Responsibilities of an Associate Product Manager
APM roles, going through their responsibilities and I could find these 3 things that were almost in each JD, I went through.
- Building a product feature
- Optimising product flows
- Product led-growth
But these were quite confusing to me at first, now that I’ve understood what they are, let’s have a look at them.
Let’s look at the difference between the 3 Core Responsibilities of an APM.
📲 Building a product feature
• Swiggy: tip for delivery partners, Swiggy POP, saving address of your neighbourhood shops
• Netflix: skip intro, play randomly button
• PhonePe: bill payments, P2P payments, insurance purchase
• Amazon ecommerce site: wishlist, saving card, add a cart, buy now
• Amazon: Amazon JEE Academy, Amazon MiniTv
• CRED : credit card payment, rentpay, pay education fees etc.
‼The important thing is -> You are building something that delivers the core value of the feature
🔁 Optimising flows
• Swiggy: optimising notification text & timing, placement of different options
• Netflix: referral, email life cycle to bring you back
• PhonePe: notifying you when a user from your contact joins
• Amazon ecommerce site: optimizing signup/ payment flows, design, colour, copy
‼ The important thing is -> You are optimising the existing flows from improving the funnel conversions
🌱 Product-led Growth
• Sony Liv: It made the first episode free for any of its shows. During Harshad Mehta Scam, a lot of people watched the first show and then converted to paid users to continue watching.
• Slack: You can get started for free but you pay only if you want to use advanced features. Advanced features become important as you grow.
• Hotstar : You can watch its shows, movies for free which helps in user adoption. Once you like the platform, you become paid user.
• Freemium / Free-trial are often used by different products.
‼ The important thing is -> You are choosing to build in such a way that growth is in-built the product itself.
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~ Anmol
