This document summarizes SoundCloud's product strategy and team structure as of February 2016. It includes the following key points: 1) SoundCloud saw rapid growth between 2009-2015 in metrics like audio uploaded per minute and daily unique listeners. 2) The product manager role is responsible for product definition, strategy, roadmap, and ensuring success metrics. 3) SoundCloud's product development process focuses on understanding user needs through research, then solving problems and refining solutions through prototyping and testing. 4) Engineering teams focus on features for creators, listeners, and monetization, as well as core infrastructure. Engineers are responsible for high quality code and collaborating with designers and product managers.

1. February 2016
SoundCloud TU Delft

2. 2009 2011 2013 2015
290
8

3. Audio uploaded every minute
12h

4. 175m
Daily unique listeners

5. Intro:Design

6. Intro:Product Management

7. Product Manager
Product definition, vision and strategy
Aligning product roadmap with company priorities
Responsible for product success and KPIs
Manages stakeholder communication

8. 21 3
HowWhatWhy

9. 1
What : Choose the right problem
Gain understanding through data and insights

10. Define the scope and plan accordingly

11. 2
Exploratory research to uncover needs
Why : Understanding the opportunities

12. Align business and people’s needs

13. 3
How : Solve the problem
Show and communicate to refine

15. Product Development Toolbox
Design
User Research
Market Research
Design Sprints
Personas
Competitive
Analysis
Prototyping
Improvement
A/B Testing
Internal Alphas
Beta Community
Metrics
Community
Feedback

16. Intro:Engineering

17. Engineering Teams
Creators
Listeners
Monetization
Infrastructure
Core Engineering
Internationalization
Growth

18. Engineer
Developing end-to-end products for the feature teams.
High quality of code. Continuous delivery.
Responsible for product success and KPIs. Collaborate with
designers and PM.

19. February 2016
Soundcloud & Delft 360
Masters Studio Program
Collaboration

20. Should SoundCloud become more social?
If so, why, what and how? If not what should be our focus, why, and how?
Consider the following questions for either direction. Please make notes and
bring them to our workshop.

21. What are the strategic opportunities?

22. HIGHLY CONFIDENTIAL
What are the market opportunities?

23. What are the trends of similar products in apps, social,
or music streaming competitors?

24. What are the current pain points & problems
you hope to solve?

25. What should we do now, mid term, and long term?
● What are the value props?
● What are we offering?
● What are the customer journeys?
● What should our launches be like?
● How should we measure success?

26. The following slides offer some background about SoundCloud’s current
brand positioning, perceived differentiators, and product personas.
Confidential content has been removed
(large parts are not included in this presentation)

27. TO ENRICH OUR LIVES
THROUGH THE
SHARED LOVE OF SOUND
Our ambition is to have impact,
to make people’s lives better by
doing what we do
Our belief in a shared experience
and expression through sound
makes us unique
All of us: employees, the Community,
investors and influencers, everyone
Music of all genres, audio of all
types, voice and speech, every
sound in the world…
Purpose

28. Thank you
February 2016