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Creating metrics that matter

A case study: Launching a product process in a project-based company

B2B product management

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Anna is a product marketer with over 5 years of experience in the IT industry, specializing in launching products for both B2B and B2C companies. She has experience with mobile and web apps and began her journey with the founding of a FinTech startup. She is passionate about entrepreneurship, marketing, social psychology, and AI. Connect with her on LinkedIn.

Anna Orestova

If you&#8217;ve been dreaming of a product management career but lack the experience, don&#8217;t give up. I&#8217;m here to share my personal experience and offer tips on breaking into the IT world, based on my journey of launching an IT startup without any prior experience.
<h2>My journey: from tax consultant to product manager</h2>
A few years ago, while working as a tax consultant, I closely followed industry news. Seeing industry giants create online services for entrepreneurs inspired me, and I decided to develop a user-friendly platform to simplify tax calculations and declarations for non-specialists. But here&#8217;s the thing: I had an idea but no clue how to bring it to life.
Fortunately, luck was on my side as I teamed up with two friends who were developers. They believed in my idea, and together, we began creating our application. No copy-pasting here – we were all about creating something fresh.
Understanding that even a small project could grow at any moment, we focused on processes. We used up-to-date tools and services to save time, avoid mess, and grow professionally.
It was our pet project, and we devoted all our free time to it. Despite the challenges, everyone gained experience that surpassed what we could get in our regular jobs. Personally, I dreamt of working in IT and read a lot before starting, but no book could give me the experience my project did.
<h2>Challenges in my product management journey</h2>
I overcame numerous obstacles in creating the product, and these challenges have lately helped me in my current role as a product manager. Here are some of the challenges I faced:
Lack of technical background
Before diving into the development of our application, I hadn&#8217;t really thought much about how websites were created, the components involved, and the technologies used. It was all new territory for me. I was fortunate to have a supportive team that taught me a lot about website development. Additionally, I had to invest time in learning about UX/UI, copywriting, and the psychology of design. This knowledge has helped me in creating requirements.
Marketing unfamiliarity
When we developed our service, the need for marketing became evident. The world of online advertising was entirely foreign to me. Initially, I hired freelancers to handle Google and social media ads, but it was costly, and the results were disappointing. I had to figure out whether the issue was with the freelancers or the product itself. To regain control, I delved into learning about Google Ads, Facebook Ads, Google Analytics, email marketing, and social media marketing. This knowledge empowered me to craft and evaluate marketing campaigns across various platforms.
Challenges in communication
In my role as a tax consultant I used to respond to clients&#8217; questions. However, things changed, and now I&#8217;m the one asking the questions to gather feedback from potential and current users. This shift made communication a bit challenging for me. Formulating the right questions proved to be quite a task. To tackle this, I delved into customer development concepts.
Additionally, I had to adapt to communicating with different groups, including investors, developers, designers, marketers, and customers. Initially, I delved into public speaking to improve my communication skills. Over time, I realized that the key is not how my voice sounds, but rather the clarity of the message and the desired outcomes of the meetings. My universal rule became clear: always remember the meeting&#8217;s objective and aim to convey it concisely and effectively.
Project Management hurdles
The most challenging part was making sure we built the application on time. Although we initially crafted a roadmap and a timeline, external factors, such as new government regulations for tax reporting, significantly affected the development process. I now recognize the critical importance of strategic thinking for product managers. It&#8217;s essential to consider unexpected risks and think creatively, especially when estimating how long tasks will take
Additionally, prioritizing tasks was challenging. We aimed for a perfect product with numerous features, but this led to extended development timelines and some unnecessary functions. Later, I discovered the OKR (Objectives and Key Results) framework,  and I believe that understanding this methodology could assist  in better prioritizing tasks. I strongly recommend diving deeper into this topic to enhance project management skills.
<h2>Tips for beginners: balancing passion with pragmatism</h2>
Looking back, my passion for the idea sometimes blinded me to crucial aspects of launching a product. While passion is important, maintaining a rational mindset is equally vital. Here are some tips for aspiring product managers.
Conduct research
Before diving in, gather information about the target audience, market, and competitors. Consider potential risks that could extend your project timeline or increase costs. Conduct interviews with potential customers, and prepare the right questions. Remember, your goal is not just to confirm your idea but to validate it.
Calculate project economics
Estimate the money required for your project, including development costs, equipment, taxes, and more. Analyze potential profits and the time needed for a return on investment.
Create a MVP
Instead of perfecting every detail, focus on a MVP to save time and money. Test demand and gather user feedback.
Be prepared to dive deep
As a product manager, your role involves overseeing a team of designers, developers, marketers, lawyers, and other contributors. While assembling an ideal team is fortunate, it&#8217;s not always the reality. Try to dive into all the tasks yourself. It helps you create clear requirements.
I strongly recommend trying to create a product by yourself. Starting your journey in IT could turn out to be more than just a job, it might become your passion. Don&#8217;t wait! Begin by thinking of ideas, doing research, finding people who think like you, figuring out your budget, and making your product. Who knows? Your startup might be your ticket into the IT sphere and your beloved craft.

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From tax consultant to product manager: My journey and tips for aspiring professionals entering the IT field

From tax consultant to product manager: My journey and tips for aspiring professionals entering the IT field

Anna Orestova

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