Product management is the comprehensive set of activities
required to create and sustain winning solutions.
Creating the first version of a software product begins with a
concept proposal that justifies the product and ends with a launch
plan. These processes are larger and more comprehensive than
similar software development processes. The processes for creating
releases are lighter and build upon the materials
created during the first release.
Well-run product development processes are characterized by a
stringent "go/kill" decision at every stage. They are augmented and
improved by successive freezing, change management protocols, and
an idea recycle bin.
The business plan is the central document that justifies a
product's ongoing development.
The four Ps of marketing are: product (offering), price (and the
business model), place (distribution), and promotion (advertising,
The total available market is all of the customers who could
possibly use your good or service.
The total addressable market is the subset of the total
available market that you can reach.
A market segment is a
of customers who share specific
characteristics, chief of which is that they must communicate with
The adoption of innovations, such as a new product or the new
release of an existing product,
an S-shaped curve. Key
adopter categories within this curve are the innovators, the early
adopters, the early majority, the late majority, and the
The concept of the whole product comprises the generic product,
the expected product, the augmented product, and the potential
product. The target product is the specific product being
to a specific market segment.
is an objective and accurate assessment of
how your customers currently categorize or perceive your product.
is a strategic, managed effort to create
and defend a
concept that your customer can care about
and remember. Your "main message" is a short (one- or two-phrase)
statement that creatively captures positioning.
Your brand is the promise you make to a customerIt is why people
you and your company do is reflected
in its brand.