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A Case-Based Workshop. We don’t need no stinkin ’ product manager. Ken Kruszka10/12/2014. “Who Am I? Why Am I H ere?”. Vice Admiral James Stockdale. Who Am I?. Ken Kruszka Boom Financial, Inc. EVP Product & Service Delivery 9 years in Mobile Payments - PowerPoint PPT Presentation
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WE DON’T NEED NO STINKIN’ PRODUCT
MANAGER
Ken Kruszka 10/12/2014
A Case-Based Workshop
“Who Am I? Why Am I Here?”
Vice Admiral James Stockdale
2Ken Kruszka Silicon Valley Code Camp - 10/12/2014
Who Am I?
Ken Kruszka Boom Financial, Inc.
EVP Product & Service Delivery 9 years in Mobile Payments
Developed and Commercialized first Mobile Remittances service available in US (SVC Financial)
Co-Founder of m-Via 17 years leading product innovation in Financial
Services, eCommerce, Mobile, Gov m-Via, SVC Financial, Mellon Capital, Wells Fargo, Cygent,
NASA, NIST, DoD Cornell (BS CS), University of Illinois (MS CS),
University of San Francisco (MBA)
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Why Am I Here?
No Lectures No Pontificating
Case-based Exploration Interactive Conversational
I expect to learn from you
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What is Product Management?
“It depends on what the meaning of the word ‘is’ is.”
- Bill Clinton 5Ken Kruszka Silicon Valley Code Camp - 10/12/2014
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What Product Managers Do
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Case 1: The Situation
Robert is a newly hired, mid-level Product Manager brought aboard to drive user experience for a mobile first company in the real-money gaming space. The company has a product in the market, has over 100,000 sign ups, but only about 10,000 MAU.
Right before Robert was hired, a key new feature was implemented. A focus group was conducted and the feedback was 90% positive on the new feature. Pressure from management was HIGH to launch the new feature.
Robert jumped in and scoped/designed small, iterative changes to the app, prioritized based on focus group feedback.
Once given to Engineering for sizing, the estimates come back as 2 weeks per change (on average), due to the technical complexity of the designs.
The feature was eventually scrapped by management and never made it to market.
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Case 1: To Do
What went wrong? What mistakes did Robert make? How
could he have avoided these? What assumptions did Robert make in
this situation that could have been challenged?
What about the other actors?
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Case 2: The Situation
A large financial company wants to extend their industrial loan business ($100+MM) to include currencies beyond USD.
With all in-house product managers / business analysts overtasked, the company brings in a consultant to drive the project.
Stakeholders available: Business Analysts, Loan Managers, Head of Industrial Loans, Developers
Current Integration Environment looks something like this:
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Case 2: To Do
Where does the consultant start? Continue through outlining the steps to a
successful project launch
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Case 3: The Situation
Startup X has a small but steady business in FX brokerage. The service allows small to medium businesses to purchase currency online and handles payments and deposits with client bank accounts.
Business isn’t growing fast enough to meet investor expectations.
CEO proclaims:“We will be the Uber for Cryptocurrencies!”
Note: There is no PM!
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What Can You Make Out of This?
“This? Why, I can make a hat or a brooch or a pterodactyl…”
Airplane13Ken Kruszka Silicon Valley Code Camp - 10/12/2014
Case 3: To Do
You’re one of the Developers on a team of 5… go!
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Some Words of Wisdom
“Product management is about doing the right things.
Engineering is about doing [those] things right.”
- Rich Mironov
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APPENDIX:NOTES FROM THE
WORKSHOP
Ken Kruszka 10/12/2014
What does a Prod Mgr do?
Defining requirements Prioritizing User Ombudsman Identify opportunities Create a thing wanted Cross-functional team lead Vision/strategy/market fit CEO of the product Janitor (and anything else
nobody else wants to do) Competitive analysis Solve problems Market knowledge Tech knowledge
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Roadmap Arbiter between
Dev/QA/management UX Protector/Buffer for the
development team Constituency
management SDLC Biz Dev Responsibility without
Authority Collaborator with
development Manage stakeholders
What a Prod Mgr should not do Build a solution before understanding the
problem
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Other people’s work for them (but do offer help)
