Product management


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Product management

  1. 1. Product Management
  2. 2. 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?
  3. 3. 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.
  4. 4. 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
  5. 5. The Role of Product Management Product Management Product Marketing Product Development
  6. 6. 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
  7. 7. 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
  8. 8.  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?
  9. 9. 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
  10. 10.  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?
  11. 11. Product Managers
  12. 12. Questions?