Table of Contents

image49

Digital Product Management Thinking (DPMT)

Chapter 1: Digital Product Management

  • Relevance and role of the digital product manager
  • The ABCD of DPMT
  • Analytics
  • Business Model
  • Coordination
  • Design thinking

Chapter 2: Business Context - A PM must operate within a business model

  • Firm level strategy
  • Business Model Canvas (BMC)
  • Integrating business model thinking into DPMT

Chapter 3: Organizational Context - Coordinating teams and processes

  • Cross-functional coordination
  • Contrasting stage gate with lean development
  • Agile and blended development processes
  • Integrating analytics, coordination, and design thinking improves the agile process

Chapter 4: Ideation and Hypotheses Development

  • Opportunity identification
  • Characterizing a product concept
  • Integrating analytics and design thinking improves ideation

Chapter 5: The Science of Requirements Management

  • Collecting and assessing requirements
  • Prioritizing / reprioritizing requirements
  • Documenting requirements - the MRD and the PRD
  • Documenting requirements - Use-case based and product-attributes based requirements
  • Enhancing requirements management with data and analytics thinking

Chapter 6: Product Definition and MVP Evolution

  • Minimum viable product (MVP)
  • Diffusion of innovation (DOI) and product evolution
  • Product evolution through analytical experimentation

Chapter 7: Product Evolution - Architecture, A/B testing, and iteration

  • Architecture and modularity
  • Continuous prototyping and A/B testing
  • Dependency structure matrix (DSM): Architecture as analytics thinking in action

Chapter 8: Go-To-Market (GTM)

  • 4P and 4C models
  • SAVE model
  • Product management vs. product marketing in GTM
  • Integrating analytics into GTM activities

Chapter 9: P&L, Intermediate Metrics, and Risks

  • Market sizing: TAM, SAM, SOM, LAM
  • Key performance indicators (KPIs)
  • P&L management
  • Analyzing P&L statement for risk management

Chapter 10: Beyond GTM - Product lifecycle and roadmapping

  • Roadmaps
  • Product lifecycle management
  • Portfolio management
  • Platform economics
  • Interplay between analytics and business model thinking

Chapter 11: Soft Skills and the Social Aspect of DPMT

  • Practitioner insights on skills
  • A structured analysis of key skills: Managing the stakeholder network

Chapter 12: Career Arc

  • The PM interview
  • PM growth options