Book Image

Effective Platform Product Management

By : Tabassum Memon
Book Image

Effective Platform Product Management

By: Tabassum Memon

Overview of this book

Scaling a platform is a lot different than scaling a product. This is why product managers developing or transitioning to a platform model are often facing completely new challenges – both technical and strategic. But if you want to build the next Amazon, Netflix, Spotify, or a completely new type of platform, then you need to adopt a platform-first approach to change how you invent, develop, and market solutions. This is where Effective Product Platform Management comes in. This book addresses product management as a critical pillar of platform development. It'll help you understand the difference between traditional and modern product management for platforms and even decide whether the platform business model is the way to go for you. As you progress, you’ll be able to build the right platform strategy, define the MVP, and focus on ongoing backlog prioritization for successful platforms. This book will also walk you through the practical steps and guidelines that can ease your organization’s transition from linear products to platforms. By the end of this platform product management book, you’ll have learned the essential aspects of product management for building successful and scalable platforms. You’ll also have a clear understanding of the next steps you need to take to perfect and execute your new platform strategy – and take on the world.
Table of Contents (15 chapters)
Section 1: Building the Right Strategy for the Platform Business Model
Section 2: Building the Platform
Section 3: Measuring the Performance of the Platform

Exploring the marketing plan

The marketing plan deals with creating awareness about the platform, sending communications, customer acquisition, onboarding, engaging the users, and so on. It is not restricted to only launch, but it is an ongoing activity that needs a bigger plan. Some organizations and teams call the launch plan a subset of a comprehensive marketing plan.

The marketing plan comprises marketing activities from pre-launch, launch, and post-launch periods, and these continue for all future releases and launches. For example, we will have pre-launch, launch, and post-launch activities for an alpha release, then for the beta release, followed by a general availability release. Similarly, we can have pre-launch, launch, and post-launch activities for releases on different channels such as the web, Android, and iOS. Let's dive deeper into the marketing activities at different phases of the launch.

Pre-launch activities

For launching any product or platform, most...