Product Management
Create and manage a product roadmap, involving the ideating, planning, forecasting, marketing and management of a product or a suite of products throughout stages of its lifecycle, from its conceptualisation to market entrance and eventual phasing-out. This includes the creation of a new product idea or concept and definition of the product strategy based on a projection of its potential benefits to the customer as well as the review of product performance against milestones and targets set.
Type
Functional
Competency Area
Business and Project Management
Levels
Implement project plans for small projects or project modules
Develop a product requirements document, according to a set direction and guidelines
Manage the lifecycle of a product, alongside the tracking of consumer response
Identify competitor, consumer and technology trends in relation to the product
Facilitate phase-in and phase-out of products to ensure smooth transition
Support sales and marketing activities for the product, in line with product strategy
Analyse trends in product performance
Propose improvements to the product or branding to enhance product performance
Manage medium scale projects by implementing appropriate methodologies and tools
Explore emerging market trends to identify new opportunities to capitalise on
Collaborate with other experts and innovators to conceptualise ideas
Specify a product to address market conditions, in providing direction on the content of a product requirements document
Develop business model prototypes for a new product and assess suitability of different models
Develop incubation plan for a new product or idea
Translate product strategy into a roadmap of actionable steps to bring the product to market
Manage a range or portfolio of products
Consolidate competitor, consumer and technology trends, and their impact on the product
Forecast future product performance and requirements
Recommend strategies to sustain or enhance product performance
Lead end-to-end management of complex projects or multiple projects concurrently.
Define product or idea incubation strategy taking into account technological and regulatory parameters, anticipated risks, costs and opportunities
Plan a seamless process from conceptualisation to roll-out of new products, considering legal viability and policy and regulatory constraints
Build new product ideas and concepts to address market conditions
Identify competitive advantage and target consumers for ideated product
Formulate effective business models for product
Anticipate future consumer, competitor and technological trends
Recommend investments in a product, based on forecasts and analysis of market demand
Set high level targets and milestones for the product
Prioritise product mix according to market demand and business priorities
Ensure all projects are in line and meet with business priorities
Chart new direction for product creation and development within or beyond an organisation
Lead the conceptualisation of new and innovative products to generate consumer interest and demand
Re-define the mission or vision of the organisation to align with key, defining products
Make critical investment decisions on the product
Envision how a product will evolve over time
Inspire new product trends and redefine thinking around ICT products in the industry
Anticipate technological and policy shifts, and their potential impact on the product