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Product Management For Dummies by Pamela Schure, Brian Lawley

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Chapter 11

Developing a Plan: Market Needs, Product Description, and Road Maps

IN THIS CHAPTER

check Getting some basic terminology straight

check Nailing down your market needs statement

check Building product descriptions with the development team

check Looking ahead with road maps

Transforming a customer’s need into a product is the basis of product management. It’s an exciting process that offers great rewards. Along the way you can encounter breakthroughs and challenges. In this chapter, you discover how to successfully document your market needs, work with product development to translate a need into a product description, and lay out the future of the product with a road map.

Uncovering Market Need and Creating Product Feature Descriptions

Any tension between product management and engineering is often traced to whether the discussion is taking place in the problem space (where product managers focus) or the solution space (which engineers and many others find to be more comfortable). The terms used to describe issues changes depending on what the focus of the conversation and discussion is. ...

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