You're reading from Effective Platform Product Management An effortless strategy and execution guide for product managers who want to scale their platform business model and grow their customer base

Product type Paperback

Published in Nov 2021

Publisher Packt

ISBN-13 9781801811354

Length 286 pages

Edition 1st Edition

Tools

GitHub

Concepts

Enterprise Resource Planning

Author (1):

Tabassum Memon

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Table of Contents (15) Chapters

Preface

1. Section 1: Building the Right Strategy for the Platform Business Model

2. Chapter 1: Fundamentals of Platform Business Models FREE CHAPTER

3. Chapter 2: Differences between Linear Products and Platforms

4. Chapter 3: Research and Validation

5. Chapter 4: Building a Platform Strategy

6. Section 2: Building the Platform

7. Chapter 5: Defining the MVP and Creating a Platform Roadmap

8. Chapter 6: Launching the Platform

9. Chapter 7: Creating a Platform Operating Model

10. Section 3: Measuring the Performance of the Platform

11. Chapter 8: Metrics to Measure the Platform Outcome

12. Chapter 9:Ongoing Backlog Prioritization

13. Chapter 10: Moving from Linear Products to Platforms

14. Other Books You May Enjoy

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.