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.

@axtantawy, 16 steps product managment

#1

Selecting a Winning Product

@axtantawy, 16 steps product managment

Selecting the right product ideas means increased

sales, improved profits and huge efficiency gains across

your company.

@axtantawy, 16 steps product managment

@axtantawy, 16 steps product managment

#2

Market Segmentation and Sizing

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

Key areas covered:

Market segmentation

Market sizing

@axtantawy, 16 steps product managment

@axtantawy, 16 steps product managment

#3

Market Analysis

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

Key areas covered:

1. Primary market

research

2. Secondary market

research

3. Assessing product

opportunities

@axtantawy, 16 steps product managment

#4

Competitor Analysis

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

Key areas covered:

1. Gathering

competitive

information

2. SWOT analysis

3. Understanding

competitor

objectives

4. Product analysis

@axtantawy, 16 steps product managment

#5

Working with Development

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

@axtantawy, 16 steps product managment

#6

The Requirements Specification

Process

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

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

@axtantawy, 16 steps product managment

Product managers must understand who their

customers are and how those customers will use the

product.

@axtantawy, 16 steps product managment

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

@axtantawy, 16 steps product managment

Describing an implementation method, or using non-

testable language all increase the chances of the end

product not meeting customer expectations.

@axtantawy, 16 steps product managment

Key areas covered:

1. What makes a good requirement?

2. The language of requirements

3. Structure a requirements document

@axtantawy, 16 steps product managment

#9

Prioritization

@axtantawy, 16 steps product managment

Prioritization is a great tool to helps you to deal with

change and manage risk.

@axtantawy, 16 steps product managment

Key areas covered:

1. Feature prioritization benefits

2. Getting stakeholder support

3. Managing risk with

prioritization

4. Maintaining priorities through

the development lifecycle

@axtantawy, 16 steps product managment

#10

Delivering On-Time and On-

Target

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

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

@axtantawy, 16 steps product managment

#11

Product Release and Refinement

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

@axtantawy, 16 steps product managment

#12

The Product Launch Process

@axtantawy, 16 steps product managment

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

@axtantawy, 16 steps product managment

Key areas covered:

1. The product launch process

2. Building a product launch checklist

3. Gaining cross-functional support

4. Meeting end user goals

@axtantawy, 16 steps product managment

#13

Product Positioning

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

Key areas covered:

1. Product positioning theory

2. Building product positioning statements

3. Data sheet development

@axtantawy, 16 steps product managment

#14

Communication

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

Key areas covered:

1. Cross-functional communication

2. Communicating with customers

3. Dealing with date, feature and pricing question

4. Objection handling

@axtantawy, 16 steps product managment

#15

Early Availability

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

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

@axtantawy, 16 steps product managment

#16

Ongoing Planning

@axtantawy, 16 steps product managment

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.

@axtantawy, 16 steps product managment

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

@axtantawy, 16 steps product managment

@axtantawy, 16 steps product managment