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1. Idea & Discovery Phase

  • Identify problems & opportunities through market research, user feedback, and competitor analysis.
  • Define target audience and create user personas.
  • Validate the idea via customer interviews, surveys, and proof-of-concept testing.
  • Assess feasibility (technical, business, and financial).
  • Develop a high-level vision and strategy for the product.

PM Responsibilities:

  • Conduct user research and competitive analysis.
  • Develop business case and product strategy.
  • Engage with stakeholders (executives, customers, engineers).
  • Define key success metrics.

2. Concept & Planning

  • Refine the product vision & goals.
  • Define the MVP (Minimum Viable Product) scope.
  • Prioritize features based on user needs and business impact.
  • Create a product roadmap.
  • Align with stakeholders (engineering, sales, marketing, leadership).
  • Estimate resources, timeline, and costs.

PM Responsibilities:

  • Work with designers & engineers to define technical feasibility.
  • Define key user journeys and use cases.
  • Develop and maintain a roadmap.
  • Align internal teams (marketing, sales, customer support) on strategy.

3. Development & Execution

  • Build the product (agile sprints, development cycles).
  • Collaborate with engineering & design teams to iterate on UI/UX.
  • Test & validate features through beta testing and usability testing.
  • Ensure QA & bug tracking before launch.
  • Iterate based on internal testing & early feedback.

PM Responsibilities:

  • Define and refine feature requirements (PRDs, user stories).
  • Prioritize the backlogBacklog A prioritised list of tasks that are needed to complete a project, including features, bug fixes, non-functional requirements, etc. This list is constantly refined and prioritised as new information surfaces. and work closely with the dev team.
  • Act as a bridge between engineering and business teams.
  • Track development progress and manage trade-offs.
  • Lead user acceptance testing (UAT) and ensure product quality.

4. Launch & Go-To-Market (GTM)

  • Plan launch strategy (soft launch, beta release, full launch).
  • Define pricing and positioning strategy.
  • Train sales & customer support teams.
  • Execute marketing campaigns and messaging.
  • Monitor early adoption & collect user feedback.

PM Responsibilities:

  • Collaborate with marketing on GTM strategy.
  • Work with sales and support teams on training & enablement.
  • Analyze user engagement and adoption metrics.
  • Manage communication between product, marketing, and stakeholders.

5. Growth & Optimization

  • Monitor KPIs (user engagement, retention, revenue, NPS).
  • Analyze user behavior through analytics tools.
  • Optimize features based on feedback and data insights.
  • Expand market reach (new segments, international markets).
  • Experiment with monetization strategies.

PM Responsibilities:

  • Continuously analyze product performance and iterate.
  • Work with growth teams to enhance adoption & engagement.
  • Run A/B tests and data-driven optimizations.
  • Manage feature updates and incremental improvements.

6. Maturity & Scaling

  • Optimize operations & reduce costs.
  • Maximize profitability through efficiency improvements.
  • Expand product features based on long-term strategy.
  • Consider new markets, integrations, partnerships.
  • Assess competition & market shifts.

PM Responsibilities:

  • Lead strategic planning for long-term growth.
  • Identify opportunities for scaling the product.
  • Oversee feature expansion & operational efficiencies.
  • Work with finance to optimize costs & revenue streams.

7. Decline, Sunset, or Pivot

  • Identify decline trends (low adoption, high churn, tech obsolescence).
  • Decide on product retirement or repositioning.
  • Develop an exit strategy (deprecation plan, user migration).
  • Ensure smooth transition for existing customers.
  • Extract learnings for future product decisions.

PM Responsibilities:

  • Conduct market analysis to determine decline reasons.
  • Align stakeholders on sunsetting or pivoting.
  • Communicate effectively with customers and partners.
  • Ensure operational and technical smooth transition.