb…
• 15 of the top 20 consumer Internet properties
• Travel, News, Entertainment, Dating, Jobs, Education & Sports
• Sample apps: @mmtdirections, @cricbuzz, @justeat, @yourstory, @pyka, @job, @vtualerts, @food, @events
• 1400 small businesses signed up on txtWeb.com
• 1900 monthly active txtSites
Large business
Smaller business
…and find txtWeb app more compelling than smart phone apps…
44
Monthly active users
Monthly user interactions
Interactions per user
80K
1 million
12
340K
9.4 million
28
txt-Web more by
4.3x
9.4x
2.3x
Note: As of March 3, 2012. User data combined for @cricbuzz & @cri app since both belong to www.cricbuzz.com
iPhone app txtWeb app
…and complementary to their online presence
Smaller businesses are excited about the leads they are getting from txtWeb…
Click to call
Click to mobile web
Link to social media
Text to win/coupon
…and are willing to pay Rs.10-15 (~US$ 0.25) per lead
Developers delight in usage, ease, and support…
“Got an idea which can give value to tons of users via SMS? Get started immediately *developing on txtWeb+.”
“exceptionally high usage” *of our first txtWeb app]
“*txtWeb+ requires no learning to newer technology or installation of libraries/SDKs--it’s a developer’s dream to work with…”
“Also, we would like to extend our sincere thanks to Srividhya, Manish, Shantanu, and the geeks in house Srini and Aritra for their continuous encouragement and support.”
…and hailed as the first platform of its kind by tech bloggers
Browsing on mobile gaining speed with txtWeb “
…txtWeb supports all languages making it relevant for users in tier II towns & in rural India…”
“…txtWeb is a revolutionary platform where anyone with a mobile phone can discover and
consume content just by SMSing…”
“…If you thought all the innovations and hi-tech product roll-outs were happening only in
the data side of the industry, you will be pleasantly
surprised…”
Widely covered by media, national and regional
Gujarat Vaibhav Newspaper …txtWeb brings to market first open, simple, on-
demand mobile SMS-app platform to benefit 700 million phone users in India… Economic Times News …get your info
straight into your message box whether you are in the train or in the loo…
Rajasthan Patrika …a 24x7 service for the
benefit of Indians on their mobile phone…so simple that anyone can use it…
News X – Tech & You …simple functionality-
focused app can unlock a wealth of info…txtWeb does it for 600 million
Indians…
Agenda
• Module 1
– Introduction to product management
– Roles and responsibilities
• Module 2
– Discovering needs
– Translating need into a product
– Who is a great PM?
Customer Understanding
Storyteller, learn everyway, savor surprises
All-Around Expert
Competition, domain, product, and technology
Create-the-business
E2E biz thinking, ecosystem, go big
Create-the-Offering
From concept to launch and beyond
PM Skills
1
Decisive
Open-minded, Strong POV, confident, bias-for-action Innovative
Ideate, no constraints, innovation everywhere
Passionate
Evangelist, energy amplifier, curious, love
building products
Mindset & Attitude
2
Build Strong Teams
Inspire, engage, motivate
Give Back Learn, Teach, learn
Share, feedback
Communicate clearly
Inspire confidence, set context, and frame, lead
change Execute Effectively
Results, prioritize, tenacious
Apply Business Acumen
biz, understanding, True North, Strategy
Leadership Skills
3
51
Attributes of a great PM
Source: Intuit
The top 1% PM excel at all of them (1/2)
1. Think big - A 1% PM's thinking won't be constrained by the resources available to them today or today's market environment. They'll describe large disruptive opportunities, and develop concrete plans for how to take advantage of them.
2. Communicate - A 1% PM can make a case that is impossible to refute or ignore. They'll use data appropriately, when available, but they'll also tap into other biases, beliefs, and triggers that can convince the powers that be to part with headcount, money, or other resources and then get out of the way.
3. Simplify - A 1% PM knows how to get 80% of the value out of any feature or project with 20% of the effort. They do so repeatedly, launching more and achieving compounding effects for the product or business.
4. Prioritize - A 1% PM knows how to sequence projects. They balance quick wins vs. platform investments appropriately. They balance offense and defense projects appropriately. Offense projects are ones that grow the business. Defense projects are ones that protect and remove drag on the business (operations, reducing technical debt, fixing bugs, etc.).
Source: Quora answer by Ian McAllister, General Manager at Amazon
5. Forecast and measure - A 1% PM is able to forecast the approximate benefit of a project, and can do
so efficiently by applying past experience and leveraging comparable benchmarks. They also measure benefit once projects are launched, and factor those learnings into their future prioritization and forecasts.
6. Execute - A 1% PM grinds it out. They do whatever is necessary to ship. They recognize no specific bounds to the scope of their role. As necessary, they recruit, they produce buttons, they do bizdev, they escalate, they tussle with internal counsel.
7. Understand technical trade-offs - A 1% PM does not need to have a CS degree. They do need to be able to roughly understand the technical complexity of the features they put on the backlog, without any costing input from devs. They should partner with devs to make the right technical trade-offs (i.e. compromise).
8. Understand good design - A 1% PM doesn't have to be a designer, but they should appreciate great design and be able to distinguish it from good design. They should also be able to articulate the difference to their design counterparts, or at least articulate directions to pursue to go from good to great.
9. Write effective copy - A 1% PM should be able to write concise copy that gets the job done. They should understand that each additional word they write dilutes the value of the previous ones. They should spend time and energy trying to find the perfect words for key copy (button labels, calls-to-action, etc.), not just words that will suffice.
Source: Quora answer by Ian McAllister, General Manager at Amazon
The top 1% PM excel at all of them (2/2)
Some closing thoughts…
55
Globally, There Has Been a Paradigm Shift in Technology-based Innovation
Source: The Economist, January 18th issue
• Free and easily available APIs. e.g. maps (Google), payment (PayPal)
• Frictionless tools to collaborate e.g. GitHub on writing code, UserTesting.com to test usability
Participatory creation
• Platforms to host (Amazon’s AWS), distribute (App stores) and market (Facebook) anywhere …with almost zero upfront payment
• Ability to scale elastically available to even the smallest start-up
Borderless & Scalable
Investment needed and time to outcome has shrunk by an order of magnitude in every country
56
Locally, India is Moving From an Outsourcing Hub to a Product Nation
Order of magnitude improvement in numbers and maturity of Indian software product companies
Source: NASSCOM; Productsmade.in; Venture Intelligence; Zinnov – . http://www.slideshare.net/ProductNation/zinnov-product-startup-landscape-in-india-2012
600
400
200
0
2013
500
2008
247
Number of New Product Companies in a Year $1 billion market cap product start-ups
Recent acquisitions of Indian start-ups
• Little Eye Labs: helps developers analyze performance of Android apps
Acquired by Facebook for $11m in January 2014
• Imperium: provides security products for websites
Acquired by Google for $9m in January 2014
It is an exciting time to be a Software Product Manager in India
Manish Maheshwari Co-Founder & Managing Director, txtWeb Manish at TED ; LinkedIn Connect ; [email protected] txtWeb is the world’s largest app store for text-based apps, which work across all messaging platforms e.g. SMS, Facebook Messenger, WhatsApp, Google Talk.
