16 STEPSPRODUCTMANAGEMENT
The next few slides will give you quick tips about         product management in 2011                @axtantawy, 16 steps ...
What is Productmanagement?The pressure to deliver the right product at the right price in the right timeframe has never be...
#1Selecting a Winning Product        @axtantawy, 16 steps product managment
Selecting the right product ideas means increasedsales, improved profits and huge efficiency gains across                 ...
@axtantawy, 16 steps product managment
#2Market Segmentation and Sizing          @axtantawy, 16 steps product managment
It’s essential to define who your customers are, how        to reach them, and what to say to them.Delegates then find out...
Key areas covered:   Market                             Market sizingsegmentation      @axtantawy, 16 steps product managm...
@axtantawy, 16 steps product managment
#3Market Analysis  @axtantawy, 16 steps product managment
Making the right decision requires detailed marketanalysis. Characteristics such as channel readiness,   barriers to entry...
Key areas covered:1. Primary market   research2. Secondary market   research3. Assessing product   opportunities          ...
#4Competitor Analysis    @axtantawy, 16 steps product managment
Understanding your competition gives you an edge; ithelps clarify your own competitive advantages, gives you an indication...
Key areas covered:1. Gathering   competitive   information2. SWOT analysis3. Understanding   competitor   objectives4. Pro...
#5Working with Development       @axtantawy, 16 steps product managment
How do you guarantee an on-time product deliverywith a feature-set that meets your customers needs?  Accurately translatin...
@axtantawy, 16 steps product managment
#6The Requirements Specification           Process          @axtantawy, 16 steps product managment
This initial session sets out to define the importance of a good requirements process, and the elements  that go into maki...
Key areas covered:1. The benefits of a requirements process2. Efficiency gains through requirements3. Key elements of a re...
#7User Profiles and Scenarios        @axtantawy, 16 steps product managment
Product managers must understand who theircustomers are and how those customers will use the                    product.  ...
Key areas covered:1. Developing User Profiles and Scenarios2. Building Use Cases3. Using profile, user scenarios and profi...
#8Writing Accurate Requirements         @axtantawy, 16 steps product managment
Describing an implementation method, or using non-testable language all increase the chances of the end    product not mee...
Key areas covered:1. What makes a good requirement?2. The language of requirements3. Structure a requirements document    ...
#9Prioritization @axtantawy, 16 steps product managment
Prioritization is a great tool to helps you to deal with                change and manage risk.                   @axtanta...
Key areas covered:1. Feature prioritization benefits2. Getting stakeholder support3. Managing risk with   prioritization4....
#10Delivering On-Time and On-           Target        @axtantawy, 16 steps product managment
Perhaps the most difficult aspect of product delivery is ensuring that the product you define is delivered on    time and ...
Key areas covered:1. Why releases go off track2. Dealing with external pressures3. Dealing with internal pressures4. Gaini...
#11Product Release and Refinement          @axtantawy, 16 steps product managment
How do you ensure your product is a success in the    market place? It requires much more than an   outstanding product; i...
@axtantawy, 16 steps product managment
#12The Product Launch Process        @axtantawy, 16 steps product managment
Planning process that ensures key deliverables are    tracked and supplied on time. Using pro-forma templates, delegates l...
Key areas covered:1. The product launch process2. Building a product launch checklist3. Gaining cross-functional support4....
#13Product Positioning    @axtantawy, 16 steps product managment
Product must find ways of cutting through this noise and seize customerattention. Product positioning is a great   tool fo...
Key areas covered:1. Product positioning theory2. Building product positioning statements3. Data sheet development        ...
#14Communication  @axtantawy, 16 steps product managment
Discussing future product direction, delivery dates,planned features, price points and technology choices  opens many pote...
Key areas covered:1. Cross-functional communication2. Communicating with customers3. Dealing with date, feature and pricin...
#15Early Availability   @axtantawy, 16 steps product managment
Many companies operate formal or informal earlyrelease programs. They deliver alpha and beta releases to customers and to ...
Key areas covered:1. Early release – definition2. The pros and cons of a beta program3. Gaining marketing advantage throug...
#16Ongoing Planning   @axtantawy, 16 steps product managment
Complete product management means delivering continuous product improvement that increasesrevenue, opens new markets, and ...
Key areas covered:1. Product planning2. The annual product plan3. Financials for the product manager4. Product planning an...
@axtantawy, 16 steps product managment
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16 steps product managment@ax tantawy

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16 steps product managment@ax tantawy

  1. 1. 16 STEPSPRODUCTMANAGEMENT
  2. 2. The next few slides will give you quick tips about product management in 2011 @axtantawy, 16 steps product managment
  3. 3. What is Productmanagement?The pressure to deliver the right product at the right price in the right timeframe has never been greater. Companies that thrive are the ones that define, produce and promote their products more efficiently and more effectively. @axtantawy, 16 steps product managment
  4. 4. #1Selecting a Winning Product @axtantawy, 16 steps product managment
  5. 5. Selecting the right product ideas means increasedsales, improved profits and huge efficiency gains across your company. @axtantawy, 16 steps product managment
  6. 6. @axtantawy, 16 steps product managment
  7. 7. #2Market Segmentation and Sizing @axtantawy, 16 steps product managment
  8. 8. It’s essential to define who your customers are, how to reach them, and what to say to them.Delegates then find out how to create a credible and defensible estimate of market size. Using top-downresearch-driven data, supported by bottom-up unit- price data. @axtantawy, 16 steps product managment
  9. 9. Key areas covered: Market Market sizingsegmentation @axtantawy, 16 steps product managment
  10. 10. @axtantawy, 16 steps product managment
  11. 11. #3Market Analysis @axtantawy, 16 steps product managment
  12. 12. Making the right decision requires detailed marketanalysis. Characteristics such as channel readiness, barriers to entry and spend alternatives are considered as a complete picture of the product opportunity is built. @axtantawy, 16 steps product managment
  13. 13. Key areas covered:1. Primary market research2. Secondary market research3. Assessing product opportunities @axtantawy, 16 steps product managment
  14. 14. #4Competitor Analysis @axtantawy, 16 steps product managment
  15. 15. Understanding your competition gives you an edge; ithelps clarify your own competitive advantages, gives you an indication of their past, present and future product strategies. @axtantawy, 16 steps product managment
  16. 16. Key areas covered:1. Gathering competitive information2. SWOT analysis3. Understanding competitor objectives4. Product analysis @axtantawy, 16 steps product managment
  17. 17. #5Working with Development @axtantawy, 16 steps product managment
  18. 18. How do you guarantee an on-time product deliverywith a feature-set that meets your customers needs? Accurately translating market needs into productrequirements and delivering on time is of huge value to your company. @axtantawy, 16 steps product managment
  19. 19. @axtantawy, 16 steps product managment
  20. 20. #6The Requirements Specification Process @axtantawy, 16 steps product managment
  21. 21. This initial session sets out to define the importance of a good requirements process, and the elements that go into making that process work effectively. Delegates find out about the risks and pitfalls in therequirements process, and the huge benefits that the right process can bring to their company. Walking through an end-to-end requirements process, delegates learn how to implement the process and make sure it is used consistently, improving product quality and product take-up. @axtantawy, 16 steps product managment
  22. 22. Key areas covered:1. The benefits of a requirements process2. Efficiency gains through requirements3. Key elements of a requirements process4. Requirements process@axtantawy, 16 steps product managment description
  23. 23. #7User Profiles and Scenarios @axtantawy, 16 steps product managment
  24. 24. Product managers must understand who theircustomers are and how those customers will use the product. @axtantawy, 16 steps product managment
  25. 25. Key areas covered:1. Developing User Profiles and Scenarios2. Building Use Cases3. Using profile, user scenarios and profiles to support @axtantawy, 16 steps product managment development
  26. 26. #8Writing Accurate Requirements @axtantawy, 16 steps product managment
  27. 27. Describing an implementation method, or using non-testable language all increase the chances of the end product not meeting customer expectations. @axtantawy, 16 steps product managment
  28. 28. Key areas covered:1. What makes a good requirement?2. The language of requirements3. Structure a requirements document @axtantawy, 16 steps product managment
  29. 29. #9Prioritization @axtantawy, 16 steps product managment
  30. 30. Prioritization is a great tool to helps you to deal with change and manage risk. @axtantawy, 16 steps product managment
  31. 31. Key areas covered:1. Feature prioritization benefits2. Getting stakeholder support3. Managing risk with prioritization4. Maintaining priorities through the development lifecycle @axtantawy, 16 steps product managment
  32. 32. #10Delivering On-Time and On- Target @axtantawy, 16 steps product managment
  33. 33. Perhaps the most difficult aspect of product delivery is ensuring that the product you define is delivered on time and feature-complete. There are enormous pressures working against you; external pressures from customers and competition combine withinternal pressures from development, sales, and senior management. @axtantawy, 16 steps product managment
  34. 34. Key areas covered:1. Why releases go off track2. Dealing with external pressures3. Dealing with internal pressures4. Gaining clarity of progress vs plan @axtantawy, 16 steps product managment
  35. 35. #11Product Release and Refinement @axtantawy, 16 steps product managment
  36. 36. How do you ensure your product is a success in the market place? It requires much more than an outstanding product; it requires an outstandingproduct launch and continuous product improvement. @axtantawy, 16 steps product managment
  37. 37. @axtantawy, 16 steps product managment
  38. 38. #12The Product Launch Process @axtantawy, 16 steps product managment
  39. 39. Planning process that ensures key deliverables are tracked and supplied on time. Using pro-forma templates, delegates learn about the launch process;how to implement a product launch checklist, how togain support and buy-in for cross-functional tasks, andhow to ensure each deliverable meets the needs of its target audience @axtantawy, 16 steps product managment
  40. 40. Key areas covered:1. The product launch process2. Building a product launch checklist3. Gaining cross-functional support4. Meeting end user goals @axtantawy, 16 steps product managment
  41. 41. #13Product Positioning @axtantawy, 16 steps product managment
  42. 42. Product must find ways of cutting through this noise and seize customerattention. Product positioning is a great tool for this; it helps deliver a clear,concise, relevant message that captures the uniqueness of your product. @axtantawy, 16 steps product managment
  43. 43. Key areas covered:1. Product positioning theory2. Building product positioning statements3. Data sheet development @axtantawy, 16 steps product managment
  44. 44. #14Communication @axtantawy, 16 steps product managment
  45. 45. Discussing future product direction, delivery dates,planned features, price points and technology choices opens many potential pitfalls. Bad communicationresults in misaligned customer expectations and a loss of credibility for the product manager. @axtantawy, 16 steps product managment
  46. 46. Key areas covered:1. Cross-functional communication2. Communicating with customers3. Dealing with date, feature and pricing question4. Objection handling @axtantawy, 16 steps product managment
  47. 47. #15Early Availability @axtantawy, 16 steps product managment
  48. 48. Many companies operate formal or informal earlyrelease programs. They deliver alpha and beta releases to customers and to individuals within the company, typically to reduce the bug count and improve the quality of the finished product. For the productmanager, early availability can be a heavy managementburden, but it can deliver marketing benefits as well as product quality improvements. @axtantawy, 16 steps product managment
  49. 49. Key areas covered:1. Early release – definition2. The pros and cons of a beta program3. Gaining marketing advantage through the beta program4. Exploiting the benefit of a beta program @axtantawy, 16 steps product managment
  50. 50. #16Ongoing Planning @axtantawy, 16 steps product managment
  51. 51. Complete product management means delivering continuous product improvement that increasesrevenue, opens new markets, and even defines newproduct opportunities. In short, complete product management means converting a discrete product management process into a continuous product planning process. @axtantawy, 16 steps product managment
  52. 52. Key areas covered:1. Product planning2. The annual product plan3. Financials for the product manager4. Product planning and the senior management team5. Incorporating product planning into your day job6. Product withdrawal @axtantawy, 16 steps product managment
  53. 53. @axtantawy, 16 steps product managment
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