Stage 1 - Idea

Key stage actions

• Ideation and innovation workshops
• Interviews and discussions with
customers
• Market analysis including foreign
markets

Key stage deliverables

• Market Problem
• Market Opportunity Discussion
Report

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Stage 2 – Product Strategy
Key stage actions
• Investigate idea concept
• Contrast market problems, needs
and wants with organisational
capabilities and competitive threats
• Conduct due diligence to determine
if idea presents a feasible
opportunity

Key stage deliverables

• Business case
• Competitive analysis
• Product comparison documents (of
existing products) –Page no.

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Stage 3 – Product Planning
Key stage actions
• Articulate the market problem
• Develop and define market
requirement
• Identity and understand customers
including buyers, users and
influencers

Key stage deliverables

• Market segmentation and targeting
• Personas
• Use cases
• Market requirements document
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Stage 4 – Product Definition
Key stage actions
• Articulate the solution that will
solve the market problem and satisfy
needs/wants
• Provide inputs for development and
other teams that will build and
deliver the solution

Key stage deliverables

• Product requirements document
• Product comparison document
• Deliver prototype

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Stage 5 – Launch Planning
Key stage actions
• Prepare customer facing messaging
• Prepare customer facing teams
including sales, support and
marketing communications

Key stage deliverables

• Value proposition
• Product-Solution-Feature-Benefit
table
• Sales collateral
• Marketing plan
• Launch plan

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Stage 6 - Launch
Key stage actions
• Manage product launch and
maintain velocity
• Coordinate internal and external
parties involved – ad agencies,
support teams, sales teams
• Act on feedback immediately

Key stage deliverables

• Marketing communications
materials
• Sales materials
• Be available to colleagues as –Page no.
required
Stage 7 – Day-to-Day Product Management
Key stage actions
• Continue to refine and improve
product
• Assist marketing, support and sales
teams in selling and maintaining the
product

Key stage deliverables

• Product in-life reports
• Product roadmap
• Product profile and collateral
• Product marketing plans

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How does one get into product
management?

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