Aufgaben und Rollen im Produktmanagement.
Was sind eigentlich die Aufgaben von Produktmanagern in Unternehmen? Welche Rollen gibt es in den virtuellen Teams?
Wir schauen genauer in das technische Produktteam, weil hier viele Aufgaben von einer Person erledigt werden.
Wenn ein Produktmanager alle diese Aufgaben alleine bewältigt, wann hat er dann Zeit für die strategischen Aufgaben im Produktmanagement?
O documento discute o conceito de brand equity e como ele gera valor para a marca e para o consumidor. O brand equity é definido como um conjunto de ativos e passivos ligados à marca que aumentam ou diminuem o valor percebido pelo produto. Ele é construído através de elementos como nome, símbolos e associações que criam significado e promessa de valor para a marca. Quando bem gerido, o brand equity gera valor tanto para a empresa em termos de lealdade e margens quanto para o consumidor que tem mais confiança na marca.
Presentation on advertising execution stylesNaveen Chopra
This document outlines different ways that an advertising message can be presented or executed, including through straight factual messages, scientific evidence, demonstrations, comparisons, testimonials, slice of life portrayals, animation, personality symbols, imagery, dramatizations, humor, and combinations of techniques. It provides examples and brief descriptions of each execution type.
International Marketing (Chapter 8).pptxNeetuBinwani1
Here are potential answers to the questions:
1. Two differences between a physical product and service are:
- A product can be seen, held, and stored while a service is intangible.
- Quality of a product can be inspected before purchase but quality of a service is experienced during/after consumption.
2. Three examples of international service industries are:
- Tourism and hospitality
- Financial services like banking and insurance
- Transportation like airlines and shipping
3. Three challenges in international marketing of services are:
- Ensuring consistent quality and control of service delivery across cultures
- Addressing cultural sensitivities as services are often experienced personally
- Overcoming barriers to trade like restrictions on
Push and pull strategy | key difference between push and pull |NITESH POONIA
Push strategy involves using marketing channels to directly promote products and services to consumers through avenues like trade shows, advertisements, and direct selling. The goal is to get the product in front of consumers and reduce the time until purchase. Pull strategy generates interest and demand among target audiences so that consumers demand the product from retailers themselves through strategies like advertising, promotions, and discounts. The key differences are that push strategy moves products through intermediaries to consumers without demand, while pull strategy involves promotion directly to consumers who then pull the product themselves.
On assiste à une évolution du rôle des enfants dans les pratiques de consommation familiale en raison de la modification de la structure et de la fonction de la famille, mais aussi de l'évolution des pratiques marketing des entreprises qui tendent à considérer l'enfant comme un consommateur à part entière.
Here are some key responsibilities and skills for a Product Manager vs Product Marketing Manager role:
Product Manager:
- Responsibilities: Define product requirements, ensure product gets developed on time and on budget, own product roadmap/strategy.
- Skills: Strong technical skills, able to understand customer needs and translate to technical requirements, able to manage cross-functional teams.
Product Marketing Manager:
- Responsibilities: Develop product marketing strategy and messaging, generate demand through campaigns, manage product launch.
- Skills: Strong marketing, communications and presentation skills, able to understand customer needs from a non-technical perspective, experience with demand generation and analytics.
The main differences are that the Product Manager role requires more
L'objectif de ce travail était d'analyser les différents moyens de communication de la marque, en analysant ses actions de communication, ses campagnes, ses différents procédés et médias dominants, etc.
O documento discute o conceito de brand equity e como ele gera valor para a marca e para o consumidor. O brand equity é definido como um conjunto de ativos e passivos ligados à marca que aumentam ou diminuem o valor percebido pelo produto. Ele é construído através de elementos como nome, símbolos e associações que criam significado e promessa de valor para a marca. Quando bem gerido, o brand equity gera valor tanto para a empresa em termos de lealdade e margens quanto para o consumidor que tem mais confiança na marca.
Presentation on advertising execution stylesNaveen Chopra
This document outlines different ways that an advertising message can be presented or executed, including through straight factual messages, scientific evidence, demonstrations, comparisons, testimonials, slice of life portrayals, animation, personality symbols, imagery, dramatizations, humor, and combinations of techniques. It provides examples and brief descriptions of each execution type.
International Marketing (Chapter 8).pptxNeetuBinwani1
Here are potential answers to the questions:
1. Two differences between a physical product and service are:
- A product can be seen, held, and stored while a service is intangible.
- Quality of a product can be inspected before purchase but quality of a service is experienced during/after consumption.
2. Three examples of international service industries are:
- Tourism and hospitality
- Financial services like banking and insurance
- Transportation like airlines and shipping
3. Three challenges in international marketing of services are:
- Ensuring consistent quality and control of service delivery across cultures
- Addressing cultural sensitivities as services are often experienced personally
- Overcoming barriers to trade like restrictions on
Push and pull strategy | key difference between push and pull |NITESH POONIA
Push strategy involves using marketing channels to directly promote products and services to consumers through avenues like trade shows, advertisements, and direct selling. The goal is to get the product in front of consumers and reduce the time until purchase. Pull strategy generates interest and demand among target audiences so that consumers demand the product from retailers themselves through strategies like advertising, promotions, and discounts. The key differences are that push strategy moves products through intermediaries to consumers without demand, while pull strategy involves promotion directly to consumers who then pull the product themselves.
On assiste à une évolution du rôle des enfants dans les pratiques de consommation familiale en raison de la modification de la structure et de la fonction de la famille, mais aussi de l'évolution des pratiques marketing des entreprises qui tendent à considérer l'enfant comme un consommateur à part entière.
Here are some key responsibilities and skills for a Product Manager vs Product Marketing Manager role:
Product Manager:
- Responsibilities: Define product requirements, ensure product gets developed on time and on budget, own product roadmap/strategy.
- Skills: Strong technical skills, able to understand customer needs and translate to technical requirements, able to manage cross-functional teams.
Product Marketing Manager:
- Responsibilities: Develop product marketing strategy and messaging, generate demand through campaigns, manage product launch.
- Skills: Strong marketing, communications and presentation skills, able to understand customer needs from a non-technical perspective, experience with demand generation and analytics.
The main differences are that the Product Manager role requires more
L'objectif de ce travail était d'analyser les différents moyens de communication de la marque, en analysant ses actions de communication, ses campagnes, ses différents procédés et médias dominants, etc.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
Brand building through integrated marketing communication DesignedEra
The document discusses brand building and communication through integrated marketing communication (IMC). It defines brand building as generating awareness and promoting a company using strategies like advertising campaigns. Brand communication involves activities like advertising, social media, and reviews to interact with customers. IMC integrates different promotion methods like advertisements, personal selling, sales promotion, public relations, and internet marketing to promote products and services. The goal of IMC is to generate short-term financial returns and long-term brand value. Examples of IMC include using different channels like advertisements, sales promotions, social media, and websites together in a coordinated manner.
1. The document outlines six criteria for selecting effective brand elements: memorable, meaningful, likeable, transferable, adaptable, and protectable.
2. It provides examples to illustrate each criterion, such as a healthcare brand using images of green leaves and greenery to represent its herbal products in a meaningful way.
3. The criteria are intended to help providers choose brand elements that will earn positive customer relationships and recognition by taking into account what resonates with consumers.
The document discusses regulation of advertising through self-regulation, federal regulation, and state regulation. Self-regulation is done by advertisers, agencies, and trade associations through bodies like the National Advertising Review Board. The Federal Trade Commission regulates deceptive and unfair advertising practices based on laws like the FTC Act. Other agencies also regulate advertising for specific industries. The Lanham Act prohibits false descriptions or representations in advertising.
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
The document discusses integrating marketing communications to build brand equity. It covers identifying brand positioning and values, planning brand marketing programs, measuring brand performance, and using various marketing communication options like advertising, promotions, events, PR, and personal selling together in an integrated way. The goal is to create strong, favorable brand associations to build brand awareness and brand equity over time.
Zeitmanagement im Produktmanagement - Die Produkte im Griff und die Projekte ...pcampger
Zeitmanagement im Produktmanagement - Die Produkte im Griff und die Projekte auch? Was hilft, um die vielen Aufgaben qualitativ und quantitativ zu meistern?
Die Buchautorin Ulrike Laubner, stellt diese Frage auf dem ProductCamp 2014 in Nürnberg
MAGIC WAND. Baust Du eigentlich was Dein Kunde denkt, das er kauft? - Product...pcampger
MAGIC WAND Baust Du eigentlich was Dein Kunde denkt, das er kauft?
Ein Beispiel für Produktmanager an Hand eines Zauberstabes.
Product Camp Nürnberg 2014 Nicolai Mokros, VP Product Management, CGM Systema Deutschland AG
Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Mana...pcampger
Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Management Workflow ™ - ProductCamp 2014 Nürnberg. Wo entstehen die Probleme der Produktmanager? Kann man diese durch eine methodische Arbeitsweise im Produktmanagement lösen?
Am Beispiele Roadmap wir gezeigt, dass es wichtig ist für jede Zielgruppe wie Management, Kunden und andere Teams zu verstehen und spezielle Lösungen (Roadmaps) zu liefern.
Das Deutsche Institut für Marketing stellt seine Marktforschungsabteilung vor! Erfahren Sie alles über unser Institut, unsere Vorgehensweise und unsere Referenzen!
Systematische Innovation - 'Ideen finden' kann man lernen - Systematic Invent...pcampger
This document provides an overview of Systematic Inventive Thinking (SIT). SIT is a method for systematic innovation that utilizes a set of tools and principles. The document outlines the key SIT tools, which include subtraction, task unification, attribute dependency, multiplication, and division. It also discusses how SIT aims to push ideas towards an "innovation sweet spot" that is neither too close to existing solutions nor too far from realistic implementation. Additionally, the document references the three pillars of sustainable innovation culture and notes that SIT has been applied successfully by customers in various industries.
Persona für Produktentwicklung, Beispiele und Ideen wie man Persona Entwickeltpcampger
Persona für Produktentwicklung, Beispiele und Ideen wie man Persona Entwickelt. Persona nutzen im Produktmanagement für Entwicklung, bei Strategie und Go-to-Market
A product manager investigates, selects, and develops products for an organization, performing the activities of product management.
A Product Manager Communicates product vision from the highest levels of executive leadership to development and implementation teams. The product manager is often considered the CEO of the product and is responsible for the strategy, road map, and feature definition for the product or product line. The position may include marketing, forecasting, and profit and loss (P&L) responsibilities.
For more info reach us at engage@confianzys.com OR rahul@confianzys.com
El documento habla sobre la introducción a la hospitalidad. Explica que un resort es un área donde los huéspedes se relajan y recrean, como ciudades turísticas o centros vacacionales. Define la recreación como actividades placenteras que usan la creatividad para descansar. También describe un resort hotel, el cual está ubicado en un área resort e incluye instalaciones como playgrounds, piscinas y gimnasios, además de ofrecer alojamiento, comida, bebida y entretenimiento.
This document discusses using Microsoft SharePoint as a platform for product lifecycle management (PLM). It describes how SharePoint PLM provides full PLM capabilities through a web browser with enterprise scalability, secure access, and integration with other legacy systems. Key benefits include simple collaboration, improved productivity through role-based workflows and analytics, and reduced total cost of ownership by eliminating additional PLM license expenses and providing a cost-effective platform.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
Brand building through integrated marketing communication DesignedEra
The document discusses brand building and communication through integrated marketing communication (IMC). It defines brand building as generating awareness and promoting a company using strategies like advertising campaigns. Brand communication involves activities like advertising, social media, and reviews to interact with customers. IMC integrates different promotion methods like advertisements, personal selling, sales promotion, public relations, and internet marketing to promote products and services. The goal of IMC is to generate short-term financial returns and long-term brand value. Examples of IMC include using different channels like advertisements, sales promotions, social media, and websites together in a coordinated manner.
1. The document outlines six criteria for selecting effective brand elements: memorable, meaningful, likeable, transferable, adaptable, and protectable.
2. It provides examples to illustrate each criterion, such as a healthcare brand using images of green leaves and greenery to represent its herbal products in a meaningful way.
3. The criteria are intended to help providers choose brand elements that will earn positive customer relationships and recognition by taking into account what resonates with consumers.
The document discusses regulation of advertising through self-regulation, federal regulation, and state regulation. Self-regulation is done by advertisers, agencies, and trade associations through bodies like the National Advertising Review Board. The Federal Trade Commission regulates deceptive and unfair advertising practices based on laws like the FTC Act. Other agencies also regulate advertising for specific industries. The Lanham Act prohibits false descriptions or representations in advertising.
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
The document discusses integrating marketing communications to build brand equity. It covers identifying brand positioning and values, planning brand marketing programs, measuring brand performance, and using various marketing communication options like advertising, promotions, events, PR, and personal selling together in an integrated way. The goal is to create strong, favorable brand associations to build brand awareness and brand equity over time.
Zeitmanagement im Produktmanagement - Die Produkte im Griff und die Projekte ...pcampger
Zeitmanagement im Produktmanagement - Die Produkte im Griff und die Projekte auch? Was hilft, um die vielen Aufgaben qualitativ und quantitativ zu meistern?
Die Buchautorin Ulrike Laubner, stellt diese Frage auf dem ProductCamp 2014 in Nürnberg
MAGIC WAND. Baust Du eigentlich was Dein Kunde denkt, das er kauft? - Product...pcampger
MAGIC WAND Baust Du eigentlich was Dein Kunde denkt, das er kauft?
Ein Beispiel für Produktmanager an Hand eines Zauberstabes.
Product Camp Nürnberg 2014 Nicolai Mokros, VP Product Management, CGM Systema Deutschland AG
Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Mana...pcampger
Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Management Workflow ™ - ProductCamp 2014 Nürnberg. Wo entstehen die Probleme der Produktmanager? Kann man diese durch eine methodische Arbeitsweise im Produktmanagement lösen?
Am Beispiele Roadmap wir gezeigt, dass es wichtig ist für jede Zielgruppe wie Management, Kunden und andere Teams zu verstehen und spezielle Lösungen (Roadmaps) zu liefern.
Das Deutsche Institut für Marketing stellt seine Marktforschungsabteilung vor! Erfahren Sie alles über unser Institut, unsere Vorgehensweise und unsere Referenzen!
Systematische Innovation - 'Ideen finden' kann man lernen - Systematic Invent...pcampger
This document provides an overview of Systematic Inventive Thinking (SIT). SIT is a method for systematic innovation that utilizes a set of tools and principles. The document outlines the key SIT tools, which include subtraction, task unification, attribute dependency, multiplication, and division. It also discusses how SIT aims to push ideas towards an "innovation sweet spot" that is neither too close to existing solutions nor too far from realistic implementation. Additionally, the document references the three pillars of sustainable innovation culture and notes that SIT has been applied successfully by customers in various industries.
Persona für Produktentwicklung, Beispiele und Ideen wie man Persona Entwickeltpcampger
Persona für Produktentwicklung, Beispiele und Ideen wie man Persona Entwickelt. Persona nutzen im Produktmanagement für Entwicklung, bei Strategie und Go-to-Market
A product manager investigates, selects, and develops products for an organization, performing the activities of product management.
A Product Manager Communicates product vision from the highest levels of executive leadership to development and implementation teams. The product manager is often considered the CEO of the product and is responsible for the strategy, road map, and feature definition for the product or product line. The position may include marketing, forecasting, and profit and loss (P&L) responsibilities.
For more info reach us at engage@confianzys.com OR rahul@confianzys.com
El documento habla sobre la introducción a la hospitalidad. Explica que un resort es un área donde los huéspedes se relajan y recrean, como ciudades turísticas o centros vacacionales. Define la recreación como actividades placenteras que usan la creatividad para descansar. También describe un resort hotel, el cual está ubicado en un área resort e incluye instalaciones como playgrounds, piscinas y gimnasios, además de ofrecer alojamiento, comida, bebida y entretenimiento.
This document discusses using Microsoft SharePoint as a platform for product lifecycle management (PLM). It describes how SharePoint PLM provides full PLM capabilities through a web browser with enterprise scalability, secure access, and integration with other legacy systems. Key benefits include simple collaboration, improved productivity through role-based workflows and analytics, and reduced total cost of ownership by eliminating additional PLM license expenses and providing a cost-effective platform.
Digital Adaptation (presented by Paul Boag, User Experience and Digital Trans...eZ Systems
This document discusses the importance of digital transformation for organizations. It notes that digital transformation is about better serving connected consumers, and requires adapting the entire organization, not just IT or marketing. The document provides examples of government digital projects that failed due to large costs overruns. It advocates treating digital transformation as a cultural change rather than a project, and provides recommendations for developing a digital strategy, structure, and culture focused on user needs through centralization, leadership, cross-functional teams, and changing incentives.
The Business Value of a PaaS (presented by Kieron Sambrook Smith, Chief Comme...eZ Systems
Platform.sh provides a Platform as a Service (PaaS) that allows for automation, consistency, and continuous deployment of applications. It reduces unplanned work for development, operations, and live services. For development teams, it improves productivity by allowing testing in copies of the live environment and automated testing. For operations, it provides fully automated DevOps processes. For businesses, it allows thinking differently about product offerings and cost models by providing high performance, deployment confidence, and the ability to continuously optimize based on analytics.
This document outlines an online marketing plan template that digital marketers can use to plan, execute, and monitor their online marketing strategies. The template includes sections for analyzing the brand, objectives, target audience, competition, communication channels, campaigns, staffing, and scheduling. It also recommends models for situation analysis, such as SOSTAC and frameworks for analysis like SWOT and PESTLE. The objectives section provides guidance on writing SMART goals and the later sections cover strategy, tactics, action planning, and performance tracking to control the plan.
Darstellung der Ziele, Zielgruppen, Inhalte und Ablauf des Trainingsmoduls Der Produktmanager im Rahmen der Trainings für das Strategische Marketing von Winfried Kempfle Marketing Services
Diese ecspand Lösung erweitert Ihren SharePoint um ein voll funktionsfähiges Vertragsmanagement. Wissen Sie eigentlich, wie viele Verträge Sie haben? Und was Sie das alles kostet? Verschaffen Sie sich Übersicht! Die browserbasierte Lösung ermöglicht die Erfassung, Recherche und Verwaltung beliebiger Vertragsformen. Erstellen Sie, dank der einheitlichen und vollständigen Abbildung aller Verträge, eine umfassende Sicht auf den Wert Ihres Unternehmens, Ihrer Geschäftsbeziehungenund über zeitliche und finanzielle Auswirkungen.
Session im Rahmen der ecspand partnerworld 2013.
contract management,d.velop,ecm,ecspand,ecspw2013,enterprise content management,microsoft sharepoint,sharepoint,vertragsmanagement
Darstellung der Ziele, Zielgruppen, Inhalte und Ablauf des Trainingsmoduls Strategiecontrolling im Rahmen der Trainings für das Strategische Marketing von Winfried Kempfle Marketing Services
MCG Growth Study 2013 - What makes some manufacturing companies grow faster t...Markus Gahleitner
Research Design and Online Survey (in April 2013 with 150 interviews) in cooperation with the Insitute of Marketing of the JKU University Linz. German and Austrian mid size manufacturing companies. Questionnaire with 47 questions on a scale from 1 to 9. After validity and reliability check 135 questionnaires remaining. Results structured according to Revenue Growth > 10% p.a. throughout the years 2010, 2011, 2012. 20 Factors of Growth differentiate between strong growing companies and the others. In order to increase readability we aggregated the results under 6 strong points. All companies with high revenue growth have equally a high EBIT. (high correlation)
Darstellung der Ziele, Zielgruppen, Inhalte und Vorteile des Coachings von Managern in leitenden Funktionen, Führungskräften und Projektteams. Beschreibung der Vorgehensweisen im Rahmen des Coachings von Winfried Kempfle Marketing Services.
Darstellung der Ziele, Zielgruppen, Inhalte und Ablauf des Trainingsmoduls Strategieplanung im Rahmen der Trainings für das Strategische Marketing von Winfried Kempfle Marketing Services
Agenda
— Marketing in der Engagement Economy
— Integration als Schlüssel zum Erfolg
— OneInsight Demo & Anwendungsbeispiele
Sprecher
Michael Hubrich
Regional Leader DACH - Marketo
&
Wolfgang Strassburger
Geschäftsführer - Onemedia Consulting
Detaillierte Beschreibung der Dienstleistungen, Vorgehensweisen und Ergebnisse bei Konzeption und Durchführung von Marketingprogrammen im Rahmen einer Management- und Marketingberatung. Schwerpunt ist die Formulierung von Marketingstrategien mit dem Ziel, Marktanteile von Wettbewerbern zu gewinnen (Competitive Attack-Programme).
Wir erneuern und modernisieren bestehende Markenauftritte oder entwickeln komplett neue Marken. Dafür bieten wir einen effektiven Prozess und das komplette Leistungsspektrum. Sie können entweder den großen Marken-Relaunch bei uns in Auftrag geben oder auch nur Teilprojekte wie z.B. die Umsetzung einer Website oder eines Produktkatalogs. Gerne stellen wir Ihnen die Leistungen zusammen, die für Ihre Situation und Ziele sinnvoll sind.
Produktblatt mit detaillierter Beschreibung der Dienstleistungen, Vorgehensweisen und Ergebnisse bei der Strategieanalyse im Rahmen einer Strategie- und Managementberatung
2. Kostenfreie Bücher - Download
Ausführliche Informationen erhalten Sie in unseren
kostenfreien Büchern für Produktmanager, die Sie hier
herunterladen können:
http://www.pro-produktmanagement.de/produktmanagement-buecher.html
Kostenfrei verfügbare Titel:
„Strategisches Produktmanagement“
„Technisches Produktmanagement“
„Erfolgreiches Go-to-Market“
3. Rolle & Titel
Rolle: Produktmanagement
Titel: Produktmanager,
Produktmarketingmanager, Technischer
Produktmanager, Product Owner, Business
Development Manager, Productline-Manager,
Portfolio-Manager …
8. Aufgaben ergeben sich aus Arbeit …
Geschäftsleitung
Controlling
Recht
(Legal)
Marketing
Kommunikation
Vertrieb
Entwicklung
Support
Training
ProduktmanagementMarkt
9. Open Product Management Workflow™ A market-driven step by step model
for developing and managing
innovative technology products
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
10. Open Product Management Workflow
TM
Aus praktischer Erfahrung heraus entstanden
Schritt für Schritt Anleitung für Produktmanager
Entwickelt und veröffentlicht von Frank Lemser
Open Source, d.h. jedermann darf kostenlos
nutzen & mitarbeiten
Lizenz auf http://open-pmw.org
11. Open Product Management Workflow™
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
MEASUREOPTIMIZEMEASUREMEASURE & OPTIMIZEMEASUREOPTIMIZE
Product
Lifecycle
12. INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Strategisch Taktisch
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
13. Zeit die man in Strategie
investiert, reduziert die
verschwendete Zeit für Taktik.
14. Das Großartige an faktenbasierten
Entscheidungen ist, dass sie die
Hierarchie überstimmen.
Jeff Bezos – CEO Amazon Inc.
Source:
http://www.goodreads.com/quotes/794529-the-great-thing-about-fact-based-decisions-is-that-they-overrule
15. Leiter virtueller Teams
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE
BUILD
TEAM
DELIVERY CONTROL
BUILD
TEAM
PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Technical
Product Team
Go-To-Market
Team
16. Erfahrene Produktmanager wissen, dass
sie kein Produkt managen, sondern dass
eine sehr wichtige Aufgabe der
Produktmanager darin besteht die
Produktteams zu formieren, zu
informieren und zu managen.
17. Technisches Produkt-Team
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE
BUILD
TEAM
DELIVERY CONTROL PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Technical
Product Team
BUILD TEAM
18. Produktmanager
Botschafter für den Markt
Identifiziert & quantifiziert Probleme für
Potenzielle
Evaluierende
Kunden
(Schreibt Markt-Requirements)
Überprüft die Lösung mit dem Markt
19. Tech. PM / Product Owner
Schreibt & bewertet Markt-Requirements
Entscheidung über Auslieferungszeitpunkt,
Funktionalität und Kosten
Hält Rücksprache mit dem Kunden, kein Vertreter
des Kunden
Oberstes Ziel Wirtschaftlichkeit des Produktes
Der Technische PM & orange Teil des OPMW
Interessen & Anforderungen aller bündeln
20. Produkt Architekt
Entwirft eine technische Lösung
für Probleme
Analysiert Markt-Requirements und
schreibt Spezifikationen/Stories
Brücke zwischen Produktmanager
und Entwicklern
Reduziert großflächig Konflikte
21. Konzepter (UX)
Entwirft Nutzerkonzept aus
Nutzerverhalten und Problemen
Analysiert Markt-Requirements,
entwickelt Mok-ups und schreibt
Spezifikationen
Arbeitet eng zusammen mit Produkt
Architekt
Brücke zwischen Produktmanager und Entwicklern
Bestimmt Aussehen und Bedienung
23. Qualitätssicherung
Sichert die Qualität
Verantwortet Testprozesse
Testet ob die (Markt)Probleme
gelöst sind
Stellt sicher, dass:
Requirements überprüfbar sind
Die Spezifikation den Requirements entspricht
Das Produkt den Spezifikationen entspricht
24. Kostenfreie Bücher - Download
Ausführliche Informationen erhalten Sie in unseren
kostenfreien Büchern für Produktmanager, die Sie hier
herunterladen können:
http://www.pro-produktmanagement.de/produktmanagement-buecher.html
Kostenfrei verfügbare Titel:
„Strategisches Produktmanagement“
„Technisches Produktmanagement“
„Erfolgreiches Go-to-Market“
Product Owner im Agilen Entwicklungsprozess Srum.
PM muss nicht PO sein den PO ist definiert als jemand der die Produktkompetenz hat und bei Fragen von R&D Antworten geben soll.
Wenn du PO bist dann hast du keine Zeit für den Rest deiner Arbeit wie den gesamten Strategischen und Go-to-Market Teil.
Wenn du PO und PM bist machst du 2 Jobs mit einmal. Ist es nicht besser einen Job gut zu machen als 2 schlecht?
Der Architekt verwaltet häufig die Entwicklungs-Zyklen, aber schreibt keinen Code.
Diese Rolle wird höchstwahrscheinlich von einem Senior Entwickler übernommen.
Andere genutzte Titel bzw. Bezeichnungen sind:
Requirements Engineer
System Architekt
Designer
Programm Manager
Andere benutzte Namen und Titel:
Usability Specialist
UED - User Experience and Design.
Industrie Designer
Gibt den Interaction-Desginer=Konzepter und Grafiker (macht bunt)
Und der PM SOLLTE DAS UX NICHT VORGEBEN!! LASST DAS DIE EXPERTEN MACHEN! Und wenn PM das macht, dann hat er weniger Zeit für andere Tätigkeiten.
Die Qualität sicher stellen, bedeutet nicht, diese zu Messen.
Alle Verantwortung für das Testen sollte bei der Qualitätssicherung liegen. Testen beinhaltet internes Testen, Labor-Tests und Vorort-Tests.
Diese Rolle ist frühzeitig in den Planungsprozess involviert, denn sie muss sicherstellen, dass die Requirements überprüft werden können und ein Testplan erstellt werden kann, damit sicher ist, dass die Requirements erfüllt wurden und dass das (Markt)Problem gelöst wurde.
Der Vorteil wenn an unseren Requirements ist, dass sie die Szenarien enthalten und so kann genau auf diese getestet werden.
Dieses muss erledigt werden bevor Spezifikationen geschrieben wurden oder das Entwickeln begonnen hat.