If you’re looking into or relatively new in your product management career, you may have come across the term “APM,” or associate product manager. For many looking for a structured path into product management, APM programs are an attractive entry point. These programs are designed to take high-potential candidates and equip them with the skill sets they need for long-term success in the field of product management. Simply put, an APM program is effectively an internship tailored for product management.
What is an APM Program?
Defining APM
APM stands for “associate product manager.” It’s an entry-level position aimed at those who are new to the field of product management. APM roles often come as part of specialized APM programs run by companies to groom new talent.
The Structure
While the specific features of APM programs can vary by company, they typically include:
- Intensive training sessions/workshops covering a broad array of topics, from technical skills to product strategy.
- Mentorship from senior product managers.
- Rotations across different product teams to gain diverse experience.
- Real-life projects to work on, giving APMs a chance to make a tangible impact.
The Duration
APM programs generally last from 12 to 24 months and aim to prepare you for a full-fledged product manager role within the company or elsewhere.
Why APM Programs are Valuable
Skill Enhancement
APM programs offer a comprehensive curriculum covering areas like market research, data analytics, and user experience, aligning well with the learning-focused nature of aspiring product managers. Ideally, they also provide real-world opportunity to practice cross-collaboration with teams beyond product.
Networking
These programs often include networking events, seminars, and workshops that can help you meet like-minded professionals and industry leaders.
Fast-Tracking Your Career
Successfully completing an APM program can be a career catalyst and accelerate your journey into more senior roles.
The ‘Real-world MBA’
Given your likely background in tech, marketing, or business, consider an APM program as your ‘real-world MBA,’ where learning merges with hands-on application. you may recall from an earlier blog that as valuable as theory is, it is less important than taking action and applying it to real-life scenarios.
Preparing for an APM Program
So, you’re sold on the idea of APM programs. But how do you get in? Below are some steps to set you on the right path.
1. Start Early with Skill Building
Focus on developing a broad set of skills relevant to product management. Given your interests in hackathons and online courses, consider delving into topics like:
- Data Analytics
- User Experience Design
- Coding Basics
- Market Research
If you happen to be in an unrelated job, consider where there may be overlap. Nearly any retail job has something that can translate. For example, someone who works at a department store could translate inventory placement as a form of user experience. Another example is a salesperson could translate their experience to both understanding customers and the problems they’re looking to solve.
2. Gain Practical Experience
Engage in side projects or freelance opportunities that allow you to practice your skills. Participation in tech meetups and hackathons can serve as excellent platforms to find these projects, too.
3. Craft a Compelling Resume
Your resume should not only showcase your skills but also your achievements. Use quantitative measures to demonstrate your impact. It’s far more impactful to say you “improved team efficiency by 20%” as opposed to saying “improved team productivity.”
4. Leverage your Network
Networking can be crucial in landing an APM role; especially if the opportunity you seek is at a highly desirable company. Use platforms such as LinkedIn to connect with current or former APMs and get insights into the application process.
5. Prepare for Interviews
APM interviews often encompass a range of topics from product case studies to analytical questions. They may also include behavioral questions to gauge how you’d fit into the company culture. Prepare accordingly.
How to Apply
Finding Programs
Companies often advertise APM programs on their careers page; they may sometimes be presented as “product manager internships.” Websites like LinkedIn and platforms like Glassdoor can also provide valuable information.
The Application Process
The process usually involves:
- Online Application: Submitting a resume and cover letter.
- Assessments: Some companies might have you go through skill assessments.
- Interviews: If shortlisted, you’ll have to go through one or more rounds of interviews.
Pitfalls to Avoid
- Poor Preparation: Assuming you can ‘wing’ the interviews is a mistake.
- Neglecting Soft Skills: Your ability to communicate and work well in teams is as important as your technical abilities.
- Overlooking the Cover Letter: A well-crafted cover letter can set you apart from other applicants. Make it personalized and compelling. It can be helpful to setup a template or framework to minimize the time you spend with each cover letter; so long as it does not have it end up feeling generic, canned, etc. You want to deliver a degree of uniqueness and tailor your cover letter, especially if it’s for an opportunity you really want.
Conclusion
APM programs are a great opportunity for aspiring product managers to break into product management. Such programs provide structured learning, mentorship, and hands-on experience that can fast-track your career in product management. Preparing for and being accepted into an APM program requires a notable degree of effort, but its long and short-term rewards are well worth it.
Keep in mind, the competitive nature of APM programs means you need to come prepared and confident. It’s no different in principle than applying to top-tier universities or private schools. But, that being said, don’t forget APM programs are just one of the many paths you could take on your way to be coming a product manager.