Efnisyfirlit

• Cover
• Introduction
  • About This Book
  • Foolish Assumptions
  • Icons Used in This Book
  • Beyond the Book
  • Where to Go from Here
• 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
• Part 4: Becoming a Phenomenal Product Manager
  • Chapter 17: Cultivating Your Product Management Leadership Skills
    • Identifying Traits of an Effective Product Management Leader
    • Developing Your Leadership Style
  • Chapter 18: Mastering the Art of Persuasion
    • Brushing Up on Persuasion Basics
    • Getting Your Executive Team on Board
    • Winning Over Your Development Team
    • Getting Sales on Your Side
  • Chapter 19: Getting to the Next Level in Product Management
    • Mapping Your Career Path: Setting Goals and Target Dates
    • Mastering Your Market and New Technologies
• Part 5: Part of Tens
  • Chapter 20: Ten Common Product Launch Mistakes to Avoid
    • Failing to Plan Early Enough
    • Not Having a Sustaining Marketing Plan in Place
    • Shipping a Poor Quality Product
    • Inadequately Funding Launch
    • Underestimating the Required Marketing Exposure
    • Driving Customers to Buy Your Competitor’s Products
    • Announcing Too Early
    • Not Having a Dedicated Product Review and Public Relations Program
    • Delaying Communication
    • Considering International Markets as an Afterthought
  • Chapter 21: Ten (Plus One) Road Maps to Help You Succeed
    • Theme-Based Product Road Maps
    • Timed Release Product Road Maps
    • Golden Feature Product Road Maps
    • Market and Strategy Road Maps
    • Visionary Road Maps
    • Competitive, Market, and Technology Trends Road Map
    • Technology Road Maps
    • Technology across Products Road Map
    • Platform Road Maps
    • Matrix Product Road Maps
    • Multiple Product Line Road Maps
  • Chapter 22: Ten Ways Product Managers Fail
    • Talking More Than Listening
    • Focusing Only on Features
    • Not Continuing to Learn
    • Reinventing the Wheel
    • Avoiding Seeking Help
    • Digging In and Refusing to Compromise, Ever
    • Never Visiting Customers
    • Not Owning the Whole Product
    • Adopting Agile but Losing Overall Business Focus
    • Being a Product Janitor Rather Than a Product Manager
• Glossary
• About the Authors
• Advertisement Page
• Connect with Dummies
• End User License Agreement

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