Differences between product management vs. project management vs. product marketing

1. Product Management vs. Project Management vs. Product Marketing Gopal Shenoy http://productmanagementtips.com 1 Copyrighted Material - 2011 Gopal Shenoy

2. Product Development process 1. Identify/ Gather 2. Prioritize 3. Define 4. Build 5. Launch 6. Measure 2 Copyrighted Material - 2011 Gopal Shenoy

3. Product Development process 1. Identify/ Gather What are the problems in the target market? 2. Prioritize 3. Define 4. Build 5. Launch 6. Measure 3 Copyrighted Material - 2011 Gopal Shenoy

4. Product Development process 1. Identify/ Gather What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize 3. Define 4. Build 5. Launch 6. Measure 4 Copyrighted Material - 2011 Gopal Shenoy

5. Product Development process 1. Identify/ Gather What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define 4. Build 5. Launch 6. Measure 5 Copyrighted Material - 2011 Gopal Shenoy

6. Product Development process 1. Identify/ Gather What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define Build the solution to specs and deliver into the market on time and under budget 4. Build 5. Launch 6. Measure 6 Copyrighted Material - 2011 Gopal Shenoy

7. Product Development process 1. Identify/ Gather What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define Build the solution to specs and deliver into the market on time and under budget 4. Build 5. Launch Launch the product into the market 6. Measure 7 Copyrighted Material - 2011 Gopal Shenoy

8. Product Development process 1. Identify/ Gather What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define Build the solution to specs and deliver into the market on time and under budget 4. Build 5. Launch Launch the product into the market How is the product working in the market after launch? Are people buying it? Do customers like it? 6. Measure 8 Copyrighted Material - 2011 Gopal Shenoy

9. Product Development process 1. Identify/ Gather Product Management What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define Build the solution to specs and deliver into the market on time and under budget 4. Build 5. Launch Launch the product into the market How is the product working in the market after launch? Are people buying it? Do customers like it? 6. Measure 9 Copyrighted Material - 2011 Gopal Shenoy

10. Product Development process 1. Identify/ Gather Product Management What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define Project Management Build the solution to specs and deliver into the market on time and under budget 4. Build 5. Launch Launch the product into the market How is the product working in the market after launch? Are people buying it? Do customers like it? 6. Measure 10 Copyrighted Material - 2011 Gopal Shenoy

11. Product Development process 1. Identify/ Gather Product Management What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define Project Management Build the solution to specs and deliver into the market on time and under budget 4. Build Product Marketing 5. Launch Launch the product into the market How is the product working in the market after launch? Are people buying it? Do customers like it? 6. Measure 11 Copyrighted Material - 2011 Gopal Shenoy

12. Product Development process 1. Identify/ Gather Product Management What are the problems in the target market? Why should we solve them? Will we make money? Which ones should we solve first? 2. Prioritize What should the solution be? How does it need to work from a user’s point of view? 3. Define Project Management Build the solution to specs and deliver into the market on time and under budget 4. Build Product Marketing 5. Launch Launch the product into the market How is the product working in the market after launch? Are people buying it? Do customers like it? Product Management 6. Measure 12 Copyrighted Material - 2011 Gopal Shenoy

13. 13 Copyrighted Material - 2011 Gopal Shenoy

14. Product Management vs. Product Marketing 14 Copyrighted Material - 2011 Gopal Shenoy

15. Problem? Business Case Market Size Why? Competitive Analysis Product Requirements Product Management What should we build? Functional specs User Interface Usability testing Alpha/Beta program How should it be built? Go to Market plan Online marketing Customer acquisition Pricing & Promotions Collateral (Demos , Datasheets, …) Sales enablement & training Press releases Product Marketing Go and tell the world about what we build 15 Copyrighted Material - 2011 Gopal Shenoy

16. Thank you gopal.shenoy@gmail.com Blog: productmanagementips.com 16 Copyrighted Material - 2011 Gopal Shenoy