Expert Product Management™
Toolkit Bundle

Advanced Techniques, Tips, Strategies, Templates and Training for Product Management & Product Marketing

The Expert Product Management Toolkit Bundle teaches powerful and effective
ways to ensure you give your products the best possible chance for success.

Products


  CPM Course & Exam

  PM Office

  Expert PM Book

  Expert PM Bundle

  Product Launches

  Product Roadmaps

   Product Reviews

   Product Manager's

  Beta Programs

   Developer Programs

The bundle includes the best-selling book Expert Product Management, four narrated on-demand training presentations, over 130 templates for critical tasks and a variety of samples and examples for you to leverage.

With the bundle (book, training & templates) you'll learn four of the most critical elements in ensuring product success, and take away practical strategies, insights, tips and techniques that the author, Brian Lawley has learned from hands-on experience defining, launching and marketing over fifty products during the last twenty years of his career.

Topics covered include:

• Creating product roadmaps
  
  
• Running effective beta programs
  
  
• Planning & running product launches
  
  
• Getting phenomenal product reviews

You'll learn how to prioritize features and build product roadmaps, which is absolutely critical for getting your team and company on the same page and for delivering the right features in your product at the right time.

You'll gain the knowledge you need to run effective Beta programs, which oftentimes mean the difference between shipping a poor-quality product and shipping a product that you have a high degree of confidence in.

You'll also learn how to plan and execute an effective product launch. Short of building a great product, launches are one of the most (if not THE most) critical factors for achieving success.

Lastly, you'll learn how to get phenomenal reviews for your products. Oftentimes this is an area that is an afterthought, and is not dealt with until it is too late and a product receives poor reviews. With a well-managed review program you can turn press and analysts into one of your most powerful marketing weapons, further accelerating the success of your product.

The bundle contains four 280 Group toolkits with on-demand
training and templates

EXPERT PRODUCT MANAGEMENT TOOLKIT BUNDLE CONTENTS

1.) Product Launch Toolkit™

Plan and execute high-impact product launches using templates, samples, guidelines/tips, a narrated on-demand training presentation seminar and other tools and resources.

• Achieve your revenue goals
  
  
• Position your product against competitors
  
  
• Create"buzz" with customers & the industry
  
  
• Save time creating launch documents
  
  
• Learn best practices for product launches
  
  
• Give your product the best chance of success
  
  

The Product Launch Toolkit Includes the following:

• Narrated on-demand training presentation
  How to Plan & Execute a Successful Product Launch
  - The Value of a Well-Executed Launch
  - Types of Launches
  - Setting Goals
  - Critical Elements of a Successful Launch

The 42 slide narrated presentation seminar teaches you how to plan and
execute a successful product launch and how to avoid common mistakes.

• Templates
  For the most common product launch plan documents (17 templates included)
  
  - Product Launch Plan (Word Template)
  
  - Competitive Product Comparison (Excel Template)
  
  - Press Release Background Document(Word Template)
  
  - Press Release (Word Template)
  
  - Press Kit Checklist(Excel Template)
  
  - Product Overview One Pager (Word Template)
  
  - Features & Benefits (Word Template)
  
  - Product Launch Checklist (Excel Template)
  
  - Product Launch Marketing ROI Calculator (Excel Template)
  
  - Product Launch Marketing Budget (Excel Template)
  
  - Collateral & Sales Tools Checklist (Excel Template)
  
  - Competitive Feature Matrix (Excel Template)
  
  - SWOT Analysis (PowerPoint Template)
  
  - Online Advertising ROI Calculator (Excel Template)
  
  - Positioning Statement & Matrices (PowerPoint Template)
  
  - Press & Analyst Presentation (PowerPoint Template)
  
  - Customer Presentation (PowerPoint Template)
  
  

Pre-formatted, well-thought out templates allow you to plan and
create your product launch documents quickly and easily.

• Samples & Examples
  To use as a reference when creating your own launch documents (8 samples included)
  
  - Competitive Comparison (PDF Sample/Example)
  
  - Features & Benefits (PDF Sample/Example)
  
  - Positioning Statement & Matrix (PDF Sample/Example)
  
  - Press & Analyst Launch Timeline (PDF Sample/Example)
  
  - Product Launch ROI Calculation (PDF Sample/Example)
  
  - Product Launch Timeline (PDF Sample/Example)
  
  - Product Launch Marketing Budget (PDF Sample/Example)
  
  - Press Release Sample (PDF Sample/Example)
  

Leverage the samples & examples that are included to give you a
better idea of how to create your own documents.

• Guidelines & Tips
  To give you additional tools and examples of how to run a better launch (5 tips/guidelines included)
  
  - Product Naming (PDF Tips & Guidelines)
  
  - How to Write Features and Benefits (PDF Tips & Guidelines)
  
  - Press Release Guidelines (PDF Tips & Guidelines)
  
  - Top 10 Product Launch Mistakes (PDF Tips & Guidelines)
  
  - Google AdWords Tips & Strategy (PDF Tips & Guidelines)
  

2.) Product Roadmap Toolkit™

Create more compelling and effective product line roadmaps in less time with templates, samples, examples, tips, a narrated on-demand training seminar and other tools and resources.

• Create more effective and compelling roadmaps
  
  
• Save time with PowerPoint & Excel templates
  
  
• Learn about and use different types of roadmaps
  
  
• Prioritize features to ensure you are meeting customer needs
  

The Product Roadmap Toolkit Includes the following:

• 43 slide narrated on-demand training seminar/presentation:
  - Types of roadmaps
  - Common uses for roadmaps
  - 8 step process for creating internal & external roadmaps
  - Roadmaps for multiple product lines
  - Best practices
  - Examples & samples
  - Tips & strategies for success
  
  
• 14 types of roadmaps covering quarterly, annual and combined timelines
  
  
• 75 product line roadmap templates in all (PowerPoint and Excel)
  
  
• Feature Prioritization Matrix
  
  
• Project Prioritization Matrix for multiple product lines
  
  
• Solution Component Matrix
  
  

3.) Beta Program Toolkit™

Templates, narrated on-demand training presentation seminar, tips and everything you need to run a more effective beta program with less effort!

• Gain a high confidence level that your product is ready to ship
  
  
• Develop success stories and testimonials before your product ships
  
  
• Supplement your internal testing efforts
  
  
• Identify issues and collect feature requests for follow-on releases
  

The Beta Program Toolkit Includes the following:

• "How to Run a Successful Beta Program" narrated on-demand training seminar/presentation
  
  
• Setting goals
• Writing a beta plan & getting sign off
• Who manages the program
• Ideal length of program
• Recruiting participants
• Selection of candidates
• Factors in response rates
• Expected participation levels
• Customer agreements
• Incentives
• Ongoing communication with participants
• Communicating internally
• Conducting Exit surveys
• Writing the final report
• Following up after the beta
  
  
• Beta program timeline slide to show you what needs to happen when.
  
  
• Templates to cover every aspect of running an effective beta program:
  
  • Critical Decisions Checklist
    
  • Deliverables Checklist
    
  • Beta Program Plan Template
    
  • Beta Customer Database (Excel & FileMaker formats)
    
  • Bug & Feature Database (Excel & FileMaker formats)
    
  • Beta Program Sample NDA
    
  • Customer Beta Agreement
    
  • Beta Program Timeline
    
  • Text for communicating with participants
    a. Invitation email
    b. Acceptance/rejection letter
    c. Kickoff, Weekly status, thank you emails
    
  • Bug Submission Form
    
  • Exit Survey
    
  • Beta Program FAQ
    
  • Beta Program Final Report Template

4.) Product Review Program Toolkit™

Get excellent product reviews using a reviewer's guide and other templates. Also includes an on-demand narrated training presentation on "How to Get Phenomenal Product Reviews."

• Get the best possible reviews
  
  
• Position your product to win against competitors
  
  
• Create"buzz" with customers & the industry
  
  
• Increase sales and revenue
  
  
• Support your other marketing programs
  
  
• Save time: run a review program with less effort
  
  
• Give your product the best chance of success
  
  

The Product Review Program Toolkit Includes the following:

• Narrated on-demand training presentation
  "How to Get Phenomenal Product Reviews"
  - Why good product reviews are so critical
  - Top 10 ways to get great product reviews
  - How to use a reviewer's guide
  - Other tips & best practices for a successful product review program

The 37 slide narrated presentation teaches you how to plan and
execute an effective product review program and avoid common mistakes.

• White Paper
  Top 10 Product Review Program Mistakes
  Maximize your chances of getting positive reviews
  
  
• Templates
  For the most common product review program documents (15 templates included)
  
  - Reviewer's Guide (Word Template)
  
  - Product Review Program Plan (Word Template)
  
  - Competitive Product Comparison (Word Template)
  
  - Reviewer's Kit Cover Letter (Word Template)
  
  - Roles & Responsibilities Matrix (Excel Template)
  
  - Reviewer Tracking Database (Excel Template)
  
  - Product Review Program NDA (Word Template)
  
  - Product Review Program FAQ (Word Template)
  
  - Press Release Background Document (Word Template)
  
  - Press Release (Word Template)
  
  - Press & Reviewer Kit Checklist (Excel Template)
  
  - Company Backgrounder (Word Template)
  
  - Competitive Product Comparison (Word Template)
  
  - Press Presentation (PowerPoint Template)
  
  - Analyst Presentation (PowerPoint Template)
  
  

Pre-formatted templates and reviewer's guide allow you to plan and
run a product review program quickly and effectively.

The four toolkits included in the Expert Product Management bundle were nominated
for the Association of International Product Marketing & Management (AIPMM)
"Excellence in Product Management Tools" award!

What The Experts Are Saying

“Being an expert in product management means knowing what is critical for product success. The strategies and tools offered in Expert Product Management will allow new or seasoned practitioners to avoid the non-essential and stay focused on the critical path to plan, build and launch a market-leading product.”
Michael J. Salerno
Co-founder and President Emeritus, BPMA (Boston Product Management Association)

“Brian Lawley has done a great job pulling together tangible and practical tools and tips in this book that product managers can immediately put to use to increase the success of their product launches.”
Noël Adams
President, PhaseForward and President NorCal PDMA (Product Development and Management Association)

“In technology product management, there are four pragmatic techniques every product manager needs to master. In Expert Product Management, Brian Lawley has written a no-fluff, concisely written guide to these areas. The book Expert Product Management contains a lot of information that I haven't seen in other product management books, such as its succinct examination of several Road Mapping techniques.  This book offers sound advice on these four topics which are presented in a logical, step by step flow supported with pertinent visuals and excellent case studies.”
Therese Padilla
Co-founder, AIPMM (Association of International Product Marketing & Management)

“Expert Product Management is an excellent guide to managing the more complex, but critical aspects of product management such as roadmapping and product launches.  The book provides an invaluable professional validation for experienced product managers and it is a must-have learning tool for new PMs.”
Alyssa Dver, CPM, CPMM, MBA
Author of “Software Product Management Essentials”, PM consultant and teacher

Reviews

"Brian has a range of practical tips for Product Managers. We encourage Product Managers to take a look at Brian’s book. It’s fantastic to see books on Product Management being written by active practitioners."
Adrienne Tan, brainmates
Read more here...

"Those new to product management often spend most of their time on a few areas -- researching market needs, developing business cases, writing requirements, monitoring development projects. Though these are indeed crucial aspects of the product manager role, there are many other responsibilities that often get overlooked. Not surprisingly, these are the areas for which there are often fewer resources available, so product managers may feel as if they have to "go it alone."

Luckily, Expert Product Management succinctly covers four crucial areas which can improve a product's success. Brian Lawley provides clear, practical advice on Product Roadmaps, Beta Programs, Product Launches, and Review Programs -- the value of any one of these sections alone can justify the reasonable price.

Each section begins with an explanation of the concept and its importance, then covers examples of different approaches and best practices. The writing style makes it easy to read from cover-to-cover and also easy to refer to as a reference. Don't let the size fool you
-- at under 100 pages, this can easily be read on a short plane ride
-- yet there is sufficient depth to the information contained within to make it practical and actionable.

The chapter on Product Roadmaps is especially comprehensive and useful. Brian describes six different types of roadmaps -- even experienced product managers will likely discover one they were not aware of here -- and presents an easy-to-follow eight step process for creating your own roadmap. Similar level of detail is provided in the other sections -- enough information that the reader can use it as a guide to implementing on the job, though not so much to make it laborious to read or hard to locate later for answers to specific questions.

If there is any flaw in the book, it is that the design of the book itself does not do enough to support the high-quality content. The text and graphics are clear and easy to read, yet a more compelling design could have enhanced the text even further. This is a minor quibble, though, since it is still a very useful resource regardless.

As the name implies, this book may not be the best complete introduction to those new to product management, though that is clearly not its intent. For experienced product managers who have mastered the basics and are looking to take their job to the next level, Expert Product Management is a highly recommended guide which can help already good product managers to better plan, create, and launch a successful new product."

Jeff Lash
Author, How To Be a Good Product Manager:

About the Author

Brian Lawley is the CEO of the 280 Group, a leading Product Marketing and Product Management consulting firm, and is well-known as an expert in Product Management. He is also the former President of the Silicon Valley Product Management Association (SVPMA), the world's largest Product Management Association. During his twenty year career in Product Management he has defined, launched and marketed over fifty successful products for companies such as Adobe, Palm, Intel, Nokia and dozens of startup and mid-sized companies. Prior to consulting, he held several management positions with Apple, Symantec, Claris, Whistle and Digidesign.

Mr. Lawley won the 2008 Association of International Product Marketing & Management (AIPMM) Excellence in Product Management Award for Thought Leadership, and was nominated for the award in both 2006 and 2007. He is the editor of Product Management 2.0, a newsletter and PM 2.0 Blog devoted to excellence in Product Management and routinely writes guest articles for a variety of other publications. He frequently speaks on the topic of Product Management, has delivered several keynote addresses at well-known conferences and has been featured on CNBC's World Business Review and the Silicon Valley Business Report.

Mr. Lawley is a Certified Product Manager (CPM) and Certified Product Marketing Manager (CPMM). He earned an MBA with honors from San Jose State University and a Bachelors Degree in Management Science from the University of California at San Diego with a Minor in Music Technology.

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