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)

 


 

Product Entrepreneurship v/s Product Management

Product Entrepreneurship

“So, Product Manager is like a Project Manager for a Product?”

“Isn’t Management all about keeping things running?”

“Do I need an MBA to be a Product Manager?”

“I don’t want to be a Manager.”

“Nobody likes Managers.”

Does term Product Management reflect the breadth, creativity and responsibility? The more I ask, the more I realize it does not.

A lot of this may be due to growing number of ‘Leader v/s Manager’ comparisons on LinkedIn and lack of clarity on difference between Project Manager and Product Manager.

Anyway, does it matter? If the colloquial meaning does not match the textbook meaning, should it concern us? Maybe yes, maybe no.

However, given the evolution of Product and how we interact with them, it is time for a reimagine. And what better way to start than to look for the right name.

Product Management

Let us look at the life of a product and how it fits into Double Diamond paradigm. For this we need to extend the paradigm. Here is what it can look like:

This is how the RACI matrix for a Product Manager is perceived to look like for each phase:

4-diamonds

Phase Opportunity Strategy Discovery Define Design Deliver Sustain Sunset
Product Manager Consulted Responsible Responsible Informed Accountable Informed

Product Entrepreneur

The role of a Product Entrepreneur can be used to describe the real breadth of the scope of work that makes a product possible.

4-diamonds

This is how the RACI matrix for a Product Entrepreneur is perceived to look like for each phase:

Phase Opportunity Strategy Discovery Define Design Deliver Sustain Sunset
Product Manager Consulted Responsible Responsible Informed Accountable Informed
Product Entrepreneur Consulted Consulted Responsible Responsible Responsible Informed Accountable Accountable

Product Entrepreneur may be a better term for the breath of work. The adoption of this may be a whole different story.

Curious about the diamonds I have used above? Read this excellent ThoughtWorks Insights blog on Double Diamond.