Product Management

Outline

1. What is Product Management?

2. The role of Product Management

3. Product Marketing

4. Product Development

5. What do Product Managers do?

6. How to become a good Product Manager?

What is Product Management?

Product management is an organizational lifecycle

function within a company dealing with the

planning, forecasting, or marketing of a product or

products at all stages of the product lifecycle.

The Role of Product Management

The role of Product Management is to define,

develop, deploy and maintain products and

services that: Provide more value than the competition. Help build a sustainable competitive

advantage Deliver measurable benefit to the business

The Role of Product Management

Product Management

Product Marketing Product Development

Product Marketing

Product Life Cycle considerations

Product differentiation

Product naming and branding

Product positioning and outbound messaging

Promoting the product externally with press, customers and partners

Conducting customer feedback and enabling (pre-production, beta software)

Launching new products to market

Monitoring the competition

Product Development

Testing Identifying new product candidates Gathering the voice of customers Defining product requirements Determining business-case and feasibility Scoping and defining new products at high level Evangelizing new products within the company Building product roadmaps Developing all products on schedule, working to a critical path Ensuring products are within optimal price margins and up to

specifications

Solve problems.

Understand customers needs and wants.

Develop solutions to satisfy needs & wants.

Have a duty to deliver and maintain financial benefits to

the business.

What do Product Managers do?

True Being the heart, mind, and voice

of the user Facilitating cross-functional

teamwork Meeting an end-goal with fixed

time and resources Leading people along a product

journey Being positive and practical

False Being the most important

voice

Being the only idea-generator

Being a designer

Being a programmer

Optimizing websites

Writing marketing collateral

Good Product Management is about delivering products that

customers love.

Product Managers use logic, insight and a degree of

creativity, developing, deploying and maintaining these

products.

They must guide and collaborate with other parts of the

business and external stakeholders.

Product Managers have a duty to deliver measurable

benefits to their organisation.

How to become a good Product Manager?

Product Managers

Questions?