Product Management for Dummies - Brian Lawley

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Auteur(s) : Brian Lawley - Pamela Schure

Editeur : John Wiley & Sons

Langue : Anglais

Parution : 01/01/2017

Format : Moyen, de 350g à 1kg

Nombre de pages : 384

Expédition : 521

Dimensions : 23.3 x 18.7 x 2.2

ISBN : 1119264022

Résumé :

• Create a winning strategy for your product
• Gather customer and market feedback to maximize revenue
• Master persuading your team

The essential guide to seamless product management

Product Management is now considered the fourth most important role in corporate America. Yet only a fraction of PMs have been trained for their jobs. If you're a current or aspiring Product Manager, this book provides a solid foundation in the concepts, practices, and tools you need to take your career skills to the next level. It offers simple explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product road maps, brainstorming, and so much more.

Includes a free download of Product Management Lifecycle Toolkit(TM) templates (Microsoft Office format), a $99 value.

Inside...

• Product management principles
• Maintaining product life cycles
• Successful market research
• Competitive market analysis
• Effective product launches
• Dynamic product road maps
• Practical communication tips
• Develop a powerful business case

...

Biographie:

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

A...

Sommaire:

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....