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Product management plays a pivotal role in organizations. In fact, it's now considered the fourth most important title in corporate America--yet only a tiny fraction of product managers have been trained for this vital position. If you're one of the hundreds of thousands of people who hold this essential job--or simply aspire to break into a new role--Product Management For Dummies gives you the tools to increase your skill level and manage products like a pro.
From defining what product management is--and isn't--to exploring the rising importance of product management in the corporate world, this friendly and accessible guide quickly gets you up to speed on everything it takes to thrive in this growing field. It offers plain-English explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product roadmaps, the people skills it takes to effectively influence and negotiate, and so much more.
* Create a winning strategy for your product
* Gather and analyze customer and market feedback
* Prioritize and convey requirements to engineering teams effectively
* Maximize revenues and profitability
Product managers are responsible for so much more than meets the eye--and this friendly, authoritative guide lifts the curtain on what it takes to succeed.
Product management plays a pivotal role in organizations. In fact, it's now considered the fourth most important title in corporate America--yet only a tiny fraction of product managers have been trained for this vital position. If you're one of the hundreds of thousands of people who hold this essential job--or simply aspire to break into a new role--Product Management For Dummies gives you the tools to increase your skill level and manage products like a pro.
From defining what product management is--and isn't--to exploring the rising importance of product management in the corporate world, this friendly and accessible guide quickly gets you up to speed on everything it takes to thrive in this growing field. It offers plain-English explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product roadmaps, the people skills it takes to effectively influence and negotiate, and so much more.
* Create a winning strategy for your product
* Gather and analyze customer and market feedback
* Prioritize and convey requirements to engineering teams effectively
* Maximize revenues and profitability
Product managers are responsible for so much more than meets the eye--and this friendly, authoritative guide lifts the curtain on what it takes to succeed.
Brian Lawley is the CEO and founder of the 280 Group, the world's leading product management consulting and training firm. Pamela Schure is director of products and services with the 280 Group. She has worked in product management, product marketing, and marketing for Apple and Adaptec, among other companies.
Introduction 1
About This Book 1
Foolish Assumptions 3
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Part 1: Getting Started with Product Management 5
Chapter 1: Welcome to the World of Product Management 7
Understanding the Need for Product Management 8
Recognizing the Critical Role of Project Management 9
Defining product management 9
Serving as a strategic driver for business 9
Product Management in a Nutshell: Checking Out Your Day-to-Day Life 12
Managing a product during every phase of its life 12
Reaching in to your bag of tricks 13
Chapter 2: Getting in Character: Discovering Your Role as a Product Manager 15
Orientation Day: Examining Your Role as Product Manager 15
Checking out the job description 17
Pinpointing product management on the organizational chart 19
Drafting your product management manifesto 20
Comparing Product Management to Other Related Roles 21
Checking out product marketing 22
Looking into program management 23
Exploring project management 25
Knowing what other roles you interact with 27
Conducting a Self-Assessment: Traits of a Great Product Manager 32
Business acumen 32
Industry knowledge and expertise 33
Technical knowledge 33
People skills 34
Decision-making skills 34
Problem-solving aptitude 35
A cool head 35
Leadership chops 36
Scoring your product manager traits 37
RACI and DACI: Understanding Responsibilities 38
Going the RACI route 38
Taking a DACI direction 39
Using RACI and DACI effectively 40
Chapter 3: Checking Out the Product Life Cycle 41
Defining the Product Life Cycle: What It Is and Isn't 41
Phases and gates 42
Mapping phase-gate to Agile methodologies 43
It's Just a Phase: Breaking Down the Product Life Cycle 46
Phase I: Conceive 46
Phase II: Plan 47
Phase III: Develop 48
Phase IV: Qualify 49
Phase V: Launch 49
Phase VI: Maximize 50
Phase VII: Retire 51
Detailing the Optimal Product Process 52
Taking a look at how the process works 52
Understanding the nine core documents 54
Part 2: Discovering, Evaluating, and Planning for Great Products and Services 57
Chapter 4: Coming Up with Great Product Ideas 59
Getting a Handle on the Creative Process 59
Exploring sources for new ideas 60
Letting your team play 61
Generating Creative Ideas: Techniques and Tips 63
Brainstorming 63
Consulting customer councils 65
Tapping the power of mind mapping 66
Trying a more structured approach: The four actions framework 67
Chapter 5: Working to Understand Who Your Customer Is 69
Moving from Markets to Segments 69
Defining markets and segments 70
Determining market segments 70
Harnessing the Creativity of Personas 72
What is included in a persona description 72
Developing personas 74
Making Sure You Cover All Persona Roles 77
Visiting Customers 78
Observing customer visit courtesies 78
Interviewing customers 79
Chapter 6: Doing Your Homework: Evaluating Your Ideas 83
Understanding the Importance of Market Research and Competitive Intelligence 83
Subdividing kinds of market research 85
Looking for the right place to start 86
Undertaking the Market Research Process 87
Spelling out the market research process 88
Asking the right questions 89
Examining market research methods 91
Studying Competitive Intelligence 93
Identifying competitors 93
Collecting all the competitive intelligence possible 93
Keeping track of the competition 98
Reality-Checking Your Ideas and Hypotheses 99
Using a simple validation process 99
An example of product validation 100
Crunching the Numbers with Financial Forecasting 100
Chapter 7: Prioritizing and Selecting Your Ideas 101
Prioritizing Your Ideas 101
Finding the right fit with the product-market fit triad 102
Putting business canvases to use 104
Weighing different opportunities 108
Applying Scoring Models 110
Scoring for differentiation: The Kano model 110
Scoring for efficient use of development resources: Value versus effort analysis 111
Filling out a prioritization matrix 112
Collecting ballots: Dot voting 113
Buying features 114
Chapter 8: Planning to Plan: Choosing a Suitable Approach 115
Adopting Planning Best Practices 115
Starting early 116
Including your team 116
Treating your plan as a living document 117
Deciding on the Right Amount of Planning 117
Comparing Lean versus in-depth planning 118
Completing the types of new products and services grid 119
Finding the right level of planning for your company's culture 120
Considering your executives' expectations 122
Evaluating investment risk 123
Streamlining the Planning Process with Lean and Simple Planning 124
Understanding the Lean approach 125
What numbers are you looking at? 125
Taking a look at a popular business model canvas 126
Being prepared to rapidly change and pivot 128
Taking a More Thorough Approach: In-Depth Planning 128
Deciding whether to document 129
Using key documents and corresponding questions 130
Estimating your time investment 132
Chapter 9: Developing Your Business Case 133
Making a Business Case for the New Product or Service 134
Recognizing the importance of a business case 134
Outlining your business case 135
Gathering the necessary information 136
Putting It All Together: Documenting Your Business Case 136
Part I: Executive summary 136
Part II: Problem and opportunity 137
Part III: Market landscape 139
Part IV: Competitive landscape 139
Part V: Financial and resource impact analysis 141
Part VI: Risks 143
Parts VII through XI: Other sections 143
Getting buy-in for your business case 146
Chapter 10: Developing Your Market Strategy 147
Grasping the Importance of a Market Strategy 148
Setting Yourself Straight on Strategy Tools 149
Go-to-market strategy 149
Strategy models 150
Considering Other Components of Marketing Strategy 156
Whole product offering 156
Brand promise 157
Pricing 157
Segmentation 161
Positioning 161
Naming your product 165
Messaging 166
Putting Your Market Strategy in Writing 168
Part I: Executive summary 169
Part II: Whole product offer 170
Part III: Pricing 171
Part IV: Segmentation 172
Part V: Positioning 172
Part VI: Messaging 173
Part VII: Strategy 173
Part VIII: Launch programs and activities 175
Part IX: Budget 175
Part X: Concluding sections 175
Chapter 11: Developing a Plan: Market Needs, Product Description, and Road Maps 177
Uncovering Market Need and Creating Product Feature Descriptions 178
The problem space 178
The solution space 178
Comparing market needs and product features 178
Keeping discussions clear 180
Documenting Market Needs 181
Questioning why "why" is so important 181
Gathering the necessary information 183
Detailing your market needs document 187
Prioritizing detailed features and market needs 192
Whipping Up a Product Feature Description 193
Outlining the product description 194
Completing the product description document 195
Plotting Your Product's Path to Success with a Product Road Map 199
Part 3: Building and Maximizing Product Success: From Development to Retirement 201
Chapter 12: Shepherding a Product Idea through the Development Phase 203
Getting the Lowdown on Waterfall/Phase-Gate versus Agile Development 203
Waterfall: Measure twice, cut once 204
Agile: Plan and deliver rapidly 205
Creating the backlog in Agile 207
Assuming typical responsibilities 211
Unlocking the Secrets of the Product Development Trade-Off Triangle 213
Maintaining Best Practices during Development 215
Chapter 13: Gearing up for Your Product Launch: The Qualify Phase 217
Getting Up to Speed on the Qualify Phase 217
Ensuring internal and external quality validation 218
Creating a beta plan 219
Dodging typical beta testing mistakes 220
Putting a Beta Program in Place 221
Setting appropriate goals 221
Making your goals concrete 221
Recruiting participants 222
Making the Decision to Ship the Product 226
Chapter 14: Liftoff! Planning and Executing an Effective Product Launch 227
Unlocking the Do's and Don'ts of a Successful Product Launch 228
Understanding the importance of first impressions 228
Detailing the elements of a successful product launch 229
Setting Launch Goals 230
Checking Out Different Launch Types 231
Launches under Agile or very frequent releases 231
Easy does it: The soft launch 231
A small effort: The minimal launch 232
Going all-in: The full scale launch 233
Choosing a launch type: Key considerations 233
Running a Smooth Product Launch 234
Building your...
| Erscheinungsjahr: | 2017 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 384 S. |
| ISBN-13: | 9781119264026 |
| ISBN-10: | 1119264022 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Lawley, Brian
Schure, Pamela |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Maße: | 233 x 187 x 22 mm |
| Von/Mit: | Brian Lawley (u. a.) |
| Erscheinungsdatum: | 17.03.2017 |
| Gewicht: | 0,521 kg |
Brian Lawley is the CEO and founder of the 280 Group, the world's leading product management consulting and training firm. Pamela Schure is director of products and services with the 280 Group. She has worked in product management, product marketing, and marketing for Apple and Adaptec, among other companies.
Introduction 1
About This Book 1
Foolish Assumptions 3
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Part 1: Getting Started with Product Management 5
Chapter 1: Welcome to the World of Product Management 7
Understanding the Need for Product Management 8
Recognizing the Critical Role of Project Management 9
Defining product management 9
Serving as a strategic driver for business 9
Product Management in a Nutshell: Checking Out Your Day-to-Day Life 12
Managing a product during every phase of its life 12
Reaching in to your bag of tricks 13
Chapter 2: Getting in Character: Discovering Your Role as a Product Manager 15
Orientation Day: Examining Your Role as Product Manager 15
Checking out the job description 17
Pinpointing product management on the organizational chart 19
Drafting your product management manifesto 20
Comparing Product Management to Other Related Roles 21
Checking out product marketing 22
Looking into program management 23
Exploring project management 25
Knowing what other roles you interact with 27
Conducting a Self-Assessment: Traits of a Great Product Manager 32
Business acumen 32
Industry knowledge and expertise 33
Technical knowledge 33
People skills 34
Decision-making skills 34
Problem-solving aptitude 35
A cool head 35
Leadership chops 36
Scoring your product manager traits 37
RACI and DACI: Understanding Responsibilities 38
Going the RACI route 38
Taking a DACI direction 39
Using RACI and DACI effectively 40
Chapter 3: Checking Out the Product Life Cycle 41
Defining the Product Life Cycle: What It Is and Isn't 41
Phases and gates 42
Mapping phase-gate to Agile methodologies 43
It's Just a Phase: Breaking Down the Product Life Cycle 46
Phase I: Conceive 46
Phase II: Plan 47
Phase III: Develop 48
Phase IV: Qualify 49
Phase V: Launch 49
Phase VI: Maximize 50
Phase VII: Retire 51
Detailing the Optimal Product Process 52
Taking a look at how the process works 52
Understanding the nine core documents 54
Part 2: Discovering, Evaluating, and Planning for Great Products and Services 57
Chapter 4: Coming Up with Great Product Ideas 59
Getting a Handle on the Creative Process 59
Exploring sources for new ideas 60
Letting your team play 61
Generating Creative Ideas: Techniques and Tips 63
Brainstorming 63
Consulting customer councils 65
Tapping the power of mind mapping 66
Trying a more structured approach: The four actions framework 67
Chapter 5: Working to Understand Who Your Customer Is 69
Moving from Markets to Segments 69
Defining markets and segments 70
Determining market segments 70
Harnessing the Creativity of Personas 72
What is included in a persona description 72
Developing personas 74
Making Sure You Cover All Persona Roles 77
Visiting Customers 78
Observing customer visit courtesies 78
Interviewing customers 79
Chapter 6: Doing Your Homework: Evaluating Your Ideas 83
Understanding the Importance of Market Research and Competitive Intelligence 83
Subdividing kinds of market research 85
Looking for the right place to start 86
Undertaking the Market Research Process 87
Spelling out the market research process 88
Asking the right questions 89
Examining market research methods 91
Studying Competitive Intelligence 93
Identifying competitors 93
Collecting all the competitive intelligence possible 93
Keeping track of the competition 98
Reality-Checking Your Ideas and Hypotheses 99
Using a simple validation process 99
An example of product validation 100
Crunching the Numbers with Financial Forecasting 100
Chapter 7: Prioritizing and Selecting Your Ideas 101
Prioritizing Your Ideas 101
Finding the right fit with the product-market fit triad 102
Putting business canvases to use 104
Weighing different opportunities 108
Applying Scoring Models 110
Scoring for differentiation: The Kano model 110
Scoring for efficient use of development resources: Value versus effort analysis 111
Filling out a prioritization matrix 112
Collecting ballots: Dot voting 113
Buying features 114
Chapter 8: Planning to Plan: Choosing a Suitable Approach 115
Adopting Planning Best Practices 115
Starting early 116
Including your team 116
Treating your plan as a living document 117
Deciding on the Right Amount of Planning 117
Comparing Lean versus in-depth planning 118
Completing the types of new products and services grid 119
Finding the right level of planning for your company's culture 120
Considering your executives' expectations 122
Evaluating investment risk 123
Streamlining the Planning Process with Lean and Simple Planning 124
Understanding the Lean approach 125
What numbers are you looking at? 125
Taking a look at a popular business model canvas 126
Being prepared to rapidly change and pivot 128
Taking a More Thorough Approach: In-Depth Planning 128
Deciding whether to document 129
Using key documents and corresponding questions 130
Estimating your time investment 132
Chapter 9: Developing Your Business Case 133
Making a Business Case for the New Product or Service 134
Recognizing the importance of a business case 134
Outlining your business case 135
Gathering the necessary information 136
Putting It All Together: Documenting Your Business Case 136
Part I: Executive summary 136
Part II: Problem and opportunity 137
Part III: Market landscape 139
Part IV: Competitive landscape 139
Part V: Financial and resource impact analysis 141
Part VI: Risks 143
Parts VII through XI: Other sections 143
Getting buy-in for your business case 146
Chapter 10: Developing Your Market Strategy 147
Grasping the Importance of a Market Strategy 148
Setting Yourself Straight on Strategy Tools 149
Go-to-market strategy 149
Strategy models 150
Considering Other Components of Marketing Strategy 156
Whole product offering 156
Brand promise 157
Pricing 157
Segmentation 161
Positioning 161
Naming your product 165
Messaging 166
Putting Your Market Strategy in Writing 168
Part I: Executive summary 169
Part II: Whole product offer 170
Part III: Pricing 171
Part IV: Segmentation 172
Part V: Positioning 172
Part VI: Messaging 173
Part VII: Strategy 173
Part VIII: Launch programs and activities 175
Part IX: Budget 175
Part X: Concluding sections 175
Chapter 11: Developing a Plan: Market Needs, Product Description, and Road Maps 177
Uncovering Market Need and Creating Product Feature Descriptions 178
The problem space 178
The solution space 178
Comparing market needs and product features 178
Keeping discussions clear 180
Documenting Market Needs 181
Questioning why "why" is so important 181
Gathering the necessary information 183
Detailing your market needs document 187
Prioritizing detailed features and market needs 192
Whipping Up a Product Feature Description 193
Outlining the product description 194
Completing the product description document 195
Plotting Your Product's Path to Success with a Product Road Map 199
Part 3: Building and Maximizing Product Success: From Development to Retirement 201
Chapter 12: Shepherding a Product Idea through the Development Phase 203
Getting the Lowdown on Waterfall/Phase-Gate versus Agile Development 203
Waterfall: Measure twice, cut once 204
Agile: Plan and deliver rapidly 205
Creating the backlog in Agile 207
Assuming typical responsibilities 211
Unlocking the Secrets of the Product Development Trade-Off Triangle 213
Maintaining Best Practices during Development 215
Chapter 13: Gearing up for Your Product Launch: The Qualify Phase 217
Getting Up to Speed on the Qualify Phase 217
Ensuring internal and external quality validation 218
Creating a beta plan 219
Dodging typical beta testing mistakes 220
Putting a Beta Program in Place 221
Setting appropriate goals 221
Making your goals concrete 221
Recruiting participants 222
Making the Decision to Ship the Product 226
Chapter 14: Liftoff! Planning and Executing an Effective Product Launch 227
Unlocking the Do's and Don'ts of a Successful Product Launch 228
Understanding the importance of first impressions 228
Detailing the elements of a successful product launch 229
Setting Launch Goals 230
Checking Out Different Launch Types 231
Launches under Agile or very frequent releases 231
Easy does it: The soft launch 231
A small effort: The minimal launch 232
Going all-in: The full scale launch 233
Choosing a launch type: Key considerations 233
Running a Smooth Product Launch 234
Building your...
| Erscheinungsjahr: | 2017 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 384 S. |
| ISBN-13: | 9781119264026 |
| ISBN-10: | 1119264022 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Lawley, Brian
Schure, Pamela |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Maße: | 233 x 187 x 22 mm |
| Von/Mit: | Brian Lawley (u. a.) |
| Erscheinungsdatum: | 17.03.2017 |
| Gewicht: | 0,521 kg |
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