Product Management

Portfolio
Prepared by EntryLevel
Professional Background
To be filled in by the student

Give the reader a brief look at your professional background. This section is similar to a cover letter that would
accompany your CV or Resume. This should be a short but clear timeline of your education, training and career.

Include the most critical accomplishments from each stage of your professional career to show the employer how
you have progressed.

An effective and creative way to create this section is to include an infographic with a timeline of your career.

Approx. 1pg for people with a few years of work exp.

Grads & people entering the workforce for the first time might have shorter backgrounds and that's ok.

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Abstract
To be filled in by the student

An abstract is a short summary that provides readers with a quick overview of your portfolio.

You need to give the reader context for the report and add details of your case study and the way you have
approached it.

When you do this, you can use the STAR Method:

STAR stands for:

• Situation: Recall the situation you were in. (Hint: You were given a hypothetical situation that Amazon is creating
an app for purchasing cars)
• Task: What was the purpose of this report? Describe the task(s) you had to do. What problem were you trying to
solve? Or what question(s) did you set out to answer?
• Action: Outline actions you took. Mention any specific methodologies you used.
• Result: Describe the results you achieved. What conclusions did you draw from this report?

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Portfolio Outline
Table of Contents Pg. No.
• Professional Background 2
• Abstract 3
• Table of Contents 4
• Problem Statement 5
• Assumption Mapping – Risk Importance Graph 6
• Market Validation 8
• User Interviews 9
• MVP Strategy 11
• User Stories and Features 13
• Prioritisation and Estimation 15
• Effort / Value Map 18

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Problem Statement
Problem Solution Goal :

For people who live in urban markets who have the need to purchase a vehicle

Amazon Cars is an online car dealership

That partner allows you to weigh different car purchase options - new and used
cars - online.

Unlike other car retailers, Amazon Cars is more trustworthy, cheaper, and a one
stop shop for purchase and financing

We’ll know this is true when new and used vehicles are purchased through
Amazon Cars more often than its competitors
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Assumption Mapping
Identifying Assumptions:

• How big is the market of people who live in urban cities?

• Is there a large enough market for people who want to buy a car?
• Do people want to buy a car online?Do people want to see different options together?
• Do people want to get buying and financing together?
• Would people trust and buy from Amazon?
• How can we measure this?

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Risk Importance Graph

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Market Validation
Target Market Market Growth & Competitors

• Demographic: salaried or self-employed, • The global online car buying market was
middle class, between the ages of 28-50 valued at $237.93 billion in 2020 and is
• Geographic: Residing in metro cities projected to reach $722.79 billion by
2030, registering a CAGR of 12.2% from
• Psychographic: people who shop online 2021 to 2030. (Source)
for expensive products, value price
transparency and custom • The market size, measured by revenue, of
recommendations and digital payments the Online Car Dealers industry, is $38.1bn
in 2022. It has grown by 4.3% per year on
• Behavioural: people who use ride-sharing average between 2017 and 2022. (Source)
apps to travel, like driving, travel for work

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User Interviews

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Car-Buying Process User Journey

Customer Needs
• Research: Needs to be convenient, need to have a wide source of options, need to filter options, need
to speak to others in the process.
• Price & Payment: Need to search for competing prices to negotiate the final price of the car, need to
check if they can afford the car.
• Financing and Insuring: Need to have Loan/financing and Insurance options, needs to be simple
• Inspection: Need to verify car accident history and damages. Need to hire a mechanic, Needs to test
drive the car
• E-contracting: Need to Sign documents virtually
• Delivery: Need to have the car delivered. 10
MVP – Assumptions and Success Criteria

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Prototype Strategy and Finding Users

Note: students are advised to brainstorm and come up with their own strategy for a prototype.

Amazon has a huge user base already who visit the Amazon.com website daily. We can find our target
market to test the prototype by running ads on the product pages that are under the Automotive (car
parts) category. Since Amazon is a big brand, they might consider running this experiment under a
shadow brand and not promote it on Amazon.com, in that case, we can find users by:

• Tying up offline car dealerships and promoting it to their users

• Using specific Facebook groups
• Running Targeted ads on Google and Facebook

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User Stories
Search Functionality
As a car buyer I want to be able to see a range of cars that suit my needs so I can find the car best suited for me

Loan Calculator
As a car buyer I want to be able to see how much money I can borrow so I can know what my budget should be.

Inspection
As a car buyer I want to be able to have the car inspected so I can make sure it is in good condition.

Dealer Reviews
As a car buyer I want to be able to see the experience of past buyers so I can determine whether the dealer is
trustworthy or not.

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Feature Ideas

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MSCW Framework on Features

Goal: Car Purchasing Platform

MSCW for Amazon Cars

Must: Features that must exist to purchase a car

Should: Features that are important to the customer and they won’t place an order without

Could: Features that will improve the customer experience

Won’t have: Features that are not needed for the first launch but can come later

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MSCW Framework on Features
Must: Could:
• Pre-approval for loans • Rent to buy
• Deal comparison tool • Savings/Goal tracker
• Instant Loan approvals • Recommended Cars
• Book test drive

Should:
Won’t have:
• Brand comparison tool
• Lifestyle recommendations
• Best price guarantee
• Online community
• Insurance partnership
• Service membership
• Loan calculator

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Effort Estimation using T Shirt Size

Must: Could:

•Detailed car view (M) •Deal comparison (M)

•Search (M) •Loan options (M)
•Loan calculator (S) •Coupons / freebies (S)
•Secure paperwork (M) •Recommended cars (L)
•Rent to buy (XL)
Should:

•Comparison tool (S) Won’t have:

•Reviews of the dealer (M)
•Review of the car (M) •Insurance partnerships (M)
•Price guarantee (S) •Service memberships (M)
•Instant loan approval (L)
•Purchase Tracking (S)
•Test drive (S)

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Effort Value Map

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EntryLevel
Thank You