PRODUCT MANAGEMENT | A live online course with Director of Product Management at Netflix | ELVTR

LIVE ONLINE COURSE

PRODUCT MANAGEMENT

5 OCT - 16 NOV 2022 6 WEEKS
MONDAYS & WEDNESDAYS 5 PM PST / 8 PM EST
Manish Sirdeshmukh Director of Product Management / Netflix
Manish Sirdeshmukh

THIS COURSE WOULD BE A GREAT FIT FOR YOU IF:

  • You want to advance your Product Management career
  • You want to make a switch into Product Management
  • You’re a recent graduate looking to kickstart your career

INSTRUCTOR

MANISH
SIRDESHMUKH

Director of Product Management at NETFLIX

SYLLABUS

  • 01

    WED (10/5), 5 PM PST/8 PM EST

    What Is Product Management?

    What is product management, and what defines a great PM? Manish offers his perspective and invites you to look at some of tech's most impactful products through the lens of product management.

    • What does it take to be a great product manager?
    • The PM role in different industries and companies
    • Mindset of a product manager
    • Case study: When product drives industry revolutions

    Assignment #01: You will be working in groups throughout the course to develop a pitch deck for a new product or feature of your choosing. Assume you and your group members are working as peer product managers there.

    Choose one of the provided product concepts or brainstorm your own. What do you like about that product idea? Who are your customers? Why would they want your product? How is this product different from other similar products?

  • 02

    WED (10/12), 5 PM PST/8 PM EST

    Focusing on the Customer

    Oftentimes, the biggest mistake for organizations is misunderstanding their customer. Manish will teach you his go-to strategies for segmenting and understanding the customer(s), using examples from some real B2C, B2B, and platform companies.

    • Who is your real customer?
    • Customer profile, behavior, needs
    • Customer Segmentation Models
    • The customer interview
    • Case studies: B2C vs. B2B vs. B2B2C

    Assignment #02: Work with your group members to determine the real customer for your company/product. Document observations about your customer along with their needs and behavior.

  • 03

    MON (10/17), 5 PM PST/8 PM EST

    Ideating New Products / Features

    Learn how to find new product opportunities using proven techniques for out-of-the-box thinking. Manish grounds this exploration in the real world by workshopping some best-loved product companies that have grown their core product by strategically thinking about opportunities.

    • Ideating opportunities
    • Creative thinking tools and techniques
    • Why to collaborate early with stakeholders
    • Internal factors: Data-driven opportunities for existing products
    • Identifying market/industry trends and gaps

    Assignment #03: As a group, ideate at least 10 new product opportunities for your virtual company.

  • 04

    WED (10/19), 5 PM PST/8 PM EST

    Strategic Analysis Of Ideas / Decision Making

    Which opportunities are the right ones for your company to pursue? You will interrogate your product ideations from the previous class, using new techniques to frame your analysis.

    • Importance of Critical thinking and Decision making as a PM
    • Analyzing product opportunities
      • 5C analysis
      • SWOT analysis
    • Assumptions and hypotheses
    • Validation through customer feedback

    Assignment #04: Using tools and strategies learned in the class, complete strategic analysis and narrow down to a single most probable product opportunity as a group.

  • 05

    MON (10/24), 5 PM PST/8 PM EST

    Defining Your MVP and Building a Roadmap

    Now that you have the right opportunity to pursue, you will focus on how to incorporate design thinking to determine Minimum Viable Product. Manish will give you a framework for prioritizing your resources to build cross-functional short-term and long-term roadmaps.

    • MVP
    • Design thinking and iterative thinking
    • Agile techniques
    • The roadmap
    • The press release

    Assignment #05: Define the MVP for your product idea. Sketch a short and long term roadmap for your idea.

  • 06

    WED (10/26), 5 PM PST/8 PM EST

    Metrics for Product Success

    How do you determine if your product is headed in the right direction? You'll learn today’s common product success metrics and how to choose the right one for your product.

    • Technique
    • Picking the metrics for your product
    • Core/North-Star metric
    • Tracking

    Assignment #06: Determine the right success metrics and criteria for your product idea.

  • 07

    MON (10/31), 5 PM PST/8 PM EST

    Designing a Go-to-Market Strategy

    Once you've established product-market fit, your customers still need to be convinced to use your product. What strategies can you employ to launch your product? What are the standard go-to-market strategies pushing products to the top?

    • Techniques and tools
      • 4P Analysis: Product, Price, Promotion, Place
      • AIDA: Attention, Interest, Desire, Action
    • Carrot versus stick approach
    • Product messaging
    • Roll out, packaging

    Assignment #07: As a group, create a go-to-market strategy for your product idea.

  • 08

    WED (11/2), 5 PM PST/8 PM EST

    Product Growth

    Even after launch, your product is never done. When you start to see some surprises, how do you optimize? Manish shares the practices he's relied on throughout his career to deliver beyond launch.

    • Product optimization
    • Developing your risk management plan
    • Regionalization
    • Conversion funnels, guest modes, account creation, leaky bucket
    • Gamification (not just for games!)

    Assignment #08: Working with your group, think about how you would optimize your product further.

  • 09

    MON (11/7), 5 PM PST/8 PM EST

    The Art of Storytelling and Executive Communication

    Now that you have most content for your product pitch ready, your task at hand is packaging it up with a great story. You'll learn how to bring your own style and story-telling into your project communication.

    • Boiling it down: The executive summary
    • Hands-on tl;dr's
    • Authentic, clear, and powerful
    • Manish's personal stories

    Assignment #09: See Course Project.

  • 10

    WED (11/9), 5 PM PST/8 PM EST

    Succeeding in a PM World

    This class is all about launching the next step in your career as a PM. Can you roadmap your career using the same techniques that you learned in this course? What should you expect in the process and how will you overcome challenges as the newest PM on a team?

    • Building your career roadmap
    • Personal branding and leadership in PM
    • Getting hired
    • Working with cross-functional teams
    • Keeping up with the ever-changing technology field

    Assignment #10: Define your long term career goals. What is your MVP? What would be your short and long term roadmap?

  • 11

    MON (11/14), 5 PM PST/8 PM EST

    Pitching Your Product Idea

    Now, it's your turn in the spotlight. You, along with your group members, will deliver your pitch to Manish and the class and get real-time feedback from the room.

    Assignment #11: Discuss the feedback you received with your working group. Modify your pitch slides accordingly.

  • 12

    WED (11/16), 5 PM PST/8 PM EST

    PM Expert Panel + Q&A

    You'll hear from 3 PM executives from Big Tech companies and SMBs on what product management is like in their companies. What do they expect from the new product management hires? What is their key to becoming a successful product manager?

    • Meet the panelists
    • How do their PM teams work?
    • What PM skills or tools can't their teams work without?
    • Hiring: What do they look for in a new PM? In product case study responses?
    • Open Q&A

    Assignment #12: Manish will give you a real-world Product Case Study based on his own experience from both sides of the table. Answer the Case Study questions (individual or group). Make sure to apply all the techniques you've learned in this course that are appropriate for each question.

  • +

    Course Project: The PM Product Pitch

    Over the last several weeks, you've refined your product concept and built out a clear delivery plan. What kind of reaction will you get from decision makers?

    This course project asks you to work with your group to crystallize your learnings around PM into a product pitch deck. (Refer to your work from Assignments #1-8 to compile your slides.) Practice making a strong pitch for your product with your group.

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