Product Management Roles & Responsibilities
4 Flows Value to Customer - answerB2C: Business to Customer
B2P: Business to Professional
B2B: Business to Business
B2B2C: Business (Supplier) to Business to Consumer
2 Ways External Product Managers deliver to external Customers? - answerExternal
Customers purchase or acquire Solutions
External PMs collaborate with product marketing, sales, channel partners and
distribution
2 Ways Internal Product Managers deliver to internal customers - answerInternal
Customers provide Solutions to another Value Stream
Internal PMs collaborate with internal Customers:
a. IT Solution and release management
b. Purchasing Customer in a supply chain/system of system context
How do large supply chains complicate Product Manager responsibilities (2) -
answerSolutions are constrained by supply chain context
Product lines support multiple customer segments
Name 2 ways Product Managers lead varyingly-sized development efforts -
answerSome small teams create multiple products
Some products require many, many teams to create them
Name 5 performance activities that a PM may perform that supports all product aspects
- answer1. Acts as product marketing
2. Is the contact for product sales
3. Reviews legal agreements
4. Responds to service requests
5. Manages Value Stream economics
Dimensions of Product Management stakeholders (5) - answer1. Meet business goals
(KPIs under portfolio management
2. Get it built - Continuous Delivery Pipeline
,3. Get if off the shelf - sales, marketing, distribution channels, partners
4. Leverage support - customer experience, support, finance, operations, production
5. Solution
While the most frequent collaborations may occur with Agile teams, Product Managers
collaborate with many different roles. Name 4 more - answer1. Business Owners
2. Customer
3. System Architect/Engineer
4. Solution Architect/Engineer
3 Agile Product Delivery competencies - answer1. Customer Centricity/Design Thinking
2. Develop on Cadence, Release on Demand
3. DevOps and the Continuous Delivery Pipeline
What is Design Thinking? - answerAn Iterative Solution development process that
promotes a holistic approach to delighting all stakeholders
3 Components of Design Thinking (4 D's) - answer1. Understand the problem (Discover,
Define)
2. Design the right solution (Develop, Deliver)
3. Sustainable (viable, feasible, desirable)
How do you make APM and Design Thinking "Sustainable"? - answerContinue
innovation throughout the products lifecycle
Ensure product's future health (architectural runway, technical debl)
Product and Solution Management: Name 4 key components to "desirable" design
thinking - answer1. Know your markets and customers
2. Perform market research
3. Segment and size markets
4. Utilize personas
Product and Solution Management: Name 3 key components to "viable" design thinking
- answer1. Ensure economic investment in line with business strategy
2. Own pricing, licensing, ROI
3. Manage Suppliers and supply chain
Product and Solution Management: Name 4 key components to "feasible" design
thinking - answer1. Drive product strategy and execution
2. Communicate Vision
3. Manage Program Backlog
4. Collaborate with stakeholders
, Lifecycle of product evolution - what does Geoffrey Moore note that technology products
face between the expectations/requirements of early adopters compared to the rest of
the market? - answerThey face a "chasm" between the two
Note: Innovations follow a predictable curve of growth known as the "S-shaped" curve
of adoption
Name 3 ways Design Thinking is a continuous process - answerDelivering value
quickly, in small batches, allows for fast feedback, which promotes innovation
Arrive at optimum Solution by deciding and learning faster
Support new product development and ongoing product enhancement
Note: End of each cycle is a new opportunity to adjust (review metrics, adjust roadmap)
Two broad motivations for research - answerUnderstand: Market Research (Drives
Product Strategy)
Design: User Research (Drives Product Design)
2.1 Four reasons for Market Research - answerFocuses on the who, what, and why
Determines concepts, opinions, and values
Assesses value provided and what internal/external customers will pay
Influences marketing and sales
2.1 Four reasons for User Research - answerFocuses on the how
Observes and evaluates what customers and users do
Determines how customers use or will use the product
Influences Capabilities and Features
2.1 Research aligns to planning horizons - answerMulti-year Vision, Milestones, events
and Epics = Solution Roadmap
Short-term (3-4 PIs) forecast of Features and Milestones = PI Roadmap
Committed Features and Enablers for current PI = Current PI Plan
2.1 Define Continuous Exploration (CE) - answerIt is market research. Process that
fosters innovation and syncs builds on what should be built by continuously exploring
market and Customer needs, defining Vision, Roadmap, and Features for a Solution
that addresses those needs
2.2 What are the 6 Core new product development questions - answer1. Do customers
recognize that they have the problem you are trying to solve?
2. What are they doing to try and solve it now?
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