- Course introduction
- The strategic role of product management
- Market analysis
- Profiling market segments
- Practice Activity: profiling market segments
- Sizing market segments
- Practice Activity: Size a market
- Market analysis
- Customer analysis
- Interviewing customers
- Practice Activity: Uber, Lyft, and ridesharing interview
- The Kano Model for analyzing customer needs
- Practice Activity: Reedsy & the Kano Model
- Customer analysis examples: KeepTruckin and Steelcase
- Customer analysis
- Competitive analysis
- Analyzing direct competition: market share and trends
- Competitors' strategy and go-to-market
- Competitive positioning
- Competitive product comparisons
- Practice Activity: Omnitracs competitive analysis
- Disruptive technology and autonomous vehicles
- Competitive monitoring
- Competitive analysis and disruptive technology
- Product vision and objectives
- Practice Activity: Product vision and objectives
- Elements of a strategy
- Practice Activity: Product strategy
- Operationalizing and refining a strategy
- Strategy development
- Prioritization
- Roadmapping
- Objectives and key results (OKRs)
- Practice Activity: Objective and key results (OKRs) with eBird
- Development buckets
- Practice Activity: Development buckets with Radley Robots
- Prioritized backlog
- Prioritization and roadmapping
- Discovery and delivery
- Practice Activity: Discovery & delivery with Big Agnes tents
- Stage-gates
- Testing product concepts
- Testing product concepts: examples
- Product analytics and experimentation
- The new flavors of product management
- Discovery and delivery
- Launch
- Excellent new product launches: examples
- Launch
- Positioning and communication
- Practice Activity: Value propositions
- Benefit trees
- Buyer's journey
- Positioning and communication
- Pricing
- 3C's of pricing
- Pricing process
- Practice Activity: Pricing your product
- Practice Activity: LinkedIn pricing - case study
- Discount management
- Pricing
- Sales support
- Activity: Working with sales teams
- Practice Activity: Competitive selling-against tools
- Sales support
- Sales channels
- Finding and refining sales channels
- Practice Activity: Sales channels case study
- Sales channels
- Product support
- Product support
- Finding growth
- Practice Activity: Growth analysis for your product
- Growth hacking
- Growth hacking case study
- Finding growth
- Obsolescence
- Practice Activity: Obsolescence case study
- Obsolescence
- The first 90 days
- Course wrap-up
- Bonus lecture: Interviewing customers via video conference