website as a product product camp mn
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Is your Website a product? Is it managed like a product? A case study.TRANSCRIPT
Your Website asProduct
ProductCamp
Mike Ellsworth
Linked InSolutions
www.LinkedInSolutions.com
2
About ME
• 15 years at Nielsen Co.• 6 years as IT strategy consultant• 3.5 years at State of Minnesota
– Program Director of CareerOneStop
Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved
What is a Product?
• A Product as in a product you can buy?• A Product as in something produced by an
organization and managed by a product manager
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Your Website as Product
• Is your Website:– An Advertising Method?– A Branding Method?– Your Corporate Underpants?
• Or is it a Product?– A product is a solution to a customer problem
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What’s the Difference?
• Ancillary Websites:– Exist to increase impact of your
brand/business and raise awareness– Just another channel
• Selling Websites:– Supplemental – can be an afterthought to
bricks and mortar– Primary – delivers the ROI for the
organization; thus should be a product
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What’s the Difference?
• In our case, the entire reason for our existence
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Why a Product?
• Management of the site is different if it’s a product
• Use the Four P’s• Have a lifecycle• Have a roadmap
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Duties of Web Product Manager
• Idea: Hey, kids, let’s build a site!• Product strategy: Goal of site, fit with the
overall strategy, business case • Product planning: What does the market
want? Where is the site going?• Product definition: How site will solve
market problems. Required functions, business processes
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Duties of Web Product Manager
• Launch planning: Steps required to develop content and applications
• Launch: Marketing and communications • Day to day management: Reporting,
analytics, financial drivers, refining and managing product lifecycle
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Duties of Web Product Manager
• What else?
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So What’s My Problem?
• Program Director of CareerOneStop.org Website
• History:– Started in 1998– Three Sites– One to Three Brands– Two Development Teams
• Goal: One Product, One Brand, Managed
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Need To:
• Consolidate three sites into one• Consolidate three brands into one• Change the orientation of the teams
– America’s Service Locator becomes Geolocation Team, Database Team
– America’s Career InfoNet becomes Web Tools team
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Your Ideas?
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Your Ideas?
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Thank You!
You are welcome to connect with me:• Mike Ellsworth• Twitter: @MikeEllsworth• LinkedIn: www.LinkedIn.com/in/MikeEllsworth• Facebook:
www.facebook.com/MichaelJEllsworth • Google Mike Ellsworth and check the bottom of
the first page• [email protected]• 952-373-1006Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 15