Author Archives: nada bassam

IN THIS CHAPTER Understanding why you need market strategy in the first place Equipping yourself with the best market strategy tools Harnessing the power of segmentation, targeting, positioning, and so on Creating your market strategy document Market strategy . Two words and a world of work and thinking behind each of them.Strategy in this scenarioContinue reading “Chapter 10 Developing Your Market Strategy Product Management”

IN THIS CHAPTER Understanding the value of the business case Breaking down a business case’s sections Before you invest a large amount of time and money developing a new product or service it is best to create a cohesive business case. In product management, a business case has two key components: external market factors andContinue reading “Chapter 9 Developing Your Business Case Product Management”

IN THIS CHAPTER Understanding basic planning guidelines Looking at planning under Lean, Agile, and waterfall Figuring out how much and what kind of documentation is appropriate In this chapter , we discuss all the variables that affect how you decide to plan a newproduct or new addition to a product. This chapter ensures you understandContinue reading “Chapter 8 Planning to Plan:Choosing a Suitable Approach Product Management”

IN THIS CHAPTER Getting your priorities in order Evaluating scoring models to understand the customer point of view This chapter shows you how to prioritize all the great ideas you have generated so far sothat your company can determine where to invest its money and resources. Through theuse of simple yet powerful prioritization techniques, you’llContinue reading “Chapter 7 Prioritizing and Selecting Your Ideas Product Management”

IN THIS CHAPTER Checking out market research from a product management perspective Completing competitive intelligence Validating your ideas with customers Taking the first steps in financial forecasting For every idea that makes it to market, many others aren’t as worthy of pursuit as the one or two that you finally focus on. This chapter coversContinue reading “Chapter 6 Doing Your Homework: Evaluating Your Ideas Product Management”

IN THIS CHAPTER Developing customer segments Creating and using personas Getting a handle on customer visits Customers are the lifeblood of a product manager . They give you the information you need to create and market products. However , product managers make decisions on the best kind of customers to target depending on all theContinue reading “Chapter 5 Working to Understand Who Your Customer Is”

IN THIS CHAPTER Finding sources of inspiration Discovering techniques to bring about creative new ideas A major component in product management is coming up with innovative new productsand ideas for new features for existing products. Producing product ideas is the first stepin the conceive phase of the product life cycle (see Chapter 3 ). UnfortunatelyContinue reading “Chapter 4 Coming Up with Great Product Ideas Product Management”

IN THIS CHAPTER Understanding the product life cycle and how it integrates with various development methods Spelling out the seven-phase product life cycle Digging into the Optimal Product Process and its nine core documents Every product or service goes through seven distinct phases in what’s called the productlife cycle. Understanding the life cycle and knowingContinue reading “Chapter 3 Checking Out the Product Life Cycle Product Management”

IN THIS CHAPTER Breaking down your role as a product manager Seeing how your job fits in with other stakeholders Assessing your product management skills Deciding who does what by using RACI and DACI Getting started as a product manager is a question of how to wrap your arms around avery complex role, as quicklyContinue reading “Chapter 2 Getting in Character: Discovering Your Role as a Product Manager Product Management”

IN THIS CHAPTER Grasping the vital part the product manager plays in product success Previewing typical product management responsibilities As a product manager , you have one of the most rewarding, challenging, interesting,difficult, and important jobs in the business industry . You get to step up and be a product leader for everyone on yourContinue reading “Chapter 1 Welcome To The World Of Product Mangement Product Management”