What Is Product Management?

What is Product Management?
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About
Who isBrainmates
Brainmates?
A Product Management consulting

and training business
Our mission: To provide experienced Product

Management to businesses that want
to truly understand their customers’
needs ....
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... to develop innovative products that
their customers love.
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This presentation seeks to answer the following
questions:
What is product
management?
What do product
managers do?
Who does product

management?
How does one become a

product manager?
A Definition of Product Management
“Product Management is the process of conceiving,

planning, developing, testing, launching, delivering
and withdrawing products in the market”
Internal: current teams, management

External: supply chain, market
Upstream: planning, development, launch
Downstream: ongoing lifecycle management
–ProdBOK pages 37-38
Product Management’s Purpose
Is To Create…
Customer Value + Measurable Business

Benefits
By Identifying Unsolved Customer
Problems…
To Create Product Experiences..
That Outwit The Competition…
Over A Sustainable Period
Who Does Product Management
Past lives of Product Managers
Most product managers have roots in other professions
The accidental profession
It’s a pretty safe bet to say that few – if any – product managers
have a Bachelor degree in Product Management
“Everyone comes from somewhere else”

Steven Haines – The Product Managers Desk Reference
Product Management Domain
Strategic
Value
Definition
Marketing Marketing Engineering

/ Sales
Market UX
Research Design
Project
Sales Management
Marketing Product
Operations Development
Communications
Customer Technical
Service Support
Tactical / Operational
Role Specialisation Within Product Management
Strategic
Product Value Product

Marketer Definition Manager
Marketing Engineering
/ Sales
Sales Product Technical Product

Champion Champion
Tactical / Operational
So what do Product Managers do?
Guiding product and market strategy
Product managers must Senior
managers
deliver value to the
business and play a Strategy Marketing
strategic role in
determining the actions to
achieve this.
Finance Sales
Product
But their role is also Manager
hands-on and involves
collaboration with
Customer
multiple internal R&D
service
stakeholders
Production Operations
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Diagram Derived from original model
The Product Manager's Handbook : The Complete
Product Management Resource, Linda Gorchels, 2000
Past lives
Product of product
managers managers
like to
solve problems
PICTURE OF DUDE UNDER CAR
Product Managers spend time understanding
what customers need and want…
…Then develop solutions that solve these
problems and satisfy needs & wants
Product Managers have a duty to deliver and
maintain financial benefit to the business
Product Managers see things
differently
The carpenter doesn’t want a drill.
He wants a hole
25
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How a Product Manager sees it
The carpenter has a problem. He needs a hole in the wall. A
drill can solve this problem, but there’s much more to it than just
creating a hole. The carpenter is concerned with multiple factors:
The speed at which the hole is made

The accuracy of the cut
The safety of the device that makes the hole
The ease of using the device
The reliability of the device
Where the device can be purchased or accessed
The price of the device
After sales support of the device
Product managers define the problem using criteria such as

these before working on possible solutions
Product Management
in action
The Brainmates Product Management
Framework
Two Operational Modes:
Launch Ideate Product Development

Prepare
Explore Product Strategy and
Product
Product Strategy
Strategy
and
and
Lifecycle
Lifecycle Management
Lifecycle
Management
Management
Build Focus
Define Immerse
Lifecycle Product Management
Launch Ideate
Is The Starting Point.

Prepare
Explore
Product Strategy
‘Lifecycle Management’, Product Managers and

Lifecycle
Management
must: Build Focus
Grow product performance in the market

Define Immerse
Monitor product performance
Report on the results
Respond to the issues
Plan for the future
Insights from Product Lifecycle Management

practices lead to new Product Development.
No product can survive by only doing without

adapting to changing market conditions.
Product Development
Launch Ideate
An area of focus for many Prepare

Explore
Product Managers. Product Strategy

and
Lifecycle
Management
Build Focus
Initiated when new ideas require Define Immerse
assessment and support from

development to launch.
Product and Market

Development initiatives help
extend the life of the product.
Product Development Process
3 Phases
Launch Ideate 1. Innovate
Prepare
Explore
Product Strategy 2. Design
and
Lifecycle
Management
Build Focus
3. Implement
Define Immerse
Brainmates Product Management Framework
Plan and implement the Generate, source,
launch process, activities rank a wide variety of
and event. ideas and business
problems.
Plan external
messaging about the Launch Ideate
value of the product to Select and validate ideas
the market, and that have value in the
articulate product Prepare
Explore market place and will
differentiation. Product Strategy survive against external
and
Lifecycle market conditions.
Management
Build Focus
Work closely with the
development team to Turn the idea into a
check that the build Define Immerse concept and evaluate
outcomes meet the the internal factors that
market’s requirements. may affect the concept.
Analyse, define and Engage deeply with

design the product customers to deliver an
and consider alternate effective solution that
solutions. solves the target
market’s problem.
How does one get into
product management?
Becoming a Product Manager
Become good at understanding problems and following
a logical process to define and develop solutions that
could solve these problems.
Read books and blogs, listen to podcasts and watch

videos to learn more about the Product Management
profession
Talk to Product Managers
Use principles of Product Management in your current role
Look at products and services that you buy & use and apply a
Product Manager’s perspective to these
Apply for jobs in Product Management
Dream big!
So to summarise
In Summary
Good Product Management is about delivering

products that customers love.
Product Managers use logic, insight and a

degree of creativity in defining, developing,
deploying and maintaining these products.
Product managers must guide and collaborate

with other parts of the business and external
stakeholders.
Product managers have a duty to deliver

measurable benefits to their organisation.
brainmates helps clients to define, develop and deploy
products and services.
Our insight and expertise ensures these are compelling,

competitive and profitable.
Find out more about our Product Management services:

Training
Coaching
Events
Connect with Brainmates
Brainmates Group Facebook.com/Brainmates @Brainmates

#prodmgmt
www.brainmates.com.au info@brainmates.com.au +61 1800 BRAINMATES

What Is Product Management?

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What is Product Management?

A Product Management consulting

Our mission: To provide experienced Product

Who does product

How does one become a

“Product Management is the process of conceiving,

Internal: current teams, management

–ProdBOK pages 37-38

Customer Value + Measurable Business

“Everyone comes from somewhere else”

Marketing Marketing Engineering

Product Value Product

Sales Product Technical Product

www.brainmates.com.au 19published in:

The speed at which the hole is made

Product managers define the problem using criteria such as

Launch Ideate Product Development

Is The Starting Point.

‘Lifecycle Management’, Product Managers and

must: Build Focus

Grow product performance in the market

Insights from Product Lifecycle Management

No product can survive by only doing without

An area of focus for many Prepare

Product Managers. Product Strategy

Initiated when new ideas require Define Immerse

assessment and support from

Product and Market

Launch Ideate 1. Innovate

Analyse, define and Engage deeply with

Read books and blogs, listen to podcasts and watch

Good Product Management is about delivering

Product Managers use logic, insight and a

Product managers must guide and collaborate

Product managers have a duty to deliver

Our insight and expertise ensures these are compelling,

Find out more about our Product Management services:

Brainmates Group Facebook.com/Brainmates @Brainmates

www.brainmates.com.au info@brainmates.com.au +61 1800 BRAINMATES

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