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

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

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

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

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

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

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

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

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

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

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

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

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13<br />Copyrighted Material - 2011 Gopal Shenoy<br />

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Product Management <br />vs. <br />Product Marketing<br />14<br />Copyrighted Material - 2011 Gopal Shenoy<br />

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

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