What Is Product Management?

What is Product Management?
www.brainmates.com.au
About
Who isBrainmates
Brainmates?
A Product Management consulting
and training business
Our mission:
To provide experienced Product

Management to businesses that want
to truly understand their customers
needs ....
... to develop innovative products that

their customers love.

This presentation seeks to answer the following
questions:
What is product
management?
What do product
managers do?
Who does product
management?
How does one become a
product manager?
A Definition of Product Management

Product Management is the process of conceiving,
planning, developing, testing, launching, delivering
and withdrawing products in the market
Internal: current teams, management
External: supply chain, market
Upstream: planning, development, launch
Downstream: ongoing lifecycle management
ProdBOK pages 37-38
Product Managements Purpose

Is To Create
Customer Value
+ Measurable Business
Benefits
By Identifying Unsolved Customer

Problems
To Create Product Experiences..
That Outwit The Competition
10
Over A Sustainable Period
11
Who Does Product Management
12
Past lives of Product Managers

Most product managers have roots in other professions
14
The accidental profession

Its a pretty safe bet to say that few if any product managers
have a Bachelor degree in Product Management
Everyone comes from somewhere else
Steven Haines The Product Managers Desk Reference
15
Product Management Domain

Strategic
Value
Definition
Marketing
/ Sales
Marketing
Engineering
Market
Research
UX
Design
Project
Management
Sales
Product
Operations
Marketing
Communications
Customer
Service
Development
Technical
Support
Tactical / Operational
16
Role Specialisation Within Product Management

Strategic
Product
Marketer
Value
Definition
Marketing
/ Sales
Engineering
Sales Product
Champion
Product
Manager
Technical Product
Champion
Tactical / Operational
17
So what do Product Managers do?
18
Guiding product and market strategy

Product managers must
deliver value to the
business and play a
strategic role in
determining the actions to
achieve this.
Senior
managers
Strategy
Finance
But their role is also

hands-on and involves
collaboration with
multiple internal
stakeholders
Marketing
Product
Manager
Customer
service
R&D
Production
Sales
19published in:
Diagram Derived from original model
The Product Manager's Handbook : The Complete
Product Management Resource, Linda Gorchels, 2000
Operations
Past
lives
of product
managers
Product
managers
like to
solve problems
PICTURE OF DUDE UNDER CAR
20
Product Managers spend time understanding

what customers need and want
21
Then develop solutions that solve these

problems and satisfy needs & wants
22
Product Managers have a duty to deliver and

maintain financial benefit to the business
23
Product Managers see things

differently
24
The carpenter doesnt want a drill.

He wants a hole
25
How a Product Manager sees it

The carpenter has a problem. He needs a hole in the wall. A
drill can solve this problem, but theres much more to it than just
creating a hole. The carpenter is concerned with multiple factors:
The speed at which the hole is made
The accuracy of the cut
The safety of the device that makes the hole
The ease of using the device
The reliability of the device
Where the device can be purchased or accessed
The price of the device
After sales support of the device
Product managers define the problem using criteria such as

these before working on possible solutions
Product Management
in action
27
The Brainmates Product Management

Framework
Two Operational Modes:
Launch
Product Development
Ideate
Prepare
Explore
Product
Product Strategy
Strategy
and
and
Lifecycle
Lifecycle
Management
Management
Build
Product Strategy and

Lifecycle Management
Focus
Define
Immerse
28
Lifecycle Product Management

Launch
Is The Starting Point.
Ideate
Prepare
Lifecycle Management, Product Managers

must:
Grow product performance in the market
Monitor product performance
Report on the results
Respond to the issues
Plan for the future
Explore
Product Strategy
and
Lifecycle
Management
Build
Focus
Define
Immerse
Insights from Product Lifecycle Management

practices lead to new Product Development.
No product can survive by only doing without
adapting to changing market conditions.
29
Product Development
Launch
An area of focus for many

Product Managers.
Ideate
Prepare
Explore
Product Strategy
and
Lifecycle
Management
Build
Initiated when new ideas require

assessment and support from
development to launch.
Focus
Define
Immerse
Product and Market

Development initiatives help
extend the life of the product.
30
Product Development Process
3 Phases
Launch
1. Innovate
Ideate
Prepare
Explore
Product Strategy
and
Lifecycle
Management
Build
Focus
Define
2. Design
3. Implement
Immerse
31
Brainmates Product Management Framework

Plan and implement the
launch process, activities
and event.
Plan external
messaging about the
value of the product to
the market, and
articulate product
differentiation.
Work closely with the

development team to
check that the build
outcomes meet the
markets requirements.
Generate, source,
rank a wide variety of
ideas and business
problems.
Prepare
Explore
Product Strategy
and
Lifecycle
Management
Build
Analyse, define and

design the product
and consider alternate
solutions.
Ideate
Launch
Select and validate ideas

that have value in the
market place and will
survive against external
market conditions.
Focus
Define
Immerse
Engage deeply with

customers to deliver an
effective solution that
solves the target
markets problem.
32
Turn the idea into a

concept and evaluate
the internal factors that
may affect the concept.
How does one get into

product management?
33
Becoming a Product Manager

Become good at understanding problems and following
a logical process to define and develop solutions that
could solve these problems.
Read books and blogs, listen to podcasts and watch
videos to learn more about the Product Management
profession
Talk to Product Managers
Use principles of Product Management in your current role
Look at products and services that you buy & use and apply a
Product Managers perspective to these
Apply for jobs in Product Management
Dream big!
So to summarise
35
In Summary
Good Product Management is about delivering
products that customers love.
Product Managers use logic, insight and a
degree of creativity in defining, developing,
deploying and maintaining these products.
Product managers must guide and collaborate
with other parts of the business and external
stakeholders.
Product managers have a duty to deliver
measurable benefits to their organisation.
brainmates helps clients to define, develop and deploy

products and services.
Our insight and expertise ensures these are compelling,
competitive and profitable.
Find out more about our Product Management services:
Training
Coaching
Events
Connect with Brainmates
Brainmates Group
Facebook.com/Brainmates
info@brainmates.com.au
@Brainmates
#prodmgmt
+61 1800 BRAINMATES

38

What Is Product Management?

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

What Is Product Management?

Caricato da

Copyright:

Formati disponibili

What is Product Management?

To provide experienced Product

... to develop innovative products that

What is Product Management?

What is Product Management?

A Definition of Product Management

Product Managements Purpose

By Identifying Unsolved Customer

To Create Product Experiences..

That Outwit The Competition

Over A Sustainable Period

Who Does Product Management

Past lives of Product Managers

The accidental profession

Product Management Domain

Role Specialisation Within Product Management

So what do Product Managers do?

Guiding product and market strategy

But their role is also

Product Managers spend time understanding

Then develop solutions that solve these

Product Managers have a duty to deliver and

Product Managers see things

The carpenter doesnt want a drill.

How a Product Manager sees it

Product managers define the problem using criteria such as

The Brainmates Product Management

Product Strategy and

Lifecycle Product Management

Is The Starting Point.

Lifecycle Management, Product Managers

Insights from Product Lifecycle Management

An area of focus for many

Initiated when new ideas require

Product and Market

Product Development Process

Brainmates Product Management Framework

Work closely with the

Analyse, define and

Select and validate ideas

Engage deeply with

Turn the idea into a

How does one get into

Becoming a Product Manager

brainmates helps clients to define, develop and deploy

Connect with Brainmates

+61 1800 BRAINMATES

Potrebbero piacerti anche