Subject
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PM Camp
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Place
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Fast Campus near Sinsa Station
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Time
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5/9/2015 ~ 7/15/2015 (10 weeks or 90 hours)
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Speaker
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Host
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N/A
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Focus
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product management overview, software development,
UX, analytics, maintenance
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1주차
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5. 9 토
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프로덕트 매니지먼트 개론 #1
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프로덕트 매니지먼트의 기초 다지기
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배성환
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- Understanding Your Business and Market [Sunghwan Bae@Strategy Team, SK planet]
- lesson
- bottomline: as a PM, combine quantitative and qualitative analysis, play a role to reveal blindside for designers and developers
- todo:
- 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
- prepare scaled up business by knowing the number of workforce for the future
- support designers and developers with what they cannot do e.g. data
- assist syncing up between designers and developers
- find selling points for sales and communicate with sales team
- consistently monitor and provide feedback internally to improve service
- ideas to follow
- how to make (aka old model to lose)
- business model: business (business model, competitor, strategic partner), technology (base technology, platform), customer (needs, pattern)
- what to make (aka new model to follow)
- think customer first, then business and technology instead of the other way around
- break myths with below strategy
- do marketing first then register the app
- be careful in adding one input field which causes losing customer conversion rate by 30%
- add feature (or benefit) one by one instead of all at the same time
- always know trend and ask the right question
- shift paradigm from product development to customer development
- qualitative research: invite and conduct research on users in both extreme loyal and not-loyal
- know how to do front-end development (HTML, CSS, JS, jQuery)
- comprehend The Project Management Knowledge Areas from “A Guide to the Project Management Body of Knowledge” by PMI Standards Committee (link)
- integration management
- scope management
- time management: launch on time, define resource and time
- cost management
- quality management: quality management has close relationship with time management
- human resource management
- communications management: sync-up with stakeholders
- risk management: consider qualitative/quantitative data analysis
- procurement management
- view and approach
- characteristics of professional goals (c.f. consider OKR (objective and key result))
- easy words used
- clear to understand
- metrics included
- lean approach: ideas-> build-> product-> measure-> data-> learn-> ideas to create MVP (minimum viable product)
- strategy: basic direction to build product and service
- think of innovation because competition focuses on winning but innovation focuses on both winning and performance (e.g. from 9.9 to 10)
- think what values you are providing
- double-check assumptions and reject wrong ones
- growth hacking
- 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>
- growth hacker: nexus of analytics, marketing, UX
- method: AARRR metrics, funnel analysis, cohort analysis, SEO, A/B Test
- service design
- business model blueprint
- 3 characteristics
- differentiation
- value proposition: values providing to stakeholders (e.g. supplier, platform, etc.)
- selection and focus: simplify business with core features
- c.f. new business model
- the long tail: e.g. Netflix, eBay
- multi-sided platform: Google
- free as a business model: Gillette, Flicker, Metro news, Evernote
- open business model: P&G’s R&D, GSK
