Applying a standard Product Management process provides a valuable framework for information providers, and helps keep the multi-disciplinary team aligned.

[Adapted from the 7 phase product management process endorsed by the Association of International Product Marketing and Management (AIPMM), enhanced by The 280 Group as the “Optimal Product Process”, and used by product management organizations world-wide.]

The first 6 of 7 stages in the PM process apply most often to information products, with new initiatives starting in the “Conceive” and/or “Plan” stages.

Using this framework and its associated processes/artifacts in the planning (or enhancement) process offers a best practice approach and tangible deliverables that help keep things on track.

Bill Haines