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- Herausgeber: Books on Demand
- Kategorie: Fachliteratur
- Sprache: Englisch
A Product Manager's Cookbook, is the excellent guide for strategic and technical product managers who aspire to be highly effective. The key themes address pragmatic solutions to challenges and issues in becoming an effective product manager. The book shows methods to defining the right product requirements, implementing process efficiency in order to save cost, and optimize resources, and achieving high level of collaboration within the team as well as with internal and external partners. With reading A Product Manager's Cookbook, you will gain 30 tips, techniques, and great insights into how to achieve success as a product manager. The tips and checklists facilitates the daily product manager's life.
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Seitenzahl: 55
Veröffentlichungsjahr: 2017
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About the author
Ulrike Laubner, born in 1971, has studied clothing technology, economics, and marketing. For over 20 years, her focus has been on developing innovations and improving existing products in the product portfolio. What innovations can be made? What makes a customer buy a product? How can existing products become more profitable? As a product manager, she focuses on the benefits to customers. As an engineer, she seeks continuous improvements in product development, which makes for satisfied customers, improved quality, greater profits, and reliable processes. She believes that company success and enjoyable work are equally important.
Passionate about product management, Ulrike Laubner founded her own company in 2011. Today, as the owner of Corimbus GmbH, she advises companies on product management and on market introductions for new products. The company name, Corimbus, comes from the Latin word corymbus, referring to a kind of blossom. Labour should yield its fruit and with the right interplay of methods, knowledge and teamwork, it will.
Ulrike Laubner is an experienced product management consultant, trainer for product management on the “Open Product Management Workflow™” and author of many articles on the subject, and lecturer.
How this book will help you relish your job
If you are reading this book, you want to change things. You want to become more efficient at product management. Whatever your position on the product management team, you’re hoping to learn new techniques to use as the competition heats up.
You can read the book from cover to cover, or only the parts that interest you right now. You’ll get insider tips for developing products more quickly without losing your momentum. You will learn methods for better understanding your customers and techniques for decision-making. You will find suggestions about profitably designing products and introducing them into the market. You will get proven tips for all kinds of communication that will ensure smooth cooperation across departments.
If you’re a young product manager or are on a new career path, this book offers you an overview of essential issues and helps you recognize stumbling blocks. Experienced product managers and managers will find new methods and approaches for improving the process.
At the end of the book you’ll find a worksheet that you can use to determine your own first actions towards more product management fitness.
I hope my tips surprise you and motivate you to do things differently.
I hope you can implement the suggestions in this book in your work and benefit concretely from them.
Kind regards,
Contents
Marketing from the Customer’s View
Evaluating Ideas - The Scoring Method
A General Dogsbody– A Product Manager’s Core Tasks
Value Curves - The Product Life Cycle
Make Decisions Confidently!
Spot Trends or Discover Needs
The Burden of Requirements Specification
Mastering your Workload – Time Management
Daily Business: S.O.S. Actions!
Accurate Product Briefings for Agencies
Traveling with your Customers – The Customer Journey Map
Getting to know the Customer – The Persona Method
Offline is OUT – Online is IN
Meetings – “Lord of the Things”
Managing Product Projects –Focus on the Goal
Living a Multi-Cultural Communication
The Buyer as a Friend - Teamwork
Death of a Product: Eliminating Products
Preparing a Successful Product Launch
Scanning the Horizon – Benchmarks
Modern Design – A feast for your eyes
Present Convincingly
Market Data in Brief – The PM’s Cockpit
Avoid Conflicts: Appreciation
A Symbiosis with the Sales Department
Fair Prices at Last – Setting Prices
Prices are Emotional – Always!
“Want to bet that…?“
Marketing for Technicians
Determine Customer Satisfaction
What the symbols mean
Financial: increased revenues or cost savings
Time: time savings in the innovation process
Personal: tapping the potential of your methods and yourself
Quality: optimization for products, marketing or processes
1. Marketing from the Customer’s View
How do customers rate your product, service or market presence? Marketing is the reflection of a company and its services. The first hello, the product design, business cards and brochures, the homepage and the user interface all make up the public image.
Your product will sell better if you develop both the product and the marketing from the point of view of your target customer.
Put yourself in the customer’s position:
What problem does the product solve for me?
Does it trigger the ‘wow effect’?
Why would I buy the product or service?
When would I recommend it?
Creative minds develop many ‘cool’ features. These features really are fascinating and magnificent––but are they what the customer needs? Focus on the client benefit and your competitive position. In the 21st century, emotional needs are becoming more crucial for sales. Customers are increasingly searching for sense, for a simple lifestyle, a retreat back to nature or family, friends, and love. Keep these values in mind when developing innovations and when marketing them. Do not waste development and marketing money on unremarkable products that hardly anyone will buy and that will not improve your image. Do not let a lack of time lead to ill-thought-out decisions and then to product flops.
“I have the best ideas when I imagine that I am my own customer.”
(C. Lazarus, Founder of Toys “R” Us)
2. Evaluating Ideas - The Scoring Method
You have analysed the market, carried out a SWOT analysis and found opportunities for a new product or business area. You have brainstormed or used idea management to come up with several exciting new ideas, technologies or services. Now the product management process begins.
How do you now determine which idea is the best?
Many customers tell me that for most of their ideas, their decision to proceed is quite spontaneous: “Let’s just start! Obviously not every idea is going to be successful.”
But how long can a company afford these failures if the competition is faster and their product margins erode?
Statistics show that of the thousands of ideas out there, only 6% are successfully introduced into the market. Of course, there are various reasons for this, but one is that the product requirements have not been checked thoroughly. The product manager must analyse and assess new ideas systematically, so as to make a conscious and firm decision. Poor decision-making often leads to delays in the market introduction of a project. Good, conscious decisions are made with the four-step scoring method.
The four-step scoring method:
