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Jboye15, Aarhus 4th November 2015
The tricky discipline of
Product management
3
11-11-2015
Who am I and where do I come from?
• Former web consultant
• Product manager in IT
• Know IT as well as Commu...
What is product management?
4
11-11-2015
What is product management?
• Product management is the strategical and tactically
handling of a product /system in operat...
The product manager vs the project lead
6
11-11-2015
The product manager vs the project lead
7
11-11-2015
Tools of the product manager
8
11-11-2015
Tools of the product manager
9
11-11-2015
Roadmap
The Product Roadmap
• A Product Roadmap is a simple presentation of ambitions
and goals measured out on a time line.
• A P...
The main purpose of Product Roadmap
1. Quickly communicate project plans, goals, visons and
possibillities
2. Handle stake...
The Product Roadmap must cover 3
vital subjects
1. Product description
2. Strategic roadmap
3. Tactical roadmap/short term...
Product description
1. Operation contracts
2. Vendor contracts
3. Licensing
4. Governance
5. Ownership
6. Product manager
...
Strategic roadmap
• Timeline
• High-level deliveries
• Dependencies
14
11-11-2015
Tactical roadmap/short term action plan
• Deliveries in the near furure
• Upcomming milestone
• Resources are accounted fo...
The Product Roadmap
• Its not a project plan
• Use it to align expectations with stakeholders and across
teams
• Be carefu...
Business model
• Product – What do we deliver?
• Sales – How do we sell it?
• Organisation – How do we make it?
• Finance ...
Tools and skills of the product manager
• Roadmap
• Business model (Business plan)
• Planning skills
• Communication skill...
Thanks 
19
11-11-2015
Contact
• Søren Ahlers-Jensen
– E-mail: saj@rsyd.dk
– Mobile: +45 29201862
– Twitter: @AhlersJensen 20
11-11-2015
Søren Ahlers-Jensen: The tricky discipline of product management
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Søren Ahlers-Jensen: The tricky discipline of product management

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Product Management is at its core a business function, focused on how to maximize business value from a product or portfolio of products.

I have often called the product managers the project leads of operation. Meaning, that often you will find that there is a profile match with project leads and product managers. However, their job horizon is completely different. Where a project lead refer to his/her project plan the product manager will refer to their road map. Mostly project leads will have a closer final deadline/launch date, where the product manager will look further into the horizon and have multiple launch dates.

In this workshop-like session, I will discuss tools/models for the product manager to help them in the pursuit of maximizing business value. Amongst others: road maps, business models etc. All this spiced with real life experience as product manager.

Whether you’re responsible for a core IT system or web strategist, you can benefit from knowing these basic product manager skills.

In the session, I will involve the audience as much as possible and spice the discussion of tools with my real life experience as product manager.

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Søren Ahlers-Jensen: The tricky discipline of product management

  1. 1. Jboye15, Aarhus 4th November 2015 The tricky discipline of Product management
  2. 2. 3 11-11-2015 Who am I and where do I come from? • Former web consultant • Product manager in IT • Know IT as well as Communication • Worked with product management for more than 5 years • Delivering healthcare to 1.2 mio people • 26,000 employees • Aprox 3 billion euro budget • 17 hospitals
  3. 3. What is product management? 4 11-11-2015
  4. 4. What is product management? • Product management is the strategical and tactically handling of a product /system in operations. 5 11-11-2015
  5. 5. The product manager vs the project lead 6 11-11-2015
  6. 6. The product manager vs the project lead 7 11-11-2015
  7. 7. Tools of the product manager 8 11-11-2015
  8. 8. Tools of the product manager 9 11-11-2015 Roadmap
  9. 9. The Product Roadmap • A Product Roadmap is a simple presentation of ambitions and goals measured out on a time line. • A Product Roadmap is NOT a detailed projectplan! 10 11-11-2015
  10. 10. The main purpose of Product Roadmap 1. Quickly communicate project plans, goals, visons and possibillities 2. Handle stakeholder expectations 3. Create shared understanding across teams and departments 4. Communicating plans to vendors, other stakeholders 11 11-11-2015
  11. 11. The Product Roadmap must cover 3 vital subjects 1. Product description 2. Strategic roadmap 3. Tactical roadmap/short term action plan 12 11-11-2015
  12. 12. Product description 1. Operation contracts 2. Vendor contracts 3. Licensing 4. Governance 5. Ownership 6. Product manager 7. Financing 8. Business goals / 9. Dependencies 13 11-11-2015
  13. 13. Strategic roadmap • Timeline • High-level deliveries • Dependencies 14 11-11-2015
  14. 14. Tactical roadmap/short term action plan • Deliveries in the near furure • Upcomming milestone • Resources are accounted for 15 11-11-2015
  15. 15. The Product Roadmap • Its not a project plan • Use it to align expectations with stakeholders and across teams • Be careful with dates • Many argue that the roadmap is only strategic • I think you can approach it tactically as well • A product roadmap is dynamic – you must review it • Keep it simple and focused 16 11-11-2015
  16. 16. Business model • Product – What do we deliver? • Sales – How do we sell it? • Organisation – How do we make it? • Finance – How do we make money? 17 11-11-2015
  17. 17. Tools and skills of the product manager • Roadmap • Business model (Business plan) • Planning skills • Communication skills • The abillity to set a vision • Product knowledge • Market understanding • Perspective on the future • Teamplayer • Getting things done! 18 11-11-2015
  18. 18. Thanks  19 11-11-2015
  19. 19. Contact • Søren Ahlers-Jensen – E-mail: saj@rsyd.dk – Mobile: +45 29201862 – Twitter: @AhlersJensen 20 11-11-2015

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