Factors to be considered before Product Release

Before you start

• Know your market
• Identify market segments
• Establish a competitive strategy
• Know the technology landscape
• Validate

Know your market

• Learn about the market by observation

- Customers
- Evaluators
- Potentials

• Quantify market problems
• Understand total solution
• Buy, build, partner to flesh out whole solution
• Communicate internally with market facts
• Product manager should be the messenger for the market

Identify market segments

• Be deliberate about which market segments you
• target
• Rather than a few features each release for
• each segment, focus a whole release around a
• segment
• Your roadmap can reflect when you will address
• different segments

Establish a competitive strategy

• Avoid competitive checklists
• This is not a competitive strategy
• Be where the competition is not
• Look for market segments where the competition is
• not
• Focus on your distinctive competence
• The roadmap should reflect your company’s unique
• ability to deliver value in the marketplace

Know the technology landscape

• Research emerging technologies
• Interview technical reviewers to understand
• technical compliance and standards they are
• adopting
• Use technology to solve problems for your
• market

Validate

• Synthesize possibilities
• Review with internal cross-functional team
• NDA review with trusted parties
• Customers
• Potentials
• Partners