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Produktbild: The Product Manager's Desk Reference, Third Edition

The Product Manager's Desk Reference, Third Edition

81,99 €

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Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

02.06.2021

Abbildungen

Illustrationen, nicht spezifiziert

Verlag

Mcgraw Hill Higher Education

Seitenzahl

528

Maße (L/B/H)

23,9/18,7/4,5 cm

Gewicht

1080 g

Farbe

Anthrazit / Weiß

Auflage

3. Auflage

Sprache

Englisch

ISBN

978-1-260-46854-0

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

02.06.2021

Abbildungen

Illustrationen, nicht spezifiziert

Verlag

Mcgraw Hill Higher Education

Seitenzahl

528

Maße (L/B/H)

23,9/18,7/4,5 cm

Gewicht

1080 g

Farbe

Anthrazit / Weiß

Auflage

3. Auflage

Sprache

Englisch

ISBN

978-1-260-46854-0

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: The Product Manager's Desk Reference, Third Edition
  • Illustrations
    Preface
    Introduction

    MODULE 1
    Foundations of Product Management
    Introduction to Module 1

    CHAPTER 1
    What Is Product Management?
    Question 1: What Is a Product?
    Product Lines
    Product Portfolios
    Solutions, Bundles, and Systems
    Product Elements and Modules
    Platforms
    Question 2: What Is Management?
    What Does a Product Manager Really Do?
    The Product Management Life Cycle Model
    Question 3: What Is Product Management?
    Product Management: A Holistic Activity
    Summary: Why Product Management Matters

    CHAPTER 2
    The Product Master Plan
    The Purpose of a Master Plan
    Plans Change
    The Format of the Product Master Plan
    The Value of a Product Master Plan
    An Insurance Policy for Consistent Communication
    The Basic Construction of the Product Master Plan
    Product Business Documents
    Organizational Information
    Product Business Information
    Customer and Market Data
    Financial Information
    Resources and Tools
    A Personal Library
    A Product Management Library
    Summary

    CHAPTER 3
    Leadership: Creating Influence
    You Are Always on Stage
    Stay Calm, Even When Your Hair's on Fire
    Transformation
    Important Leadership Values
    Leadership Behaviors and Mindset
    Your Leadership Experiences
    Evaluation and Personal Development
    Summary

    CHAPTER 4
    Leveraging Teams to Get Things Done
    Product Teams vs. Project Teams
    Agile Project Teams
    Team Membership
    Teaming Is Not Always Easy
    Building Blocks of a Cross-Functional Product Team
    Team Membership
    Multicultural Product Team Issues
    Distributed Development Teams
    Product Team Responsibilities
    Cross-Functional Product Team Membership
    Clarifying Roles and Responsibilities
    The Functional Support Plan
    Team Membership Across the Life Cycle
    Cross-Functional Teams in the Global Arena
    Cross-Functional Team Leadership
    Summary

    CHAPTER 5
    Problem-Solving, Decision-Making, and Prioritizing
    The Importance of Decision-Making
    Decision-Making and Problem Solving
    Saving Grace: a Case Study About Decision-Making
    Decision-Making Techniques
    Combining Options
    The Morphologic Box
    The Decision Matrix
    The Decision Tree
    Analysis Paralysis and Rational Ignorance
    Gut-Feel Decision-Making
    Business Intelligence
    Summary

    CHAPTER 6
    Finance for the Product Manager: Keeping Score
    The Language of Business
    The Basic Financial Statements
    The Income Statement
    The Balance Sheet
    Cash Flow
    Demystifying Discounted Cash Flow
    Financial Planning for Product Managers
    Creating Business Cases for Product Investments
    Assembling Forecasts
    Testing Planning Assumptions Using Sensitivity Analysis
    Deriving Product Cost Models
    Establishing Pricing Models
    Preparing Product Budgets
    Managing the Business
    Making Sure the Product Is Achieving Its Financial Goals
    Financial Ratios
    Last Words on Ratios
    Maturity Assessment: Placing the Product on the Life Cycle Curve
    Using Scorecards and Other Evaluative Tools
    Summary

    MODULE 2
    Building Insights and Driving Strategies
    by Making the Market Your Primary Focus
    Introduction to Module 2
    Market Data Matters
    Customer and Market Insights Are Vital
    A Market Insights Development Process

    CHAPTER 7
    The Playing Field and the Players:
    Analyzing the Industry and Competition
    Becoming the Expert
    What Is an Industry?
    Putting Industry Evolution into Perspective
    Carrying Out Industry Research
    Securing Additional Data
    Competitive Environment
    Competitive Positioning
    Gaining an Edge: Performance Counts
    Competitive Intelligence in Your Company
    Competitive Intelligence in Your World
    Ethics in Competitive Intelligence
    With Whom Do You Compete?
    Competitor SWOT
    How Do They Do What They Do?
    Sizing Up the Competitive Landscape
    The Final Analysis
    Summary

    CHAPTER 8
    Finding Markets to Conquer by Understanding
    Customer Needs and Market Segments
    The Common Denominator in Segmentation: Customer Needs
    How Markets Are Segmented
    Market Segments Are Dynamic
    Describing the Target Market
    They Don't Know What They Don't Know
    Planning and Carrying Out Customer Visits
    Capturing the Voice of the Customer
    Conducting Customer Interviews
    Using Personas and Customer Narratives to Capture Needs
    Capturing the Customer's Journey
    Associating Customer Needs with Product Features
    Summary

    CHAPTER 9
    Preparing to Set Your Mileposts:
    Forecasting for the Product Manager
    Forecasting and Market Potential
    Forecasts Are Built on Beliefs About the Future
    Validating Assumptions and Applying Customer Preferences
    Forecasting Is a Cross-Functional Exercise
    Sales Forecasting
    Validating the Forecast
    Demand Planning
    Summary

    CHAPTER 10
    Product Strategy Formulation
    Strategy Is a Dynamic Continuum
    Strategizing Is Like Solving a Puzzle
    Cascading Strategies
    Dynamic Strategy for the Product Manager
    Strategy in Your World
    The Product Strategy Formulation Process
    Using the Product Strategy Formulation Process
    Baselining the Business of the Product
    Organizing the Data
    External Data: Industry and Competition
    Customer Activity
    Organizational Capabilities and Financial Health
    Capturing Product Performance Data
    Life Cycle State
    The Marketing Mix
    Company Resources That Contribute to the Product's Business
    Synthesizing Data and Identifying Opportunities
    Your Product's Future
    Establishing Goals
    Identifying Strategic Options
    Linking Your Strategy to a Roadmap
    Did We Get There?
    Summary

    MODULE 3
    The Start of the Product's Journey
    Introduction to Module 3
    Limits and Benefits of Processes
    Importance of the Right Cadence
    Faster Is Not Always Better, but It Can't Hurt
    Organization of the Chapters in This Module

    CHAPTER 11
    Making a Molehill Out of a Mountain:
    Linear Product Planning and Prioritization
    Linear Product Planning
    What's the Big Idea?
    Categorization of Product Ideas
    Sorting Out Opportunities
    "So What?": The Value Proposition for the Opportunity
    Clarifying Your Identity with a Positioning Statement
    Selection and Prioritization
    Managing Rejected Opportunities
    Securing Approval to Move to the Next Phase:
    The Concept Review
    Is There Really a Business Here? Assessing Feasibility
    Clarifying Roles, Responsibilities, and Deliverables
    Marketing
    Product Development/Engineering/IT
    Finance
    Customer Service
    Sales/Account Management
    Operations
    Supply Chain
    Legal/Regulatory/Compliance
    The Business Case
    Characteristics of Strong Business Cases
    Activities and Sequencing
    Business Case Structure
    Section 1: Framing
    Section 2: Customer Context and Problems
    Section 3: Industry and Competitive Environment
    Section 4: Overall Market Context
    Section 5: Product or Solution
    Section 6: Forecast and Pricing
    Section 7: Scenario Planning
    Section 8: Financial Analysis
    Section 9: Operations and Integration
    Section 10: Go to Market/Launch
    Section 11: Risk Assessment
    Section 12: Review and Recommendation
    Make Versus Buy
    Carrying Out a Make Versus Buy Analysis: An Example
    The Decision Matrix for the Feasibility Phase
    Summary

    CHAPTER 12
    Appearances Are Everything:
    Defining and Designing the Product
    Product Definition Documents
    The PRD Outline and Template
    Managing Requirements
    Eliciting Requirements
    Defining Requirements
    Organizing Documents
    Managing Requirements from Beginning to End
    Prioritizing Requirements
    Inspections and Peer Reviews
    Requirements Management and the Product Life Cycle
    The Evolving Product Design
    The Product Definition Phase Review
    Summary

    CHAPTER 13
    Product Planning and Prioritizing in the Digital World
    Perspective
    Customers First
    Designs and Prototypes
    Customer Value Drivers
    Verification of Strategic Fit and Prioritization of Features
    Staging Features for Development and Release Planning
    Summary

    CHAPTER 14
    Execution and Oversight During Product Development
    The Product Manager's Role During Development
    Truth Mixed with Humility
    Product Managers Must Understand Execution
    and Mitigate Conflicts
    Surfacing Conflicts and Realities with "How" Questions
    Linear Product Development
    Managing Project Plans Helps Manage Risk
    P rogress Validation Is Essential
    Product Testing
    The Beta Test
    Product Documentation
    Managing Change and Scope: Trade-Offs and Prioritization
    Iterative Product Development
    Priming the Pump
    Kanban
    Product Managers Versus Product Owners
    Connecting the Processes
    Summary

    CHAPTER 15
    To Market, to Market: Launching and Releasing Products
    Launch Benchmarking Outcomes
    Putting the Launch into Perspective
    The Launch Plan
    Launch Execution
    Executive Champions Need to Lead Important
    Product Launches
    Confirm the Market Window
    Review Market and Beta Tests-or Conduct Them If Necessary
    Prerelease/Early Adopter Review
    Product Availability Ratings
    Provide Adequate Sales Training
    Sales Goals and Compensation
    Ensure Readiness of Marketing Collateral, Website,
    and Promotional Programs
    Leverage Digital Marketing
    Arrange Coverage by Industry or Market Analysts
    Make Sure Distribution Channels Are Able to Sell
    and Deliver the Product
    Ensure Readiness of Operational Systems
    Preparing for the Internal Launch
    Launch Metrics Must Be Assembled and Ready to Track
    Risk Management
    Be Willing to Recommend Go or No-Go for Launch
    The Announcement
    Summary
    MODULE 4
    Continuing the Journey:
    Post-Launch Performance Management
    Introduction to Module 4

    CHAPTER 16
    Auditing Results After the Launch
    After the Launch
    Using an Impartial Auditor
    Market Window Compliance
    Executive Sponsorship
    Business Case Synchronization
    Adequacy and Timing of Marketing Material
    Adequacy of Sales Training
    Reviewing Operational Readiness
    Conformance to Launch Metrics
    Make Sure to Capture Lessons Learned
    Win-Loss Audits
    Internal Win-Loss Auditing
    External Win-Loss Auditing
    Assembling a Report
    Summary

    CHAPTER 17
    Post-Launch Performance Management
    Running the Business
    The Importance of Measuring Performance
    Creating a Data-Driven Fact Base
    Data and Metrics
    Market Metrics
    Financial Metrics
    Sales, Service, and Operations Metrics
    Evaluation: What's Happening Now with the Product?
    Assessing the Impact of Your Cross-Functional Product Team
    Identifying the Life Cycle State of the Product
    Evaluating Financial and Business Data Using Product Scorecards
    Using a Product Dashboard and a Product Health Report
    Pricing and Product Performance
    Updating Your Product Roadmap
    Summary

    CHAPTER 18
    Product Portfolio Management
    Dispelling Some Myths About Product Portfolio Management
    What Is Life Cycle Product Portfolio Management?
    A Portfolio Reference Model
    The Ideal Work Structure for Product Portfolio Management
    The Cross-Functional Product Review Board
    A Life Cycle Product Portfolio Model
    Methodology
    Further Analysis: Current Products
    Create Your Own Product Portfolio Model
    Portfolio Decision-Making
    Availability of Data Is Critical
    Summary

    CHAPTER 19
    Enough's Enough! Discontinuing the Product
    Barriers to Discontinuation
    The Discontinuation Decision
    Product Discontinuation Documentation
    The Cross-Functional Team
    Other Types of "Discontinuation"
    The Discontinuation Notice
    Summary

    Index