1. Product Management

2. Outline
1. What is Product Management?
2. The role of Product Management
3. Product Marketing
4. Product Development
5. What do Product Managers do?
6. How to become a good Product Manager?

3. What is Product Management?
Product management is an organizational lifecycle
function within a company dealing with the
planning, forecasting, or marketing of a product or
products at all stages of the product lifecycle.

4. The Role of Product Management
The role of Product Management is to define,
develop, deploy and maintain products and
services that:
 Provide more value than the competition.
 Help build a sustainable competitive
advantage
 Deliver measurable benefit to the business

5. The Role of Product Management
Product Management
Product Marketing Product Development

6. Product Marketing
 Product Life Cycle considerations
 Product differentiation
 Product naming and branding
 Product positioning and outbound messaging
 Promoting the product externally with press, customers and partners
 Conducting customer feedback and enabling (pre-production, beta
software)
 Launching new products to market
 Monitoring the competition

7. Product Development
 Testing
 Identifying new product candidates
 Gathering the voice of customers
 Defining product requirements
 Determining business-case and feasibility
 Scoping and defining new products at high level
 Evangelizing new products within the company
 Building product roadmaps
 Developing all products on schedule, working to a critical path
 Ensuring products are within optimal price margins and up to
specifications

8.  Solve problems.
 Understand customers needs and wants.
 Develop solutions to satisfy needs & wants.
 Have a duty to deliver and maintain financial benefits to
the business.
What do Product Managers do?

9. True
 Being the heart, mind, and voice
of the user
 Facilitating cross-functional
teamwork
 Meeting an end-goal with fixed
time and resources
 Leading people along a product
journey
 Being positive and practical
False
 Being the most important
voice
 Being the only idea-generator
 Being a designer
 Being a programmer
 Optimizing websites
 Writing marketing collateral

10.  Good Product Management is about delivering products that
customers love.
 Product Managers use logic, insight and a degree of
creativity, developing, deploying and maintaining these
products.
 They 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.
How to become a good Product
Manager?

11. Product Managers

12. Questions?