INTRODUCTION ProductManagementJournalVolume 7 3 So what does Agile and Scrum mean for product managers? Youmaybeworkinginasoftware companythatalreadyusesAgile developmentapproacheslikeScrum.You mightbeencounteringAgileforthefirst timeasit’sintroducedbyyourdevelopment teamoryoumighthaveheardaboutAgile andwonderwhatvalueitcanbringtoyour business.Ouraiminthisjournalistogiveyou abasicunderstandingofwhatit’sallabout andimportantlywhatitmeanstoyouasa productmanager. Agileisnowestablishedasthedominant approachwhendevelopingsoftware products.Whilsttherehasbeenwidespread adoptionandundoubtedbenefits,thetraditional waterfallapproachisstillusedinavastnumberof organisations.Wewantyoutosiftthehypefromthe realityandhelpyoutalksensiblyaboutAgile. Welcome Leadingthewayforproductmanagers Togetallourpreviousjournalsandreceive thelatestcopysign-upat www.productfocus.com Product Management The Leading Reference for technology-based products product Journal Contents volume14 £10/€10 Product Marketing The basics Planning Personas Inbound marketing Insight: Artist and expert What is it? p04 Right message, right people, right place, right time p08 The delivery of marketing materials p14 Gettinng ‘under the skin’ of our customers p16 Going digital to attract and convert leads p18 Never underestimate the value of product marketing p22 Product Marketing Gettingproductsinfrontofcustomers andmakingsuretheysell The Leading Reference for technology-based products product Journal volume15 £10/€10 Product Management Contents What is in-life? Measure what matters Documentation Time well spent End-of-life Insight:Where the rubber hits the road An explanation In-life metrics and reporting Top tips and what you should have in place Focus on what's important How to successfully withdraw a product The importance of in-life vs new product development p04 p08 p12 p14 p18 p22 In-Life Makingsureyourproductdelivers whenitmatters Product Management The Leading Reference for technology-based products product volume10 £10/€10 Journal Contents Requirements Marketing Requirements Document (MRD) User stories Demanding? Be prepared Insight: Go deeper The big picture p04 Setting the scene p07 How to write user-centred requirements p11 Tools to help you prioritise p15 6 things to sort out before you start p18 The problem is the problem p22 Requirements Howtomakesuretheydeliver Product Management The Leading Reference for technology-based products product volume8 £10/€10 Journal Contents Market analysis Talking to customers Research Understanding competitors Insight:The analyst racket How to research and analyse your market What are they really thinking? A how-to guide Who are they and how to compete Conflicts of interest - a risky game p04 p06 p10 p16 p22 Market Analysis Understandingmarkets,customers andthecompetition Product Management The Leading Reference for technology-based products product volume 7 £10/€10 Journal Contents Agile Scrum Product manager checklist Tools ScrumThis! Insight: Agile hype Agile explained and agile vs waterfall The rules and what it means to be the product woner Survive and prosper in the world of agile Software to help yo umanage requirements and projects Thoughts from the Cranky Product Manager Hype, dogma, religious-like zeolatory - is there a bandwagon? p04 p09 p10 p16 p18 p22 Agile Anditsimpactonproductmanagers Product Management The Leading Reference for technology-based products product volume 6 £10/€10 Journal Contents The role Leadership tools Starting up How are we doing? Carve-up Insight: Motivation What does a product manager do anyway? p04 Product manager personas and 20 things to make you great p08 How to introduce product management for the first time p10 Measuring product management p15 Splitting responsibilitiies across multi-nationals p18 How happy is your donkey? p22 Leading Productmanagementand productmarketingteams Product Management The Leading Reference for technology-based products product volume 9 £10/€10 Journal Roadmaps Masterclass Ideas Tools Insight: Roadkill How to build the perfect roadmap Advanced ideas and strategy Sounrces and how to prioritise To help you roadmap Do agile and roadmaps conflicr? P04 p06 p10 p18 p22 Roadmaps Compellingroadmapsthatalign everyonetoyourvision Contents Product Management The Leading Reference for technology-based products product volume 5 £10/€10 Journal Contents How to price The psychology of pricing Pricing structures Software pricing Insight:Take control of pricing The key to effective pricing How to get inside your customer’s mind What are they and which ones work best? Options and terminology Why it’s vital to get involved p04 p07 p11 p14 p22 Pricing Settingtheoptimumprice Tips,tacticsandtheory Product Management The Leading Reference for technology-based products product volume 4 £10/€10 Journal Contents How to build a business case 7 common mistakes Scenario planning and sensitivty analysis An idiot’s guide to finance Insight: Lies, damn lies and business cases Step-by-step guide plusTop 10 Excel tips How to spot the warning signs Separating fact from fiction Key financial jargon and terminology explained Is being objective really rewarded? p04 p06 p10 p18 p22 Business Cases Howtocreateoutstandingbusinesscases thatdeliverresults Product Management The Leading Reference for technology-based products product volume3 £10/€10 Journal Contents Succeeding in a downturn Tools for managing requirements Outsourcing Job searching Insight: Voice of the market How to stay ahead when the market is going down Cut time to market, reduce errors andimprove communications The pros and cons for product management What to do if the worst happens Do you have your finger on the pulse? p04 p09 p10 p16 p22 Recession Stayingaheadinadownturn Theproductmanagersguide Product Management The Leading Reference for technology-based products product volume2 £10/€10 Journal Contents Developing a proposition Persona profiling Thinking big Listen and learn Insight:The power The importance of unearthing what customers value Getting into your customers shoes Propositions for big software products Customer feedback need not cost the earth Why product managers need propositions p04 p08 p12 p14 p22 Propositions Howtobuildsharperpropositions thatreallywork Product Management The Leading Reference for technology-based products product volume11 £10/€10 Journal Contents Training Review Product management tube-map Performance! Justificaiton Insight: Professional The options p04 Pre-trianing assessment and analysis The things product managers should know about Making training stick ROI and other models Are you a well-intenionted amateur? p08 p12 p14 p17 p22 Training ...whyit’sneededand howtomakesureitdelivers Product Management The Leading Reference for technology-based products product volume12 £10/€10 Journal Contents Product strategy 10 excuses Tools for strategy development Portfolio analysis Insight: Strategic failure What is product strategy and why is it important p04 Why not do a product strategy p9 Playing to win, Blue Ocean strategy and other tools p10 Managing the whole product set p16 More than a vision - it has to deliver p22 Strategy Settingthefoundationfor effectiveproductplans Product Management The Leading Reference for technology-based products product volume1 £10/€10 Journal Contents Go-to-market checklist Good timing Relaunching Taking the lead Insight: Post launch How to make your launch successful Dates to chooce and avoid for launch A golden opportunitiy for you Getting the most from lead customers The hidden challenge of maintaining momentum p04 p07 p11 p14 p22 Launching Hitthegroundrunning andwhatnottodo Product Management The Leading Reference for technology-based products product volume13 £10/€10 Journal Contents Product management The big issues Smart businesses Insight: But I’m only a product manager Explained in a nutshell What are the big issues that come up time and time again? The 7 things smart product managers and teams do Take a lead to improve performance p04 p06 p10 p22 Takecontrol Puttingproductmanagement inthedrivingseat Who’s who? TheProduct ManagementJournal ispublishedby ProductFocusasan independentpublication forproductmanagers withtechnology-based products.Product Focuswasfoundedand isrunbyIanLunn(top) andAndrewDickenson (below). Thefounderscontinueto delivermanyofProduct Focus’strainingcourses andworkshops.