Product Management For Dummies 



Your one-stop guide to becoming a product management prodigy Product management plays a pivotal role in organizations. In fact, it's now considered the fourth most important title in corporate America yet only a tiny fraction of product managers have been trained for this vital position. If you're one of the hundreds of thousands of people who hold this essential job or simply aspire to break into a new role Product Management For Dummies gives you the tools to increase your skill level and manage products like a pro. From defining what product management is and isn't to exploring the rising importance of product management in the corporate world, this friendly and accessible guide quickly gets you up to speed on everything it takes to thrive in this growing field. It offers plain-English explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product roadmaps, the people skills it takes to effectively influence and negotiate, and so much more. * Create a winning strategy for your product * Gather and analyze customer and market feedback * Prioritize and convey requirements to engineering teams effectively * Maximize revenues and profitability Product managers are responsible for so much more than meets the eye and this friendly, authoritative guide lifts the curtain on what it takes to succeed.

Product Management For Dummies: Brian Lawley | Pamela Schure | John Wiley & Sons

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Table of Contents

Part 1: Getting Started with Product Management
Chapter 1: Welcome to the World of Product Management
Understanding the Need for Product Management, Recognizing the Critical Role of Project Management, Product Management in a Nutshell: Checking Out Your Day-to-Day Life

Chapter 2: Getting in Character: Discovering Your Role as a Product Manager
Orientation Day: Examining Your Role as Product Manager, Comparing Product Management to Other Related Roles, Conducting a Self-Assessment: Traits of a Great Product Manager, RACI and DACI: Understanding Responsibilities

Chapter 3: Checking Out the Product Life Cycle
Defining the Product Life Cycle: What It Is and Isn’t, It’s Just a Phase: Breaking Down the Product Life Cycle, Detailing the Optimal Product Process

Part 2: Discovering, Evaluating, and Planning for Great Products and Services
Chapter 4: Coming Up with Great Product Ideas
Getting a Handle on the Creative Process, Generating Creative Ideas: Techniques and Tips

Chapter 5: Working to Understand Who Your Customer Is
Moving from Markets to Segments, Harnessing the Creativity of Personas, Making Sure You Cover All Persona Roles, Visiting Customers

Chapter 6: Doing Your Homework: Evaluating Your Ideas
Understanding the Importance of Market Research and Competitive Intelligence, Undertaking the Market Research Process, Studying Competitive Intelligence, Reality-Checking Your Ideas and Hypotheses, Crunching the Numbers with Financial Forecasting

Chapter 7: Prioritizing and Selecting Your Ideas
Prioritizing Your Ideas, Applying Scoring Models

Chapter 8: Planning to Plan: Choosing a Suitable Approach
Adopting Planning Best Practices, Deciding on the Right Amount of Planning, Streamlining the Planning Process with Lean and Simple Planning, Taking a More Thorough Approach: In-Depth Planning

Chapter 9: Developing Your Business Case
Making a Business Case for the New Product or Service, Putting It All Together: Documenting Your Business Case

Chapter 10: Developing Your Market Strategy
Grasping the Importance of a Market Strategy, Setting Yourself Straight on Strategy Tools, Considering Other Components of Marketing Strategy, Putting Your Market Strategy in Writing

Chapter 11: Developing a Plan: Market Needs, Product Description, and Road Maps
Uncovering Market Need and Creating Product Feature Descriptions, Documenting Market Needs, Whipping Up a Product Feature Description, Plotting Your Product’s Path to Success with a Product Road Map

Part 3: Building and Maximizing Product Success: From Development to Retirement
Chapter 12: Shepherding a Product Idea through the Development Phase
Getting the Lowdown on Waterfall/Phase-Gate versus Agile Development, Unlocking the Secrets of the Product Development Trade-Off Triangle, Maintaining Best Practices during Development

Chapter 13: Gearing up for Your Product Launch: The Qualify Phase
Getting Up to Speed on the Qualify Phase, Putting a Beta Program in Place, Making the Decision to Ship the Product

Chapter 14: Liftoff! Planning and Executing an Effective Product Launch
Unlocking the Do’s and Don’ts of a Successful Product Launch, Setting Launch Goals, Checking Out Different Launch Types, Running a Smooth Product Launch, Creating a Product Launch Plan, Validating the Plan against Your Launch Goals

Chapter 15: Maximizing Your Product’s Revenue and Profits
Grasping the Basics of Marketing, Forecasting: A Look to the Future, Creating an Effective Marketing Plan, Monitoring Product Success Metrics, Changing Course: Making Adjustments

Chapter 16: Retirement: Replacing a Product or Taking It off the Market
Deciding How to Retire a Product, Considering Critical Factors in a Product Retirement Plan, Following Best Practices when Retiring a Product





Written by Venkadesh Narayanan

Venkadesh is a Mechanical Engineer and an MBA with 30 years of experience in the domains of supply chain management, business analysis, new product development, business plan and standard operating procedures. He is currently working as Principal Consultant at Fhyzics Business Consultants. He is also serving as President, PDMA-India (an Indian affiliate of PDMA, USA) and Recognised Instructor of APICS, USA and CIPS, UK. He is a former member of Indian Civil Services (IRAS). Fhyzics offers consulting, certification, and executive development programs in the domains of supply chain management, business analysis and new product development.

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