20111kloc-0/October 4th, Teacher Kai-fu Lee sent a Weibo about product managers:
What career is the best "preparatory course" for starting a business as CEO in the future? My answer is product manager, because product manager plays a central role in product, technology, market, customers, operation and design. It is suggested that those students who are interested in becoming CEO can consider taking the road of product manager if they are employed first (whether in a big company or a startup company).
This passage inspired many young people, including the author Li Sanke.
Everyone knows the truth. Some people choose to maintain the status quo and are confused. Some people decide to face difficulties and break through them. Teachers of three subjects belong to the latter.
Compared with other product manager books, this book may not have any very original insights, but it is an ideal introductory book for Xiao Bai (a fresh graduate) in the workplace to apply for the position of product manager, or for the employees in other positions trying to transform into product managers.
Teacher Li Sanke explained the popular science professional knowledge of 0 basic students who don't understand the position of product manager in a simple way through his own job-seeking transformation experience:
1. Why do you want to be a product manager?
2. What knowledge and skills do you need to be a product manager?
3. Where can I get to know the product manager?
4. How to select industry companies in a targeted way based on their own advantages (work experience)?
If you are also interested in becoming a product manager, you might as well learn the contents of this book from me!
-0 1-
Teacher Li Sanke transformed into a job-seeking product manager.
1. Cross the river by feeling the stones.
Determined to transform into a product manager, the teacher of Sanke explained his intention of job-hopping to the vice president of the company's products, and the vice president politely refused the application for the following reasons:
I don't have relevant experience as a product manager. First of all, I should take the time to learn the knowledge of product managers, understand the work content, and determine whether I really like this job.
Personally, I think this is really a good boss, not to throw cold water on it directly, but to guide young people how to embark on their ideal road correctly. )
According to the vice-principal's suggestion, the product manager of the on-the-job company is the first thing teachers think of. Every time they eat, they ask the product manager for relevant knowledge and take notes after dinner.
With the product manager as the leading factor, the learning route of the teachers of the three subjects gradually became clear, and they began to immerse themselves in learning other people's posts on the website related to the product manager, participated in offline salon activities, and mastered many related skills.
2. Dawn in the dark.
I study every day, but I make no progress. Beneath the seemingly calm appearance, I am suffering from anxiety.
An analysis of competing products helped the teachers of the three subjects to open the road of product manager.
Writing competitive analysis for the first time. Teachers of the three subjects want to know how they write, and hope that more people will see their efforts and send private letters to colleagues and Weibo, asking them to help forward them. Many things happen. The first analysis of competing products was forwarded by many people, which greatly encouraged the teachers of the three subjects.
I was really moved by the vice president. The first analysis of competing products caused heated discussion. The vice principal said to the teacher of the three subjects, "The competitive analysis you wrote yesterday is really good. I saw some friends forwarding it on Weibo. It is good to pay attention to persistence and make progress in every article. "
I finally know why my career path is so bad. It turns out that I am short of such a vice president!
With the experience and lessons of writing competitive product analysis last time, the teachers of the three subjects plan to write something different this time, and want to write what the company executives or product managers want to read (after writing @ company executives read).
According to the current situation of the industry and the company's future development suggestions, this competitive product analysis won the interview opportunity for the first product manager for the teachers of the three subjects. Although there is no offer, it is also a huge breakthrough.
3. Become a product manager.
In order to pursue victory, the teachers of the three subjects insisted on publishing the company's competitive product analysis online, and finally successfully transformed into product managers in different interviews and studies.
-02-
Take the essence and discard the dross
Summarize the job-seeking transformation experience of teachers in three subjects in one word-twists and turns, which is also the only way for most white people in the workplace. What can we learn from this experience?
1. Don't indulge in self-emotion.
The product manager needs to draw a prototype, which involves two tools: AXURE and MINDMANAGER.
Many white people think that they can become product managers by learning these two tools to the great god level. Don't! This is not the core competitiveness of product managers, as long as they learn basic operations and gradually optimize and improve in their daily work.
As a newly graduated or cross-bank transformation employee, few people can reach the top in one step, and more Xiaobai starts from a junior product manager. We can refer to the requirements for the position of junior product manager published by the company on the recruitment website:
1.？ Smart, strong execution, master basic office software, be able to get started quickly, and assist product managers to complete some basic tasks (handyman);
2.？ Familiar with the product online process, able to do demand research, user interviews, write competitive product analysis, draw product prototypes, and write demand documents;
3.？ In addition: experience in related product projects.
The teacher of the three subjects suggested: join the job first and then be promoted.
2. Choose the company according to your own experience and advantages.
Why can all three teachers get the product manager offer recruited by Zhilian?
Reason: Teachers from all three subjects have experience in B2B sales in Alibaba, recruiting foreign trade salesmen for B2B small and medium-sized enterprises, and Zhaopin recruitment just needs to develop this project.
The ability of product manager includes two lines: business line and technology line.
Line of business: understand user needs and scenarios.
Technical route: demand investigation, writing competitive product analysis, drawing product prototype, writing demand document, etc.
3. Grasp the learning opportunities in every interview.
Every interview opportunity for teachers of three subjects is hard-won. At the end of each interview, the interviewer asks what questions he wants to know, and the teachers of the three subjects will ask, "What do you think I need to do to become a junior product manager in your company?"
Although I didn't get the offer, I wrote down the interviewer's suggestion and studied and practiced more practically, so I didn't panic.
-03-
A complete product case
What exactly does a product manager do?
1.？ Discover the demand;
Do you have any favorite applications? Is there any function of this APP that you think can be improved?
The product manager is to turn this function that needs to be improved from imagination into reality.
2.？ Find the target user;
This can't be a person's self-satisfaction, but a group of people's carnival.
Ask the target users more to determine whether they also have this demand.
3.？ Demand survey;
Face-to-face interview, telephone interview, online chat (QQ/ WeChat) and questionnaire survey.
4.？ User portrait;
The user's photo, name, gender, job position and other information, accompanied by a description of the user's personality characteristics, let colleagues know what kind of people the newly developed function will like.
5.？ Competitive product analysis;
Has the newly developed function been done by other companies?
Yes: How about it? May I refer to it?
No: Why don't other companies develop this feature?
6.？ Carding function;
What smaller features does the new feature need to support?
How to prioritize?
Write down each step to realize the new function in turn.
7.？ Draw a flow chart;
Combine business process and user usage process.
8.？ Draw product prototype;
Draw the APP page to be transformed and how to add new functions.
9.？ Requirements document;
UI designers, R&D engineers, test engineers and operational colleagues will refer to this document for their work, especially in the design and R&D departments. Any product in the document is not carefully considered, which may lead them to do useless work or even rework many times.
Requirements documents can be written in two ways:
Tradition: written in Word, including contents such as catalogue, overview, product structure, product functions, etc.
Personal: put the product prototype screenshot on the big canvas and write notes next to the product prototype screenshot.
10. Requirements review;
Tell your colleagues what you want to do, please see if it is reliable.
1 1. Project management;
Communicate with all departments, confirm the work content and completion time of all departments, and make overall plans to determine the online time and materials required for the project.
12. Testing, acceptance and online;
Colleagues from all departments cooperate to complete the project, check the completion effect of the project, and launch a new version of the APP if possible.
13. Version iteration.
Collect users' feedback on new features, check the transformation data, and prepare for the next version of the APP.
-04-
abstract
Compared with the knowledge of the position of product manager, Mr. Li Sanke dares to think and do, and his indomitable struggle and sharing spirit can stimulate people's inspiration and let readers see the feasibility of an ordinary person's counterattack.
At first, the analysis of competing products written by teacher Li Sanke may seem naive to the Great God. Today, Mr. Li Sanke has successfully become a senior product manager, and he is still willing to share his original articles without fear of criticism and ridicule. Few people can achieve this modest attitude and pattern. After all, everyone wants to show the public the perfect side.
Want to be a product manager and feel that you can't? Read this book and follow the procedures in it. Maybe you will succeed?
WeChat official account: Mr. Yao Happy Progress Camp.