Product Management

From Ioannis Kourouklides
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This page contains resources about Product Management, Digital Product Management and Software Product Management.

Subfields and Concepts[edit]

General[edit]

  • Lean Product Management
  • Agile Product Management
  • Stakeholder Management
  • Product Lifecycle (PLC)
    • Phase 1: Introduction
    • Phase 2: Growth
    • Phase 3: Maturity
    • Phase 4: Decline
  • Product Lifecycle Management (PLM)
  • Product Viability
    • Product Pricing
    • Product Offering
  • Value Ladder
  • Product Management Prioritization frameworks
    • Dual-Track Scrum/ Dual-Track Agile / Dual-Track Development
      • (Product) Discovery Track
      • (Product) Development Track
    • GIST Planning
  • Product Yield Potential Radar
  • DACI Decision-Making Framework (i.e. Driver, Approver, Contributors, Informed)

Product Vision and Strategy[edit]

  • Product Vision Statement
  • Strategic goals
  • Initiatives
  • Strategic Roadmap
  • Strategic Product Planning (SPP) process
  • SWOT Analysis (i.e. Strengths, Weaknesses, Opportunities, Threats)
  • Unique Selling Proposition (to help Sales Team)
  • Product Positioning
  • Product differentiation strategy
  • Product differentiation
    • Factors:
      • Quality
      • Design
      • Service and interactions
      • Features and functionalities
      • Customization
      • Pricing
  • Product Metrics:
    • Key Performance Indicators (KPIs)
    • Customer Lifetime Value (CLV or CLTV) / Lifetime Customer Value (LCV) / Lifetime Value (LTV)
    • Monthly Run Rate / Monthly Recurring Revenue (MRR)
    • Annual Run Rate / Annual Recurring Revenue (ARR)
    • Average Revenue per User (ARU or ARPU)
    • Objectives and Key Results (OKRs)
    • Customer Acquisition Cost (CAC)
    • Customer Retention Cost
    • AARRR Framework (i.e. Acquisition, Activation, Retention, Referral and Revenue)
    • Vanity Metrics (e.g. social media followers or views)
  • Client metrics (instead of company metrics):
    • Generated Revenue for Client
    • Cross-sell or Up-sell within Product
    • Number of support requests for features
    • Customer Health Score
    • Qualitative Customer Feedback
    • First Contact Resolution Rate
    • Customer Satisfaction Score (CSAT)

Product Discovery[edit]

  • (Lean) Product Discovery (i.e. the main responsibility of a PM)
    • Product Management roles:
      • Product Manager (PM)
      • Product Marketing Manager (PMM)
      • User Experience (UX) Researcher
  • Product Discovery process
    • Phase 1: Product alignment
    • Phase 2: Research and understand your user's problems
    • Phase 3: Ideate potential solutions
    • Phase 4: Creating prototypes and wireframes (but no Product Development)
    • Phase 5: Validating your hypotheses through experiments
    • Phase 6: Refining the Discovery results and preparing Delivery
  • UX Research (vs. UX Design)
    • Quantitative and Qualitative Research
    • Observation
    • Understanding
    • Analysis
    • Interviews
    • Surveys and Questionnaires
    • Card Sorts
    • Usability Tests
    • Tree Tests
    • A/B Tests
    • HEART framework (i.e. Happiness, Engagement, Adoption, Retention, Task Success)
    • Goals-Signals-Metrics process
  • Risk Identification and Assessment process
    • Usability risks
    • Feasibility risks (e.g. software-wise)
    • Stakeholder risks / Business viability risks
    • Value risks
      • Financial risk
      • Business development risk
      • Marketing risk
      • Sales risk
      • Legal risk
      • Ethical risk

Product Development[edit]

  • (Agile) Product Development (i.e. main responsibility of PO)
    • Agile/Scrum roles:
      • Product Owner (PO)
      • Scrum Master
      • Scrum Team (Engineers, Designers)
    • Product (Development) Planning
      • Requirements
      • (User) Personas
      • User Stories
      • Use Cases
      • User Story Mapping
      • Product Backlog
      • Sprints
  • Minimum Viable Product (MVP)
  • Minimum Viable Feature (MVF)
  • Product Development process
    • New Product Development (NPD) framework
    • Design Thinking process
    • Product Design process
  • Product Roadmap
  • Impact-Uncertainty-Matrix
  • Product Requirements Management
    • Product Requirements Document (PRD)
  • Lean Product Development (LPD)
  • UX Design
    • Customer Journey Map
    • User Journey Map
    • Prototype
    • Wireframe
    • Mockups
  • Release Plan (before release)
  • Release Notes (after release)
  • Product Delivery

Product Marketing[edit]

  • Product-Market fit
    • Qualitative metrics:
      • Word of mouth (WOM)
      • Calls from the media and coverage
    • Quantitative metrics:
      • Net Promoter Score (NPS)
      • Customer Churn rate
      • Growth rate
      • Market share
  • Market Viability
  • Market Validation
  • Customer Validation Interviews
  • Customer Persona / Buyer Persona
  • Definition of market:
    • Potential Available Market (PAM) / Total Market Opportunity
    • Total Addressable Market (TAM)
    • Market Segment / Served Addressable Market (SAM)
    • Target Customer / Serviceable Obtainable Market (SOM) / Target Market
    • (Paying) Customer / Penetrated Market (PM) / Share on Market
  • Competitor Analysis (related to Product)
  • Unique Value Proposition (UVP) / Customer Value Proposition (CVP)
  • Product Launch Plan
  • Market Requirements Document (MRD)
  • Go-To-Market (GTM) Strategy Document
  • Software Demonstrations
  • Product Marketing Videos
  • Pre-sales Enablement
  • Trainings

Online courses[edit]

Video Lectures[edit]


Lecture Notes[edit]

Books[edit]

  • Wagenblatt, T. (2019). Software Product Management. Springer International Publishing.
  • Lawley, B., & Schure, P. (2017). Product Management for Dummies. John Wiley & Sons.
  • Anon, J., & de Villaumbrosia, C. G. (2017). The Product Book: How to Become a Great Product Manager. Product School.
  • Banfield, R., Eriksson, M., & Walkingshaw, N. (2017). Product Leadership: How Top Product Managers Launch Awesome Products and Build Successful Teams. O'Reilly Media.
  • Olsen, D. (2015). The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback. John Wiley & Sons.
  • Aulet, B. (2013). Disciplined Entrepreneurship: 24 Steps to a Successful Startup. John Wiley & Sons.
  • Gothelf, J. (2013). Lean UX: Applying lean principles to improve user experience. O'Reilly Media.
  • Mironov, R. (2008). The Art of Product Management: Lessons from a Silicon Valley Innovator. Enthiosys Press.

Software[edit]

See also[edit]

Other Resources[edit]

General[edit]

Roles and Responsibilities[edit]

Stakeholder Management[edit]

Product Vision and Strategy[edit]

Product Discovery[edit]

Roadmaps[edit]

Product Development[edit]

Product Marketing[edit]