So it's time to scale. How do you do it the right way, to minimise risk and maximise return? Start by focusing on Product Management.

1. Scaling Product Management
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2. About Brainmates
A consulting and training business
Advancing Product ManagementOur Purpose:

3. ... By shaping, improving and growing
people, products and organisations.

4. About Me: Adrienne Tan
• Co-founder of Brainmates & Leading The Product.
• Principal consultant, working across many industries to improve
their Product Management function and capability.
• Championing Product Management in Australia since 2004.
• Writes and speaks at many Product Management events,
raising the level of engagement in the profession in Australia.
• BA and MEc (Social Science) from Sydney University.

5. What Is Product Management?
1. Product Management is at the centre of UX, Technology and Business. (Martin Eriksson)
2. Product Management is the process of conceiving, planning, developing, testing,
launching, delivering and withdrawing products in the market. (ProdBOK)
3. Product Management discovers a product that is valuable, usable, and feasible. (Marty
Cagan)
4. Product management is an organizational function that guides every step of a product’s
lifecycle: from development, to positioning and pricing, by focusing on the product and its
customers first and foremost. (Atlassian)

6. Product Management Is…..
A function in an organisation that creates
customer value and delivers organisational
benefits.
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“

7. When To Hire Your First Product Manager?
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Rich Mironov says…
• 12 – 25 employees
Or when,
• The growing number of tasks in organisation means that the founder loses focus on making good
decisions for the product.
• Complex product.
• Deep stakeholder engagement.

8. When To Scale Product Management?
Product Market Fit means that a sizable group of people have found
enough value in your product to exchange something for it.
• --Nick Coster - Co-Founder, Brainmates
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“

9. OR
How Product
Management Works
When Scaling?
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Answer: You can do it poorly or well.
Note: Scaling doesn’t occur by following
steps in a book
Cripples The Business
Roses & Sunshine

10. Core Ingredients For Scaling
Product Management
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11. Number 1: Having The Right
Product People On Board
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• Buy or build the right folks
• Fire fast says Ray Diallo & Ben Horowitz

12. Number 2: Having A Product
Process
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• Repeatable way of ‘discovering’ and creating’
new features
• Reduce friction points, elimination of waste
• Creating an operating rhythm
• Don’t implement ‘best practice’

13. Number 3: Creating
The Right Structure
• Direct access to the people and teams you
need to deliver new features and products.
• UX Designers, Developers and Customers
• Reduce friction and time accessing the right skills
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14. Number 4: An (Evolving)
Product Culture
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• Shared mission and vision – “Ownership builds
better products” (Hubspot)
• Founders and other ‘C’ people understand the
value of Product Management
• Continuous learning, - “Ship to learn” (Intercom)

15. Number 5: Vigilance On
Metrics
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• It depends on the type of business
• Start with a question you want answered
• What indicators will tell me if my product is
successful?

16. A Typical Measurement Framework: AARRR / Pirate Metrics
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Acquisition
Activation
Retention
Revenue
Referral Growth Metric
Growth Metric
Growth Metric
Traction Metric
Traction Metric
BEFORE PMF
AFTER PMF
AFTER PMF
See https://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version for more details.

17. Keep This In Mind
Discipline & Repeatability
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