Product manager handbook

Strategic market based planning. Product manager imperatives. Survival tips for product managers. Marketing management. Designing and managing marketing research projects.

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Inside the Tornado Geoffrey A. Unleashing the Idea Virus Seth Godin. Cialdini, PhD. Dan Ariely. Product manager's handbook 1.

Can be used in conjunction with the book for university classes, but appropriate attribution is requested i. Virtual CEO? Product management is … … the entrepreneurial management of a piece of business product, service, product line, brand, segment, etc. Product development, increased sales The decision- making process Avoid influence roadblocks Many stakeholders What are relevant costs?

This is the time to look at it as a policy strategy issue. A positive relationship with them can take you a long way. What is market insight? Research approaches vary New-to-the-world product New-to-the-company product Addition to product line Repositioned product Relationship to market Customer visits, ethnography, lead user input, open innovation, solution focus Trend projections, lead user input, market intuition Traditional surveys and voice of customer techniques Non-customer ethnography, analogous industry research, expanded qualitative research Derivative product Platform product Newness Familiarity Existing customers Similar customers Tangential markets Unfamiliar markets External intelligence categories What changes are occurring that might trigger innovation for your firm?

How might product life cycles affect innovation? What is your value proposition; how will you innovate to maintain it in the future? Categories of competition Have you saturated this market, or is there room for profitable growth? Can we improve their profitability? Refined targeting Market entries and exits Are there prospective new markets with underserved needs?

Are some markets declining? Strategic segmentation What competitive positioning might give me an advantage? Revenues come from customers! Attracting and keeping the highest-value market is the cornerstone of a successful business program. Economy, environment, etc. Avoid fire fighting Define a long-term portfolio There is no template.

Every vision statement is unique to the specific product situation. Typical plan components This requires an ability to 1 craft and sell compelling business cases; 2 negotiate, collaborate, and execute on plans; and 3 demonstrate leadership to gain followership. What is the fuzzy front end? Stages of the Industry Life Cycle The value is not as a predictive tool but rather as an insight tool.

The 3C Framework How relevant is the advantage? Idea pruning More and more is expected of each business and each product manager. Innovation is becoming a mandate rather than an approach. A business case is: A structured proposal for an investment product, business, or process change that functions as decision-support for decision- makers. Even though it needs structure, it should not be formulaic. We - Heads of Product in government and GDS - wrote these role descriptions more than two years ago and have learned a lot during that time.

So I decided to write a handbook for product managers at MOJ - taking existing books, blog posts, and courses and tweaking them to work in public services. Following months of drafting, testing, and iteration I published version one internally in July Peers from several other government departments asked if they could see and test the handbook. This meant I had to review the content of the handbook, generalising it to to make sure it would work for organisations other than MOJ.

I was concerned that generalising the content would reduce its value - in reality, this forced me to get to the intent behind the guidance instead of relying on implicit cultural shorthand - I think this makes the content more valuable, not less. Almost unique devices have accessed the handbook online in the 2 months since it was published, viewing pages over 3, times - all via a few Tweets and word of mouth.

Making things open makes things better - a principle that should be applied to the way we work in government, as well as the software code we create.

How many things have you figured out in your own teams that other people would like to learn from? This handbook is intended to open a conversation, rather than act as the final word. If you want to share feedback then you can speak with me via GitHub Issues , email me, or leave comments on this post. Interested in joining us? Are you a product person already working in government digital?

Enjoy the fruits of creating successful products - the sense of accomplishment, the respect of your peers and customers, and the earning power of a top performer.

Master the product management process, from finding market problems, to creating amazing solutions, to taking those solutions to market. A Powerful Product Management Framework. The Secret Product Management Framework. Find and Validate Market Problems. We shouldn't think of our products as "products" but as "solutions to important problems. Drive the Creation of Solutions. We then have to build solutions to those problems.

Take the Solutions to Market. Hi, I'm Nils Davis. Nils Davis. Author of. Sign Up. Privacy policy. Add Content Block. Building Solutions.