This masterclass will cover the following:

Day 1: The pre-requisites for successful product management

1. Product Management in News Organisations

• The New York Times
• The BBC
• Pre-requisites for successful product management
• Clarity about the role
• Clear goals – the FT and its North Star Goal Setting
• Support from senior leadership
• Portfolio management – defining your product priorities
• Activity – identify clear goals for your product portfolio. Begin to outline what will and what won’t be in your product portfolio.

Day 2: Identifying user needs

1. Quantitative data

• Using your goals to define KPIs
• Audience segmentation
• Qualitative data and product management models
• Design thinking
• Jobs to be done innovation model
• The user needs model
• Activity: Based on your goals and using quantitative data, choose a qualitative model to inform a new product.

Day 3: Testing your product before launch and SMART Goals

1. Why and how to test your product before launch
2. Creating SMART goals so that you have a basis for evaluating the success for your product.
3. Activity: Develop SMART goals for your product

Day 4: Iterate and Knowing when to retire

1. The iteration process for improving your product
2. Knowing when to iterate and when to retire a product
3. Activity: Present your product, your SMART Goals and the schedule for iterating your product

Note: This programme can also be organised as in-house worskhop for your organisation.