16 steps product managment@ax tantawy

16 STEPS

PRODUCT

MANAGEMENT

The next few slides will give you quick tips about

product management in 2011

@axtantawy, 16 steps product managment

What is Product

management?

The pressure to deliver the right product at the right price in

the right timeframe has never been greater. Companies that

thrive are the ones that define, produce and promote their

products more efficiently and more effectively.


#1

Selecting a Winning Product


Selecting the right product ideas means increased

sales, improved profits and huge efficiency gains across

your company.


#2

Market Segmentation and Sizing


It’s essential to define who your customers are, how

to reach them, and what to say to them.

Delegates then find out how to create a credible and

defensible estimate of market size. Using top-down

research-driven data, supported by bottom-up unit-

price data.


Key areas covered:

Market segmentation

Market sizing


#3

Market Analysis


Making the right decision requires detailed market

analysis. Characteristics such as channel readiness,

barriers to entry and spend alternatives are

considered as a complete picture of the product

opportunity is built.


Key areas covered:

1. Primary market

research

2. Secondary market

research

3. Assessing product

opportunities


#4

Competitor Analysis


Understanding your competition gives you an edge; it

helps clarify your own competitive advantages, gives

you an indication of their past, present and future

product strategies.


Key areas covered:

1. Gathering

competitive

information

2. SWOT analysis

3. Understanding

competitor

objectives

4. Product analysis


#5

Working with Development


How do you guarantee an on-time product delivery

with a feature-set that meets your customers needs?

Accurately translating market needs into product

requirements and delivering on time is of huge value

to your company.


#6

The Requirements Specification

Process


This initial session sets out to define the importance

of a good requirements process, and the elements

that go into making that process work effectively.

Delegates find out about the risks and pitfalls in the

requirements process, and the huge benefits that the

right process can bring to their company. Walking

through an end-to-end requirements process,

delegates learn how to implement the process and

make sure it is used consistently, improving product

quality and product take-up.


Key areas covered:

1. The benefits of a requirements process

2. Efficiency gains through requirements

3. Key elements of a requirements process

4. Requirements process description @axtantawy, 16 steps product managment

#7

User Profiles and Scenarios


Product managers must understand who their

customers are and how those customers will use the

product.


Key areas covered:

1. Developing User Profiles and Scenarios

2. Building Use Cases

3. Using profile, user scenarios and profiles to support

development @axtantawy, 16 steps product managment

#8

Writing Accurate Requirements


Describing an implementation method, or using non-

testable language all increase the chances of the end

product not meeting customer expectations.


Key areas covered:

1. What makes a good requirement?

2. The language of requirements

3. Structure a requirements document


#9

Prioritization


Prioritization is a great tool to helps you to deal with

change and manage risk.


Key areas covered:

1. Feature prioritization benefits

2. Getting stakeholder support

3. Managing risk with

prioritization

4. Maintaining priorities through

the development lifecycle


#10

Delivering On-Time and On-

Target


Perhaps the most difficult aspect of product delivery is

ensuring that the product you define is delivered on

time and feature-complete. There are enormous

pressures working against you; external pressures

from customers and competition combine with

internal pressures from development, sales, and senior

management.


Key areas covered:

1. Why releases go off track

2. Dealing with external pressures

3. Dealing with internal pressures

4. Gaining clarity of progress vs plan


#11

Product Release and Refinement


How do you ensure your product is a success in the

market place? It requires much more than an

outstanding product; it requires an outstanding

product launch and continuous product improvement.


#12

The Product Launch Process


Planning process that ensures key deliverables are

tracked and supplied on time. Using pro-forma

templates, delegates learn about the launch process;

how to implement a product launch checklist, how to

gain support and buy-in for cross-functional tasks, and

how to ensure each deliverable meets the needs of its

target audience


Key areas covered:

1. The product launch process

2. Building a product launch checklist

3. Gaining cross-functional support

4. Meeting end user goals


#13

Product Positioning


Product must find ways of cutting

through this noise and seize customer

attention. Product positioning is a great

tool for this; it helps deliver a clear,

concise, relevant message that captures

the uniqueness of your product.


Key areas covered:

1. Product positioning theory

2. Building product positioning statements

3. Data sheet development


#14

Communication


Discussing future product direction, delivery dates,

planned features, price points and technology choices

opens many potential pitfalls. Bad communication

results in misaligned customer expectations and a loss

of credibility for the product manager.


Key areas covered:

1. Cross-functional communication

2. Communicating with customers

3. Dealing with date, feature and pricing question

4. Objection handling


#15

Early Availability


Many companies operate formal or informal early

release programs. They deliver alpha and beta releases

to customers and to individuals within the company,

typically to reduce the bug count and improve the

quality of the finished product. For the product

manager, early availability can be a heavy management

burden, but it can deliver marketing benefits as well as

product quality improvements.


Key areas covered:

1. Early release – definition

2. The pros and cons of a beta program

3. Gaining marketing advantage through the beta

program

4. Exploiting the benefit of a beta program


#16

Ongoing Planning


Complete product management means delivering

continuous product improvement that increases

revenue, opens new markets, and even defines new

product opportunities. In short, complete product

management means converting a discrete product

management process into a continuous product

planning process.


Key areas covered:

1. Product planning

2. The annual product plan

3. Financials for the product manager

4. Product planning and the senior management team

5. Incorporating product planning into your day job

6. Product withdrawal



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16 steps product managment@ax tantawy

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