The Product Manager Desk Reference 3rd Edition by Steven Haines ISBN 1260468542 9781260468540

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ISBN 10: 1260468542
ISBN 13: 9781260468540
Author: Steven Haines
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The definitive guide to product management―updated for a more digital, more global, more competitive business landscape

The digital age is here to stay. That means the pace of business change will only increase and competitive forces will challenge you, and your role as a product manager. This is the book that provides the only definitive body of knowledge of product management that you and your product teams can use to optimize your product’s business.

The Product Manager’s Desk Reference has long been the go-to resource for product managers who seek to deliver quantifiable benefits to their company. In this fully revised edition of this bestseller, veteran product management thought leader Steven Haines lays out a repeatable process for product management organizational transformation, providing a clear roadmap you can follow to become the entrepreneurial strategic thinker who can drive your organization (and your career) into the future! As an added benefit, all readers will have access to digital tools, templates, and guides to help them on their career journey, simply by going to www.sequentlearning.com/community.

Packed with important updates and revisions, The Product Manager’s Desk Reference, Third Edition provides essential advice on:

 

• Companies with portfolio of digital and traditional products
• Utilization of various development methods (waterfall and agile)
• Product design methods to deliver better user experiences
• Strategic thinking and business analysis
• Cross-functional product team collaboration
• Product portfolio management and product discontinuation

Room for error in today’s fast-paced business environment shrinks by the minute. Packed with an array of new tools, techniques, and best practices―along with an explicit emphasis on data, analytics, and product performance―this new edition of the definitive product management resource is a timely and actionable guide to kicking your product management strategies into high gear.

The Product Manager’s Desk Reference 3rd Edition Table of contents:

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

Progress 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 Reviews

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

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