Product Management - Mastering Product-Led Growth

Learn how to build a product that sells itself

What you'll learn

Why product-led growth is the future of SaaS

A 4 step framework for defining your your product-led growth strategy

How to build a product-led foundation for your company

Learn to document, evaluate and improve your current onboarding process

The triple A sprint for igniting your growth engine

Requirements

The course assumes a basic knowledge of Agile development practices

Access to Miro (I'll show you how to get access to the Free Version of Miro)

Description

Welcome to Product Management: Mastering Product-Led Growth.In the last decade, the biggest product successes (e.g. Uber, Dropbox, Slack) have come from companies that employed a Product-Led Growth approach. In fact, for many companies (particularly in the SaaS space), switching to a Product-Led Growth model has become a matter of survival.Why switch to product-led growth?1) Rising Customer Acquisition Cost (CAC): With more companies competing for your attention, marketing channels have become much more expensive.2) Customer self education: Todays customer prefers to self educate, and try products for themselves, rather than sign up for a Sales demo.But there are few reliable resources and no accepted playbook on "how to get to Product-Led Growth".I created this course to help you implement Product Led Growth. Its packed with practical, real-world experiences that I’ve gained working with Product teams around the world.What you’ll get from this course.In this course, you’ll learn:1. Why product-led growth is the future of SaaS2. A 4 step framework for defining your your product-led growth strategy3. How to build a product-led foundation for your company4. Approaches to document, evaluate and improve your current onboarding process5. The triple A sprint for igniting your growth engineWhy learn Product-Led Growth?The demand for the "modern" Product Manager is growing rapidly. In fact, LinkedIn ranks "Product Manager" as one of the most promising jobs, with 29% year-over-year growth. More and more companies are finally figuring out how important this discipline and this role are to their success. But Product Management practices are also widely misunderstood, with most product initiatives failing to launch. And of those that do launch, only a fraction delivers value to the intended customers. In a field where so many teams follow counter-productive practices, copying others won't work.Don't Imitate. Understand.This course will teach you proven product-led growth approaches used by top product teams. And the practical portion will give you real-world skills that you can apply immediately. If you're a Product Manager looking to level up your product skills or are trying to transition into a new career, this course will help prepare you for success. And if you work in a related role (Business Analyst, Project Manager, Developer, etc), you’re also in the right place.What if I have questions?I offer full support, answering any questions you have 7 days a week (whereas many instructors answer just once per week, or not at all). This means you’ll never find yourself stuck on one lesson for days. With my hand-holding guidance, you’ll progress smoothly through this course without any major roadblocks.So Let’s Do This! Enroll now and sharpen your product-led growth skills. See you on the inside!

Overview

Section 1: Introduction

Lecture 1 Welcome & Course Overview

Lecture 2 Why Product-Led Growth?

Lecture 3 Adjusting Course Speed

Lecture 4 Join the Student Community

Lecture 5 Sales vs Product Led Approaches

Lecture 6 Activity: Sales or Product Led Companies?

Lecture 7 Switching To "Product-Led" Is Not Easy

Section 2: Define Your Strategy

Lecture 8 Free Trial vs Freemium

Lecture 9 A Framework for Picking Your Strategy

Lecture 10 Step 1. What Is Your Growth Strategy?

Lecture 11 Option 1: The Dominant Strategy

Lecture 12 Option 2: The Differentiated Strategy

Lecture 13 Option 3: The Disruptive Strategy

Lecture 14 Activity: What Growth Strategy Is Used?

Lecture 15 Step 2: What Are Your Ocean Conditions?

Lecture 16 Blue Ocean. vs Red Ocean

Lecture 17 Activity: Are these companies in red or blue oceans

Lecture 18 Step 3: What Sales Strategy Will You Use?

Lecture 19 Activity: Are these companies top-down or bottom-up?

Lecture 20 Aligning Growth Model With Sales Strategy

Lecture 21 Step 4: How Quickly Will Customers Experience Value?

Lecture 22 Activity: What Type Of Users Do You Have?

Section 3: Build Your Foundation

Lecture 23 Building a Product-Led Foundation

Lecture 24 Understanding Your Value

Lecture 25 Activity: What is The True Value of These Products?

Lecture 26 Functional vs Social vs Emotional Needs

Lecture 27 Three Key Onboarding Milestones

Lecture 28 Picking Your Value Moment Metrics

Lecture 29 Picking Your Value Moment Metrics - Part 2

Lecture 30 Defining "Active" Users

Lecture 31 What Is Your Ideal Product Usage

Lecture 32 Calculating Ideal Product Usage

Lecture 33 How to Determine Your Price

Lecture 34 Communicating Your Value

Lecture 35 Activity: Find Your Value Gaps

Section 4: Start Your Growth Engine

Lecture 36 The Triple A Sprint

Lecture 37 Step 1: Analyze

Lecture 38 Step 2: Ask

Lecture 39 Step 3: Act

Lecture 40 Designing Your Onboarding Journey

Lecture 41 Get Miro Templates

Lecture 42 User Onboarding - Documenting

Lecture 43 User Onboarding - Streamlining

Lecture 44 User Onboarding - Sequencing

Lecture 45 Engaging Your Customer

Lecture 46 Make It Easy

Lecture 47 Increase Motivation

Lecture 48 Use Behavior Based Prompts

Lecture 49 Enabling Continuous Improvements

Section 5: Conclusion

Lecture 50 Bonus Lecture

Product management professionals,Entrepreneurs and small business owners,Business Analysts,Product Marketing Managers,Data Analysts,Engineers and developers,Designers,Operations Managers,People interested in transitioning to the tech industry