Product managers in software startups: A grounded theory

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Abstract

Defining and designing a software product is not merely a technical endeavor, but also a socio-technical journey. As such, its success is associated with human-related aspects, such as the value users perceive. To handle this issue, the product manager role has become more evident in software-intensive companies. A unique, challenging context for these professionals is constituted by software startups, emerging companies developing novel solutions looking for sustainable and scalable business models. This study aims to describe the role of product managers in the context of software startups. We performed a Socio-Technical Grounded Theory study using data from blog posts and interviews. The results describe the product manager as a multidisciplinary, general role, not only guiding the product by developing its vision but also as a connector that emerges in a growing company, enabling communication of software development with other areas, mainly business and user experience. The professional performing this role has a background in one of these areas but a broad knowledge and understanding of key concepts of the other areas is needed. We also describe how differences of this role to other lead roles are perceived in practice. Our findings represent several implications for research, such as better understanding of the role transformation in growing software startups, practice, e.g., identifying the points to which a professional migrating to this role should pay attention, and the education of future software developers, by suggesting the inclusion of related topics in the education and training of future software engineers.

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