This document outlines the course objectives and content for a 12-hour course on software product management. The course will introduce students to key concepts like requirements gathering, writing business cases, product pricing, branding, and innovation. It will also cover frameworks for managing and marketing technology products. The course is divided into four 3-hour sessions that will address topics such as pricing models, prioritizing features, creating product roadmaps, and product management in agile and web 2.0 environments.

1. Suhas A. Kelkar
Vice President, Product Management
Digité

2. Vision
• This course is intended for students of SCIT, designed to expose
them to the field of software product management.
• At the end of the course students will be able to articulate,
• What is software product management
• What is requirements gathering, Writing a business case,
• What is Product Pricing, Branding, Innovation
• How to do software product management in the web 2.0 world.
• What resources to use to further their understanding about this
field
This is a 12 hour course. Divided up in four sessions of 3 hour each!

3. Framework for Managing and Marketing Technology Products
Business Marketing
Positioning
Case Plan
Distinctive Market Sales Awareness
Pricing
Competence Sizing Process Plan
Market Product Buy, Build Market Customer
Research Performance or Partner Requirements Acquisition
Market Operational Thought Product Customer
Problems Metrics Leaders Roadmap Retention
Strategic
Tactical
Market Quantitative Product Product Program Sales Channel
Analysis Analysis Strategy Planning Strategy Readiness Support
Technology Win/Loss User Buyer Collateral & Channel
Innovation
Assessment Analysis Personas Personas Sales Tools Training
“Special”
Competitive Product Market Presentations
Analysis Contract Messages & Demos Calls
Release Launch White Event
Milestones Plan Papers Support
Lead Competitive Answer
Generation Write-Up Desk
Taken with permission from Pragmatic Marketing Framework

5. Review
Session 1 :
• What is product management
• Prod Mgmt Matrix
BRD, MRD, PRD, blah blah 
•
Session 2 :
• Pricing : Basics
• Pricing for software products
Session 3 :
• Cloud computing, SaaS, Pricing
• Feature Prioritization Matrix
• Product Roadmaps

6. Session 4
• Gartner Magic Quadrant
• Boston Consulting Group’s
stars and dogs
• Product Mgmt in Web 2.0
• Further Resources
• Final take aways
•Q&A

7. Gartner Magic Quadrant
Who is Gartner?
What do they do?
Why is it important?
Magic Quadrant

8. BCG
Who is Boston Consulting Group?
What do they do?
Why is it important?
Stars and Dogs

9. Market Growth Rate
Relative Market Share

12. Product Mgmt in Agile world
 Product Manager is a customer
Agile Manifesto
representative !
• Individuals and interactions
 Collate requirements from
over processes and tools
multiple sources in a prioritized
• Working software over list of user stories. Constantly
comprehensive documentation tweak rankings to ensure right
features get built at the right
• Customer collaboration over
time!
contract negotiation
 Transformation of Product
• Responding to change over Manager to Product Owner!
following a plan
That is, while there is value in the
items on the right, we value the
items on the left more.

14. Market Research
 Traditional ways
 Company publications
 Trade shows
 Analyst Reports
 New ways of staying up to date
 Web pages, home pages
 Blogs, RSS
 Twitter
 Google Alerts!

15. Market Communications
 Traditional ways
 Company publications
 Trade shows
 Analyst Reports
 New ways of staying up to date
 Web pages, home pages
 Blogs, RSS
 Twitter
 Linked in
 You Tube!

16. Customer Involvement
 Traditional ways
 Customer interviews
 Customer surveys
 New ways of staying up to date
 Dell Ideastorm
 Daptive Greenhouse

17. Branding : Personal / Professional
Tools of the trade
• Web pages, Home pages
• Blogs, RSS
• Google Alerts
• My space, facebook
• Twitter
• Linked In
• YouTube
• Serena’s Facebook fridays!
• Serena’s YouTube commercials

18. Innovation
• First generation cameras, iPod
• As a product manager, you own
the responsibility of innovation

19. Product Portfolio : Managing Multiple
Products
• Portfolio Management Tools

21. Additional Resources
• Blogs  Google Alerts
• Books  Podcasts
• Business of Software  Slideshare (Huge number of
online presentations!
• Crossing the Chasm
 Del.ico.us (tagging) Power of
• Amazon’s top ten business
social knowledge sharing!
books (Leadership, Strategy,
Marketing)  Free online books
• Web sites (www.knowfree.net)
• ZD Net
• Slashdot
• Wall Street Journal / Economic
Times / Other business publications

23. Final Take-Aways!
• Manage your career!
• Five patterns of successful
careers
• Have a vision/goals
• Monitor your progress
• Create personal board of
directors Good luck and best wishes
• Increase your knowledge base
• Read Read Read! (Books,
blogs, anything and
everything)
• Build your network/brand
• Write a blog, web presence
• Linked in profile

24. Thank you!
Q &A
SuhasKelkar@gmail.com