Product Management Process and Framework

Our Product Management process and framework was created by our team of consultants and trainers with over 150 years of combined Product Management and Product Marketing experience. Download The Optimal Product Process Book:

Product Management Process | Product Management Framework

Our Product Management Process is Built on Experience

Our Product Management process was created by our team of consultants and trainers with over 150 years of combined Product Management and Product Marketing experience. It is a comprehensive Product Management framework that covers everything a company or team needs to create products that delight customers and maximize revenues. The Optimal Product Process™ is designed to be flexible and customizable. It can be used with any development methodology, including Agile and Waterfall/Phase-Gate.

To help companies fully adopt and customize the Optimal Product Process, we offer an optimization program, training, certifications and templates that correspond to our Product Management process and framework.

Learn About Our Product Management Process

Hover over each block for more info.

Optimal Product Process (OPP)

Product Management Business Case Document
Market Needs Document
Product Description Document
Roadmap Document Beta Plan
Product Marketing Market Strategy Document Launch Plan Marketing End of Life
Exit Criteria Approval to fund business planning Approval to fund development Product ready for field testing Product and organization ready On-going marketing ready New version or retire completely
Phases and Activities Conceive

Discover opportunities

Validate product market fit

Develop preliminary documents


Create roadmap and strategy

Finish business plans

Deliver final documents


Solidify develop plans

Finish beta plan

Final feature list


Run beta/pilot program

Finish launch plan

Test messaging and positioning


Release product, gather feedback

Finish marketing plan

Perform post mortem


Run/monitor marketing

Support sales

Plan EOL and next release


Communicate EOL

Plan sunset or replacement

Perform post mortem

The OPP framework is completely customizable and flexible, making it easily adopted by any company regardless of size, maturity, or development methodology.

Development - Agile, Hybrid, Waterfall
Documentation - None, Lightweight, Formal
Maturity - Startup, Small/Medium, Enterprise

The Phases of Our Optimal Product Process

The Optimal Product Process defines the phases and corresponding activities that every product or service goes through. The gates that must be passed through in order to move to the next phase are also identified. Roles and responsibilities are clarified for Product Management (primarily inbound – planning of great new products) and Product Marketing (primarily outbound – messaging, positioning, pricing, launch and marketing to customers). The tasks that must be done by each of the roles during each phase are also clearly identified.

Our Product Management process is modern, up-to-date, and applies to today’s Product Management and Product Marketing challenges. It provides the following benefits:

  • Covers all phases of the Product Lifecycle
  • Supports and builds on an industry-standard seven phase lifecycle
  • Has corresponding vendor-neutral certifications
  • Can be completely customized for any company and development methodology
  • Provides for continuous improvement of Product Management
  • Leverages work and skills across teams as well as companies and industries

The Optimal Product Process includes the nine key documents that correspond to each phase in the Product Lifecycle. These documents are designed to provide a foundation for anyone using the process to ensure that all critical product considerations are taken into account. These nine documents are included in the Product Management Lifecycle Toolkit. The Optimal Product Process and these core documents are the basis for our Optimal Product Management and Product Marketing training.

Optimal Product Process Templates

Product Management Process | Nine Key Product Decision Documents

Product Management Process | Nine Key Product Decision Documents

Explore Our Full Process

The Product Management process described in this book includes the seven phases of the Product Lifecycle: Conceive, Plan, Develop, Qualify, Launch, Maximize and Retire. Use the Product Management framework graphic in your office, with your team and in your documents to communicate the value of having a comprehensive Product Management process. As a result of following these phases and applying the Optimal Product Process, companies will deliver products that delight their customers and increase revenues.

*Download Includes a Full Printable Version of the Graphic

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