If you want to be an excellent product manager, you must master every part of the work proficiently to reflect the product manager’s capabilities.
Therefore, product managers like us who have no foundation in the industry also need to have a plan. It is convenient to list these systems and regulations in a catalog. No matter which one you start from, it will be clearer and you must have a planning mindset.
The product manager industry, unlike traditional industries, cannot be learned in university majors. You can only go to institutions to learn, and self-study is not recommended. It is not worth it in terms of efficiency, time, or learning results.
Therefore, I still recommend finding some institutions. The institutions have better talent training systems and the teachers who teach are also senior experts in the Internet field. Then I recommend Sponge Academy, because Sponge Academy is taught by the founder, and the teacher comes from a big BAT company and has 8 years of product experience in first-line Internet companies. For example, Mr. Huaxuan has served as senior product manager of Suning.com, senior product manager of Ping An Yiqianqian, and product manager of UnionPay; Mr. Wang Sijing has served as growth product manager of ofo Xiaohuangche, Baidu takeout merchant strategy product manager, Baidu hao123 advertising product manager, product Rich experience; Mr. Li Jian once worked for the State Grid; the founder teaches and the teacher has a strong sense of responsibility.
If you also want to change your career to a product manager, but don’t know how to start, you can watch the video sharing below and learn about their courses. They are all hard and practical, whether it is an online live class or offline. I think all face-to-face courses are pretty good.
So let’s follow the table and analyze and find the entry point for everyone, and then find out which aspect is more suitable for becoming a product manager.
1. Market and user research
1. Market analysis
Market analysis is the analysis of various factors, dynamics and trends of changes in market supply and demand. Understand the market trends, understand the market more objectively, understand consumers’ opinions and requirements on product varieties, specifications, quality, performance, and price, understand the market demand and sales trends for a certain product, and understand the market share of the product And the market share of competitive units, covering everything in one sentence must be understood and important evidence provided.
2. Competitive product analysis
Figure out why you are doing competitive product analysis this time, what problems you want to solve through this analysis, and what conclusions you want to draw.
This question is the entry point for your competitive product analysis. A good competitive product analysis, every word in it, should be able to find answers to your questions, serve your purpose, and be the argumentation process for your conclusions, rather than stacking templates. Its purpose is to influence the objects, methods, and focus of all your subsequent competitive product analyses.
3. User research
User research is the first step in the user-centered design process. It is an ideal way to understand users and match their goals and needs with your business objectives. It can help companies define the target user group of their products. The focus of user research is to study users’ pain points, including preliminary user surveys, scenario experiments, etc.
2. Product planning and design
1. Product planning
Product planning means that product planners conduct research, study the market, explore customer/consumer needs, analyze competitors, measure external opportunities and risks, and conduct comprehensive research on market and technology development trends. situation and development direction, so as to formulate a long-term goal of products that can seize market opportunities and meet consumer needs and carry out the process of strategies and tactics to implement the long-term goal.
2. Demand management
Demand management is actually marketing management, which refers to the need to help enterprises influence the level, timing and composition of demand in a way to achieve their own goals, and also to fulfill the requirements put forward by customers and superiors.
3. Product design
You have your own ideas for products or APPs, page design, and product packaging rendering. A successful design should meet various requirements. These requirements include product function, quality, and efficiency, as well as usage requirements or manufacturing process requirements.
3. Development and project management
1. Project tracking
Communication within the team should be maintained, check whether work arrangements are reasonable, and check whether the development time of subdivided projects is reasonable to ensure time control. In the stage when the project has not yet been established, it is necessary to communicate with the team participants, especially the R&D personnel, so that the meaning, needs and goals of the project can be fully understood, so that we can focus our ideas in one place. After the product is basically completed, there is no need to wait until it is fully functional before observing it. Product personnel should participate in the observation as early as possible and do not accumulate risks before verification. In short, you must be responsible to the end and devote yourself to the project from the beginning to the end.
2. Product testing
Product testing is to provide product prototypes or finished products to consumers, who evaluate the product attributes according to their own ideas, and systematically obtain consumer opinions and suggestions, and then hand them over to product testers for modification and improvement.
3. Product life cycle management
Product life cycle management refers to the entire life process from the user’s demand for the product to the elimination and scrapping of the product. Product life cycle is an advanced enterprise information thought. It makes people think about how to use the most effective ways and means to increase revenue and reduce costs for enterprises in the fierce market competition.
4. Product operation and promotion
1. Data analysis
Data analysis refers to using appropriate statistical analysis methods to analyze a large amount of collected data, summarizing, understanding and digesting them, in order to maximize the development of data functions and play the role of data. Data analysis is the process of studying and summarizing data in detail in order to extract useful information and form conclusions.
2. Product introduction
The product introduction is linked to the product. First of all, the product is anything that can meet the public’s “certain needs”, so the product introduction is based on the product manager’s understanding of the product, so as to write this introduction to let the public understand what your product does. , can meet the needs of users, this is the meaning of product introduction.
Marketing promotion means that in order to expand product market share, increase product sales and popularity, companies convey information about products or services to target consumers, stimulate and strengthen their purchasing motivation, and promote this purchasing motivation to be converted into actual purchasing behavior. A series of measures taken to achieve the purpose of promotion.