2018年如何做產品戰略會議.pdf

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1、來自硅谷及國內一線大咖實力分享!PM-Summit 2018全球產品經理大會P r o d u c t M a n a g e m e n tS u m m i t“博覽Boolan”服務號How to Run a Quarterly Product Strategy MeetingGibson Biddle Boolan PM Summit June 30,2018Encourage independent decision-making by employees Share information openly,broadly and deliberately Are extraordin

2、arily candid with each other Avoid rules,and Hire and keep only the most talented people.At Netflix we:Our core philosophy is people over process.1.Two strategy models 2.Product strategy meeting setup 3.Meeting simulationHow to Run A Product Strategy MeetingProduct Strategy Models:GLEe DHM1Strategy

3、Long-term plan Hypotheses for how to build customer&shareholder value Tactics Short-term projects to test above hypothesesWhy strategy?Ensure teamwork Motivating,high-level view Discipline without process Enable prioritization&saying“no,”a lotFocus&phasing:GLEe 1.Get big on _ 2.Lead _ 3.Expand _Long

4、-term trends DVD Players eCommerce Subscription Internet video TV-based game systems Automation Social Mobile Internationalization Personalization Machine learning/AI VoiceLong-term trends DVD Players eCommerce Subscription Internet video TV-based game systems Automation Social Mobile Internationali

5、zation Personalization Machine learning/AI VoiceFocus&phasing 1.Get big on DVDs 2.Lead streaming 3.Expand worldwideThe DHM Model Delight customers in Hard-to-copy Margin-enhancing waysDelight customers Personalized Instant delivery Value Easy Selection New releases All devices Original content Downl

6、oad Multiple streams 4K video&audio Voice ID&controlHard-to-copy Brand Network effects Unique technology Economies of scaleNetflix examples“Movie enjoyment made easy”Device ecosystem Personalization Content costsMargin-enhancing Price&plan tests Used disk sales Advertising Less expensive contentProd

7、uct StrategyPersonalized Device ecosystem Instant EasyTactics:Netflix Prize API development 100 shipping centers,streaming SimplifyPersonalized Device ecosystem Instant EasyMetrics:25%of customers with 50+ratings 95%of TVs 95%disks 15 hours 90%cust 3 titles in Session 1 QueueProduct StrategyQ1Q2Q3Q4

8、PersonalizationCollaborative filteringRatings wizardHomepage postcardsQuacl testingDevice ecosystemAPI DevelopmentTV-based prototypeXbox DemoPlaystation demoInstantTie march to hub inventoryAutomated hubsExpansion from 20-40 hubsIf skipped,ship next title in QueueEasySimplify sign-upRow-based mercha

9、ndisingBack of boxQueue simplificationRoadmapProduct Strategy Meeting:Goals&preparation2Quarterly meeting goals Context through strategy Share results&learnings Debate future hypothesesNetflix Swim Lanes Personalization Merchandising Search DVD InstantTV Community Open APIs Help/account New membersF

10、or each swim lane Key strategies Tactics,and MetricsMeeting prep Describe results,learning&future hypotheses Data&design rich Right people in the roomRules of engagement Ask questions,form opinion,debateSimulation:New member site32018 new member metrics Goal:30M new members Increase:Trials/Visits(2.

11、1%)Month One retention(90%)Lifetime value($180),and Lower acquisition cost($50)All data are guesstimates.Strategies Brand&positioning Price/plan/free trial Personalization Multi-platform Tactics Original content focus More simultaneous streams Featured titles,Previews Alexa launch Non-member teamQ1Q

12、2Q3Q4Brand/positioningPersonalizationOriginal content as heroStranger Things launchHighlight new voice featurePrice/plan/trial4 streamsTwo week trialFree trial reminderUltra/4K for$15PersonalizationFacebook ad integrationIntegration with ad systemsWalla walla(pre-populated name,etc.)Multi-platformOn

13、e-click sign-up on iOsAlexa sign-up2018 Non-member 4-quarter PlanTest:3 v.4 simultaneous streams for one accountTest 1-2-3 v.1-2-4132231Test 1-2-3 v.1-2-4132241Hypothesis More simultaneous streams:increase LTV by 2.7%through higher average price($11.30)PlanBasicStandardPremiumAverage Price$8.00$11.0

14、0$14.00Streams123Current Mix33%34%33%$11.00Test Streams124Test Mix30%30%40%$11.303 v.4 Simultaneous StreamsAll data=guesstimatesPlanBasicStandardPremiumAverage Price$8.00$11.00$14.00Streams123Current Mix33%34%33%$11.00Test Streams124Test Mix30%30%40%$11.303 v.4 Simultaneous Streams ModelTest results

15、 As modelled!Other issues?DHM model Why 4 streams?Fair?Lost sales?Movie studio perspective?Launch or not?LaunchLearnings More streams delight customers in margin-enhancing ways Assume the best of customers.(Hard to create clear,fair rules)More members builds both economy of scale&network effect Incr

16、eases value of brand.Good meeting like a movie Drama Success&failure Candid debateMeeting supports the culture Debate,decide,do Customer,business&data focused Fast-paced learning&decision-making1.Define the overall product strategy,metrics&tactics 2.Build a rolling four-quarter product plan 3.Execut

17、e your first quarterly meeting.Next Steps for YouIf you want to build a ship,dont drum up the people to gather wood,divide the work,and give orders.Instead teach them to yearn for the vast and endless sea.”Antoine de Saint-Exupery The Little Prince“Thank You!Feedback“Feedback is the breakfast of champions.”Ken Blanchard Read“How to Run a Quarterly Product Strategy Meeting.”