Neta Coral | Apiiro | 0 to 1, Not Just in Cyber: How to Build New Product Initiatives Inside a Company

Description

Neta Coral, a product manager on Apiiro's solutions team, talks about building new 0-to-1 product initiatives inside an existing organization, deliberately not only in cyber. She explains what Apiiro does (ASPM: mapping the code, prioritizing alerts, and automated remediation), then walks through the steps: identify why you're expanding, research the domain, the personas and the competitors, sketch an ideal solution, analyze each feature by value and cost on top of an existing platform, and build a competitive advantage from strengths the product already has. She shares how design documents she showed to large customers closed deals and turned them into design partners, what a staged rollout looks like, why marketing and sales must be involved from day one, and which pitfalls to catch early: a solution tied to a single vendor, or access requirements the customer can't grant. She closes with the skills she considers most important for product managers and her own path from QA at GE Healthcare to product management in cyber.

Key moments

1. 0:04 · Intro
2. 0:27 · How Neta got into product management
3. 3:11 · What Apiiro does, who it serves, and the alert-inflation problem
4. 8:53 · The SDLC is changing: AI and Copilot
5. 12:30 · Approaching 0→1: why expand and what's the goal
6. 15:28 · Market, domain and competitor research done right
7. 19:17 · Identifying a real moat and competitive advantage
8. 26:35 · The 0→1 traps to avoid
9. 28:51 · Design partners and first runs with customers
10. 34:02 · Iterating with marketing and sales from day one
11. 38:04 · The most important skills for product managers
12. 43:21 · Getting into product management in cyber (including women in the field)
13. 45:41 · Wrap-up