Using Product Management Canvas for Your Product

Using Product Management Canvas Product

Your organisation

Your org is one among these:

1) A startup or an SME company. Hopefully there is not much of hierarchy and ‘Individual Contributors’ in how most of you describe yourself.

2) A startup or a stable mid-sized org that is scaling up. You have great ‘Individual Contributors’ and a set of senior folks who make sure the ICs are focused on their efforts and are cared for well.

3) You are a large org or an enterprise that is managing BAU and seeking innovations via multiple smaller initiatives. There are processes in place to ensure that the right folks have the right authority to decide regarding what they an accountable for.

Now, things are never ideal. But let us assume that you are in an excellent organisation.

Your Role

Based on the organisation you are in, you may be playing the role of a Founder, Product Owner, Product Manager, Solution Manager, Program Manager or a GM of a Product Line. Whatever the scale of your role, you are responsible for delivering a product that brings profitability and repute to your organisation.

Your Mission

Many tools are available for you to accomplish your job. However, communicating the Why, the key capabilities and the adoption path of the product will always remain the key pieces of information you will need to communicate far, wide and deep within year organisation.

There is enough talk of evangelisation of the product in the market. However, there is equal and important need to evangelise within your org. This communication has to be simple, crisp and easily digestible.

No product is developed in isolation. It is a journey from conceptualisation to development, to release to usage to monetisation and finally for re-invention or sunset. Many groups and departments come into the picture.

This is where the Product Management Canvas comes in.

Your Product Management Canvas

Product Management Canvas is a tool to articulate your product, describing the key elements that should be known far, wide and deep among your team.

Product Management Canvas (PMC)

You will notice, this Canvas makes you articulate the Idea behind it, the market it addresses, customer segment within that market, business value it delivers, features and capabilities, metrics and makes you aware of all the collaterals that you should have handy and linked to. Finally, it will hold you honest and reduce excessive optimism by making you state various risks.

All this in one page / slide / canvas. This single page becomes the communication about your product to all of the org far, wide and deep. Share it via email, hang on the wall where your team sits and or even print it on a team T-Shirt. Once you have this articulation, you can share the why, the key capabilities and the adoption path of your product in a crisp and readable format.

Wishing your product success!

More About Product Management Canvas

Product Management Canvas – Product in a Snapshot

Hackathon: From Idea to a Product in a Day

Download Product Management Canvas (pdf)

 


 

Five Buckets Model for Product Management

5-buckets-of-product-management

Inspired by The Five Competencies of User Experience Design by Steve Psomas,  ‘Five Buckets’ – Explained by Jonny Schneider and 5 Buckets of Business Analysis by Jiangmei Kang, I created a version for Product Management.

The 5 Buckets Model for Product Management

The Five Buckets is a model to describe the various capabilities of a Product Manager. This model list out important capabilities and suggests them to be competent in a subset of capabilities based on what their focus / interest is.

The 5 Capabilities of Product Managers (ProMa) identified are:

Five Buckets of Product Management

Influencing

  • Rallying opinions around the Product value
  • Active listening
  • Evangelism
  • Articulation of value
  • Connect Business, Users, Techies and be their advocate in Product decisions
  • Establish common language
  • Fill the communication gap
  • Stakeholder engagement
  • Problem solving
  • Decision making
  • Conflicts resolution
  • Jedi Mind Tricks
  • Elevator pitches
  • Quips, anecdotes, story telling
  • Personal leadership
  • CxO level conversations

Synthesis

  • Take inputs from various sources and synthesize them into coherent vision
  • Build Product Strategy
  • Product Design, Innovation, User Research keeping inputs and behaviors in mind
  • Work with Business Analysts, Experience Designers, Developers, stakeholders, contributors, builders, consumers, etc.

Prioritization

  • Roadmapping
  • Track and Manage the Delivery Progress
  • Manage and Prioritize the Product Backlog

Business Acumen

  • Sustainability of the business based on the product
  • Business case for ideas/product/innovations/incremental innovations
  • Pricing
  • Market scoping
  • Market research
  • Market size
  • Market opportunity
  • Product – Organization fit
  • Product – Market fit

Domain Knowledge

  • Ramp up at needed pace to get sufficient Domain Knowledge
  • SME or strong Design background or strong Development background

Some Key Thoughts

  • As with other versions, everyone has the combination of two or more capabilities. Nobody can be expert in all five areas.
  • Influencing is a basic and key competency for ProMa to be effective.
  • Prioritization (roadmapping, tracking, etc) and Synthesis (gather inputs and make sense of conflicting demands) are key day to day activities of a ProMa guided by right Business Acumen (business value of anything that crosses them).
  • For situations where Domain Knowledge is important, being an SME helps. Else, as a Generalist, ramping up to have sufficient knowledge of domain works.

Speaker Deck

Thanks to fellow ThoughtWorkers Sachin Sapre, Nagarjun Kandukuru, Kartik Narayanan, Vijayalakshmi K R, Kshama Tikmani and Manish Kumar for the feedbacks at various stages.