The Product Manager's Toolkit

Transcription

1 Gabriel Steinhardt The Product Manager's Toolkit Methodologies, Processes and Tasks in High-Tech Product Management Springer

2 Part I Product Management Concepts 1 Who's Driving Your Company? Introduction Technology-Driven: Take My Road Sales-Driven: A Cruising Taxi Market-Driven: Driven to Success Summary 6 2 Product Management Team...), Introduction..., : Your Role ' Jack of All Roles, Master of None : Breaking It Down ' Roles and Goals Blackblot Product Management Team Model OddCouple(s) Roles and Activities Solution ' Summary Product Definition Team Introduction Key Concepts, Market Requirements Blackblot Product Frames Model Product Definition Foundation Documents Blackblot Product Definition Team Model Product Delivery Process Conclusion 28

3 Crafting Market Requirements Introduction Voice of the Customer Market Requirements Document Blackblot Procedural Requirements Management Model Directive ; Constraints Rationales and Sources Presentment Modes Whole Picture Verifying Wholeness : Market Requirements and Engineering Market Requirements Database Summary 39 Concept of Marketing 1.'...: Introduction Business Domains Marketing Domain Marketing Domain Disciplines ' Blackblot Marketing Model Product Marketing Methods " Corporate Marketing Methods :, Marketing Communications Methods Corporate Organizational Structures Marketing and Strategies '. ; ' Marketing and Plans : Summary,".,. 52 Value-Marketing Model...' Introduction, Value Concept Value Formula Scale Value Concept Application Internal Value Marketing Dynamics ' External Value Marketing Dynamics Creating Superior Perceived Value Product Marketing Messages Value Messages'Foundational Knowledge PMTK Market Messaging Model PMTK Marketing Messages Model and Plan Summary,. 66

4 xv 7 Extending Product Life Cycle Stages Introduction Product Life Cycle Model Assumptions Product Life Cycle Model Stages Reasons for Extending the PLC Strategies for Extending the PLC Product Planning Strategies for Extending the PLC Product Marketing Strategies for Extending the PLC Strategy Application within the PLC Model ; : Limitations of the PLC Model Benefits of the PLC Model Conclusion..." 75.8 Product Management Glossary.; Product Management Terms and Definitions Product Management Glossary Description 85 Part II Product Manager's Toolkit 9 PMTK Introduction PMTKIndex PMTK Overview PMTKSynopsis...! PMTK Background PMTKScope PMTK Use Convention,., PMTK Models PMTK Core Models..." PMTK Action Model ; 95 " PMTK Flow Model PMTK Task Model PMTK Support Models PMTK Action-Team Model " PMTKMVPModel PMTKPRMModel PMTK Problem Echelon Model PMTK Product Tree Model PMTK Concept Models HO Blackblot Product Management Team Model Blackblot_Product Definition Team Model BlackblofProduct Frames Model Blackblot.Marketing Model 117

5 11 PMTK Templates Product Planning PRM Market Requirements Document (MRD) - Template V PRM Product Requirements Document (PRO) - Template V PMTK Market Requirements Document (MRD) - Template V Use Cases-Template V. 4.0 ; Product Roadmap- Template V MVP Pricing Model-Template V Win/Loss Analysis Questionnaire - Template V Win/Loss Analysis Report -Template V Customer Visit - Guidelines V Product Marketing Business Case-Template V. 4.0 ' Competitor Analysis - Template V Product Comparison - Template V Corporate Mission - Template V Product Positioning - Template V ^_ Sales Axioms - Template V Problem/Solution/Feature/Benefit - Template V Unique Selling Proposition - Template V / Market Plan - Template V Company Profile - Template V Product Backgrounder-Template V. 4.0,., Collateral Matrix - Guidelines V Press Release Questionnaire-Template V Lead Generation - Template V. 4.0 ; Process Efficiency Meeting Rules-Guidelines V ,3.2 Management by Objectives (MBO) - Guidelines V Decision Making - Guidelines V Deliverable Sign-Off-Guidelines V Generic Document-Template V. 4.0,...' Bundle Book - Guidelines V Gap Analysis - Template V Performance Review-Template V PMTK Personnel Management Curriculum Vitae - Template V Professional Development Plan - Template V. 4T PMTK Role Descriptions-Guidelines V PMTK Job Description - Template V PMTK Interview Process-Guidelines V

6 xvii 11.5 PMTK Implementation PMTK Implementation Plan - Template V Addendum 375 Online Reference 375 Blackblot Content Retention Tools 375 Blackblot Concept Presentations 376 Additional Services 376 Blackblot Product Manager's Toolkit (Lifetime Subscription) 376 Blackblot Product Management Training Program 377 Blackblot Product Management Professional (BPMP) Certification Program 377 Blackblot Content Licensing 378