Jeff Bussgang on Product Management and the Search for Product-Market Fit
Startup product management is both an art and a science.
We're thrilled to host Jeff Bussgang - author, blogger, professor, VC partner, and generally one of the best all round startup minds we know - for an in-depth dive into best practices in product management as well as tactics to achieve product-market fit.
You'll Learn:
-The skills that characterize great product managers
-Tactics and techniques for finding product-market fit
About Jeff Bussgang:
Jeff Bussgang is a general partner at Flybridge Capital, a senior lecturer at Harvard Business School and an author/blogger (book: Mastering the VC Game, blog: Seeing Both Sides). He was previously an entrepreneur, cofounding Upromise (acquired by SallieMae) and serving as VP of marketing and products at Open Market (IPO 1996).
The document discusses various digital marketing strategies including optimizing websites, search engine optimization, pay-per-click advertising, social media promotion, and conversion analysis testing. It provides examples of testing email subject lines and landing pages to maximize response rates and profits. The training emphasizes the importance of testing different elements of campaigns using A/B testing and multivariate testing to determine the most effective approaches.
This document discusses the importance of understanding customers through personas, journeys, and surveying. It provides examples of customer personas that describe demographics, behaviors, needs, and influences. It also discusses best practices for conducting customer interviews and surveys, including asking open-ended questions, avoiding biases, and following up for more details. The key message is that deeply understanding customers through research is crucial for developing effective marketing strategies.
A look at the information offered through Google Analytics and how it can assist business owners to measure their marketing efforts, optimize website performance and make informed decisions about website content and design.
This document discusses the importance of customer experience (CX) over simply driving traffic. It argues that companies often misallocate marketing spend solely toward increasing traffic rather than improving the visitor experience. Only a small percentage of visitors actually intend to purchase. The key is to understand different visitor types and individualize the experience. Great CX during the discovery process is crucial for conversion. It provides examples of companies like eSalon.com and Free People that deliver personalized discovery experiences through guided help, social interactions, and real-time assistance. Improving CX can significantly increase customer satisfaction, conversions, sales, and lifetime value.
The document discusses marketing and sales alignment. It finds that 87% of terms used to describe the functions are negative. To achieve 20% annual revenue growth, strong alignment is needed between marketing and sales around shared goals, personas, and a marketing-sales funnel with defined stages and responsibilities. The marketing-sales service level agreement should specify lead generation commitments and follow up standards to integrate the functions successfully.
The document provides tips for affiliate marketing. It recommends working with affiliate networks over in-house programs for their larger marketplaces, scalability, and support. The document also recommends using technology and best practices like tracking codes, link management tools, and WordPress. It advises against relying solely on Google Analytics or Amazon for tracking and suggests creating loyal customers through social media and email lists. The document stresses developing relevant content and focusing on conversions rather than just traffic.
This document contains a case study presentation by Brandon Finch, Director of eBusiness at Jelly Belly Candy Company, about turning website visitors into buyers through search engine marketing (SEM) and landing page conversion optimization techniques like A/B and multivariate testing. The presentation discusses Finch's background in ecommerce and provides an overview of key topics like defining conversion goals, landing page best practices, testing different page elements, and measuring success based on revenue per visitor metrics. Specific examples are given of A/B tests Jelly Belly ran, including some that improved conversion rates and some that did not.
Steve Thomas, president of The Net Impact, presented on marketing on a budget. He discussed how SEO involves affecting website visibility in search results to drive more visitors. Basic SEO includes visible text, images, and videos on a website and links from other sites. Thomas outlined low, medium, and high-cost web asset options and recommended using directories, social media like Google+, Yelp, Facebook, and blogs to drive local traffic, gain authority, and buy traffic. He stressed listening to customers, developing a "donut" of web assets, thinking locally, and staying engaged on social media.
This document summarizes a seminar on brand marketing for associations. It discusses conducting research to develop a brand triangle with a core value, attributes, and personality to clearly communicate an association's brand. A marketing campaign is outlined using member success stories, print ads, emails, websites, and signage. The presentation addresses the current state of association marketing, discussing issues like who is responsible for branding and how to develop brand equity. It also covers topics like segmentation, personas, behavioral programs, and lead scoring to improve demand generation.
Facebook has several different options when it comes to creating ads. Here is a basic introduction to the different advertisements, as well as pros and cons of each type. To get a better understanding of the different ad types based on goal, we've laid out a general road map on the step by step process in addition to the best uses for the ads.
"How to choose the right sales and marketing channels for your startup?"
Presentation of "Martin Wrobel" at "Startup Night 2016" at "Chamber of Commerce and Industry of Berlin"
There are a ton of organic (content: blog, podcast, whitepaper...; SEO; Social, Email..) and Paid (PPC, FB, PR...) channel - How to pick the right customer acquisition channel for my startup?
Regardless of channel, what are the basics of creating compelling copy, creatives, messages etc.
How to scale once you've identified target customer, channel, and message
This document provides an overview and outline of a Google Adwords training course. It covers basic concepts of Adwords including how it works, how much it costs, and how to set up campaigns. It discusses keyword research, writing effective ads, common mistakes to avoid, and optimizing landing pages. Tips are provided for grouping keywords, split testing ads, and additional resources for learning more about Adwords. The goal is to teach attendees how to set up and optimize successful Adwords campaigns.
Exploring different online advertising mediums including Google AdWords and Facebook Ads. How to begin your strategic plan and troubleshoot common challenges.
This document summarizes the accomplishments of an organization in 2012. It opened its doors to provide skills training to help people succeed, taught over 115 classes attended by a community that grew to over 3,000 members. Experts from local companies volunteered their time and insights to teach classes for free or at low cost, helping the organization educate hundreds on topics like coding, law, and finance. The organization is thankful for the support of its community and looks forward to another successful year ahead.
Sales 101: How to Write an Email that Everyone Responds To
Instructor: Michael Pici
If the task you need to complete requires a response how will you coax your reader into replying? As you will find out in this class it is all about content, content, content. Tailoring your email so that it feels personal to the recpient is one sure fire way to elicit a response from them. So get your content creating hats on and let Michael Pici, Sales Specialist at HubSpot, teach you how to develop emails that your recipiant will want to reply to!
What You'll Learn:
How to research your prospect pre-email and phone call
How to craft the perfect email that will always get a response
Technology tricks and shortcuts
This class is for anyone who wants to get better at outreach. This will be just as effective for a first timer, as a seasoned sales rep.
About the Instructor: Michael Pici is an Inbound Marketing and Sales Specialist at HubSpot. He helps organizations develop strategies to attract highly qualified leads by using modern sales techniques to develop a holistic sales and marketing funnel. Michael is a top sales producer, and is the co-author of the Inbound Sales blog: Sell Inbound.
Tech for the Non Technical - Anatomy of an Application Stack
Building technology is a practiced skill and indeed an art, but it's not magic. You hire craftsmen and you trust them with the details. But in order to command their respect and sleep well at night, you deserve to have a big-picture understanding of what they're building and why. A little knowledge will go a long way towards confidently leading your technical product team.
Starting a new company is hard, but putting in place the right legal framework for your business doesn’t have to be...
Dive deep into the most important issues relating to raising capital for your company with insight from Mick Bain and Janene Asgeirsson, two experts on start-up law from WilmerHale. Having worked with hundreds of entrepreneurs and start-ups, Janene and Mick will answer the questions that you haven't even thought to ask.
What You'll Learn:
Financing structures and terms
How to comply with security regulations
Types of investors to work with and why
After Google AdWords: How to Generate Sales, Not Just Clicks and Leads
No matter your marketing goal, Google Adwords is the quickest and easiest way to grow your business. Period. But what happens after a user clicks on your ad and starts investigating your product? Prospective customers don't automatically become paying customers, and oftentimes it takes a bit of nurturing in order to get them to actually buy, which requires the marketing team passing these leads off to the sales team.
That's where things get tricky, and in order to successfully bring a prospect down the sales funnel, there needs to be an orderly process and effective communication. Chad Larson and Elliot Reid will draw upon their experience at WordStream and show you how to implement this sales process in your own company.
What You'll Learn
PPC best practices to fuel a successful sales funnel
The internal infrastructure necessary to close more deals
How to create a successful sales process
How to make the connection
Craft Your Marketing To-Do List Like a Growth Hacker
Instructor: Shelley Steigerwald
It’s easy to get lost in the marketing weeds. Social media, email, webinars, blogs, website updates, infographics, referral campaigns, events, contests, PPC, PR, SEO …
What should you do first?
How should you spend your limited limited resources for maximum impact?
This class will help you prioritze, allocate your budget, and write your marketing plan like a growth hacker. It will be particularly helpful for entrepreneurs and startuppers who haven't done this before, but seasoned marketers will also learn some handy shortcuts and tricks to the trade.
What You'll Learn
How to hack your Customer Lifecycle to find the best marketing channles for your company.
How to prioritize your marketing to-do list like a growth hacker.
How to measure, optimize, and win during each phase of your Customer Lifecycle.
Starting a new company is hard, but putting in place the right legal framework for your business doesn’t have to be...
Dive deep into the most important issues relating to raising capital for your company with insight from Mick Bain and Janene Asgeirsson, two experts on start-up law from WilmerHale. Having worked with hundreds of entrepreneurs and start-ups, Janene and Mick will answer the questions that you haven't even thought to ask.
What You'll Learn:
Financing structures and terms
How to comply with security regulations
Types of investors to work with and why
Instructor: Amy Bucher
In the world of UX design, there's a mound of resources and methodologies that provides the basic backbone of developing a great product. From research, to testing, to interviewing techniques, and surveys, there certainly isn't a shortage of tools to get the job done.
But how do you sort through each tool and best apply it to fit your needs at hand? In this course we will review some of the methods you can use to better understand your users, what they want from your product, and what their experience is using your product. The focus is on the type of data you can gain through each approach and how it might impact your product, as well as some tips on getting the research done on a budget.
You'll Learn the Fundamentals
Heuristic testing
Research techniques, including In-depth interview (IDIs) and focus groups
Paper prototyping
Ethnographic observation
Surveys
The brain drain in Boston is a well known phenomena, and in the never-ending search for talent, it's no wonder why many Boston companies turn abroad to recruit some of the best minds to grow their companies. But even though this solution seems simple, it can open up a whole can of immigration issues that can be a headache for you AND your foreign-born job-seekers.
Arm yourself with the knowledge necessary to recognize and understand these issues, and to best position yourself and your company to avoid immigration problems. Laura will address immigration law essentials most relevant to start-up companies considering the hire of foreign nationals.
What You'll Learn:
Principles of business immigration law
Overview of the most common non-immigrant visas for employees of start-ups (H-1B, TN, O-1, etc.)
Basics of immigrant visas (“green cards”)
Considerations for foreign national founders of U.S. companies
Instructor: Noah Freeman
As a digital marketer, its essential to have a knowledge of all the available advertising channels to choose from. Among the plethora of services currently out there, Facebook has risen as a force to be reckoned with.
With over 1 billion users, it's vast knowledge of its users' personal details and interests, and its ability to highly target ads to specific groups, Facebook makes an attractive option for any company. Noah will teach you all you need to know in order to make the most out of your Facebook advertising strategy.
What You'll Learn
Types of Facebook ad offerings
How to target your ad
Using page promotion and boosted posts
The elements of a great ad
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
The document provides an overview of web marketing, including definitions, examples of different tools and roles, statistics, and best practices. It defines web marketing as utilizing online tools and strategies to accomplish marketing goals. It describes key elements like search engine optimization, pay-per-click advertising, content marketing, and analytics. It also outlines typical job requirements, skills, and educational backgrounds for web marketing professionals.
We sometimes get asked why we would recommend a paid end-to-end platform when there are so many other options out there, like Wordpress, Marketo, LinkedIn, Unbounce and more. It's a great question, and one we asked ourselves before moving onto the platform ourselves. Here are the stats that helped us decide that this is the best solution for our clients.
Intensive training presentation newstartnewstartmark
The document discusses various digital marketing strategies including optimizing websites, search engine optimization, pay-per-click advertising, social media promotion, and conversion analysis testing. It provides examples of testing email subject lines and landing pages to maximize response rates and profits. The training emphasizes the importance of testing different elements of campaigns using A/B testing and multivariate testing to determine the most effective approaches.
This document discusses the importance of understanding customers through personas, journeys, and surveying. It provides examples of customer personas that describe demographics, behaviors, needs, and influences. It also discusses best practices for conducting customer interviews and surveys, including asking open-ended questions, avoiding biases, and following up for more details. The key message is that deeply understanding customers through research is crucial for developing effective marketing strategies.
A look at the information offered through Google Analytics and how it can assist business owners to measure their marketing efforts, optimize website performance and make informed decisions about website content and design.
How to significantly increase online conversionNeedle
This document discusses the importance of customer experience (CX) over simply driving traffic. It argues that companies often misallocate marketing spend solely toward increasing traffic rather than improving the visitor experience. Only a small percentage of visitors actually intend to purchase. The key is to understand different visitor types and individualize the experience. Great CX during the discovery process is crucial for conversion. It provides examples of companies like eSalon.com and Free People that deliver personalized discovery experiences through guided help, social interactions, and real-time assistance. Improving CX can significantly increase customer satisfaction, conversions, sales, and lifetime value.
The document discusses marketing and sales alignment. It finds that 87% of terms used to describe the functions are negative. To achieve 20% annual revenue growth, strong alignment is needed between marketing and sales around shared goals, personas, and a marketing-sales funnel with defined stages and responsibilities. The marketing-sales service level agreement should specify lead generation commitments and follow up standards to integrate the functions successfully.
The document provides tips for affiliate marketing. It recommends working with affiliate networks over in-house programs for their larger marketplaces, scalability, and support. The document also recommends using technology and best practices like tracking codes, link management tools, and WordPress. It advises against relying solely on Google Analytics or Amazon for tracking and suggests creating loyal customers through social media and email lists. The document stresses developing relevant content and focusing on conversions rather than just traffic.
This document contains a case study presentation by Brandon Finch, Director of eBusiness at Jelly Belly Candy Company, about turning website visitors into buyers through search engine marketing (SEM) and landing page conversion optimization techniques like A/B and multivariate testing. The presentation discusses Finch's background in ecommerce and provides an overview of key topics like defining conversion goals, landing page best practices, testing different page elements, and measuring success based on revenue per visitor metrics. Specific examples are given of A/B tests Jelly Belly ran, including some that improved conversion rates and some that did not.
Marketing on a Budget Presentation TXchangeThe Net Impact
Steve Thomas, president of The Net Impact, presented on marketing on a budget. He discussed how SEO involves affecting website visibility in search results to drive more visitors. Basic SEO includes visible text, images, and videos on a website and links from other sites. Thomas outlined low, medium, and high-cost web asset options and recommended using directories, social media like Google+, Yelp, Facebook, and blogs to drive local traffic, gain authority, and buy traffic. He stressed listening to customers, developing a "donut" of web assets, thinking locally, and staying engaged on social media.
This document summarizes a seminar on brand marketing for associations. It discusses conducting research to develop a brand triangle with a core value, attributes, and personality to clearly communicate an association's brand. A marketing campaign is outlined using member success stories, print ads, emails, websites, and signage. The presentation addresses the current state of association marketing, discussing issues like who is responsible for branding and how to develop brand equity. It also covers topics like segmentation, personas, behavioral programs, and lead scoring to improve demand generation.
Facebook has several different options when it comes to creating ads. Here is a basic introduction to the different advertisements, as well as pros and cons of each type. To get a better understanding of the different ad types based on goal, we've laid out a general road map on the step by step process in addition to the best uses for the ads.
The Art of Startup Customer AcquisitionMartin Wrobel
"How to choose the right sales and marketing channels for your startup?"
Presentation of "Martin Wrobel" at "Startup Night 2016" at "Chamber of Commerce and Industry of Berlin"
There are a ton of organic (content: blog, podcast, whitepaper...; SEO; Social, Email..) and Paid (PPC, FB, PR...) channel - How to pick the right customer acquisition channel for my startup?
Regardless of channel, what are the basics of creating compelling copy, creatives, messages etc.
How to scale once you've identified target customer, channel, and message
This document provides an overview and outline of a Google Adwords training course. It covers basic concepts of Adwords including how it works, how much it costs, and how to set up campaigns. It discusses keyword research, writing effective ads, common mistakes to avoid, and optimizing landing pages. Tips are provided for grouping keywords, split testing ads, and additional resources for learning more about Adwords. The goal is to teach attendees how to set up and optimize successful Adwords campaigns.
Exploring different online advertising mediums including Google AdWords and Facebook Ads. How to begin your strategic plan and troubleshoot common challenges.
This document summarizes the accomplishments of an organization in 2012. It opened its doors to provide skills training to help people succeed, taught over 115 classes attended by a community that grew to over 3,000 members. Experts from local companies volunteered their time and insights to teach classes for free or at low cost, helping the organization educate hundreds on topics like coding, law, and finance. The organization is thankful for the support of its community and looks forward to another successful year ahead.
Sales 101: How to Write an Email that Everyone Responds To Intelligent_ly
Instructor: Michael Pici
If the task you need to complete requires a response how will you coax your reader into replying? As you will find out in this class it is all about content, content, content. Tailoring your email so that it feels personal to the recpient is one sure fire way to elicit a response from them. So get your content creating hats on and let Michael Pici, Sales Specialist at HubSpot, teach you how to develop emails that your recipiant will want to reply to!
What You'll Learn:
How to research your prospect pre-email and phone call
How to craft the perfect email that will always get a response
Technology tricks and shortcuts
This class is for anyone who wants to get better at outreach. This will be just as effective for a first timer, as a seasoned sales rep.
About the Instructor: Michael Pici is an Inbound Marketing and Sales Specialist at HubSpot. He helps organizations develop strategies to attract highly qualified leads by using modern sales techniques to develop a holistic sales and marketing funnel. Michael is a top sales producer, and is the co-author of the Inbound Sales blog: Sell Inbound.
Tech for the Non Technical - Anatomy of an Application StackIntelligent_ly
Building technology is a practiced skill and indeed an art, but it's not magic. You hire craftsmen and you trust them with the details. But in order to command their respect and sleep well at night, you deserve to have a big-picture understanding of what they're building and why. A little knowledge will go a long way towards confidently leading your technical product team.
Starting a new company is hard, but putting in place the right legal framework for your business doesn’t have to be...
Dive deep into the most important issues relating to raising capital for your company with insight from Mick Bain and Janene Asgeirsson, two experts on start-up law from WilmerHale. Having worked with hundreds of entrepreneurs and start-ups, Janene and Mick will answer the questions that you haven't even thought to ask.
What You'll Learn:
Financing structures and terms
How to comply with security regulations
Types of investors to work with and why
After Google AdWords: How to Generate Sales, Not Just Clicks and LeadsIntelligent_ly
No matter your marketing goal, Google Adwords is the quickest and easiest way to grow your business. Period. But what happens after a user clicks on your ad and starts investigating your product? Prospective customers don't automatically become paying customers, and oftentimes it takes a bit of nurturing in order to get them to actually buy, which requires the marketing team passing these leads off to the sales team.
That's where things get tricky, and in order to successfully bring a prospect down the sales funnel, there needs to be an orderly process and effective communication. Chad Larson and Elliot Reid will draw upon their experience at WordStream and show you how to implement this sales process in your own company.
What You'll Learn
PPC best practices to fuel a successful sales funnel
The internal infrastructure necessary to close more deals
How to create a successful sales process
How to make the connection
Craft Your Marketing To-Do List Like a Growth HackerIntelligent_ly
Instructor: Shelley Steigerwald
It’s easy to get lost in the marketing weeds. Social media, email, webinars, blogs, website updates, infographics, referral campaigns, events, contests, PPC, PR, SEO …
What should you do first?
How should you spend your limited limited resources for maximum impact?
This class will help you prioritze, allocate your budget, and write your marketing plan like a growth hacker. It will be particularly helpful for entrepreneurs and startuppers who haven't done this before, but seasoned marketers will also learn some handy shortcuts and tricks to the trade.
What You'll Learn
How to hack your Customer Lifecycle to find the best marketing channles for your company.
How to prioritize your marketing to-do list like a growth hacker.
How to measure, optimize, and win during each phase of your Customer Lifecycle.
Starting a new company is hard, but putting in place the right legal framework for your business doesn’t have to be...
Dive deep into the most important issues relating to raising capital for your company with insight from Mick Bain and Janene Asgeirsson, two experts on start-up law from WilmerHale. Having worked with hundreds of entrepreneurs and start-ups, Janene and Mick will answer the questions that you haven't even thought to ask.
What You'll Learn:
Financing structures and terms
How to comply with security regulations
Types of investors to work with and why
Instructor: Amy Bucher
In the world of UX design, there's a mound of resources and methodologies that provides the basic backbone of developing a great product. From research, to testing, to interviewing techniques, and surveys, there certainly isn't a shortage of tools to get the job done.
But how do you sort through each tool and best apply it to fit your needs at hand? In this course we will review some of the methods you can use to better understand your users, what they want from your product, and what their experience is using your product. The focus is on the type of data you can gain through each approach and how it might impact your product, as well as some tips on getting the research done on a budget.
You'll Learn the Fundamentals
Heuristic testing
Research techniques, including In-depth interview (IDIs) and focus groups
Paper prototyping
Ethnographic observation
Surveys
The brain drain in Boston is a well known phenomena, and in the never-ending search for talent, it's no wonder why many Boston companies turn abroad to recruit some of the best minds to grow their companies. But even though this solution seems simple, it can open up a whole can of immigration issues that can be a headache for you AND your foreign-born job-seekers.
Arm yourself with the knowledge necessary to recognize and understand these issues, and to best position yourself and your company to avoid immigration problems. Laura will address immigration law essentials most relevant to start-up companies considering the hire of foreign nationals.
What You'll Learn:
Principles of business immigration law
Overview of the most common non-immigrant visas for employees of start-ups (H-1B, TN, O-1, etc.)
Basics of immigrant visas (“green cards”)
Considerations for foreign national founders of U.S. companies
Instructor: Noah Freeman
As a digital marketer, its essential to have a knowledge of all the available advertising channels to choose from. Among the plethora of services currently out there, Facebook has risen as a force to be reckoned with.
With over 1 billion users, it's vast knowledge of its users' personal details and interests, and its ability to highly target ads to specific groups, Facebook makes an attractive option for any company. Noah will teach you all you need to know in order to make the most out of your Facebook advertising strategy.
What You'll Learn
Types of Facebook ad offerings
How to target your ad
Using page promotion and boosted posts
The elements of a great ad
This document outlines a presentation on product management and achieving product-market fit. The presentation covers key concepts like the customer development process, lean startup theory, and crossing the chasm. It discusses tools and techniques for validating ideas with customers before and after achieving product-market fit. An exercise about strategic choices for Blackberry 10 is included to help attendees practice applying the concepts. The overall goal is to help attendees devise an approach for rapidly achieving product-market fit and avoiding wasting resources.
Product Management 101: The Search for Product-Market FitJeffrey Bussgang
This presentation discusses product-market fit and the lean startup methodology. It defines product-market fit as having a product that customers will readily pay for. The lean startup approach is presented as a way for startups to rapidly test hypotheses about their product and business model using minimum viable products and customer feedback to quickly iterate. Key aspects of the lean startup process include getting customer feedback early, focusing on validating the business model through experiments before scaling, and being willing to pivot the product or business model based on lessons learned from customers.
This confidential presentation discusses the concepts of product-market fit and the lean startup methodology. It explains that the lean startup approach rapidly tests hypotheses about a new venture based on customer feedback to refine promising concepts and eliminate failures. The presentation outlines the principles of a lean startup including getting customer feedback quickly through a minimum viable product and rapidly pivoting based on validated learning. It provides criteria for determining when a startup has achieved product-market fit including sales metrics and customer retention. The presentation concludes by discussing the skills needed for effective product management.
This presentation discusses the concept of product-market fit and the lean startup methodology for achieving it. It explains that the lean startup approach rapidly tests hypotheses about a new venture based on customer feedback to refine promising concepts and eliminate flops. The goal is to validate business model hypotheses through rigorous experiments and metrics. Startups should get feedback from customers as soon as possible through a minimum viable product and pivot until product-market fit is achieved before scaling up. The presentation provides tips on measuring the right metrics, crossing the chasm to broader adoption, skills for product management, growth hacking techniques, and influential books and blogs on the topic.
This document discusses the concept of product-market fit and how startups can achieve it through lean startup principles. It recommends that startups rapidly test hypotheses with minimum viable products to validate their business model with customers before scaling. The document outlines tools and techniques for customer development and discovery. It contrasts the pre- and post-product market fit stages and uses the example of Foursquare to illustrate how achieving product-market fit shaped its growth challenges.
A presentation reviewing the series of techniques and experiments that founders / entrepreneurs can pursue in the quest for acheiving product-market fit.
This document summarizes a presentation on leveraging technology transfer from other industries to drive innovative product development in education technology. It discusses identifying innovations in areas like computer science, machine learning and business models that could be applied to education. The presentation provides definitions, examples of transferable areas between industries, sources to discover innovations, techniques for prototyping, and how to apply these ideas to outmaneuver competitors and achieve market leadership through innovation in education technology products.
How to Build Products in High-Growth Companies by Zillow Sr PMProduct School
Main Takeaways:
-Speed is a top priority from decision to execution; therefore, always remember that “done is better than perfect”
-Your product vision and NorthStar need to be clear because circumstances will be ambiguous
-Customers are your guide, especially in the absence of precedent data. Listen to what they say, not just the numbers
Mktg. New Product Development Strategy .pptxAparnaKanchan1
This document discusses marketing strategy decisions for new product development and the product lifecycle. It defines new products from both a customer and firm perspective. Common reasons for developing new products include market differentiation, meeting customer needs, and revenue growth. Statistical data shows that only a small percentage of new product ideas are successfully launched and many launched products fail. Common pitfalls leading to failure include misinterpreting customer requirements, poor product design, and launching at the wrong time. Success in new product development depends on factors like developing products with unique benefits, incorporating customer feedback, and properly executing launch marketing plans. Strategic decisions must be made throughout the different stages of the product lifecycle from introduction to decline. Both bringing new products to market and scaling existing
How to apply the lean startup approach, MVP, experimenting, testing hypotheses, pivoting, questioning assumptions, learning and failing fast and finding product-market fit within eHealth's regulative markets?
This document outlines the key concepts taught in a class on business models and customer development. It discusses moving from traditional functional organizations and waterfall development to having founders run customer development teams and use agile development. The business model canvas is used to articulate hypotheses about the business model and keep score of customer development progress. Customer development involves testing problems before solutions through building minimum viable products and pivoting if needed based on customer feedback.
This document discusses scaling up startups. It emphasizes the importance of focusing on people, process, product, and profit when scaling, in that order. Specifically, it recommends taking care of employees by creating a good workplace, training staff, and managing retention. It also stresses improving business processes, developing standard operating procedures, and managing technical scalability and quality. The goal is to build a sustainable company by focusing first on people, then processes, products, and ultimately profits as the startup grows larger.
Collaboration Les Cles Pour Lever Les Freins A L InnovationValtech
The document discusses collaboration as key to innovation in product development. It outlines the product development lifecycle including identifying customer needs, developing solutions, and launching/learning. It then details techniques for innovation including generating and evaluating ideas, rapid prototyping, and testing/iterating. An example of developing a "universality" shopping platform across brands is provided to illustrate applying these techniques. The presentation emphasizes customer collaboration, assumption-based evaluation of ideas, iterative testing to learn rather than prove ideas, and using results to prioritize and refine work.
Webinar: Product Backlog: Create, Prioritize & Organize by Expedia Global PMProduct School
Main Takeaways:
- Set realistic and achievable product goals
- Be open to ideas but don’t get overwhelmed & Prioritization techniques to achieve a healthy mix
- Feedback and Feed forward
Building & launching mobile & digital productsAnurag Jain
These slides are an introduction to Product Management for building & launching mobile & digital products for consumers. It covers the basics of Product Management as well as gives an overview of the Product Management process and a practical, iterative approach to building products.
The document discusses the new product development process. It emphasizes the need for constant innovation to keep up with changing markets and shortening product life cycles. Critical success factors for new products include seeking differentiated products, incorporating customer feedback, and having strong project definition and market launch planning. New product ideas can come from both internal and external sources. A stage-gate process is presented for selecting projects with the right balance of risk, return, and strategic fit for the company's portfolio.
Developing a Product Vision by Amazon Sr Product ManagerProduct School
The document summarizes key aspects of developing a product vision discussed by an Amazon Sr. Product Manager. It outlines going from a problem statement to product vision, best practices for product ideation and iteration through customer research and feedback. It also discusses developing a robust product roadmap, including defining an MVP, iterating based on metrics and customer data, and creating a multi-stage roadmap prioritizing features based on effort and impact. The overall agenda focuses on answering the "why", "what", and "how" of the product development cycle through an effective ideation process.
Product development and life cycle strategiesShubham Wani
This document discusses product development and the product life cycle. It begins by outlining the key topics to be covered, including the new product development process and how marketing strategies change during a product's life cycle. It then provides details on each step of new product development, from idea generation through commercialization. It also outlines the four main stages of the product life cycle - introduction, growth, maturity, and decline - and describes typical marketing strategies used during each phase.
This document outlines product management methods for new and young companies. It discusses developing a product roadmap through defining market problems, requirements, positioning, and business case. It recommends testing hypotheses with customers to define a minimum viable product and business model. The Lean Startup approach of validating a business model canvas with external parties before major development is emphasized to improve chances of success.
Similar to Product Management and the Search for Product Market Fit (20)
Founder Selling: How to Win Deals & Close Critical SalesIntelligent_ly
Instructor: Jim Henderson
Sales--you can't live without making them. And oftentimes you can't move forward in bootstrapping your company or gaining early the traction investors want without them.
But what do you do when the odds are stacked against you? What do you do when you’re not that charismatic, polished salesperson?
The good news is that the answer to these questions is the same - and it’s not complicated, nor a mysterious process that gets bestowed on only a few people. It’s a simple set of steps that every founder, employee, or salesperson can master and use to win deals that launch or grow your company.
What You'll Learn
The steps that move you from your vision to a new customer
How to prepare for and execute each step
Critical do’s and don’ts
Tips to manage the process mentally and emotionally
Instructor: Jacquelyn Miller
Let's face it, as a marketer, you can't always promote products on the vanguard of hip and cool. In fact, it might even be good to build your marketing career in an unsexy industry - Jacqui Miller will tell you why. As the marketer for PillPack, a new pharmacy focused on creating a better, simpler pharmacy experience, Jacqui knows all about turning on spotlights even when there's no stage. She'll help you (your brand) get sexy and brainstorm marketing plans that actually feel fun.
What You'll Learn:
Why unsexy industries are where it's at.
Spotting marketing opportunity in unexpected places.
Borrowing marketing ideas from successful consumer brands.
Convincing managers / team members to have more marketing fun.
Get funded Expert Advice from the People Who KnowIntelligent_ly
When it comes to startups, SVB has been around the block. Many times. They've helped countless founders and CEOs negotiate the ups and downs of startup financing.
Confused about the how to choose the right funding strategy? Don't be.
On November 12th, SVB’s Dan Allred and Smith Anderson will break it down for you. They'll introduce five of the most important and popular avenues for startup funding:
Bootstrapping
Crowdfunding
Angel Investors
Venture Capital
Debt
There's nothing quite as powerful as an authentic advocate, who shares their opinion about your brand with their friends, family and social networks.
Dave Balter spent the last 12 years building BzzAgent, which has energized millions of advocates to influence hundreds of millions of people. He literally wrote the book(s) on advocacy marketing:
Grapevine (2005)
The Word of Mouth Manual Vol. II (2008)
In this hands-on workshop, Dave will share the four key tools to generating advocacy and teach you how to get (just about) anyone to do (just about) anything. 'Nuf said.
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The road to launching a new web or mobile application usually starts with the creation of a minimum viable product (MVP). A MVP is more than a prototype but less than a fully-featured app and can help you engage a particular audience, such as potential investors, strategic partners, hires, or test users.
Determining what features should be included in or excluded from your MVP is a critical task with major ramifications. Building a bad MVP negatively impacts your time to market, budget, likelihood of getting funding, and probability of success: this class is going to help you get it right.
What You'll Learn:
How to let go of the features you used to think were a “must have”.
How a particular audience can impact the features in a MVP.
How to maximize a MVP’s impact while still hitting deadlines and budgets.
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How to get intros to the right decision makers.
How to make the right pitch and close the deal.
How to sell ahead of your product (if you're a startup, you're probably gonna have to).
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- Proven tactics for understanding your potential consumers and how to engage them
- How to find and optimize the right channels for consumer acquisition
- How to bring in new consumers on a shoestring or a $1M budget
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This document summarizes an email marketing strategy presentation. It discusses the importance of email marketing and some key metrics like open rates. It provides best practices for email design like using clear subject lines and calls to action. It also discusses testing different email designs and the rise of mobile email usage. Mobile considerations like touch targets and single column layouts are covered. The presentation emphasizes the need to optimize the email experience across different devices and clients.
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Meditation, or mindfulness practice, has become all the rage throughout the tech & business world. In this deck you'll learn all about how to apply the benefits of meditation into your professional life. Slides taken from a class taught by John Bigay, a digital marketing and strategy consultant. Learn more from the experts by visiting http://intelligent.ly/learn
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So, you've got a product or idea that's going to IPO (eventually) and your team puts Apple and Google's to shame. Yet, your traffic, leads, and customer metrics keep missing expectations and your board is starting to wonder what they've gotten themselves into with you.
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2. Product
Management
101:
Intelligent.ly
Jeff
Bussgang
General
Partner,
Flybridge
Capital
Senior
Lecturer,
Harvard
Business
School
@bussgang
December
11,
2013
CONFIDENTIAL PRESENTATION | PAGE
3. Session
Objectives
• What
people
mean
when
they
use
the
phrase,
“Product
Market
Fit”
(PMF),
plus:
– Customer
Development
Process
– Lean
Start-‐Up
Theory
• What
is
great
product
management?
• Exposure
to
some
tools
and
techniques
to
be
a
great
product
manager
CONFIDENTIAL PRESENTATION | PAGE
4. Context
for
My
Perspective
• General
Partner
at
Flybridge
Capital,
early-‐stage
VC
firm
in
Boston/NY,
current
fund:
$280M
➢70+
portfolio
companies;
seed
and
Series
A
focused
• Senior
Lecturer
at
Harvard
Business
School
• Former
entrepreneur
➢Cofounder/Pres.
Upromise
(acq’d
by
SallieMae)
➢VP
at
Open
Market
(IPO
‘96)
• Author:
Mastering
the
VC
Game
• Blog:
Seeing
Both
Sides
CONFIDENTIAL PRESENTATION | PAGE
5. Agenda
• Customer
Development
/
Modern
Product
Management
• The
Product
Manager
–
Role
&
Responsibilities
• Open
English
Case
Study
CONFIDENTIAL PRESENTATION | PAGE
6. Old
School
Product
Management
•
•
•
•
•
Report
to:
Marketing
Output:
Requirements
Documents
Methodology:
Waterfall
Product
lifecycles:
Years
Decision-‐Making:
Opinion-‐Driven
CONFIDENTIAL PRESENTATION | PAGE
7. Modern
Product
Management
•
•
•
•
•
Report
to:
CEO
Output:
Prototypes
Methodology:
Agile
Product
lifecycles:
Weeks
Decision-‐Making:
Data-‐Driven
CONFIDENTIAL PRESENTATION | PAGE
8. Customer
Development
vs.
Product
Development
Product Development
Concept/
Bus. Plan
Product
Dev.
Alpha/Beta
Test
Launch/
1st Ship
Customer Development
Source: Steve Blank
CONFIDENTIAL PRESENTATION | PAGE
9. “Lessons
Learned”
Drives
Scaling
Concept
Business
Plan/Canvas
Test
Hypotheses
Lessons
Learned
Scale
Do this first instead of scaling
(or raise seed round to test hypotheses…rigorously)
Source: Steve Blank
CONFIDENTIAL PRESENTATION | PAGE
11. Startup
1. A
team
launching
a
new
product
under
conditions
of
extreme
uncertainty
2. A
vehicle
for
testing
hypotheses
about
such
an
entity
Relentless
Focus
Novel/Innovative
Entrepreneurship:
the
pursuit
of
opportunity
beyond
resources
you
currently
control
-‐
HBS
Professor
Howard
Stevenson
Resource
Constrained
11
CONFIDENTIAL PRESENTATION | PAGE
12. The
Lean
Startup
• Many
startups
fail
because
they
waste
capital
and
time
developing
and
marketing
a
product
that
no
one
wants
• Lean
startups
rapidly
and
iteratively
test
hypotheses
about
a
new
venture
based
on
customer
feedback,
then
quickly
refine
promising
concepts
and
cull
flops
• Being
lean
does
NOT
mean
being
cheap,
it
is
a
methodology
for
optimizing—not
minimizing—resources
expenditures
by
avoiding
waste
• Being
lean
does
NOT
mean
avoiding
rigorous,
analytical
or
strategic
thinking
12
CONFIDENTIAL PRESENTATION | PAGE
13. Lean
Startup
Principles
• No
idea
survives
first
customer
contact,
so
get
out
of
the
building
ASAP
to
test
ideas
• Goal:
validation
of
business
model
hypotheses,
based
on
rigorous
experiments
and
clear
metrics
• Minimum
viable
product
(MVP):
smallest
set
of
features/marketing
initiatives
that
delivers
the
most
validated
learning
• Rapidly
pivot
your
MVP/business
model
until
you
have
validation
and
product-‐market
fit
(PMF)
• Don’t
scale
until
you
have
achieved
PMF
13
CONFIDENTIAL PRESENTATION | PAGE
15. Practical
Pointers
• Outline
for
an
MRD
• PRD
template
• Persona
examples:
http://bit.ly/18puWOx
CONFIDENTIAL PRESENTATION | PAGE
16. Other
Tools/Techniques
•
•
•
•
•
•
•
•
•
•
•
•
Structured
idea
generation
Business
model
generation
Customer
discovery
process
Focus
groups
Customer
survey
Persona
development
Competitor
benchmarking
Wireframing
Prototype
development
Usability
testing
Conversion
funnel
analysis
A/B
test
•
•
•
•
•
•
•
•
•
•
•
•
Landing
page
optimization
SEM/SEO
optimization
Inbound
marketing
design
PR
strategy
Customer
support
analysis
Clustering
and
feature
prioritization
Sales
pitch
Lead
qualification
Bus
dev
screening
Charter
user
program
Net
promoter
analysis
Lifetime
value
vs.
Customer
acquisition
costs
16
CONFIDENTIAL PRESENTATION | PAGE
18. Where
are
You?
After
Product-‐Market
Fit:
Scaling
&
Optimization
• Building
a
robust,
feature-‐rich
• Lean
startup
approach
product
• Hunch-‐driven
hypotheses
• Minimum
viable
product
(MVP)
• Crossing
the
chasm
• Customer
development
process
• Metrics,
analytics,
funnels
• Designing
for
virality
&
• Selling
to
early
adopters
scalability
• Pivoting
• Challenges
with
corporate
• Bootstrapping
partnerships
• Small,
founding
team
• Building
a
brand
• Product-‐centric
culture;
• Scaling
the
team;
more
formal
informal
roles
roles
• Early
in
sales
learning
curve
• Scaling
a
sales
force
Before
Product-‐Market
Fit:
Search
&
Validation
CONFIDENTIAL PRESENTATION | PAGE
19. Should
You
Always
Nail
It
Before
You
Scale
It?
• That
is,
when
is
it
ok
to
be
a
little
“fat”?
•
•
•
•
•
If
you
are
in
a
winner
take
all
market
Deep
customer
lock-‐in
/
high
switching
costs
Network
effect
businesses
Capital
is
cheap
Executive
team
knows
how
to
scale
• Upromise
example
• Series
A:
$34m
(March
2000)
• Series
B:
$55m
(October
2000)
• Launch
service:
April
2001
CONFIDENTIAL PRESENTATION | PAGE
20. Agenda
• Customer
Development
/
Modern
Product
Management
• The
Product
Manager
–
Role
&
Responsibilities
• Open
English
Case
Study
CONFIDENTIAL PRESENTATION | PAGE
21. Product
Management
Skills
• Responsibilities:
– Define
the
new
product
to
be
built
– Secure
the
resources
to
build
it
– Manage
its
development,
launch
and
ongoing
improvement
– Lead
the
cross-‐functional
product
team
• Attributes:
–
–
–
–
–
–
Ability
to
influence
and
lead
Resilience
and
tolerance
for
ambiguity
Business
judgment
and
market
knowledge
Strong
process
skills
and
detail
orientation
Fluency
with
technology
and
implications
on
product
design,
business
Design/UX
instincts
Mini CEO – with none of the authority
CONFIDENTIAL PRESENTATION | PAGE
22. Product
Management
Skills
(2)
•
•
•
•
•
•
Think
Big
Simplify
(Product
Manager
as
Editor)
Prioritize
Forecast
and
Measure
Execute
Cross-‐functional
leadership
CONFIDENTIAL PRESENTATION | PAGE
23. A
Few
PM
Profiles
Adi
Kleiman
• Tel
Aviv
University
(industrial
engineering,
MBA)
• SAP
Product
Manager
(4.5
yrs)
• VP
of
Products,
tracx
Nagarjuna
Venna
• Warangal
(CS
&
eng)
• Siemens,
Lucent,
Banyan
engineer
(4.5
yrs)
• MIT
Sloan
• Start
up
product
manager
• Founder,
Chief
Product
Officer,
BitSight
CONFIDENTIAL PRESENTATION | PAGE
24. Product
Mgr
vs.
Proj
Mgr
• Project
Managers
– Focus
on
successful
delivery
of
the
project:
deadline,
budget,
goals
– Coordinate
the
cross-‐functional
team
involved
in
delivering
a
project
/
product
– Professional
operational
managers
– Live
and
die
by
the
“Gantt
Chart”
• Sometimes
PM
plays
Project
Mgr
role,
other
times
they
are
distinct
roles
• Important
to
be
clear
on
roles,
responsibilities
and
ownership
going
into
a
product
release
CONFIDENTIAL PRESENTATION | PAGE
25. Product
Mgt
and
Sales
• The
pressure
to
“add
this
feature
to
win
this
deal”,
particularly
at
the
end
of
the
quarter
• When
do
you
listen
to
your
salespeople
/
customers,
and
when
do
you
direct
them?
• Sometimes
need
to
slow
things
down
to
go
faster
–
focus
on
infrastructure,
scalability
• Special
cases
for
the
business
vs.
sticking
to
the
product
roadmap
• Opower
Case
Study:
token
system
– Opower
product
organization
CONFIDENTIAL PRESENTATION | PAGE
26. Agenda
• Customer
Development
/
Modern
Product
Management
• The
Product
Manager
–
Role
&
Responsibilities
• Open
English
Case
Study
CONFIDENTIAL PRESENTATION | PAGE
27. Open
English
Case
Study
• Online
English
language
learning
program
• Founded
2006
by
Andres
and
Nicolette
Moreno
– Andres:
Grew
up
in
VZ,
Simon
Bolivar
(engineering),
cofounded
offline
English
language
school
– Nic:
CO
born,
Pepperdine
(Business
and
Psychology),
non-‐profit
exec,
got
into
but
chose
not
to
attend
Stanford
GSB
to
co-‐found
Open
English
• Launched
in
late
2009
as
a
subscription
service
– ~$1,000
per
year
–
guarantee
you’ll
learn
English
– Pay
up
front
or
monthly
CONFIDENTIAL PRESENTATION | PAGE
31. Growing
Pains
“With
all
the
growth
and
developments,
there
was
very
little
investment
in
the
learning
platform.”
–
Andres
Moreno
!
• Rigid
infrastructure
made
it
difficult
to
add
features
• Limited
personalization,
ability
to
predict
churn
• Back
end
that
wouldn’t
scale
more
than
20-‐30%
above
current
volumes
• 12
month
product
with
one
price
point
vs.
ability
to
upsell,
continue
over
longer
duration
to
improve
LTV
• Payment
system
only
accepted
money
in
US
$
from
consumers
who
held
credit
cards,
not
local
currencies
CONFIDENTIAL PRESENTATION | PAGE
32. Choices
1. Rearchitect
vs.
Improve
in
place?
– Continue
to
progress
with
incremental
improvements
rather
than
stop
everything,
pay
down
technical
debt
and
rearchitect
the
system
from
scratch
2. Inside
team
vs.
outside
team?
– Who
should
handle
the
work:
the
current
team
or
hire
an
outside
team
so
as
to
not
distract
the
current
team?
If
you
were
Nic/Andres…what
would
you
do?
CONFIDENTIAL PRESENTATION | PAGE
35. Leading
Thinkers/Books/Blogs
• Geoffrey
Moore:
Crossing
the
Chasm
(read
this!)
• Steve
Blank:
Customer
Development
Process
(read
Four
Steps
to
the
Epiphany)
• Eric
Ries:
Lean
Startups
(read
this
too!)
• Marty
Cagan:
Silicon
Valley
Product
Group
(great
book
and
blog)
• HBS
Prof
Tom
Eisenmann:
Launching
Tech
Ventures
(great
blog)
• Sean
Ellis:
Startup
Marketing
(great
blog)
• Andrew
Chen:
Growth
Hackers
(great
blog)
CONFIDENTIAL PRESENTATION | PAGE
36. Product
Management
101:
Intelligent.ly
Jeff
Bussgang
General
Partner,
Flybridge
Capital
Senior
Lecturer,
Harvard
Business
School
@bussgang
December
11,
2013
CONFIDENTIAL PRESENTATION | PAGE