1. Software Product ManagementRole & Benefits By David Slater, MSSE, PMP 1

2. What is a Product? A good or service which can be bought or sold Anything that can be offered to a market that might satisfy a want or need Has 3 dimensions: Core product – Benefit or core advantage Actual product – Physical characteristics Augmented product – Post-purchasing support and services 2

3. What is Product Management? Activities performed to: Define market needs and product pricing Plan and specify product requirements Review and approve design elements thataffect market acceptance Oversee product quality Promote the product 3 Marketplace Internal Stakeholders Product Engineering Product Management Customer Support

4. Product Management Disciplines Product Planning Gather market requirements Define product features Define product roadmap (lifecycle) Produce Market Requirements Document (MRD) Product Marketing Product positioning and pricing Product promotion Product introduction Outbound communications (Marcom) 4

5. Product ManagementDisciplines Product Management Translate contents of MRD into product requirements (functions, features, etc.) Produce Product Requirements Document (PRD) Functions/features Usability requirements Technical requirements Environmental requirements Interaction requirements Constraints Work plans, timelines, milestones Evaluation plan and performance metrics 5

6. Product ManagementDisciplines Product Management Oversee product development schedule Oversee product quality assurance Manage product change requests 6 Marketplace Internal Stakeholders Product Engineering Product Management Customer Support

7. Software Product Management Usually combines Product Planning and Product Management disciplines Key duties: Solicit product requirements from all stakeholders Develop product release roadmap Produce software requirements specification Approve product design Manage product scope Insure product quality Authorize product release 7 Actor2 Actor 3 Use Case 1 Actor1 <<Includes>> Use Case 2 <<Extends>> Use Case 3

8. Product Management Benefits Insures product is market-focused Coordinates stakeholder needs and issues Arbitrates competing priorities Provides lifecycle planning Plays the role of “User” Is accountable for product success Market acceptance Profitability Competitiveness Customer satisfaction 8

9. Thank You Software Product Management Role & Benefits 9