Product
Management

A 10-week business course supported by 10-Week Business Course

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We Teach Core Skills

Understand your users

Understand your users and analyze the market to build a product that is both desirable and viable

Create a product roadmap

Create a roadmap and effectively manage communication with all stakeholders

Develop metrics to measure success

Develop metrics to measure your success and make tough decisions

In my 15 years as a product manager and organizer of The Product Group, I have worked with hundreds of junior level product managers and people looking to transition to a product role — but there was never a practical place for them to develop their skills. This course fills that gap, giving students the frameworks and strategies to be effective product managers.

Jeremy Horn
Product Manager at Viacom; Organizer of The Product Group

Jeremy Horn, Viacom and The Product Group

We Embrace The Details

Unit 1: Product Management Fundamentals

Introduction to Product Management

  • Describe the role of product management within a startup or large organizations.
  • Describe the multiple roles of a Product Manager.
  • Describe different ways in which product management teams can be structured within an organization, and the implications of each structure.

The Product Management Process

  • Describe the stages in the in the product development and management process.
  • Describe the concept of ‘agile’ and ‘scrum’ and how it applies to product management.
  • Explain the Technology Life Cycle Adoption Curve and the product development lifecycle and its implications for product management.

Business Model Design

  • Describe how developing a new product impacts the wider business.
  • Describe the components of every business model and how the components relate to each other.
  • Describe different types of business models (e.g. Freemium).
  • Develop a business model around a new product idea.

Understanding the market

  • Analyze the dynamics of an industry and market.
  • Calculate the size of a market by applying a variety of techniques and research.
  • Execute a marketing segmentation activity.
  • Understand the different ‘types’ of markets (e.g. existing vs. re-segmented).

Unit 2: Testing, Validating and Building Products

User Research: Developing the Voice of the Customer

  • Develop customer insight through quantitative and qualitative market research.
  • Describe how users interact with hardware and software.
  • Develop a customer persona.
  • Articulate a customer value proposition.

Wireframing, Storyboarding and Usability Testing

  • Apply different wireframing tools and techniques to create and test product prototypes.
  • Convert user goals into wireframe.
  • Storyboard the flow of an application or website.

Testing and Validating Product Ideas

  • Understand the concept of Product/Market Fit.
  • Develop a Minimum Viable Product to validate a learning about a customer.
  • Apply Customer Development and Lean principles to test and validate risks and assumptions.

Creating and Translating Product Features

  • Translate customer needs into features.
  • Create feature sets based on inputs.
  • Test and validate features using Minimum Viable Products.

Workshop: MVPs, Wireframing and Storyboarding

  • At the beginning of the course, students will be tasked with developing a new product, which the need to present/pitch at the end of the course.
  • This workshop is an opportunity to work on their product idea and ask any question they may have (e.g. how to create and test and MVP using wireframes).

Unit 3: Ongoing Product Management

Financial Modeling for Product Managers

  • Describe how to design a financial model, map relationships, and prioritize predictions
  • Apply and execute basic Excel formulae.
  • Assess the potential financial performance of a product based on market analysis.
  • Build a business case for a product using market and financial analysis.

Building and Managing a Product Roadmap

  • Identify the different types of roadmaps and create a roadmap for a given product.
  • Maintain a product roadmap.
  • Break a product into its components and prioritize the development of features for a given roadmap.

Metrics and Measurement

  • Identify the right metrics and KPIs to track for a variety of products.
  • Describe AARRR metrics and how it relates to the conversion funnel.
  • Identify tools you can to measure your metrics.

Unit 4: Working With Stakeholders

Communicating with Stakeholders

  • Identify the needs of different stakeholders in the product management process (e.g. business, design, technology, finance) and effectively communicate with these groups.
  • Apply leading practices for gaining stakeholder buy-in of new product development initiatives.

Technology for Product Managers

  • Define what a tech stack is in the context of web applications and identify associated technologies.
  • Articulate the business and technical implications of adding, removing or postponing product features.
  • Identify best practices for developing digital products with your technology team.

Creating a Product Spec

  • Write product specifications for a development team.
  • Determine the appropriate level of detail and technicality for a product specification.

Presenting and Pitching Your Product to Different Audiences

  • Determine what information needs to communicated when describing a product, depending on the audience.
  • Communicate a product to both internal and external stakeholders.
  • Craft a compelling narrative and story about about a new product idea.

Final Presentations and Demonstrations

  • Students will be asked to present and/or demonstrate their product ideas to a panel of business, design and engineering experts.
  • Student presentations will need to include: description of product and how it solves an unmet customer need; description of MVPs; product roadmap.
I learned more from the hands-on methods at General Assembly than I did during my entire three years in law school. GA's courses allow students to focus on the ideas that are most interesting to them and that will help propel their careers forward.

Whitney Meers, Digital Content Specialist

Students listening in class

Upcoming in

26 April –
28 June

Saturdays
10am-3pm
Tuition: $3,250 USD
(Payment plans available)

Instructor

Rick Johnson
Product Management Consultant, Wells Fargo

Rick Johnson began his foray into software Product Management during the hey days of the dotcom movement in 2000. Over the past 14 years he’s been a Product Manager for Fortune 100 companies here the Bay Area. As an SVP atBank of America he held the role of Channel Manager, where he managed teams of Product Managers responsible for much of the Webby Award winning web properties within Online Banking. More recently he was Director of Product Management at First Republic Bank for the consumer facing website. Currently he’s consulting the Product Manager team at Wells Fargo Bank.

05 May –
09 July

Mondays & Wednesdays
6:30-8:30pm
Tuition: $3,250 USD
(Payment plans available)

Instructors

V. Rao Dumpeti
Co-Founder, Product Manager, MakeMe

Formerly, Web Technologies Manager at The New York Times Co. • Engineering Manager at Yahoo! • Software Engineer at ProQuest • Jr. Software Developer at Hughes Network Systems. Executive Education in Management and Leadership & Strategy and Innovation at MIT Sloan School of Management • BA in Computer Science from University of Maryland, College Park.

Andy Acs
Product Marketing Manager, WeddingWire

Business and technology enthusiast. Passionate about inventing, building, and optimizing. Strong distaste for the status quo. Hungry to learn and do more. Aspiring payments geek, particularly fascinated with pre-paid/stored value, peer-to-peer, and other alternative payment methods and technologies. I spend a lot of my time daydreaming ideas like integrating socially positive loyalty programs into EBT systems or developing simplified payments infrastructure for the developing world.

05 May –
09 July

Mondays & Wednesdays
7-9pm
Tuition: $3,250 USD
(Payment plans available)

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08 May –
15 July

Tuesdays & Thursdays
7-9pm
Tuition: $25,000 HKD
(Payment plans available)

Instructor

Mark Altosaar
Founder, Claritas Audio

Mark Altosaar is the founder of Claritas Audio, whose mission is to challenge the often generic, artificial and excessive products in the consumer electronics industry by designing simple loveable objects of delight that use natural sustainable materials as their foundation. Prior to starting Claritas Audio, Mark was a Manager in the Product Research Center at Philips Electronics in Hong Kong, where he represented the voice of the consumer throughout the product development cycle. Before coming to Hong Kong, Mark was a Product Manager and User Experience Specialist at one of Canada’s top technology companies and led the development vision and marketing strategy for software used by 30 million people and launched a global digital content search and community website used by millions worldwide.

14 May –
28 July

Mondays & Wednesdays
6-8pm
Tuition: $3,250 USD
(Payment plans available)

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17 May –
19 July

Saturdays
10:00am to 3:00pm
Tuition: $3,500 AUD
(Payment plans available)

Instructor

Shane Williamson
Senior Product Manager

Shane Williamson has worked in both of the information technology and mobile industries in various technical, marketing & strategy roles. Shane’s extensive experience has included running products & programmes within the South Pacific and South East Asian regions, working for companies such as Microsoft, 3 Australia and Optus. Throughout Shane’s career, he has been involved in various aspects of the digital realm such as implementing one of Australia first interactive TV trials utilising Microsoft’s WebTV service; chairing the Digital TV Interoperability Standards Board; technical lead for Windows ’95 launch throughout the Asia Pacific region; launching an Australian first, award winning, 3G mobile application called LOC3; co-founding the Sydney chapter of Mobile Monday. Shane consults regularly to businesses on mobile convergence as well as telecommunications & cloud strategy around platform & software as a service. Active in industry development, Shane regularly mentors for Australian start-up company initiatives such as Pushstart & MEGA as well as being one of the founders of the Sydney chapter of Mobile Monday.

20 May –
31 July

Tuesdays & Thursdays
6:30 - 8:30 pm
Tuition: $3,250 USD
(Payment plans available)

Instructor

Gopal Shenoy
Director of Product (International), Care.com

Gopal Shenoy is a product management veteran with over 17 years of software industry experience leading teams that have launched successful products. His passion for product management made him launch his blog Software Product Manager (productmanagementtips.com) in 2007. He is currently Director of International Products at Care.com. Prior to Care.com, he worked in product management roles at Gazelle, OnForce, Salary.com and SolidWorks.

07 June –
16 August

Saturdays
11am-3pm
Tuition: $3,250 USD
(Payment plans available)

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16 June –
25 August

Mondays and Wednesdays
8.15pm-10.15pm
Tuition: £2,800 GBP
(Payment plans available)

Instructor

Jock Busuttil
Founding Director, Product People

Jock Busuttil has over twelve years' experience working for software companies, the majority of which as a product marketer or product manager. He has worked in firms ranging from start-ups through to multi-nationals, most recently for Experian, and in a variety of industries. Jock is also the author of imanageproducts.co.uk, a blog for people to learn about product management from the ground up and runs a product management consultancy called Product People.

24 June –
28 August

Tuesdays & Thursdays
7-9pm
Tuition: $25,000 HKD
(Payment plans available)

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30 June –
02 July

Mondays & Wednesdays
6:30pm to 8:30pm
Tuition: $3,500 AUD
(Payment plans available)

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18 August –
22 October

Mondays and Wednesdays
6:30pm - 8:30pm
Tuition: $3,500 AUD
(Payment plans available)

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22 September –
04 December

Tuesdays & Thursdays
7-9pm
Tuition: $25,000 HKD
(Payment plans available)

Instructor

Mark Altosaar
Founder, Claritas Audio

Mark Altosaar is the founder of Claritas Audio, whose mission is to challenge the often generic, artificial and excessive products in the consumer electronics industry by designing simple loveable objects of delight that use natural sustainable materials as their foundation. Prior to starting Claritas Audio, Mark was a Manager in the Product Research Center at Philips Electronics in Hong Kong, where he represented the voice of the consumer throughout the product development cycle. Before coming to Hong Kong, Mark was a Product Manager and User Experience Specialist at one of Canada’s top technology companies and led the development vision and marketing strategy for software used by 30 million people and launched a global digital content search and community website used by millions worldwide.

24 November –
11 February

Mondays & Wednesdays
7-9pm
Tuition: $25,000 HKD
(Payment plans available)

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