What are: product specialists, product managers, product directors, and Vice President of products?

Internet product management can be divided:Product specialist ----- product manager ----- product director ----- product vice president(From low to high ).

At present, many small companies have integrated product function roles into one: Product Manager (of course, even some bosses are product managers ), therefore, when a person has multiple roles that can only seem to reduce the communication cost (time and information error), it actually violates the core working principle of the product: system engineering is streamlined and each has its own responsibilities, keep improving, market-oriented and user-oriented.

Design executable workflows based on actual conditions, and clarify the output of work results (prototype/interface design, Requirement documents/Mind Map or flowchart) of each functional link ), we can sum up two important work directions;
P line: product management, product design, interface design, interaction design, and others
T-line: project management, technical architecture, technical leader, developers (front-end, page, backend, server, data end, O & M, etc)

Good guy, do you think there are some so-called product managers around you who can really do a good job as CEOs of the P and T lines at the same time?

 

Next, let's take a look at several job definitions for product management positions.

1. What is a product Specialist (product manager assistant)

The product Specialist (product manager assistant) is the basic link to ensure the effective operation of the company's product management system.

 

Career Overview:

The main work of the product specialist is involved in product development, including market research and development of marketing plans. Not only do you need to understand market requirements and predict market development directions, but you also have strong market analysis capabilities, professionalism, and good communication skills.

 

Work content:

Participate in and assist in product development;

Analyzes competitor products and participates in product procurement, sales, publicity, and after-sales service rectification plans;

Archive Management of Product Development Management Files.

Career requirements:

Education and training: a college degree or above in marketing.

Work Experience: Understand market requirements, predict market development trends, have strong market analysis capabilities, have professionalism and positive working attitude, good communication skills and team spirit.

 

Career development path:

The product specialist is a career with great development prospects and space. For new students, the first priority is to study and accumulate experience in the company. The salary is not considered, after all, this career is very promising. After you have experience, the boss will be happy to accept your opinion. When you are well qualified, it is not a good choice to start your own business.
From "Baidu Encyclopedia" http://baike.baidu.com/view/2470676.htm

 

 

2. What is the product high-level specialist (product supervisor and by-product manager)

The product high-level specialist (product supervisor and by-product manager) is actually a very interesting position. It is between the product manager and the product Specialist (product manager assistant. A product Specialist (Assistant to the product manager) who only works according to the procedures without thinking or developing strategies, does not benefit from the gaps in the Organization, and strives to help him complete his work) should never be promoted to the product high-level specialist. As a result, the product high-level specialist is usually able to quickly improve the performance of product management and extend the product line in the product management process, product specialists (Product Manager assistants) who extend the product life cycle and help turn their managed brands into brand trends with long-term value. Product specialists with different abilities and qualifications (product manager assistant) can easily distinguish between experienced product specialists (product directors and product managers) based on their performance.

 

 

In many cases, it is also possible for the product High Commissioner (product supervisor and product manager) to manage some important tasks of a product, or to fully manage a small brand. When reporting to the product manager, an excellent product Senior Specialist (product supervisor and product manager) Never reports the problem with no solution to his boss, in addition, he must be able to effectively and independently communicate with production, R & D, technology, market research, advertising and other departments to solve a considerable number of problems.

 

3. What is a product manager?

 

As a core position in the product management system, the product manager is authorized to perform comprehensive management of the product, including annual plan formulation, strategic and tactical plan formulation, and ensure that the product can be implemented. When a product manager is granted comprehensive product management capabilities, product managers must have comprehensive capabilities. At this time, product management responsibilities cannot be fulfilled with high quality only when they have product advertising and promotion capabilities. The product manager must be able to promote the development and development of the product project in charge, and make it closer to the company's goals step by step, and become a key role in decision-making and execution.

Generally, in a multi-brand company, product Managers spend about 10% of their time communicating with their superiors, about 20% of the time is spent training members of their own product management teams (such as product specialists and senior product specialists) and guiding them to complete their work, about 30% of the time was spent communicating with advertising agencies and functional departments, about 10% of the time was spent solving some procedural work, and the rest of the time was used to think about product line development strategies and develop business plans. What kind of product manager is a good product manager? Experience and Research tell me that not only can we come up with a business plan of about three years, but also can clearly express what work should be done at different stages of the plan, how and how many resources should be configured, how to minimize the financial risk of capital investment to the product manager is the best product manager who has the ability and potential to be further promoted to a higher level supervisor.

 

 

4. What are senior product managers, product line managers, and product portfolio managers?

 

Senior Product Manager, product line manager, and product portfolio manager must be held by people who have performed well in their product manager positions. They manage multiple products instead of just one product. A product line manager or product portfolio manager usually has two or more product managers working for him.

Therefore, their work is by no means meticulous and specific product management work. They must balance the budgets of different products so that resources can be effectively and reasonably configured to ensure the product line) and product portfolio (product portfolio) development goals, and adjust resource allocation according to the actual situation, so that new business growth opportunities can be achieved.

 

 

5. What is product director and Vice President VP?

Product director, product Senior Director, product Vice President VP is the top position in the product management system and belongs to the senior management layer. His core work is to plan enterprise product strategies, develop business unit development plans, and take ultimate responsibility for daily marketing management.

 

Today, we will focus on product managers, because other jobs are not very common in Small and Medium-sized Internet companies, especially in entrepreneurial Internet companies.

 

First, I would like to draw on some previous ideas to encourage and encourage our partners who are also product managers:
The most important quality for product managers is initiative.
Product managers are the soul of products and the core of products.
The product manager is the most promising career. There are only two ways to increase his career space. One is as a professional manager, the other is as a general manager, and the other is to start a company by yourself or as a general manager.
The most valuable qualities of product managers are entrepreneurship, leader temperament, and self-confidence.

 

What do Internet product managers need to do?
1. Business demand analysis (BRD): clarifying target customers, demand positioning, product positioning, business models, and business objectives;
2. Market Demand Analysis (MRD): clarifying market positioning, market conditions, and competitor analysis;
3. Product Requirement Analysis (PRD): product planning, product framework design, function system design, business process design, product prototype design, and business rule design;
4. Product Management
4.1. Product Requirement management: requirement collection, requirement change management, and product upgrade management
4.2. Product Marketing Management: product sales policy formulation, product White Paper drafting, product promotion design, product marketing tool design, product training, product marketing data analysis, and product revenue analysis
4.3 product lifecycle management: Product Lifecycle planning and product lifecycle policy design
5. Product Operation
5.1. Content Construction: content editing and Information Security Management
5.2. traffic operation: search engine marketing and network promotion
5.3. user operation: user behavior analysis and user interaction Guidance

Internet product managers do a lot of work, and cross-Department communication is even more than internal communication. Product managers can coordinate product development, marketing, sales, and customer service in a proactive manner.

 

 

 

I checked the information on the Internet. Although the roles and responsibilities of product managers vary with each other in different companies, some of the key responsibilities should be borne by any product manager. It can also be summarized into the following six aspects:

1. Market Research

Market research refers to market research to understand customer needs, competition conditions, and market forces. Its ultimate goal is to discover potential opportunities for innovation or product improvement.

You can conduct market research in the following ways:

• Communicate with users and potential users
• Communicate with frontline colleagues directly facing customers, such as sales, customer service, and technical support
• Market analysis reports and articles
• Trial of competitive products
• Observe user behavior

Market research will ultimately form a document on business opportunities, product strategies, or business needs (BRD), detailing how to take advantage of potential opportunities.

2. Product Definition and Design

A)Product DefinitionDetermines what the product needs to do. The product requirement document (PRD) is usually used for description. PRD may contain the following information:

• Product vision
• Target Market
• Competition Analysis
• Detailed description of product functions
• Product Function priority
• Product case (usecase)
• System Requirements
• Performance Requirements
• Sales and support requirements

B)Product DesignIt refers to determining the appearance of the product, including the User Interface Design (ui, user interface) and user interaction design (user interaction), including all the user experience. In large companies, PM usually works with UI designers or interactive designers to design products, but in small companies or startups, product managers may need to cover all of them.

This is the most valuable part of the product manager's work. If the product manager does not include this part, it is almost certainly not the work of the product manager.

3. Project Management

Project management is to lead personnel from different teams (including engineers, QA, UI designers, marketing, sales, customer service, etc.) to develop and release products on time within the budget. It may include the following work content:

• Ensure resource investment
• Develop a project plan
• Track project progress as planned
• Identify key paths
• Seek additional investment if necessary
• Report the project progress to the supervisor

In large companiesProject ManagerTo handle most of the project management work, the product manager only needs to provide support. However, in startup companies, product managers usually need to manage their own projects. In some companies, Technical Directors may also act as project managers to handle most project management matters.

4. Product promotion

It mainly includes advantages, functions, and target markets for communicating with internal colleagues such as the boss, sales, marketing, and customer service, and may also include introducing products to external media, industry analysts, and users.

Product managers of large companies usually have product marketing, marketing, and PR teams to help them publicize products.

In addition to product definition and design, this is the second most valuable job for product managers, especially when introducing and excitating products to bosses and marketing colleagues.

5. Product Market

It mainly refers to the dissemination of external information, that is, information about external products. It usually includes the production of product data tables, manuals, websites, flash demonstrations, media topics, and exhibition demonstrations.

In large companies, the product market work is usually not handled by PM, which has a dedicated product market manager. Of course, the biggest disadvantage of this division of labor is that communication efficiency is low and communication will be weakened.

In some companies, "Product Management" and "Product Market" are considered synonyms and one person assumes the responsibilities of both. For companies that separate the product management team from the product market team, the latter will take care of the responsibilities mentioned in this section, at the same time, they may also take part in "Market Research", "product promotion", and "product lifecycle" management.

6. Product Lifecycle Management

It refers to the product management activities that exit the entire lifecycle of the market as the product experiences conception-> release-> maturity->.

The main tasks include:

• Product Positioning
• Product pricing and promotion
• Product Line Management
• Competitive Strategy
• Establish or acquire partners
• Identify and establish partnerships

The product manager works with the product market, BD, and marketing colleagues to complete these tasks.

 

References: http://www.360doc.com/content/08/1028/01/12569_1836467.shtml
Http://www.360doc.com/content/09/1130/20/186523_10088279.shtml

 

 

In addition to share a good PPT, "PPT: Product Manager experience sharing" http://www.alibuybuy.com/23880.html

 

Product Manager Experience Sharing

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