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ProductCamp San Diego presented the Product Management track at San Diego Startup Week 2018.  The Product Management track was new to Startup Week for 2018. This track was all workshops, with interactive and hands-on exercises. Hundreds of Startup Week attendees participated in six sessions throughout the week to dive deep into Product Management topics.

Too many products are solutions looking for problems. From ideation to maturity, brilliant products are built on solving clearly understood problems with well-defined value to customers you can reach. This series of six interactive workshops provided you with best practices to ask smarter questions, solve important problems, build better products, and make great things happen.

Hiring Product Managers: The Who, What, When, and Why for Success

You’ve built a product. You’ve got some customers. You even did some customer research and used data to iterate. It’s time for the founders to focus on growing the business, not building the product. Which means you’re hiring in your first Product Managers. What does a Product Manager do? There’s no job title in tech with greater confusion and less consistency. This expert team of product executives, recruiters, and startup founders will guide you through the confusing landscape of product management. Define the role with clarity and you can better find the talent you need to achieve your goals.

Workshop leaders

Marcos Rivera
Marcos Rivera

Vista Equity Partners, Program Executive Director, Product Management and Pricing

Samantha Urban
Samantha Urban

Urban Translations, CEO

What participants had to say…

  • Amazing speakers, would recommend for next year!
  • Samantha and Marcos did a great job breaking down and defining what product management means (and can mean), and how to hire a PM, in exactly the way that I needed.
  • Really informative, organized, and outstanding session.
  • The discussion and information provided was fantastic! I learned a lot of information on how to market myself as becoming a Product Manager with little experience. Extremely engaging!
  • Amazing presentation. One of the best I’ve seen on a really tricky topic. This is what makes SDSW so valuable. Two great perspectives: one more corporate and VC oriented, the other a true operator in the trenches. I left wanting to keep learning more. Thanks to everyone for putting this together!
  • The workshop helped me analyze my shortcomings and strengths in tandem with my Product Team. Definitely a tool I’ll be sharing with the rest of the org!

Download Workshop Materials

SDSW18 Product Track, Hiring a Product Manager

Lean Canvas: Capture your idea in 20 minutes versus 20 weeks

You have a brilliant idea: a solution to an important problem, an innovative technology burning in your brain, or a team that can do anything. Where do you begin in turning your idea into a business? The Lean Canvas is a 1 page framework to conceive, discuss, and evaluate your idea. Compared to writing a business plan which can take several weeks or months, you can outline multiple possible business models on a Lean Canvas in one afternoon. This workshop will introduce the Lean Canvas and walk you interactively through the nine elements of your business’ key drivers. Come prepared to participate — this isn’t just theory, but action-oriented planning for your success.

Workshop leaders

Paul Bannister
Paul Bannister

PageOneTraffic Ltd., Founder and Chief Executive Officer

Shirin Rejali
Shirin Rejali

PayLease, Director of Product Marketing

What participants had to say…

  • Super helpful! Love the hands-on approach.
  • Great workshop where we participated and learned by doing. This challenges us to truly learn somewe can actually use the next day
  • Loved it. Speakers terrific and they helped in the groups. Glad to see this lean strategy option in practice. Nice to meet attendees in my group. Definitely needed all the time allotted.
  • Great empowering session that clarifies how to effectively use the lean canvas.
  • I really love this class. It was very informative. I will be using this model.
  • Very detailed, with lots of good examples and advice

Download Workshop Materials

SDSW18 Product Track, Lean Canvas Workshop

It’s not stalking; it’s research: Watching your user in their real life environment

The best way to “fall in love with the problem” is to make a date with ethnographic research. Observing someone in their natural environment allows you to understand how they work and what they need to be effective. How do you convince someone to let you watch them in order to get critical data to help inform how to design your product offering?

This interactive workshop will provide you tools and tricks to successfully immerse yourself in the world of the user. Attendees will learn how to successfully facilitate this type of onsite ethnographic research and how to translate those insights into product requirements.

Workshop leaders

Teena Singh
Teena Singh

ServiceNow, UX Strategy and Customer Insights & Designing Women San Diego, Board Member

Tara Jensen
Tara Jensen

SDXD – San Diego Experience Design Professionals Network, President & InnovaSystems International, Lead User Experience Architect, Marine Business Unit

Babak Foruntapour
Babak Foruntanpour

The Brilliant Co., Head of Product and Strategy

Julie Morgan
Julie Morgan

Designing Women San Diego, Founder & Qualcomm, User Experience Designer, Senior Staff

Seth Hill

Blink UX,Director of Research

What participants had to say…

  • Great session! Very actionable insights. Engaging activity.
  • Awesome real world workshop with practical answers for turning knowledge into action that we can use on the job.
  • I was very surprised to experience (given how simple the hands-on project was) how much insight was actually gained… Info share and interaction with our project teams for the task was very enjoyable. Great panel as well…Highly recommend.
  • I got so much more out of this than I anticipated. The panel and the Q&A were excellent.
  • Best ever session. Really showed why its valuable since everyone in room participated.

Download Workshop Materials

SDSW18 Product Track, It’s not stalking; it’s research

Keeping Score: Post-Launch Metrics

Post-launch metrics are vital to a product’s overall success. The impact of the launch’s success can be measured through several factors like awareness, pipeline growth, user adoption. With the widespread use of marketing automation it is easy to quantify just want is happening with your product in the marketplace.

It’s too easy to fall into the trap of vanity metrics, scoreboard watching, and analysis paralysis. What data should you pay attention to? This interactive workshop will walk you through a series of post launch metrics, where to find them, and how to interpret them. So now you can focus on what is meaningful and actionable, and apply that information to create even more profitable future launches.

Workshop leaders

Aditi Uppal
Aditi Uppal

Teradata, Marketing Automation Systems Manager

Morgan Wood
Morgan Wood

GoFundMe, Head of Customer Happiness

Will Casavan
Will Casavan

Aperture Product Management, Director

What participants had to say…

  • Great info and presentation- the group activity was very enlightening and educational
  • Love the interactive exercise!
  • I liked the panel/presentation format combined with workshop
  • Great for my product launch!
  • Great session and useful concepts to apply to tracking the right metrics
  • More in future of experience learning. Awesome session.

Download Workshop Materials

SDSW18 Product track Keeping_Score Post Launch Metrics (corrected)

Talking About Tech: Communicating Complex Ideas Simply

How do you explain a complex idea to a 7-year-old? You’d have to completely understand the idea in order to translate it into words a 7-year-old understands. Assume anyone that doesn’t do your job, or works at your company, or works in your industry is a 7-year-old. Every industry, location, company, culture, department, and specific job has its own language that can be incomprehensible to an outsider. The point of language is to communicate but the more powerful your command of the language, the more powerful your communication. Join us as we host a workshop for technical experts who want to communicate better, simpler, and more effectively across departments in order to build better products.

Workshop leaders

Harrison Schaen
Harrison Schaen

Issue Fixers, CEO

Mark Lee
Mark Lee

Enroll Hero, CEO/Founder

What participants had to say…

  • Great presenters and have a great way of presenting and keeping the audience engaged. Learned ways of how I can communicate better from an audience from the unknown to the known in just 10 min or less presentation
  • I appreciate the formations of groups to practice what was in the workshop and worked to deepen are of understanding keeping things simple.
  • Workshop has interesting information regarding the MARS model and overall helped me rethink my approach to improve my communication skills. Awesome work.
  • Awesome work shop, really enjoyed it. You guys should have made the other presenters go through this
  • Best workshop I’ve been in this year. Thanks so much for your work!

Download Workshop Materials

SDSW18 Product track, The MARS Model (excerpt)

Innovating and Iterating Your Sales Model Using the Tools of Product Management

Even the most elegant products will fail if they don’t have a customer willing to pay for them, so you need to tackle the value risk first. How do you validate that you are selling your product the right way to the right people? Product Management is not just limited to designing and engineering the right product, the principles and techniques of solving user problems can be applied to solve buyer problems as well. In this workshop you will learn simple product management techniques that you can apply to tuning and validating your commercial model. You will leave with practical tools that you can apply immediately – whether you are a sales leader or product leader. If your sales team isn’t hitting their goals, iterating on your sales model is significantly cheaper and easier than iterating on your sales staff!

Workshop leaders

Brenna Wood
Brenna Wood

Elsevier, Director Product Management

Shaun Savage
Shaun Savage

Go Share, CEO/Founder

What participants had to say…

  • LOVED the paired and group exercises. What better way to force entrepreneurs to face their fears and work on solutions! Lots of great info, and lots of actionable things to work on for my startup.
  • This was excellent. Love when they give packets for me to fill out. Really helped me write it down and think about it.
  • Great balance between theory and practice. It’s great to apply the concepts in your real product and share it with the team. Brenda and Shaun were very professional and great at engaging the audience; and also they managed the session efficiently. Jessica did a very well structure and articulated introduction. Excellent session!
  • Great examples and workshops

Download Workshop Materials

SDSW18 Product track, Innovating and Iterating your Sales Model

Want More?

Join us for ProductCamp San Diego on Saturday 20 October 2018.