Tag Archives: product manager India

A Word on Salary and CTC in India

I have seen many people having doubts on whether they are adequately paid for their role and work experience. They are often confused about comparable offers, and how their CTC (compensation on Cost-To-Company basis) compares with the CTC in another firm.

Well, there are ample resources on the web for research on current salaries, salaries for similar roles in comparable firms and salaries in product management roles within the corporate hierarchy. Some of the more useful ones for product managers include:

You should thoroughly investigate these to find out where you stand (in case you are interested in such data).

Additionally, you should also be aware of the different components of the compensation offered. For offshore R&D centers in India, the total compensation could include base salary, variable pay, performance bonus, RSU/Stock/ESOP, joining bonus, relocation allowance, retiral benefits and other smaller components. If you are joining a local market Indian firm, you can potentially expect even more components in your appointment letter to pad up your offered compensation on a CTC (Cost to company) basis.

More points to ponder

  • Some firms add non-cash component to CTC, which could include education/training reimbursement, payment for industry certifications etc. Exclude them when comparing CTC from different jobs.
  • Some firms include retirals (PF and gratuity) within their CTC, while others exclude it.
  • Some firms will consider the performance bonus mentioned in the offer letter as the upper limit. So you can only receive up to 100% of the bonus. Others use the mentioned bonus as a median, and you can receive more than that under favorable circumstances.
  • Product management roles should not have variable pay, I have written about it here. You can still see as a part of total compensation in some firms.
  • RSU/Stock Grant/ESOPS etc are usually offered only if negotiated for during the hiring process (to sweeten the deal), or at the annual performance appraisal. They are normally excluded from CTC calculations for a variety of reasons.
  • Signing bonus and relocation amount (if offered) are part of a standard deal in most firms. There is little room to negotiate on this.
  • Many firms are open to increasing their offer by up to 10% for the right candidate. But this only happens if there is a perfect fit between candidate, position and hiring manager.
  • Startups can offer stock or stock options or future stock options. In most cases, these are worthless, as there have been very few IPOs (a rare exception is Makemytrip.com) and this is likely to continue. So consider only the cash component when evaluating the CTC at startups.
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Web Product Manager Recruitment Ad – 5

On Feb 8th, Ebay posted a recruitment ad for a Director, Product Management in Bangalore.

The complete JD is available on the link above. In December 2012, they had hired Ramkumar Narayanan, VP Product Management, Yahoo!, as the GM for their India center, so their focus is shifting to Bangalore. Should be an exciting time to join them.

Location: Bangalore
Desired Qualification: Long list of experience, capabilities and personality traits listed in the ad
Desired Experience: Not mentioned

Here are some points to consider about the role and the firm:

  • This looks like a new, senior level role in their eBay India Center of Excellence.
  • The ad mentions the job title as Director, Product Management 1 – Tech. so it is definitely for someone with a strong product engineering background.
  • Networking skills and industry reputation will be the key to getting an interview for this role.
  • Based on data available on glassdoor.com and other internet sources, the typical salary for this role should be more than 45 lpa CTC. This would exclude RSU/Stock Grant/ESOPS or other bonuses. The ceiling could be a total package of Rs. 65-70 lakhs all inclusive for a very, very good candidate.
  • Roadmapping is a key requirement for this role, and hence someone with an MBA and many years of product management experience should be an ideal fit.
  • The role will involve building and grooming a team of product managers. Given that such roles typically go to people with an MS/MBA from a top school in the US and significant US work experience, the product managers hired later would likely have a similar profile.
  • You can expect ads for junior level product managers once this position is filled out.
  • India engineering, US senior management and India leadership team will be the key stakeholders.
  • This role is unlikely to carry P&L responsibility for a product line, but would probably focus more on building the product management competency in India.
  • Growth after this role could be to another organization in the e-commerce space or an IT consultancy or strategy firm. Or you could join a startup as a CEO, CXO etc.

Disclaimer: I have a lot of respect for Ebay.com. This post is only provided to prospective PMs to help them to interpret job ads for product managers

If you have applied/joined somewhere for a web PM role similar to this, then drop me a comment, and we can discuss the same.

“Are You Really A Product Manager?”

Background

Over the years, I have faced many product management interviews with all sorts of firms. A few of these have been with entrepreneurs in India who have launched multiple businesses and have been the CEO of their own firm for more than 10 years. In my experience they are some of the shrewdest people I have interviewed with, and they have a really good grasp of what skills and talent they need in a candidate.

The Incident

This happened during a discussion with a CEO in 2012, who runs an enterprise software firm with clients in the US, EU and APAC regions. The job advertised was for an enterprise software product manager.

As is usual, the interview start with the standard “tell me about yourself”. I gave a summary of my career so far, with details about my work in different roles and the related tasks and initiatives. During my description, I could see him adopting a quizzical look. So once I finished my narrative, I waited for him to take the lead and ask some questions about my background. I was taken aback when he said (paraphrasing here), “the work you have done sounds wonderful, but are you really a product manager?”

headscratcherI was flummoxed, and did not understand why he asked this. I have worked in product management with 2 large enterprise software firms, and that is the relevant part of my work life which I had described to him in the past few minutes. I asked him to explain what he meant, and he said that while the work of building products is important, what is also important is the amount of time spent with sales, pre-sales, account management, clients, prospects, marketing and all outward facing teams. And this is what I had glossed over (according to him).

Now the reason I did that is because the role advertised was for an inbound product manager, and there is little to connect what he wanted to hear and what I was to be hired for. I explained to him that I have done every product management task in my earlier roles (including the rarity in India, product pricing) and since he has a vacancy in an inbound role, that is what I spoke about.

He clarified that hee was really not interested in what I had to contribute on product design and engineering, and his main concern was “Can you manage the pricing, packaging and promotion of the product successfully?”. He wanted someone who could work with anyone in his organization, to get the product “out of the door”. In his mind, those are the traditional success metrics in any product management role. And that is what he wanted to hear about. Needless to say, I did not see a way to bridge this expectation gap, and did not get the job.

Traditionally, this is how senior management uses product managers, especially for enterprise products, and if you only have offshore product management experience you will probably never fit into one of these India headquartered organizations. So unless you have exposure to outbound activities as well, you will remain a one-dimensional product manager, with little possibility of getting a job in an India based startup. This career shift is important, as it is the a surefire way to get a leadership role in the technology industry.

So think about your own career, and ask yourself, “Are you really a product manager?“.

Social Media and the Product Manager in India

[The original title was “Facebook and the product manager in India” however, I expanded the post to include all social media]

So what is the value, if any, of social media to a product manager in India? The short answer, for consumer products it is a vital communication channel whereas for enterprise software, it is just another way to connect with clients.

Let’s break this down into some detail here.

What is social media?

Social MediaWikipedia has a good article on social media with a clear definition. For me, social media is all media or any communication channel where user-generated content predominates. This includes blogs, YouTube, Twitter, Facebook, Google+, Linkedin, Pinterest and all such entities. It is usually a broadcast medium, which also enables peer-to-peer interactions (sometimes its the other way around). I also include product forums in this definition. Now let’s take a look at the value of social media.

Social Media for Enterprise Product Managers

Market Facing Roles
If you are in an Indian market enterprise product management role, you need to be aware of social media, and run a blog. The reality is that very few enterprises in India have adopted social media at all. And it is not seen as an authoritative communication channel. You should focus only on gaining experience of working with social media, for future opportunities.

Offshore Roles
In an offshore enterprise role, you ability to influence social media is limited, however, there will be ample opportunities to consume social media. For eg, on twitter you can follow @Forrester and similar sources and collect news and updates about the industry. Or you could update your company’s YouTube channel with product videos or slideshows, usually in collaboration with the product marketing manager.

Social Media for Consumer Product Managers

Market Facing Roles
In a market facing role, you really need to establish a social media strategy for your product. This will include the channels to use, the content creation and sharing plans, market research plan, the quarterly connect with customer plan and other relevant details for your strategy. Additionally, you need an analytics tools to track online customer sentiment. Customer sentiment is a useful input for new feature ideas or feedback on existing features.

Offshore Roles
There is lesser challenge in consuming and interacting on social media in an offshore product management role for consumer products than enterprise products. The main difference here is that your ability to connect the social media updates with real world interactions is severely curtailed. However, you can maintain an active presence on Facebook or Twitter, based on your organization’s policies.

Content Creation Strategy

Fundamentally, content creation must be tied to the goal of connecting the product with its customers. If you think up enough use cases, the content for communication will come up by itself, and then the main task will be to translate that content into appropriate form (video, slides, tweets containing URLs, blog posts etc) to share via the different channels. You should get the marketing communication team involved in this effort. Creating research polls and soliciting beta testers is also easier if your presence is already established online.

Content Consumption and Analysis Strategy

In my opinion, you should subscribe to a feed service and an analytics tool that a) summarize the updates on different channels b) provide reports on those updates. Unfortunately, most services offering these capabilities are expensive. So a free substitute would be to download these updates periodically and use open source tools such as PSPP to analyse the information. If your marketing team has a social media presence, then the same people can help you set up your product’s presence as well.

Summing Up

Social media is a somewhat useful tool for a product manager in a variety of scenarios such as sentiment analysis, sharing product demos and videos, getting industry updates, tracking competition etc. It’s importance changes relative to the type of product management role you are in.  It is good to consume social media if you’re working in an offshore role, whereas it is important to develop and maintain a strong presence for your product line in a market facing role. And remember, the social media presence is for your product or product line, not you as an individual.

Book Review: Rocket Surgery Made Easy

Book: Rocket Surgery Made EasyUsability studies are very important for consumer facing websites, as they directly impact the funnel metrics (downloads/visits, engagements, conversions and journey abandonment). If you are a product manager for a web-based application or website looking to increase incoming traffic, then you should definitely learn about usability design and testing.

Steve Krug’s first book called “Don’t Make Me Think” was about online usability and was a big hit among web designers and consumer web enthusiasts. It answered the question “why is usability important”, and provided specific recommendations for website design in the following 3 parts:

1. Guiding Principles
2. Things You Need To Get Right
3. Larger Concerns And Outside Influences

Subsequently, he has written a follow-up book, “Rocket Surgery Made Easy” which emphasises how product managers and UX designers should conduct usability tests for their website. [Actually the  principles given in the book can also be applied for any mobile app testing]

This book is a good guide to usability testing, filled with examples and has many suggestions for running test studies. It’s fairly short, and can be read in a couple of hours, or skimmed through in about 30 minutes.

The book is divided into 3 parts:

  • Finding Usability Problems: This section talks about the common usability issues and how to prepare for testing them
  • Fixing Usability Problems: This section talks about the ways to identify usability issues and potential fixes after diagnosis
  • The Road Ahead (This talks about remote testing, and lists additional reading material)

You should keep this book as a reference, as it introduces usability testing formally, increases your knowledge about UX and clears most misconceptions about the product-feature usage. It also has a sample test script and consent form, that gives an idea of how to sign-up beta testers.

If you are a junior product manager and can drive usability testing for your website section, or for a particular feature set, or the entire site, then you will have a significant advantage over your peer PMs.

I strongly believe that product managers must continuously learn new skills and UX design and testing is has become a must-have skill today. Formal knowledge of usability testing will definitely help in your career growth as a product manager.

Web Product Manager Recruitment Ad – 4

There is a job ad in the US for a Product Manager – Mobile Advertising. Similar to that, there is another job ad on Linkedin for a Senior Product Manager/Director in India. Here are some points to consider about both ads.

  • Both ask for prior relevant experience. The US ad mentions Mobile Ad Network and Data Analytics specifically, the Indian ad mentions nothing specific which makes it harder to understand the role.
  • The US ad talks mainly about functional capabilities. The Indian ad specifically mentions Interpersonal, Leadership, Core Product Management and Technical skills, which indicates that they are looking for a fairly senior person.
  • The US ad does not mention the advertiser, but says that the compensation will be based on experience. The Indian ad is for Pubmatic, a firm started in 2006.
  • Neither ad mentions team size. The US position is for Boston, MA and the Indian position is for Pune.
  • Pubmatic is open to hiring either Senior Product Manager or Director, however, the former role has no direct reportees. The US firm is only looking for individual contributors.

The ad for the US based opportunity is fairly specific about the requirements. So it will collect fewer responses, but the ones they get will be pertinent. Since the ad is about a very specific role in the ad industry, career growth will occur if the person becomes highly skilled at his job and gains more domain expertise.

Pubmatic has actually provided a good and detailed job ad. However, it lists a lot of traits and qualifications, so they will have a lot of irrelevant resumes. Hence the chances of getting shortlisted in India even with relevant experience are correspondingly lower. And it is extremely unlikely that you will be interviewed unless you are known to senior people within the firm or have strong brands in your resume (IIT, Stanford, Google, Yahoo! etc). Additionally, perception management will be very important in this role for career growth. To apply for a role in India, I would definitely search on Linkedin to identify how many PMs Pubmatic has hired and released in the past few years.

Web Product Manager Recruitment Ad – 3

Myntra.com is hiring 2 senior product managers. One role is called “Senior Product Manager, Back End/ERP” and the other is called “Senior Product Manager, BI/Analytics“.

The complete JD is available from their website, and these are the 2 main roles in product management advertised. Myntra.com is one of India’s largest e-commerce websites and their offices are located in HSR Layout, Bangalore.

Location: Bangalore
Desired Qualification:Engineering degree from a good college; Having an MBA is a plus
Desired experience: 810 years

Here are some points to consider regarding the role and the firm:

  • This ad has been on their website for about 6 months now.
  • The years of experience desired, and qualifications such as engineering from a good college mean that this will be a relatively high paying job, but that will depend on the interview, experience and other factors. You can probably expect compensation between 8-15 lpa.
  • A person with “deep knowledge of ERP” is usually a specialist in that role. Such a person is extremely unlikely to have strong Usability and UI design knowledge. Neither will he have full product management experience.
  • They are looking for people who have undergone multiple releases as product managers in 3-4 years. It is very rare in India, especially given the slowdown that occurred after 2008. Offshore enterprise product managers will probably not fit in this, even though they are the most likely candidates with relevant experience.
  • Someone who has worked for several years in software development, and has implementation or design exposure to ERP packages in an engineering role will be a good fit.
  • The designation says “Senior Product Manager” however, normally it is the work of a “senior business analyst” to design, customize and deploy an ERP package. This designation is normal, as candidates are more attracted to the “product manager” designation.
  • They are not specifically looking for candidates from other e-commerce firms.
  • Operations and Finance will be the key stakeholders, along with engineering and senior management.
  • The marketing team interaction mentioned is unlikely to occur, given this is a product for interal users.
  • An MBA from a top college is unlikey to add value in the role, it may increase the salary offered. Total compensation is unlikely to be more than 15-16 lakhs per annum. Most e-commerce companies in India are struggling for growth & profitability and profit margins dictate employee salaries and perks.
  • Growth after this role will probably be to a larger organization in the e-commerce space or an IT consultancy firm working in the e-commerce vertical. PMs working on UX and front end will have a greater opportunity to work on new initiatives.
  • I have not discussed the BI/Analytics role, as normally it is about obtaining and processing data for creating reports, dashboards and presentations on usage trends and customer insights.

Disclaimer: I have a lot of respect for myntra.com. This post is only provided to prospective PMs to help them to interpret job ads for product managers

If you have applied/joined somewhere for a web PM role similar to this, then drop me a comment, and we can discuss the same.