1. 16 STEPS
PRODUCT
MANAGEMENT

2. The next few slides will give you quick tips about
product management in 2011
@axtantawy, 16 steps product managment

3. What is Product
management?
The pressure to deliver the right product at the right price in
the right timeframe has never been greater. Companies that
thrive are the ones that define, produce and promote their
products more efficiently and more effectively.
@axtantawy, 16 steps product managment

4. #1
Selecting a Winning Product
@axtantawy, 16 steps product managment

5. Selecting the right product ideas means increased
sales, improved profits and huge efficiency gains across
your company.
@axtantawy, 16 steps product managment

6. @axtantawy, 16 steps product managment

7. #2
Market Segmentation and Sizing
@axtantawy, 16 steps product managment

8. It’s essential to define who your customers are, how
to reach them, and what to say to them.
Delegates then find out how to create a credible and
defensible estimate of market size. Using top-down
research-driven data, supported by bottom-up unit-
price data.
@axtantawy, 16 steps product managment

9. Key areas covered:
Market
Market sizing
segmentation
@axtantawy, 16 steps product managment

10. @axtantawy, 16 steps product managment

11. #3
Market Analysis
@axtantawy, 16 steps product managment

12. Making the right decision requires detailed market
analysis. Characteristics such as channel readiness,
barriers to entry and spend alternatives are
considered as a complete picture of the product
opportunity is built.
@axtantawy, 16 steps product managment

13. Key areas covered:
1. Primary market
research
2. Secondary market
research
3. Assessing product
opportunities
@axtantawy, 16 steps product managment

14. #4
Competitor Analysis
@axtantawy, 16 steps product managment

15. Understanding your competition gives you an edge; it
helps clarify your own competitive advantages, gives
you an indication of their past, present and future
product strategies.
@axtantawy, 16 steps product managment

16. Key areas covered:
1. Gathering
competitive
information
2. SWOT analysis
3. Understanding
competitor
objectives
4. Product analysis
@axtantawy, 16 steps product managment

17. #5
Working with Development
@axtantawy, 16 steps product managment

18. How do you guarantee an on-time product delivery
with a feature-set that meets your customers needs?
Accurately translating market needs into product
requirements and delivering on time is of huge value
to your company.
@axtantawy, 16 steps product managment

19. @axtantawy, 16 steps product managment

20. #6
The Requirements Specification
Process
@axtantawy, 16 steps product managment

21. This initial session sets out to define the importance
of a good requirements process, and the elements
that go into making that process work effectively.
Delegates find out about the risks and pitfalls in the
requirements process, and the huge benefits that the
right process can bring to their company. Walking
through an end-to-end requirements process,
delegates learn how to implement the process and
make sure it is used consistently, improving product
quality and product take-up.
@axtantawy, 16 steps product managment

22. Key areas covered:
1. The benefits of a requirements process
2. Efficiency gains through requirements
3. Key elements of a requirements process
4. Requirements process@axtantawy, 16 steps product managment
description

23. #7
User Profiles and Scenarios
@axtantawy, 16 steps product managment

24. Product managers must understand who their
customers are and how those customers will use the
product.
@axtantawy, 16 steps product managment

25. Key areas covered:
1. Developing User Profiles and Scenarios
2. Building Use Cases
3. Using profile, user scenarios and profiles to support
@axtantawy, 16 steps product managment
development

26. #8
Writing Accurate Requirements
@axtantawy, 16 steps product managment

27. Describing an implementation method, or using non-
testable language all increase the chances of the end
product not meeting customer expectations.
@axtantawy, 16 steps product managment

28. Key areas covered:
1. What makes a good requirement?
2. The language of requirements
3. Structure a requirements document
@axtantawy, 16 steps product managment

29. #9
Prioritization
@axtantawy, 16 steps product managment

30. Prioritization is a great tool to helps you to deal with
change and manage risk.
@axtantawy, 16 steps product managment

31. Key areas covered:
1. Feature prioritization benefits
2. Getting stakeholder support
3. Managing risk with
prioritization
4. Maintaining priorities through
the development lifecycle
@axtantawy, 16 steps product managment

32. #10
Delivering On-Time and On-
Target
@axtantawy, 16 steps product managment

33. Perhaps the most difficult aspect of product delivery is
ensuring that the product you define is delivered on
time and feature-complete. There are enormous
pressures working against you; external pressures
from customers and competition combine with
internal pressures from development, sales, and senior
management.
@axtantawy, 16 steps product managment

34. Key areas covered:
1. Why releases go off track
2. Dealing with external pressures
3. Dealing with internal pressures
4. Gaining clarity of progress vs plan
@axtantawy, 16 steps product managment

35. #11
Product Release and Refinement
@axtantawy, 16 steps product managment

36. How do you ensure your product is a success in the
market place? It requires much more than an
outstanding product; it requires an outstanding
product launch and continuous product improvement.
@axtantawy, 16 steps product managment

37. @axtantawy, 16 steps product managment

38. #12
The Product Launch Process
@axtantawy, 16 steps product managment

39. Planning process that ensures key deliverables are
tracked and supplied on time. Using pro-forma
templates, delegates learn about the launch process;
how to implement a product launch checklist, how to
gain support and buy-in for cross-functional tasks, and
how to ensure each deliverable meets the needs of its
target audience
@axtantawy, 16 steps product managment

40. Key areas covered:
1. The product launch process
2. Building a product launch checklist
3. Gaining cross-functional support
4. Meeting end user goals
@axtantawy, 16 steps product managment

41. #13
Product Positioning
@axtantawy, 16 steps product managment

42. Product must find ways of cutting
through this noise and seize customer
attention. Product positioning is a great
tool for this; it helps deliver a clear,
concise, relevant message that captures
the uniqueness of your product.
@axtantawy, 16 steps product managment

43. Key areas covered:
1. Product positioning theory
2. Building product positioning statements
3. Data sheet development
@axtantawy, 16 steps product managment

44. #14
Communication
@axtantawy, 16 steps product managment

45. Discussing future product direction, delivery dates,
planned features, price points and technology choices
opens many potential pitfalls. Bad communication
results in misaligned customer expectations and a loss
of credibility for the product manager.
@axtantawy, 16 steps product managment

46. Key areas covered:
1. Cross-functional communication
2. Communicating with customers
3. Dealing with date, feature and pricing question
4. Objection handling
@axtantawy, 16 steps product managment

47. #15
Early Availability
@axtantawy, 16 steps product managment

48. Many companies operate formal or informal early
release programs. They deliver alpha and beta releases
to customers and to individuals within the company,
typically to reduce the bug count and improve the
quality of the finished product. For the product
manager, early availability can be a heavy management
burden, but it can deliver marketing benefits as well as
product quality improvements.
@axtantawy, 16 steps product managment

49. Key areas covered:
1. Early release – definition
2. The pros and cons of a beta program
3. Gaining marketing advantage through the beta
program
4. Exploiting the benefit of a beta program
@axtantawy, 16 steps product managment

50. #16
Ongoing Planning
@axtantawy, 16 steps product managment

51. Complete product management means delivering
continuous product improvement that increases
revenue, opens new markets, and even defines new
product opportunities. In short, complete product
management means converting a discrete product
management process into a continuous product
planning process.
@axtantawy, 16 steps product managment

52. Key areas covered:
1. Product planning
2. The annual product plan
3. Financials for the product manager
4. Product planning and the senior management team
5. Incorporating product planning into your day job
6. Product withdrawal
@axtantawy, 16 steps product managment

53. @axtantawy, 16 steps product managment