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WeSalute (founded as Veterans Advantage PBC)
A marketplace that delivers A Real Thank You to the military community.
- Top military community membership program
- Proprietary verification process for military affinity groups
- Marketplace brand offer management
MY ROLE
As the first product manager, my focus was to build a product strategy that served a set of guiding principles, inclusive of current workstreams, and forward-looking for how we get to a strong liquidity marketplace. This framework served to evangelize a product-led growth strategy for how we prioritize objectives in squads. I broke down squads by experiences, which consisted of the consumer experience, business experience, and liquidity. I then formulated company-level product problem statements, in which I assigned the highest priority problem statements to each squad. In the first year, my focus was to build a business user experience where a business can leverage a self-service onboarding to launch an offer to a verified community of military users. In 2023, we primarily focused on the activation of members through integrations that reduced the verification steps and overall onboarding flow. We secondarily focused on rebranding the company so that we could grow horizontally to more audiences and increase the inclusivity of the audiences we support. We will continue 2024 by focusing on how to programmatically identify low-performing offers based on category since liquidity is becoming more important as we open the door to self-onboarding on the demand side.
DURATION - Currently
KEY TAKEWAYS
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Cross-team collaboration is crucial for the success of a product-led growth business strategy.
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For a product-led growth framework to work, the objectives and key results of the business must align with the product strategy.
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Squads should have their own meeting cadence, collaboration process, launch process, etc. but should also be intentional with communicating progress, statuses and questions to encourage cross-functional and cross-squad collaboration.
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A great roadmap to onboarding a new product manager is to have the following milestones: Product Strategy, OKR & Resource Allocation, Problem Framing, Roadmap Presentation, and Squad Hand-Off.
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Since engineering is usually fixed in terms of hours for development, the % effort to each OKR should be referencing the engineering effort.
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Planning features through the following proccess has shown success:
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Provide context based on trends in data
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Create a hypothesis around the data point
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Create action items from this (i.e. review current process, conduct research from users)
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Create the "why now" for prioritization.
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Create the "How does this move the needle" for impact.
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Utilizing a flywheel concept for the product strategy provides the foundation for growing a marketplace using product-led growth tactics.
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