MANAGING STAKEHOLDER

W10PM_Intermediate Assignment

FSPM Madrid_Team 5_Nabyl An Najmy

LIST OF CONTENTS

ABOUT UDEMY

01

OKR

02

BACKGROUND

IDENTIFY STAKEHOLDER

03

05

IDEA

ENGAGEMENT STRATEGY

04

06

INFLUENCING STAKEHOLDER

07

www.reallygreatsite.com

Udemy is an online marketplace that's home to thousands of courses that students can take around the world.

• Trusted by +10.5K companies around the world
• 185,000 online video courses with new additions published every month

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Objective

Increase the number of instructors that post a second content (i.e. learning materials) by 5% in the end of next quarter.

Key Metrics

• Instructor Retention Rate
• # of second content

Current Benefits for Instructor

Udemy Share Model:

• Sales through instructor promotions: instructors get 97% of revenue
• Sales not through instructor promotions: instructors get 37% of revenue

​

Udemy Resources for Instructor:

• Teaching Center, has a wealth of information about creating and selling courses on Udemy. Lecturer can learn about Course Planning, Recording, and Marketing Course.
• Instructor Community, is the place to get inspiration and support from other instructors on the platform.
• Udemy Help Team, is available to help with your to test your video and get market insight. In market insight you can get information such as topic popularity, student demand, number of course, median monthly revenue, and top monthly revenue.

Reference: here

Associate Product Manager

Michelle Obama

As a new Associates Product Manager in Retention Squad, What can you do to achieve the objective?

HYPOTHESIS

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1. Instructor who didn’t upload second content don’t have course planning.
2. The first content didn’t get enough exposure.

IDEA

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• Instructor who didn’t upload second content don’t have course planning.
• The first content didn’t get enough exposure.

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• Optimize Udemy Resources for Instructors by creating dashboard for Instructor that show they’re course planning, previous course feedback and achievement.
• Create a new segment for ‘New Content’ in Udemy Website so the new instructor get more exposure.

Identify Stakeholder

Senior Product Manager, Research Team and Data Team

WORK PLANS

Creating a work plan can helps to identify stakeholder who will take part in achieving the objective and their role during the process.

01 - Research and Data Validation

Validate the issue by gathering data then do research to find what are the barriers for instructor to post the second content.

02 - Brainstorming to Find Solution

After research, do brainstorming to find solution. When having some solutions, do solution prioritization.

PM Team, Development Team, and BD Team

03 - Informing and Approval

Inform the key findings from research, recommendations, and reasoning from brainstorming stage to get feedback/approval.

SPM, Engineering Manager and BD Manager

03 - Building Initiative and Feature Launched

After approval, build the approved solution working with Development Team and PM Team. Also inform to Marketing, CS, and Legal Team that we will build the solution

• Development Team and PM Team
• Marketing, CS, and Legal Team

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List of Stakeholder

They role to product’s success

How much do you need their opinion? Why?

Executive:

• Engineering Manager
• BD Manager
• Senior Product Manager

• Engineering Manager approve PRD about feature to reach objective.
• BD Manager ensure the feature align to other company department.
• SPM approve research plan and feature launched.

Squad Team

• Research and Data Team
• Development Team and PM Team
• BD Team

• Research and Data Team will help in conducting research and provide data analysis for product and market research
• Development Team and PM Team can give insights for building the feature e.g creating backlog, defining task, QA, and designing
• BD Team can give insight during brainstorming to find solution regarding the objective.

Business Defender

• Legal Team

Customer Facing Team

• Marketing Team
• CS Team

• Legal Team will check every initiatives in accordance with regulation e.g. Copyright regulation

• Marketing Team will announce the new feature for company streams
• CS Team will receive feedback from instructor related to new feature

Very important, manager and SPM usually know the high-level of company objectives. So we should align the product vision to company objectives.

Very needed, squad team can give insight and consideration for the solution. Brainstorming should be conducted to give a clearer plan to achieve your team goal or align with other team goals.

Needed to ensure every initiatives taken still on the right path.

Needed just for additional insights.

Power vs Interest Framework

Squad Team

Business Defender

Customer Facing Team

Executives

I

2

3

4

Q.1

Q.3

Q.2

Q.4

Engagement Strategy

BD Manager and SPM

​

​

• Aligning between product goal with company objectives.
• Get concerns, recommendations, and approval (for SPM).
• Communication tools by e-mail (urgent) and weekly meeting. Use pyramid principal.

Legal Team and Eng Manager

​

• Ensure they know the product goal
• Inform summarize product process
• Communication depends on their needs, e.g. weekly update by e-mail.

PM Team, Data Team, Dev Team

​

• Align between each other goal and objective.
• Brainstorming together. Tell WHAT and WHY.
• Communication for project management by Jira, casual discussion by Slack,.

BD Team, CS Team, Marketing Team

​

• Only inform when the product relate to their KIP
• Communication tools by e-mail.

Data Team (Squad Team, Q.3)

Core Need : Certainty and Connection

They need to know about WHAT and WHY (Certainty) and also drive by same goal (Connection)

Level of Influence : Production

They do what you ask because what you are doing is align with company goal.

Senior Product Manager (Executive, Q.1)

INFLUENCING STAKEHOLDER

Core Need : Significant

SPM by its position is important and has value (related to approval)

Level of Influence : Production

They do what I ask because what I am doing is align with company goal.

SCENARIO 01

E-mail to Data Team asking for some data to validate issue on instructor’s behaviour.

data_team; eng_manager

[REQUEST] Data for Instructor Behaviour

Dear all,

​

TL;DR : As Retention Squad objectives for Q3 is to increase # of Instructor who post second content, we want to ask data relate to Instructor behaviour.

​

Hypothesis:

1. Instructor who didn’t upload second content don’t have course planning.
2. The first content didn’t get enough exposure.

​

To validate that hypothesis, we need data as listed below:

1. no of new Instructor who use Udemy Resource
2. no of view for first content
3. customer stream to instructor first content.

​

Data will be needed on Monday, 1 August 2022. Thank you in advance.

​

Influencing Data Team by giving clear context and goal.

​

SCENARIO 02

Discuss with SPM to inform them that Retention Team want to conduct research to know instructor pain point.

Influencing SPM by telling them the information with Pyramidal Principal and asking their concern. Discussion conducted after sending them e-mail with deck with hypothesis, idea, and research plan.

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Discussion Script

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Michelle :

Hai Mr. Fajri. Thank you for sparing your time to discuss about Retention Squad Plan.

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As you know, our Objective for Q3 is to increase # of instructor who post second content. By Internal discussion we have 2 hypothesis about this issue such as:

1. Instructor who didn’t upload second content don’t have course planning.
2. The first content didn’t get enough exposure.

​

To validate this issue, we plan to conduct a research with detail (as per deck presentation).

We also already inform and ask some data from data team as a baseline for research.

​

Do you have any concern and recommendation Sir?

THANK YOU

:)