The document outlines the key roles and responsibilities of product management. It discusses conducting market analysis, identifying new product candidates by discovering opportunities and determining buying/building decisions. It also covers gathering customer needs, defining product requirements, determining business cases, building customer-oriented solutions, evangelizing new products, assembling product roadmaps, developing products on schedule, and ensuring product quality. The overall goal is to avoid failures by properly planning and executing each stage of the product development lifecycle in a customer-centric manner.

1. Product Management
Roles and Missions
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2. The Goal of Product Management is to Avoid this
Thierry Lefort – @thierry_lefort

3. HOW ?
Thierry Lefort – @thierry_lefort

4. Product Development Lifecycle
Conducting market
analysis
Ensuring products Identifying new
quality product candidates
Developing products Gathering customers
on schedule needs
Assembling product Defining product
roadmaps requirements
Evangelizing new Determining
products business-cases
Building customer
oriented solutions
Thierry Lefort – @thierry_lefort

5. Conducting Market Analysis
• Analyze the competitive landscape
• Define and size market segments
• Conduct technology assessments
• Monitor and incorporate industry innovations
Thierry Lefort – @thierry_lefort

6. Identifying New Product Candidates
• Discover and validate market opportunities (both for
existing and future customers)
• Seek new market opportunities by leveraging the
company’s distinctive competence
• Determine buying/building/partnership decisions
• Create and maintain the business plan including
pricing
Thierry Lefort – @thierry_lefort

7. Gathering Customers Needs
• Define user personas for individual products
• Create a detailed understanding of the customer’s
requirements
• Key input for the setting of appropriate design
specifications for the new product or service
Thierry Lefort – @thierry_lefort

8. Defining Product Requirements
• Participate in the Marketing requirements document
(MRD)
• Write the Product requirements document (PRD)
• Validate the Technical requirements document (TRD)
Thierry Lefort – @thierry_lefort

9. Determining Business-Cases
• Define what the idea, problem or opportunity is
about
• Analyze how and who it will impact
• Look at what competitors are doing
• Evaluate the associated impacts, risks costs and
benefits of each alternative
• Make recommendations
Thierry Lefort – @thierry_lefort

10. Building Customer Oriented Solutions
• Conduct usability study of existing assets
• Build user stories or scenarios
• Build wireframes (screen blueprints or storyboards)
• Prototypes (for interactive or in-the-mind simulation)
• Design graphic mockups (precise visual of the
expected end result)
Thierry Lefort – @thierry_lefort

11. Evangelizing New Products
• Maintain a status dashboard for all portfolio products
• Organize frequent demos of the completed work to
the stakeholders
• Be the communication hub on product-related
matters
Thierry Lefort – @thierry_lefort

12. Assembling Product Roadmaps
• Populate the product backlog
• Be the clearing house for new ideas
• Conduct risk analysis
• Evaluate the customer value and complexity of each
features in the product backlog
• Prioritize features based on best value/complexity
ratio for quick wins
Higher
Smaller Faster
Customer
Scope Iteration
Value
Thierry Lefort – @thierry_lefort

13. Developing Products on Schedule
• Monitor and control project activities
• Determine how best to allocate resources so the
product can be delivered on schedule
• Assess how delays will impact the product release
schedule
• Track project progress
Thierry Lefort – @thierry_lefort

14. Ensuring Products Quality
• Create User Acceptance Test (UAT)
• Conduct software testing
• Ensure the product complies with the given design
Thierry Lefort – @thierry_lefort