TABLE of CONTENTS

Introduction 

Chapter 1: What is Product Management? 
Profile of a Product Manager 
Sample Product Manager Job Descriptions 

Chapter 2: The Development Process 
Selecting a Development Process 
An Example Development Process: Base Level Integration Planning (BLIP) 
BLIP Definitions 
1. Planning 
2. Implementation 
3. System Integration 
4. Alpha Testing and Internal Handover 
5. Beta Testing and First Customer Shipment (FCS) 
6. Generally Available Release and First Revenue Ship (FRS) 

Chapter 3: Managing Product Requirements 
Step 1: Create your requirements document. 
Step 2: Gather all requirements. 
Step 3: Prioritize the requirements. 
Step 4: Define the “high” priorities. 
Step 5: Meet with Engineering to review the first pass of requirements. 
Step 6: Negotiate. 
Step 7: Finalize your requirements document. 
Step 8: Communicate the plan. 
Step 9: Maintain the requirements document. 

Chapter 4: The Product Delivery Process 
The Product Delivery Team (PDT) 
1. PDT Meetings 
2. PDT Minutes 
3. PDT Checklists 
4. Product Business Plans (PBP) 

Chapter 5: The Beta Testing Process 
Finding and Selecting Beta Candidates
Beta Test Plans 
Beta Test Agreements 
The Testing Period 
Beta Test Summaries 
To Beta or Not to Beta 

Chapter 6: Product Launch 
The Gold Version 
Training: Partners, Sales and Customers 
Press Releases 
Building a PR Plan 
Industry Analysts 
Media List 
Post Mortem Launch Review 
Launch Party 

Chapter 7: Product Marketing 
Positioning 
Product Naming and Logos 
Trademarks 
Patents 
Police for Consistency 
Lead Generation 
Sales Support 
The 4 P’s of Marketing 

Chapter 8: Pricing 
The 4 C’s of PriCCCCing 
Cost 
Competition 
Customers 
Change 
Licensing Versus Leasing 
Software Pricing Models 
Installation Pricing 
Training Pricing 
Maintenance Pricing 
Other Services Pricing 
Pricing Tips 

Chapter 9: Going International 
Key Questions Before Going Abroad 
Internationalization 
Localization 
Globalization 
Distribution 
Marketing 
Sales 
Support 

Appendices 
Appendix A: 
Sample Base Level Integration Plan 
Appendix B: Sample Requirements Document 
Appendix C: Sample Non Disclosure Agreement 
Appendix D: Sample PDT Rules of Engagement 
Appendix E: Sample PDT Checklist 
Appendix F: Sample Product Business Plan 
Appendix G: Sample Beta Test Plan 
Appendix H: Sample Beta License Agreement 
Appendix I: Sample Beta Test Summary Report 

Suggested Readings 
Product Management Resources 
Product Management / Marketing Associations and Forums 
Local professional groups for PMs and PMMs 
Newsletters and articles 
Product Management & Marketing Training and Consulting 
Index 
About the Author