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PRODUCT
STRATEGY AND
LEADERSHIP
Melissa Perri
@lissijean
LEADERSHIP
MANAGEMENT
Good leaders rally people to
achieve a goal.
@lissijean
BEHOLD MY STRATEGY
@lissijean
@lissijean
Ingredients and
recipes shipped
to your door.
@lissijean
@lissijean
What is your
product strategy?
@lissijean
“I want a document with every
field you intend to put on the
site and the content strategy
so I can build a back end.”
@lissijean
Most Product
Strategies
are wish lists
of features.
@lissijean
Most
Roadmaps
are gantt
charts.
@lissijean
Creating new products
is full of uncertainty.
@lissijean
@lissijean
STRATEGY
“Strategy is a deployable decision making framework, enabling
action to achieve desired outcomes, constrained by current
capabilities, coherently aligned to the existing context”
- Stephen Bungay
@lissijean
@lissijean
@lissijean
What is your
product strategy?
@lissijean
Ingredients and
recipes shipped
to your door.
@lissijean
5 years FDS the Tuesday/Thursday standard option
double acquisition Dec 2016
@lissijean
@lissijean
Product leaders provide
vision, goals, and guardrails.
@lissijean
@lissijean
ALIGNMENT
@lissijean
@lissijean
“The price is too high,
we should lower it.”
“The photos are not enticing.”
“We need to rebrand the sign
up funnel to the new design.”
“We should be offering
sign up gifts.”
“They cannot try it for free!”
@lissijean
Increase
conversion rate
by X%
5 years FDS a top dinner option for the target market.
double acquisition Dec 2016
increase conversion rate across all
platforms by X% by end of Q2.
conversion rate is Y% on desktop
and X% on mobile.
Obstacle:
We don’t understand why
people are leaving.
@lissijean
@lissijean
Learned:
The top reasons people are leaving.
0%
10%
20%
30%
40%
Reason
Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
@lissijean
Obstacle:
People cannot find the menu.
@lissijean@lissijean
@lissijean
FAQS HELPFDS
@lissijean
@lissijean
FDS FDS
@lissijean
@lissijean
Product strategy
emerges
from experimentation.
@lissijean
@lissijean
“Be stubborn on vision,
flexible on details.”
-Jeff Bezos
@lissijean
@lissijean
Products are built in service
to the company vision.
@lissijean
@lissijean
VISION
What do we want to be in 5-10 years?
Value for customers, position in market,
what our business looks like
CEO/ Senior Leadership
STRATEGIC INTENT
What business Challenges are standing in
our way of reaching our vision?
CEO/ Senior Leadership
Business Leads
PRODUCT INITIATIVE
What problems can we address to tackle
the challenge from a product perspective?
Product Leadership Team
OPTIONS
What are the different ways I can address
that problem to reach my goal?
Product Dev Teams
STRATEGY DEPLOYMENT
@lissijean
A Product Manager’s purpose
at every level is to bring clarity,
focus, and direction to a team.
Product Strategy and Leadership
@lissijean
Melissa Perri
melissa@produxlabs.co
m
produxlabs.com
melissaperri.com
@lissijean
Learn great
Product Management
online.
productinstitute.com
Coming
Early 2018!
Melissa Perri
melissa@produxlabs.com
melissaperri.com
produxlabs.com
twitter: @lissijean

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