HPMD Bullet: A Product Management Outline

HPMD Bullets

BULLET # 65
A PRODUCT MANAGEMENT OUTLINE

Product Management can be described as playing ring master in a ten ring circus. It requires knowledge of a number of arenas and the ability to organize and coordinate a cast of stars. Having played the role, I have found it useful to have a map of how the show should unfold so that each piece is ready when needed and things proceed as a seamless whole.

The following outline contains all the components of such a product management map. It is for a market data software product release, but may easily be tailored to other software development. A product manager can use an outline like this as a checklist of all that must be completed for opening night.

Assumptions about who should have primary responsibility for each section or item are noted. The department names may be different for different companies, but the functions should not overlap. For a project of many components, I have found that a key success factor is being clear up front about who owns which task.

Not all items on this outline will apply to each product release. However, as companies continue to grow, and the number of managers and departments increase, it becomes more critical to formally communicate and understand the numerous activities required to bring a product release to market.

A PRODUCT MANAGEMENT OUTLINE

PRIMARY RESPONSIBILITY KEY:

MFG = Manufacturing Manager
MKT = Marketing Manager
NET = Network Manager
SrM = Senior Management
PM = Product Manager
CS = Customer Support Manager

I. OVERVIEW [PM]

A. Written synopsis of the project

II. BUSINESS RATIONALE [SrM]

A. Market research findings
B. Client survey results
C. Revenue potential
D. Competitive advantage and response
E. Appeal to new market segments

III. FEATURES AND BENEFITS [MKT]

A. Target Market Segment Needs
B. Features-Benefits List

IV. DATA SOURCES [NET]

A. Vendor options
B. Vendor fees
C. Contractual Obligations
D. Data Specifications

V. OPERATIONAL PHILOSOPHY [PM]

A. User interface standards and consistency
B. Display and format standards and consistency
C. Product and Version Compatibility
D. Future development considerations
E. Broadcast frequency, timeliness goals

VI. PROJECT MANAGEMENT [PM]

A. Product Wish List
B. Product Bug List
C. Project List
D. Project Schedule (Gantt chart)
E. Project Budget
F. Cost of Goods Analysis
G. Release Management

1. Gold disk contents, verification
2. Install program
3. Spreadsheet sample applications
4. Release letter
a) Changes summary
b) Upgrade instructions

VII. MANUFACTURING PLAN [MFG]

A. Packaging
B. Disk Production

1. Labels
2. Duplication

C. Role-out and Distribution Plan

1. Client upgrades
2. Dealer inventory
3. Internal inventory

D. Updated parts list
E. Bill of Materials & Costs
F. Prior Version Phase Out Plan

VIII. PROCESS IMPACTS [PM]

A. Network
B. Engineering

1. Hardware
2. Operating system
3. Application program
4. API Program
5. Firmware

C. Parent Company (if any)
D. Manufacturing
E. Contracts
F. Billing
G. Customer Support
H. Marketing

IX. DETAIL SPECIFICATIONS [PM]

A. On Line Display

1. Page layouts
2. Special pages
3. Navigation Commands

B. Command Syntax

1. New menu commands
a) Menu Tree
b) Short and Long prompts

2. Revised menu commands
a) Revised Menu Tree
b) Revised Short and Long prompts

3. Accelerator keys

C. Data Formats

1. Precision and display
2. Allowable ranges
3. New Item and Column mnemonics

D. Symbol Formats

1. Symbol entry
2. Special exceptions
3. Allowable characters, ranges

E. Help Screens

1. New screens
2. Revised screens

F. Installation Program

X. DOCUMENTATION PLAN [PM]

A. User's Guide Revisions
B. Customer Assurance Plan
C. Binder and Tabs
D. Update Plan

XI. QA PLAN [PM]

A. Software Testing
B. Data Testing
C. Performance Testing
D. Alpha Test
E. Beta Test
F. QA Focus Groups
G. Bug Reporting and Management [CS]

XII. TRAINING PLAN [CS]

A. Customer Support training
B. Client tutorial
C. Dealer and third party training [MKT]
D. Client classes

XIII. MARKETING PLAN [MKT]

A. Pricing

1. Pricing strategy
2. Competitive pricing
3. Marginal pricing

B. Promotion

1. Collateral
a) brochures
b) spec sheet
c) demo disk
d) price list
e) dealer kit

2. Advertising Plan
a) positioning statement
b) ad copy
c) coordination with third parties, dealers

3. Public Relations (P/R)
a) release announcement schedule
b) press releases
c) press/announcement kits
d) evaluation units, product reviews
e) press interviews
f) trade shows

C. Placement

1. Sales channels
2. Commissions
3. Dealer Spiff's
4. Coop ads

D. Service Plan

1. Warranty
2. Repair and Replacement policy
3. Support policy
4. Client communications (letters, newsletter article)

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