• 1. Market Research
Market research refers to research the market to understand customer needs, competition and market forces, with the ultimate goal is to find potential opportunities for innovation or improvement products.
- communicate with users and potential users
- such as sales, customer service, technical support, personnel exchanges and customer-facing front-line colleagues
- Study Reports and Articles
- Trial competition
- carefully observe user behavior
Market research will ultimately lead to business opportunities, product strategy or business requirements document (BRD), described in detail how to use the opportunities of potential.
• 2. product definition and design
Product definition is to determine the product to complete those functions. Usually Product Requirements Document (PRD) to describe, PRD may contain the following information:
- Vision Products
- Targeted market
- competition analysis
- a detailed description of product features
- priority product features
- products with Example (Use Case)
- system requirement
- performance requirements
- sales demand
- Sales and technical requirements, etc.
Product design is the appearance of the product is determined, the design includes a user interface (UI, Use Interface) and user interaction design (User Interaction),
It includes all of the user experience section. In large companies, usually to complete product design and interface designer or PM interaction designers together, but then again, in
Small companies or start-up companies, the product manager may need the whole package work.
This is the product manager's job is the most valuable part, if the product manager's job does not include this part, it is almost certain that it is not
Work product manager.
• 3. Project Management
Project management is led by staff from different teams (including developers, testers, UI designers, marketing, sales, customer service, etc.), in
Develop and release products on time and within budget. Which may include work content as follows:
- ensure that resources put into
- develop a project plan
- track project progress against plan
- Determine critical path
- if necessary, seek additional input
- to the competent leadership of the progress report projects
In large companies, there is usually a project manager to handle most of the project management, product managers provide support only. However, in start-up companies, the products
Project managers often need to manage themselves. In some companies, it may as technical director of the project manager, project management handles most matters.
• 4. Product evangelizing
- including internal colleagues and bosses as advantages, sales, marketing, customer service and other communication products, features and target market, but also to the outside world as possible, including the media
Bodies, industry analysts and users evangelizing products.
- Large companies usually have a product manager for product marketing, marketing and media relations (PR) team to help carry out external evangelizing products.
- This is in addition to the product definition and design, product managers, the second high-value work, especially the boss, colleagues evangelizing products and market them
Embrace the time.
• Product Marketing
The main external dissemination of information - information about the product to the outside world. Usually includes making product data sheets, manuals, websites, Falsh presentations, media and thematic exhibitions
Presentations.
In large companies, product market does not usually work to the responsibility of the PM, these companies will have a dedicated product marketing manager to take care of this work. Of course, this division most
The big drawback is resulting in lower efficiency of communication, and weaken external communication.
In some companies, "product management" and "market" is considered synonymous, will play two kinds of duties by one person, and those who will market the product management team and product groups
Team parted company, or will take care of this section mentioned work, but they may also bear "market research", "evangelizing product" and "product lifecycle management"
part of the work.
• Product Lifecycle Management
With the experience of those products "conceptualization -> Publish -> Mature -> out of the market" management activities throughout the product life cycle.
The main work includes:
- positioning of the product
- Pricing and Promotions
- Product Line Management
- Competitive Strategy
- to establish or acquire partner
- Identify and form partnerships, etc.
Product managers and product markets, and market BD colleagues to complete these work together.