Pm job responsibilities

Part 1: PM job responsibilities

Learn about the latest industry trends, gather the latest technical information, and learn about competitor development.
Market research: Organize market research on the products in charge, track and research the user needs of related products, collect and analyze competitor information, study its development trends and industry trends, and present market research results reports;
According to the company's product strategy, segment the product market, select the target market segment, and determine the product positioning;
Organize the development of business plans for market segments and implement the business plan into the business plan for specific products;
Product planning:
Participate in the development of product strategy and product platform planning;
Assist in the formulation of product line labeling plans, organize the implementation of roadmap planning for the products in charge, and make regular revision proposals;
Collect ideas about new products inside and outside the company and organize arguments;
According to the product roadmap planning or the proven ideas, propose a project task book for new product development, and submit it to the product decision-making team for review and approval;
Product Development: Test unripe products, identify gaps and assist developers in making changes.
Guide and supervise the product development process, especially the requirements analysis and management, product definition, and differential analysis;
In the product development process, organize market research work on products, regularly collect market research results and competitors' market information to guide the development of the project team, and provide decision-making basis for product evaluation at each stage;
Serve as a development project manager when necessary;
Product launch: assess product market prospects and assist in the completion of long-term product competition strategy
Organize and coordinate the trial production of new products and provide product trial sales reports;
Responsible for the market release of products, coordination and tracking of market releases;
Formulate new product launch plans, organize the launch of new products, and ensure the rapid launch of new products;
Lifecycle management:
Collaborative finance department monitors product sales and profitability and proposes new marketing strategies;
Guide and supervise product sales, identify problems in a timely manner, and propose solutions;
Propose recommendations for product optimization and improvement, and monitor implementation;
Propose the proposal and plan for product withdrawal, and monitor and implement it after approval;

Chapter 2: pm Job Responsibilities

As a PM, you must first have a clear understanding of the members, and have a general understanding of his basic skills and extended skills.
The second is his proficiency, and finally, his development potential.
At this stage, PM must fully grasp his technical ability, and ponder his communication, expression ability and reaction ability from his speech and demeanor. It is the assessment of comprehensive capabilities.
If the company's human resources
This is to be clear in the interview, the level of detail depends on the level of PM itself. It is known from here that the ability of PM itself will determine the situation of the person he recognizes.
PM recruits, this issue should be valued, this is to transport talent for the enterprise. It is necessary to make a good pass.
Recruitment personnel, also divided into pre- and mid-term supplementary personnel
Recruit at the start of the project:
PM needs to know the tasks of each module of the whole project, and what skills are needed to complete this task.
Based on the overall delivery date, determine the development speed of each module and draw an AOE network map.
According to the development speed, the stability and reliability of the module, determine the work experience requirements of the recruited.
Finally, by arranging the developers of each module, you can assign specific tasks and time constraints to ensure that products can be delivered at Deadline.
This is just a basic or minimal team.
There are still many things that are very flexible. For example, the elimination of risks, the loss of key modules, the arrangement of backup personnel, or the consideration of labor costs and the reasons for PM's own capabilities, PM management actions may be considered. In addition, you can also participate in development and guidance.
Mid-term supplement:
Or because of the flow of people, the gap caused.
PM has a clear understanding of the responsibilities of the gap, and what kind of talent is needed.

Part 3: Main Job Responsibilities of Product PM

1.1 Market research
Market research refers to researching the market to understand customer needs, competition and market forces, with the ultimate goal of discovering potential opportunities for innovation or product improvement.
Market research can be done in the following ways:
1) Communicate with users and potential users
2) Communicate with frontline colleagues who directly face customers
3) Research market analysis reports and articles
4) Try competitive products
5) Careful observation of user behavior, etc.
Market research will eventually lead to business opportunity, product strategy or business requirements documents detailing how to exploit potential opportunities.
The main achievements are: Business Requirements Document or Business Opportunity or Product Strategy.
1.2 Product definition and design
1. Product definition refers to determining what the product needs to do. Usually described in the product requirements document, the PRD may contain the following information:
1) Product vision
2) Target market
3) Competitive analysis
4) Detailed description of product features
5) Priority of product function
6) Product use cases
7) System requirements
8) Performance requirements
9) Sales and support needs, etc.
2. Product design refers to determining the appearance of the product, including user interface design and user interaction design, including all user experience parts.
In large companies, PM typically works with UI designers or interactive designers to complete product design, but in small companies or startups, product managers may need to do all of this work.
This is the most valuable part of the product manager's work. If the product manager does not include this part of the work, it is almost certain that it is not the job of the product manager.
The main achievements are: "Product Requirements Document"
1.3 Project Management
Project management is the process of leading people from different teams to develop and release products on time and within budget. This may include the following work:
1) Ensure resource investment
2) Develop a project plan
3) Tracking project progress according to the plan
4) Identify critical paths
5) Strive for additional investment when necessary
6) Report the progress of the project to the supervisor
In large companies, there is usually a project manager to handle most of the project management work, and the product manager only needs to provide support. However, in startups, product managers often need to manage their own projects. In some companies, technical leaders may also act as project managers to handle most project management issues.
1.4 Product Introduction
It mainly includes the advantages, functions and target markets of communicating products with internal colleagues such as boss, sales, marketing, customer service, etc., and may also include products to the outside world such as media, industry analysts and users.
Product managers in large companies often have product marketing, marketing and media relations teams to help with external product introductions.
This is the second highest value for product managers in addition to product definition and design, especially when it comes to inspiring and inspiring products to bosses and market colleagues.
1.5 Product Market
Mainly external information dissemination - telling the outside world about product information. This usually includes the production of product data sheets, manuals, websites, Flash presentations, media topics, and exhibition presentations.
In large companies, product market work is usually not handled by PM, and these companies have specialized product marketing managers to take care of this work. Of course, the biggest shortcoming of this division of labor is that it leads to low communication efficiency and will weaken external communication.
In some companies, “product management” and “product market” are considered synonymous and will be the responsibility of both. In companies that separate the product management team from the product marketing team, the latter will take care of the job responsibilities mentioned in this section, and they may also undertake "market research," "product referrals," and "product lifecycle" management. Part of the work.
1.6 Product Lifecycle Management
Refers to those product management activities that follow the product experience conceptualization à release à mature à exit the market throughout the life cycle.
The main tasks included are:
1) Product positioning
2) Product pricing and promotion
3) Product line management
4) Competitive strategy
5) Establish or acquire partners
6) Identify and establish partnerships, etc.
Product managers and product markets, BD and marketing communications colleagues work together to do the work.
The product cycle is generally divided into five phases:
1.6.1 Conceptualization phase
This stage is mainly to propose some product concepts, market demand, for the product, just some descriptions and lack of specific quantitative indicators, but this stage is the basis of the cycle, only the accumulation of a certain amount of demand, can be the specific work of the product manager Provide evidence.
In this phase, the product manager is mainly responsible for proposing concepts and conceptual representations, depicting the outline of a product, and letting relevant departments and high-level executives accept the concept, get support and resource allocation.
This phase can be divided into two steps: market data acquisition and demand analysis.
The main achievements are: "Market Demand Feedback Record" and "Demand Analysis Report"
1.6.2 Productization stage
This stage is mainly to draw and quantify the concept, set product indicators, form designable functions and product prototypes, and be incorporated into the company's product development plan through company approval.
In this phase, the product manager is mainly responsible for quantifying the product. The quantified content should include product function, product model, development progress, and required resources.
This phase can be divided into three steps: market communication, product design and project validation.
The main achievements are: "Product Design Document", "Product Development Plan" and "Products List"
1.6.3 Technicalization stage
This stage is mainly to physicalize the prototype of the product, and develop the actual value of the actual operation according to the product design document.
In this stage, it mainly relies on the R&D and production department. The responsibility of the product manager is to coordinate various resources and fully guarantee that the technicalization stage can be carried out according to the product development plan.
This stage can be divided into two steps: product development and product acceptance.
The main achievements are: deliverables and Technical White Paper
1.6.4 Commodity stage
At this stage, the product is mainly formed into a product with sales value, which is the commercial packaging of the product. This includes two parts: connotation commercialization and extension commercialization.
Connotation commercialization refers to the commercialization process of the product itself, such as product specifications, sales manuals, packaging elements, etc.
Decentralized commercialization refers to the process of determining the elements of commodity sales, such as media preparation, soft paper preparation, and channel preparation.
In this phase, the main responsibility of the product manager is to be responsible for the overall process of connotation commercialization, assist the sales department to complete the process of extensional commercialization, and complete the product release.
This phase can be divided into two steps: commercialization and product release.
The main results emerged: the saleable products and product launches, as well as a large number of commercial elements.
1.6.5 Marketization stage
This stage is mainly to track the sales progress after the product is released, actively promote the sales department to complete the sales task, and keep abreast of the sales feedback, record, adjust the product's strategy in a product year, and provide the basis for the next development of the product.
At this stage, the main responsibility of the product manager is to communicate with the sales department to help solve product problems encountered during the sales process.
This phase can be divided into two steps: product tracking and product summary.
The main results emerged: scheduled sales channel completion and sales feedback records
The general product planning cycle consists of these five phases. After entering the marketization phase, it can actually enter the first phase. The product planning cycle itself is a spiral history development process. The concept begins, gradually completing a cycle of completing the product, which contains multiple such product planning cycles, and the responsibility of the product manager as a full participant in the product will greatly exceed the scope of responsibility of the horizontal department, its importance and irreplaceability. It is also obvious that we can see that in those companies whose product manager systems are relatively well-established and valued, the market perception of their products is quite strong, and the market substitution ability of products is also very strong, which also promotes the product innovation ability of enterprises. Development capabilities.