Part I: Product Management Concpets	16
	1: Who´s Driving Your Company?	17
	Introduction	17
	Technology-Driven: Take My Road	18
	Sales-Driven: A Cruising Taxi	19
	Market-Driven: Driven to Success	20
	Summary	20
	Chapter 2: Product Management Team	22
	Introduction	22
	Your Role	22
	Jack of All Roles, Master of None	23
	Breaking It Down	24
	Roles and Goals	25
	Blackblot Product Management Team Model	26
	Odd Couple(s)	27
	Roles and Activities	29
	Solution	29
	Summary	30
	Chapter 3: Product Definition Team	32
	Introduction	32
	Key Concepts	33
	Market Requirements	34
	Blackblot Product Frames Model	35
	Product Definition Foundation Documents	36
	Blackblot Product Definition Team Model	37
	Product Delivery Process	39
	Conclusion	41
	Chapter 4: Crafting Market Requirements	42
	Introduction	42
	Voice of the Customer	42
	Market Requirements Document	43
	Blackblot Procedural Requirements Management Model	43
	Directive	45
	Constraints	46
	Rationales and Sources	47
	Presentment Modes	48
	Whole Picture	49
	Verifying Wholeness	49
	Market Requirements and Engineering	50
	Market Requirements Database	51
	Summary	52
	Chapter 5: Concept of Marketing	53
	Introduction	53
	Business Domains	53
	Marketing Domain	54
	Marketing Domain Disciplines	56
	Blackblot Marketing Model	57
	Product Marketing Methods	58
	Corporate Marketing Methods	59
	Marketing Communications Methods	59
	Corporate Organizational Structures	60
	Marketing and Strategies	62
	Marketing and Plans	63
	Summary	64
	Chapter 6: Value-Marketing Model	65
	Introduction	65
	Value Concept	65
	Value Formula Scale	66
	Value Concept Application	68
	Internal Value Marketing Dynamics	69
	External Value Marketing Dynamics	70
	Creating Superior Perceived Value	71
	Product Marketing Messages	74
	Value Messages´ Foundational Knowledge	74
	PMTK Market Messaging Model	76
	PMTK Marketing Messages Model and Plan	77
	Summary	78
	Chapter 7: Extending Product Life Cycle Stages	80
	Introduction	80
	Product Life Cycle Model Assumptions	81
	Product Life Cycle Model Stages	81
	Reasons for Extending the PLC	82
	Strategies for Extending the PLC	82
	Product Planning Strategies for Extending the PLC	82
	Product Marketing Strategies for Extending the PLC	83
	Strategy Application within the PLC Model	84
	Limitations of the PLC Model	85
	Benefits of the PLC Model	86
	Conclusion	86
	Chapter 8: Product Management Glossary	88
	Product Management Terms and Definitions	88
	Product Management Glossary Description	96
	Part II: Product Manager´s Toolkit	97
	9: PMTK Introduction	98
	PMTK Index	98
	PMTK Overview	101
	PMTK Synopsis	101
	PMTK Background	101
	PMTK Scope	102
	PMTK Use Convention	102
	Chapter 10: PMTK Models	104
	PMTK Core Models	104
	PMTK Action Model	104
	PMTK Action Model Description	104
	PMTK Flow Model	104
	PMTK Flow Model Description	107
	PMTK Task Model	107
	PMTK Task Model Description	107
	PMTK Support Models	107
	PMTK Action-Team Model	107
	PMTK Action-Team Model Description	107
	PMTK MVP Model	107
	PMTK Market-Value Pricing Model Description	107
	PMTK PRM Model	116
	Blackblot Procedural Requirements Management Model Description	116
	PMTK Problem Echelon Model	117
	PMTK Problem Echelon Model Description	117
	PMTK Product Tree Model	118
	PMTK Product Tree Model Description	119
	PMTK Product Tree Model Relationships	119
	PMTK Concept Models	119
	Blackblot Product Management Team Model	119
	Blackblot Product Management Team Model Description	119
	Blackblot Product Definition Team Model	121
	Blackblot Product Definition Team Model Description	121
	Blackblot Product Frames Model	121
	Blackblot Product Frames Model Description	121
	Blackblot Marketing Model	126
	Blackblot Marketing Model Description	126
	Chapter 11	129
	PMTKTEMPLATES	129
	11.1 PRODUC TPLANNING	130
	11.1.1 PRM Market Requirements Document (MRD) –Template V. 4.0	131
	Table of Contents	132
	1. Introduction	134
	2. Market Problem and Opportunity	134
	3. Market Overview	135
	4. Customers and Buyers	135
	5. Users and Personas	136
	6. Market Requirements	137
	7. Supporting Data	141
	11.1.2 PRM Product Requirements Document (PRD) – Template V. 4.0	142
	Table of Contents	143
	1. Introduction	144
	2. Product Project Overview	144
	3. Product Environment	145
	4. Product Requirements	145
	5. Supporting Data	148
	11.1.3 PMTK Market Requirements Document (MRD) –Template V. 4.0	149
	Table of Contents	150
	1. Introduction	152
	2. Business Objectives	153
	3. Market/Customer Overview	154
	4. Customer Use Cases	155
	5. Product Requirements	156
	6. Success Criteria	158
	7. Financial Data	158
	8. Product Schedule	159
	9. Risks and Consequences	159
	10. Supporting Data	160
	11.1.4 Use Cases –Template V. 4.0	161
	Table of Contents	162
	1. Introduction	163
	2. The Product	163
	3. Personas Overview	163
	4. Use Cases	164
	5. Supporting Data	166
	11.1.5 Product Roadmap – TemplateV. 4.0	167
	Table of Contents	168
	1. Introduction	169
	2. Market/Technology Overview	169
	3. Product Roadmap	169
	4. Supporting Data	170
	11.1.6 MVP Pricing Model – TemplateV. 4.0	171
	Table of Contents	172
	1. Introduction	173
	2. Pricing Scheme	173
	3. Pricing Formula	176
	4. Price Mix	177
	5. Pricing Model	178
	6. Market/Customer Data	178
	7. Pricing Model Assumptions	179
	8. Supporting Data	179
	11.1.7 Win/Loss Analysis Questionnaire –Template V. 4.0	180
	Table of Contents	181
	1. Introduction	182
	2. Win/Loss Analysis Objectives	182
	3. Product/Market Overview	182
	4. Win/Loss Analysis Questionnaire/Form	183
	5. Supporting Data	185
	11.1.8 Win/Loss Analysis Report –Template V. 4.0	187
	Table of Contents	188
	1. Introduction	189
	2. Win/Loss Analysis Report Form	189
	3. Supporting Data	190
	11.1.9 Customer Visit – Guidelines V. 4.0	191
	Table of Contents	192
	1. Introduction	193
	2. Customer Visit Planning	193
	3. Supporting Data	194
	11.2 PRODUC TMARKETING	195
	11.2.1 Business Case –Template V. 4.0	196
	Table of Contents	197
	1. Introduction	199
	2. Executive Summary	199
	3. Market Problem and Opportunity	199
	4. Product Description	200
	5. Market Overview	200
	6. Business Advantages	201
	7. Barriers to Entry	202
	8. Market Strategy	202
	9. Impact Assessment	204
	10. Risk Assessment	204
	11. Financial Outlook	205
	12. Conclusions and Recommendations	207
	13. Review and Approval	208
	14. Supporting Data	208
	11.2.2 Competitor Analysis – TemplateV. 4.0	210
	Table of Contents	211
	1. Introduction	212
	2.	212
	3.	213
	4. Conclusions	215
	5. Action Plan	215
	6. Supporting Data	216
	11.2.3 Product Comparison –Template V. 4.0	217
	Table of Contents	218
	1. Introduction	219
	2. The Products	219
	3. Product Comparison Table	219
	4. Conclusions	221
	5. Action Plan	221
	6. Supporting Data	222
	11.2.4 Corporate Mission – TemplateV. 4.0	223
	Table of Contents	224
	1. Introduction	225
	2. Corporate Mission Statement	225
	3. Supporting Data	226
	11.2.5 Product Positioning –Template V. 4.0	227
	Table of Contents	228
	1. Introduction	229
	2. Overview	229
	3. Product Positioning	230
	4. Supporting Data	231
	11.2.6 Sales Axioms –Template V. 4.0	232
	Table of Contents	233
	1. Introduction	234
	2. Product’s Sales Axioms	234
	3. Supporting Data	235
	11.2.7 Problem/Solution/Feature/Benefit –Template V. 4.0	237
	Table of Contents	238
	1. Introduction	239
	2. PSFB Matrix	239
	3. Supporting Data	240
	11.2.8 Unique Selling Proposition –Template V. 4.0	241
	Table of Contents	242
	1. Introduction	243
	2. Unique Selling Proposition (USP)	243
	3. Supporting Data	244
	11.2.9 Market Plan –Template V. 4.0	245
	Table of Contents	246
	1. Introduction	248
	2. Structure and Resources	248
	3. Market Problem and Opportunity	248
	4. Market Overview	249
	5. Long-Term Goals	251
	6. PMTK Value-Marketing Model	252
	7. PMTK Marketing Messages Model	253
	8. Supporting Data	256
	11.2.10 Company Profile – TemplateV. 4.0	257
	Table of Contents	258
	1. Introduction	259
	2. Company Profile Authoring	259
	3. Company Profile	260
	11.2.11 Product Backgrounder –Template V. 4.0	263
	Table of Contents	264
	1. Introduction	265
	2. Product Backgrounder	265
	11.2.12 Collateral Matrix – GuidelinesV. 4.0	267
	Table of Contents	268
	1. Introduction	269
	2. The Collateral Matrix	269
	11.2.13 Press Release Questionnaire –Template V. 4.0	275
	Table of Contents	276
	1. Introduction	277
	2. The Press Release Questionnaire	277
	11.2.14 Lead Generation –Template V. 4.0	278
	Table of Contents	279
	1. Introduction	280
	2. Sales Generation Overview	280
	3. Lead Generation Program	280
	4. Supporting Data	282
	11.3 PROCESSEFFICIENCY	283
	11.3.1 Meeting Rules –Guidelines V. 4.0	284
	Table of Contents	285
	1. Introduction	286
	2. Meeting Rules and Guidelines	286
	11.3.2 Management by Objectives (MBO)Guidelines V. 4.0	287
	Table of Contents	288
	1. Introduction	289
	2. MBO (Management by Objectives) Plan Guidelines	289
	3. The MBO (Management by Objectives) Plan	292
	11.3.3 Decision Making – GuidelinesV. 4.0	294
	Table of Contents	295
	1. Introduction	296
	2. Overview	296
	3. Basic Workplace Psychology	296
	4. Decision Making Guidelines	297
	5. Implementing the Guidelines	298
	11.3.4 Deliverable Sign-Off – GuidelinesV. 4.0	299
	Table of Contents	300
	1. Introduction	301
	2. Overview	301
	3. Initiating a Sign-Off	301
	11.3.5 Generic Document – TemplateV. 4.0	304
	Table of Contents	305
	1. Introduction	306
	2. Overview	306
	3. Topic	306
	4. Supporting Data	306
	11.3.6 Bundle Book –Guidelines V. 4.0	308
	11.3.7 Gap Analysis –Template V. 4.0	309
	Table of Contents	310
	1. Introduction	311
	2. Gap Analysis Process	311
	3. Supporting Data	316
	11.3.8 Performance Review – TemplateV. 4.0	317
	Table of Contents	318
	1. Introduction	319
	2. Performance Measurement	319
	3. Conclusions and Recommendations	320
	4. Supporting Data	321
	11.4 PERSONNEL MANAGEMENT	322
	11.4.1 Curriculum Vitae – TemplateV. 4.0	323
	Table of Contents	324
	1. Introduction	325
	2. Curriculum Vitae Authoring	325
	3. Product Management CV	326
	11.4.2 Professional Development Plan –Template V. 4.0	329
	Table of Contents	330
	1. Introduction	331
	2. Growth Environment	331
	3. Professional Development	332
	4. Personal Introspection	333
	5. Skills Assessment	334
	6. Action Plan	340
	7. Summary Report	340
	8. Conclusions and Recommendations	341
	9. Supporting Data	341
	11.4.3 PMTK Role Descriptions –Guidelines V. 4.0	342
	Table of Contents	343
	1. Introduction	344
	2. Product Planner Role Description	345
	3. Product Marketer Role Description	347
	4. Product Architect Role Description	348
	5. Sales Engineer Role Description	350
	6. MarCom Manager Role Description	352
	7. Director of Products Role Description	353
	11.4.4 PMTK Job Description –Template V. 4.0	356
	Table of Contents	357
	1. Introduction	358
	2. PMTK Job Description	358
	11.4.5 PMTK Interview Process – GuidelinesV. 4.0	363
	Table of Contents	364
	1. Introduction	365
	2. Product Management Interview Context	365
	3. Product Management Interview Process Logistics	367
	4. Product Management Interview Process	370
	11.5 PMTK IMPLEMENTATION	373
	11.5.1 PMTK Implementation Plan –Template V. 4.0	374
	Table of Contents	375
	1. Introduction	376
	2. PMTK Implementation Plan	376
	3. Conclusions and Recommendations	381
	4. Supporting Data	381
	Addendum	382
	Online Reference	382
	Blackblot Content Retention Tools	382
	Blackblot Concept Presentations	383
	Additional Services	383
	Blackblot Product Manager´s Toolkit (Lifetime Subscription)	383
	Blackblot Product Management Training Program	384
	Blackblot Product Management Professional (BPMP) Certification Program	384
	Blackblot Content Licensing	385