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Product Management

How to increase the chances of success of your digital product

Joaquim Torres (Joca)

All companies now have some sort of digital product, but managing a digital product can be quite challenging. How is it possible to ensure that the digital product being developed meets the objectives of its owner while it also meets the needs of its users? This is the role of product management.

 

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Taking care of a digital product is a task that requires diverse knowledge, such as: dealing with customer pressure, the development team wishes, and the sales team needs. But how to negotiate the product scope and terms? What should be developed first in the roadmap for my product? How to increase user retention? These and several other issues pursue product managers in their day-to-day.

 

In this book, Joaquim Torres answers these questions and shows the day-to-day work of a product manager, presenting all the concepts necessary for anyone who wants to build and manage successful digital products.

Thinking about many digital product issues, some companies that are considered experts on software development began to adopt a new expertise in its software development process, Digital Product Management. This role aims to ensure that software being developed meets the objectives of its owner while it also meets the needs of its users.

 

In addition, a person in this role has to consider all aspects of software development. Some agile methodologies such as Scrum, have the role of the Product Owner, whose main responsibility is to prioritize items to be developed. In a way, this is what a Digital Product Manager does, but there's more to be covered by this role.

 

That's what we'll talk about in this book. :-)

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Author

About the Author

Joaquim Torres (Joca)

Accomplished technologist and manager with a unique ability to bridge the gap between the technical world and customers needs. Almost 30 years of experience in digital product development and management.

Leanpub Podcast

Episode 285

An Interview with Joaquim Torres (Joca)

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Contents

Table of Contents

About the book

  1. Why does this happen?
  2. Digital product management
  3. Who will benefit from reading this book?
  4. Book structure

About the author - Joaquim Torres (Joca)

  1. What is your purpose?

Preface to the 2nd edition

  1. About Paulo Silveira

Preface to the 3rd edition

  1. About Paulo Caroli

Acknowledgments

Changelog

  1. Definitions and requirements

What is a digital product?

  1. Digital or traditional?
  2. Product or platform?
  3. What are platforms?

What is digital product management?

  1. Aligning company strategy with customer needs
  2. The core team for developing software products
  3. What is the difference between managing a product and a platform?
  4. Concluding

Product manager or product owner?

  1. Definitions
  2. So are they different roles?
  3. What to do if your company has product managers and product owners?
  4. BA, PO and PM

Main characteristics of a product manager

Leadership tips for product managers

  1. Set the context
  2. Remove obstacles
  3. Concluding

Leading product managers

  1. So what does a manager of product managers do?

Organizational culture

  1. Don’t waste time looking for culprits
  2. War
  3. Air, food and profit
  4. Concluding

2 hacks to foster your digital product culture

  1. What is digital product culture?
  2. When traditional company culture clashes with digital product culture, and how to hack this clash
  3. Hack #1: alpha, beta, and go-live terminology
  4. Hack #2: problem mindset
  5. Summary
  6. Lifecycle of a software product

How does the lifecycle of a software product work?

  1. The chasm

Innovation: what is it?

  1. Of course clients know what they want!

Innovation: Focus on the problem

  1. Interview
  2. Survey
  3. Observation
  4. Problem mindset vs solution mindset
  5. Concluding

Innovation: the job to be done

  1. The “job to be done” market research
  2. Understanding problems and their context

Innovation: a lot of opportunities

  1. How many opportunities to pursue at the same time?
  2. New opportunities vs. existing product improvements
  3. Validating opportunities

Innovation: How to get return on the investment on building a digital product?

  1. What are the costs of developing, distributing and operating software?
  2. Digital Product Revenue Types
  3. Payment Types for Digital Product Use
  4. Getting Return from a Platform
  5. Concluding

Innovation: next steps

  1. Startup Guide
  2. More Reading Suggestions

Growth: feedback

  1. Dealing with user feedbacks
  2. Example of hurry to act due to feedback
  3. Crossing the chasm

Growth: what is a roadmap?

  1. How frequently should I update the roadmap?
  2. 12-month rolling roadmaps
  3. Should I keep a secret about my roadmap?
  4. Cone of uncertainty
  5. How to build a roadmap?
  6. Putting everything into one image
  7. Roadmap = motivation + metrics
  8. OKRs, the future of product roadmaps
  9. OKRs or Roadmaps?
  10. Detailing versus audience
  11. Roadmap or backlog?

Growth: how to prioritize the roadmap?

  1. Value versus effort
  2. Kano Model Analysis
  3. RICE
  4. Feature Sequencer
  5. Product tree
  6. Buy your features
  7. UserVoice
  8. The one you remember first
  9. The best prioritization technique
  10. What to do with special requests?
  11. Dealing with B2B customers’ special requests

Growth: be a “data geek”

  1. Which data is important?
  2. Conversion funnel

Growth: Engagement and churn

  1. Engagement

Growth: financial metrics

  1. Global numbers: revenue and costs
  2. Individual numbers: CAC, LT and LTV
  3. Revenue churn

Growth: the loyalty metric

  1. NPS – Net Promoter Score
  2. Closing the loop: from information to action
  3. Tip: internal NPS

Growth: thoughts on metrics

  1. Data-driven
  2. Data-informed
  3. A little bit on A/B tests
  4. Analysis paralysis
  5. Final thoughts

Growth: What is and how to create the product vision and strategy?

  1. What is product vision and why do we need it?
  2. Creating the Product Vision
  3. Product Vision examples
  4. Product Strategy
  5. Your product evolves, your vision and strategy too!
  6. Summing up

Growth: Putting it all together – vision, strategy, roadmap and OKRs

  1. Final thoughts

Growth: Projects vs problems

Growth: Product management in a crisis

  1. COVID-19 crisis
  2. Product management in a crisis
  3. The role of the product manager
  4. Real-life example
  5. Perfect is the enemy of good

Maturity

  1. Why does it happen?
  2. When does it happen?
  3. Summing up
  4. Next phase

End of life

  1. End of life by unscheduled maturity
  2. End of life by not crossing the chasm
  3. End of life by scheduled maturity
  4. Concluding

What is the difference between startup and product management?

  1. Startup
  2. Software Product Management
  3. Concluding
  4. Relationship with other areas

Product engineering and product management

  1. Definition
  2. Innovation
  3. Practical Tips for Product Managers
  4. We can’t stand it, we need to rewrite everything…
  5. Oh, and there’s one more thing!

UX and product management

  1. What is UX?
  2. UX in Product Development Process
  3. What else do UX people do?
  4. What is the relationship between UX and product management?
  5. Oh, and there’s one more thing!

What is the difference between product marketing and product management?

  1. Product Management
  2. Product Marketing
  3. Product Marketing and Product Management
  4. Shared Metrics
  5. Concluding

What is the difference between project management and product management?

  1. And how do agile methodologies view these functions?
  2. And in real life?

What about the other areas?

  1. Operations
  2. Customer support
  3. Legal
  4. Sales
  5. Finance
  6. Human Resources
  7. Administrative
  8. Summing up

Defining Responsibilities

  1. RASCI
  2. How to use?
  3. Product Portfolio Management

Are you thinking about your new product? No? So you are already late

  1. Why do these companies use this strategy of portfolio diversification and new markets?
  2. Concluding

How to diversify your product portfolio?

  1. New Markets
  2. New products
  3. How to expand a marketplace?
  4. Expanding the marketplace

How to manage a product portfolio?

  1. The BCG Matrix
  2. Effort allocation and investment
  3. Practical examples
  4. Concluding

Focus or diversification?

  1. So what is the best strategy?
  2. So a single product company will…
  3. Feature lifecycle
  4. Concluding

Organizing for focus and diversification

  1. How to organize big teams?
  2. About QA (and Front-End and BA)
  3. Concluding

How to quadruple productivity

  1. How did we achieve this?
  2. There is indeed a silver bullet!
  3. Summing up
  4. Where to use digital product management

What type of company needs a product manager?

  1. Companies Developing Non-Online Software
  2. Companies that don’t have software development as their core business
  3. Companies that develop software on demand
  4. Concluding

What if we stop treating software development as a project?

  1. ThoughtWorks finally moves “products over projects” from trial to adopt

The IT problem

  1. Software development
  2. The IT Problem
  3. A Possible IT Solution
  4. Using Business Manager in Practice
  5. ThoughtWorks suggests “applying product management to internal platforms”
  6. The fallacy of the internal customer

Where is software product management in a company?

  1. Companies that develop and sell digital products
  2. Startups
  3. How does a product manager gain more autonomy?
  4. Companies that don’t have software development as their core business
  5. Companies that develop software on demand
  6. Concluding

Conclusion

  1. To recap
  2. Next steps
  3. What does it take to be a good software product manager?
  4. How to make a career change to product management?
  5. If you are to keep a single thing from this book…
  6. Shall we continue the conversation?

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