[class: PM Camp@Fast Campus#1] 프로덕트 매니지먼트 개론 #1 (my note is WIP)

Subject	PM Camp
Place	Fast Campus near Sinsa Station
Time	5/9/2015 ~ 7/15/2015 (10 weeks or 90 hours) 12:00PM ~ 6:00PM on Saturdays, 8:00PM ~ 11:00PM on Wednesdays
Speaker	link
Host	N/A
Focus	product management overview, software development, UX, analytics, maintenance

1주차

5. 9 토

프로덕트 매니지먼트 개론 #1

프로덕트 매니지먼트의 기초 다지기 제품/서비스 기획의 역할과 변화 조직 형태에 따른 업무 역할 이해 기획 업무를 위한 기본 지식 비즈니스 모델의 기초 이해와 실습 필요한 방법론 살펴보기

배성환

1. Understanding Your Business and Market [Sunghwan Bae@Strategy Team, SK planet]
1. lesson
1. bottomline: as a PM, combine quantitative and qualitative analysis, play a role to reveal blindside for designers and developers
2. todo:
1. draw business model canvas (9 boxes; finish within 3 hrs) and lean canvas (metrics, competitor analysis included on top of business model canvas; finish within 15 min) and show the canvases to designers and developers
2. prepare scaled up business by knowing the number of workforce for the future
3. support designers and developers with what they cannot do e.g. data
4. assist syncing up between designers and developers
5. find selling points for sales and communicate with sales team
6. consistently monitor and provide feedback internally to improve service
7. ideas to follow
1. how to make (aka old model to lose)
1. business model: business (business model, competitor, strategic partner), technology (base technology, platform), customer (needs, pattern)
2. what to make (aka new model to follow)
1. think customer first, then business and technology instead of the other way around
8. break myths with below strategy
1. do marketing first then register the app
2. be careful in adding one input field which causes losing customer conversion rate by 30%
3. add feature (or benefit) one by one instead of all at the same time
9. always know trend and ask the right question
10. shift paradigm from product development to customer development
11. qualitative research: invite and conduct research on users in both extreme loyal and not-loyal
12. know how to do front-end development (HTML, CSS, JS, jQuery)
3. comprehend The Project Management Knowledge Areas from “A Guide to the Project Management Body of Knowledge” by PMI Standards Committee (link)
1. integration management
2. scope management
3. time management: launch on time, define resource and time
4. cost management
5. quality management: quality management has close relationship with time management
6. human resource management
7. communications management: sync-up with stakeholders
8. risk management: consider qualitative/quantitative data analysis
9. procurement management
4. view and approach
1. characteristics of professional goals (c.f. consider OKR (objective and key result))
1. easy words used
2. clear to understand
3. metrics included
2. lean approach: ideas-> build-> product-> measure-> data-> learn-> ideas to create MVP (minimum viable product)
5. strategy: basic direction to build product and service
1. think of innovation because competition focuses on winning but innovation focuses on both winning and performance (e.g. from 9.9 to 10)
2. think what values you are providing
3. double-check assumptions and reject wrong ones
6. growth hacking
1. growth hacking: a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure <source: Wikipedia>
2. growth hacker: nexus of analytics, marketing, UX
3. method: AARRR metrics, funnel analysis, cohort analysis, SEO, A/B Test
7. service design
8. business model blueprint
1. 3 characteristics
1. differentiation
2. value proposition: values providing to stakeholders (e.g. supplier, platform, etc.)
3. selection and focus: simplify business with core features
2. c.f. new business model
1. the long tail: e.g. Netflix, eBay
2. multi-sided platform: Google
3. free as a business model: Gillette, Flicker, Metro news, Evernote
4. open business model: P&G’s R&D, GSK

2. personal takeaway
1. study design thinking (c.f. link), business model canvas, lean canvas, The Project Management Knowledge Areas from “A Guide to the Project Management Body of Knowledge” by PMI Standards Committee
2. prepare for scaled up business
3. read 브릴리언트
4. participate 김진영 대표’s A and B course