Thoughts about how a startup can survive without any Product Manager

1. Product
Manager 17 Jul
Tue 2012
Sorry, ePi didn’t
ePi_Longo
have anyone:-s Co-founder
Alexis “If you want to succeed, you’ve got to
Ohanian be okay to just lose control”
Tuesday, July 17, 2012

2. Why?
Never
have People Money
enough
Experience Reputation
Tuesday, July 17, 2012

3. How can we survive?
Company/Brand Vision
Product Positioning
Learn to
Blue Ocean
Smile :)
Tuesday, July 17, 2012

4. How can we survive?
Company/Brand Vision ePi
We seek to create a
flexible, scalable and most
profitable system for
delivering and monitoring
information on Internet.
Tuesday, July 17, 2012

5. How can we survive?
Product Positioning
“In marketing, positioning has Functional
come to mean the process by
which marketers try to create
an image or identity in the
minds of their target market for
its product, brand, or Symbolic
organization.”
Wikipedia
Experiential
Tuesday, July 17, 2012

6. Product Positioning
Solve
Functional Problems
Provide
“A business that
Benefits
makes nothing but
money is a poor
business”
Get favorable perception by
H.Ford investors/lenders
Tuesday, July 17, 2012

7. Product Positioning
“Service that would let people
bring all their files anywhere,
Functional with no need to email around
attachments”
Provide
“A business that
Benefits
makes nothing but
money is a poor
business”
Get favorable perception by
H.Ford investors/lenders
Tuesday, July 17, 2012

8. Product Positioning
Solve
Functional Problems
Benefit
“A business that 1(0)GB storage
makes nothing but up to 25MB attachment
money is a poor
business”
Get favorable perception by
H.Ford investors/lenders
Tuesday, July 17, 2012

9. Product Positioning
Solve
Functional Problems
Provide
“A business that
Benefits
makes nothing but
money is a poor
business”
H.Ford
Tuesday, July 17, 2012

10. Product Positioning
Self-image enhancement
Symbolic
Ego identification
“If you can't make it
Belongingness/Social
good, at least make
it look good.”
Meaningfulness
B.Gates
Affective fulfillment
Tuesday, July 17, 2012

11. Product Positioning
Self-image enhancement
Symbolic
Ego identification
“If you can't make it
Belongingness/Social
good, at least make
it look good.”
Meaningfulness
B.Gates
Affective fulfillment
Tuesday, July 17, 2012

12. Product Positioning
Self-image enhancement
Symbolic
Ego identification
Line Camera/Naver
“If you can't make it
Belongingness/Social
good, at least make
it look good.”
Meaningfulness
B.Gates
Affective fulfillment
Tuesday, July 17, 2012

13. Product Positioning
Ego identification
Symbolic
Self-image enhancement
Coco Chanel believed that
women should wear
perfume wherever they
“If you can't make it wanted to be kissed.
Belongingness/Social
good, at least make
it look good.”
Meaningfulness“What do I wear in bed?
Why Chanel No. 5 of
course”.
B.Gates M.M
Affective fulfillment
Tuesday, July 17, 2012

14. Product Positioning
Belongingness/Social
Symbolic Meaningfulness
Self-image enhancement
“If you can't make it
good, at least make
it look good.” Ego identification
...belonging helps us
(social animal) survive...
B.Gates
Affective fulfillment
Tuesday, July 17, 2012

15. Product Positioning
Affective fulfillment
Symbolic
Ego identification
“Wii Sports: All the frustration of
real sports with out the physical
“If you can't make it
Belongingness/Social
exercise.”
good, at least make
it look good.”
Meaningfulness
Felix Harneis (?)
B.Gates
Self-image enhancement
Tuesday, July 17, 2012

16. Sensory
Experiential Stimulation
Augmented Reality (AR)
Of or relating to sensation or the physical senses;
transmitted or perceived by the senses
“I always practise
penalties, but what people
don't understand is that
you can never recreate Cognitive
that pressure situation that
you're under.”
Stimulation
A.Shearer Of or relating to the psychological result of
perception and learning and reasoning
Tuesday, July 17, 2012

17. ePi’s products
ePi Solve Problem
We seek to create a Gab
flexible, scalable and + Benefit
most profitable
system for delivering Solve
and monitoring Another
information on Problem
Internet.
Why not?
Fans Symbolic?
+ Benefit
Tuesday, July 17, 2012

18. Eliminate Raise
factors that your factors well above
industry has long the industry’s
competed on standard
Reduce Create
factors well below factors that the
the industry’s industry has never
standard offered
Blue Ocean Four Actions Framework
Tuesday, July 17, 2012

19. Eliminate Raise
Highest Cost Benefit (Gmail)
Less-valued features Cost (Freemium?)
Wrong Customers
Reduce Create
Cost
new Experience
Features (Tumblr)
new Segment
Wrong Segments
Blue Ocean Four Actions Framework
Tuesday, July 17, 2012

20. Eliminate Raise
Press Clipping Automation
... ...
Reduce Create
Human Cost New Market
Marketing Cost SMM Framework
... ...
Four Actions Framework
Tuesday, July 17, 2012

21. Learn to
Smile ;)
Tuesday, July 17, 2012

22. Learn to Highest Paid
HiPPO
Smile ;) Person Opinion
Be Human! Work!=Life
Talk, Smile and never think
you’re the user
Tuesday, July 17, 2012

23. Books
Tuesday, July 17, 2012

24. Tks :) Tue
17 Jul
2012
ePi_Longo
Co-founder
James Cash “Theory is splendid but until put it into
Penney practice, it is valueless”
Tuesday, July 17, 2012