A market can be thought of as the collection of contexts in which you might sell your product. You can split your market into a set of market segments. Each of those segments represents a group of customers, each of whom shares a set of problems for which they would pay for solutions.
Continue reading Customer-Centric Market Model
Writing Verifiable Requirements should be a rule that does not need to be written. Everyone reading this has seen or created requirements that can not be verified. The primary reason for writing requirements is to communicate to the team what they need to accomplish. If you can’t verify that what the team delivered is acceptable, neither can the team. This may be the most obvious of the rules of writing requirements – but it is ignored every day.
“For what one idea do you want your product to stand in the mind of your customer?” I heard Roger Cauvin ask that question at the most recent ProductCamp Austin [correction – he said it here – thanks Roger], and the quote has been jumping to the front of my mind almost daily ever since. Maybe by writing about it I can exorcise the demon and get back to using the idea instead of being haunted by it.
Continue reading The One Idea of Your Product
April Dunford just presented Startup Marketing 101 at DemoCamp Toronto. Great ideas from the ‘marketing and your startup’ point of view. I’ve often said that product managers and product marketers care about much of the same market data, they just do different things with it. The idea of minimal feature set came up in April’s presentation – this article talks about product management, agile, and initial market acceptance.
Continue reading Minimum Market Acceptance
You give your requirements to the engineering team, and they look complete. The team builds your product, you launch it and the market soundly rejects it. Why? Because your requirements weren’t complete – they didn’t actually solve the problem that needed to be solved.
Continue reading Complete Requirements
Kano Analysis, while initially created to understand customer satisfaction with features, can be used by product managers to better understand customer problems. I gave a presentation last week for the Product Management View webinar series on Kano Analysis for product managers.