Strategic Product Management TM according to Open Product Management Workflow Author: Frank Lemser Last updated April 2021 This book is teaching material of: proProduktmanagement GmbH Deutschherrnstrasse 6 90429 Nuremberg - Germany www.pro-productmanagement.com [email protected] +1 716 800 7312 2 CONTENTS Preface .................................................................................................................................................................... 6 Download Open Product Management Workflow TM ......................................................................................... 6 Download free Product Management Dashboard for JIRA - Software ............................................................... 6 The course teaching methods - Flipped Classroom ............................................................................................ 7 Flipped Classroom, instead of teacher-centred teaching ................................................................................... 7 Benefits for you as a participant ..................................................................................................................... 8 Benefits for your company .............................................................................................................................. 8 Learning objectives to make the very best of yourself ....................................................................................... 9 Product management as an ecological and economic opportunity...................................................................... 10 Introduction .......................................................................................................................................................... 11 Product Management Responsibilities ................................................................................................................. 14 Product Management in the organisation ............................................................................................................ 19 The Product Management Dilemma or how Product Management should build the future with a hammer and chisel ..................................................................................................................................................................... 22 Product Management ToolBoxTM – Tools for Word and Excel .............................................................................. 24 Use free software as Product Manager ................................................................................................................ 25 Use Product Management Dashboard® for Jira immediately free of charge ................................................... 25 Open Product Management Workflow TM ............................................................................................................ 26 Innovation ......................................................................................................................................................... 28 Strategy ............................................................................................................................................................. 29 Priorize requirements, estimate time and costs ............................................................................................... 30 Typical approach of Product ManagerS ............................................................................................................ 31 Which one or which few?.................................................................................................................................. 32 Product management vs Product marketing .................................................................................................... 32 Distribution of tasks .......................................................................................................................................... 33 Manager of virtual teams .................................................................................................................................. 34 Technical Product Team .................................................................................................................................... 34 Go-To-Market Team .......................................................................................................................................... 35 Author: Frank Lemser - Last updated April 2021 This book is teaching material of proProduktmanagement GmbH - Deutschherrnstrasse 6 - 90429 Nuremberg - Germany +1 716 800 7312 [email protected] www.pro-productmanagement.com Strategic Product Management Open Product Management Workflow TM 3 Open Product Management Workflow TM – Gap Analysis ................................................................................ 35 Business Plan ......................................................................................................................................................... 37 Gate Process ...................................................................................................................................................... 37 Classic business plan - Document 18................................................................................................................. 38 Agile Business Plan TM – Document 19 .............................................................................................................. 39 Executive Summary (introductory summary for management): ...................................................................... 40 Finance and figures ........................................................................................................................................... 40 Summary of Business Plan ................................................................................................................................ 41 Definition of Customer Types ............................................................................................................................... 42 Customers ......................................................................................................................................................... 42 Potential customers .......................................................................................................................................... 43 Evaluative customers ........................................................................................................................................ 44 Conducting Interviews (Interview Market) ........................................................................................................... 45 Typical sources for information from companies ............................................................................................. 46 Typical sources of Product Managers in established companies .................................................................. 46 How do I find out and learn something from the market? ............................................................................... 47 The interview protocol - Document 2 ............................................................................................................... 48 Sources for conversation partners .................................................................................................................... 50 Using the potential benefits of customer feedback ...................................................................................... 50 Surveys and Questionnaires .............................................................................................................................. 51 Identifying the market problems (Identify Problems) .......................................................................................... 52 Over-engineering .............................................................................................................................................. 52 Interview Matrix - Document 4 ......................................................................................................................... 52 Identify, consolidate and review market problems .......................................................................................... 53 Quantify - how many interviews? ..................................................................................................................... 55 Types of survey vs quality ................................................................................................................................. 55 Web poll ........................................................................................................................................................ 55 Telephone survey .......................................................................................................................................... 56 Personal questioning ..................................................................................................................................... 56 Author: Frank Lemser - Last updated April 2021 This book is teaching material of proProduktmanagement GmbH - Deutschherrnstrasse 6 - 90429 Nuremberg +1 716 800 7312 [email protected] www.pro-productmanagement.com 4 Identifying personas (Identify Persona) ...............................................................................................................