Оглавление
Brian Lawley. Product Management For Dummies
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1. Getting Started with Product Management
Chapter 1. Welcome to the World of Product Management
Understanding the Need for Product Management
Recognizing the Critical Role of Project Management
Product Management in a Nutshell: Checking Out Your Day-to-Day Life
Chapter 2. Getting in Character: Discovering Your Role as a Product Manager
Orientation Day: Examining Your Role as Product Manager
Comparing Product Management to Other Related Roles
Conducting a Self-Assessment: Traits of a Great Product Manager
RACI and DACI: Understanding Responsibilities
Chapter 3. Checking Out the Product Life Cycle
Defining the Product Life Cycle: What It Is and Isn’t
It’s Just a Phase: Breaking Down the Product Life Cycle
Detailing the Optimal Product Process
Part 2. Discovering, Evaluating, and Planning for Great Products and Services
Chapter 4. Coming Up with Great Product Ideas
Getting a Handle on the Creative Process
Generating Creative Ideas: Techniques and Tips
Chapter 5. Working to Understand Who Your Customer Is
Moving from Markets to Segments
Harnessing the Creativity of Personas
Making Sure You Cover All Persona Roles
Visiting Customers
Chapter 6. Doing Your Homework: Evaluating Your Ideas
Understanding the Importance of Market Research and Competitive Intelligence
Undertaking the Market Research Process
Studying Competitive Intelligence
Reality-Checking Your Ideas and Hypotheses
Crunching the Numbers with Financial Forecasting
Chapter 7. Prioritizing and Selecting Your Ideas
Prioritizing Your Ideas
Applying Scoring Models
Chapter 8. Planning to Plan: Choosing a Suitable Approach
Adopting Planning Best Practices
Deciding on the Right Amount of Planning
Streamlining the Planning Process with Lean and Simple Planning
Taking a More Thorough Approach: In-Depth Planning
Chapter 9. Developing Your Business Case
Making a Business Case for the New Product or Service
Putting It All Together: Documenting Your Business Case
Chapter 10. Developing Your Market Strategy
Grasping the Importance of a Market Strategy
Setting Yourself Straight on Strategy Tools
Considering Other Components of Marketing Strategy
Putting Your Market Strategy in Writing
Chapter 11. Developing a Plan: Market Needs, Product Description, and Road Maps
Uncovering Market Need and Creating Product Feature Descriptions
Documenting Market Needs
Whipping Up a Product Feature Description
Plotting Your Product’s Path to Success with a Product Road Map
Part 3. Building and Maximizing Product Success: From Development to Retirement
Chapter 12. Shepherding a Product Idea through the Development Phase
Getting the Lowdown on Waterfall/Phase-Gate versus Agile Development
Unlocking the Secrets of the Product Development Trade-Off Triangle
Maintaining Best Practices during Development
Chapter 13. Gearing up for Your Product Launch: The Qualify Phase
Getting Up to Speed on the Qualify Phase
Putting a Beta Program in Place
Making the Decision to Ship the Product
Chapter 14. Liftoff! Planning and Executing an Effective Product Launch
Unlocking the Do’s and Don’ts of a Successful Product Launch
Setting Launch Goals
Checking Out Different Launch Types
Running a Smooth Product Launch
Creating a Product Launch Plan
Validating the Plan against Your Launch Goals
Chapter 15. Maximizing Your Product’s Revenue and Profits
Grasping the Basics of Marketing
Forecasting: A Look to the Future
Creating an Effective Marketing Plan
Monitoring Product Success Metrics
Changing Course: Making Adjustments
Chapter 16. Retirement: Replacing a Product or Taking It off the Market
Deciding How to Retire a Product
Considering Critical Factors in a Product Retirement Plan
Following Best Practices when Retiring a Product
Part 4. Becoming a Phenomenal Product Manager
Chapter 17. Cultivating Your Product Management Leadership Skills
Identifying Traits of an Effective Product Management Leader
Developing Your Leadership Style
Chapter 18. Mastering the Art of Persuasion
Brushing Up on Persuasion Basics
Getting Your Executive Team on Board
Winning Over Your Development Team
Getting Sales on Your Side
Chapter 19. Getting to the Next Level in Product Management
Mapping Your Career Path: Setting Goals and Target Dates
Mastering Your Market and New Technologies
Part 5. Part of Tens
Chapter 20. Ten Common Product Launch Mistakes to Avoid
Failing to Plan Early Enough
Not Having a Sustaining Marketing Plan in Place
Shipping a Poor Quality Product
Inadequately Funding Launch
Underestimating the Required Marketing Exposure
Driving Customers to Buy Your Competitor’s Products
Announcing Too Early
Not Having a Dedicated Product Review and Public Relations Program
Delaying Communication
Considering International Markets as an Afterthought
Chapter 21. Ten (Plus One) Road Maps to Help You Succeed
Theme-Based Product Road Maps
Timed Release Product Road Maps
Golden Feature Product Road Maps
Market and Strategy Road Maps
Visionary Road Maps
Competitive, Market, and Technology Trends Road Map
Technology Road Maps
Technology across Products Road Map
Platform Road Maps
Matrix Product Road Maps
Multiple Product Line Road Maps
Chapter 22. Ten Ways Product Managers Fail
Talking More Than Listening
Focusing Only on Features
Not Continuing to Learn
Reinventing the Wheel
Avoiding Seeking Help
Digging In and Refusing to Compromise, Ever
Never Visiting Customers
Not Owning the Whole Product
Adopting Agile but Losing Overall Business Focus
Being a Product Janitor Rather Than a Product Manager
Glossary
About the Authors
