Blackblot PMTK Gap Analysis

Blackblot Product Manager's Toolkit® www.blackblot.
com
Blackblot® PMTK
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Gap Analysis
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<Comment: Replace the Blackblot logo with your company logo.>
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Company Name: <Enter company name>
Product Name: <Enter product name>
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Date: <Enter creation date>

Contact: <Enter contact name>
Department: <Enter department name>
Location: <Enter location>
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Email: <Enter email address>

Telephone: <Enter telephone number>
Document Revision History:

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Date Revision Revised By Approved By

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Blackblot_PMTK_Gap_Analysis.docx Page 1 of 7 Pages Sunday, January 01, 2017

Copyright © Blackblot. All rights reserved.
Use of this document is subject to the Blackblot PMTK Single-User License Agreement.
Blackblot Product Manager's Toolkit® www.blackblot.com
Table of Contents
1. INTRODUCTION ...................................................................................... 3
1.1. DOCUMENT OBJECTIVE ........................................................................ 3
2. GAP ANALYSIS PROCESS ........................................................................ 3
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2.1. SECTION OBJECTIVE ........................................................................... 3
2.2. GAP ANALYSIS GLOSSARY .................................................................... 3
2.3. GAP ANALYSIS WORKSHEET .................................................................. 3
2.4. GAP ANALYSIS REVIEW........................................................................ 6
2.5. GAP ANALYSIS CONCLUSIONS ................................................................ 7
3. SUPPORTING DATA ................................................................................. 7
3.1. SECTION OBJECTIVE ........................................................................... 7
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3.2. ASSUMPTIONS .................................................................................. 7
3.3. RESEARCH INFORMATION ..................................................................... 7
3.4. PRODUCT DIAGRAM/ARCHITECTURE ......................................................... 7
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1. Introduction
1.1. Document Objective
This document describes the process of performing a gap analysis on
product management activities.
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<Comment: Perform a gap analysis every month. Assess improvement
every yearly quarter. Always note critical gaps that need particular
attention.>
2. Gap Analysis Process

2.1. Section Objective
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Gap analysis is a procedure for assessing how well product management
tasks are being performed. Gap analysis identifies areas of improvement,
priorities, and task ownership.
2.2. Gap Analysis Glossary

 Importance: The importance of the activity to the company.
o (H=high, L=low)
 Assessment: How well the activity is being performed.
o (H=high, L=low, ND=not done)
 Current/Proposed Owner: The role or person or corporate function
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associated with the activity.
o (PP=product planning, SE=sales engineering, PM=product
marketing, MC=marketing communications, D=development,
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EX=executive management)
 Hours/Week: The total number of hours per week that should be
allocated or are actually being devoted to the activity.
2.3. Gap Analysis Worksheet

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<Complete and fill in the worksheet below using the glossary definitions.
Proposed ownership changes come last.>
2.3.1. Product Planning

Hours/Week
Assessment
Importance
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Proposed
PMTK Phase PMTK Task Task Description

Current
Owner
Owner
Documenting functionality
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Market
Planning sought to address the
Requirements
Describe market market problem.
problems and Ways various users put
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needs. Use Cases the product to use and

under which scenarios.
Definition Features Managing actual product
Define solutions Matrix characteristics.

Hours/Week
Assessment
Importance
Proposed
Current
Owner
Owner
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to market Plan or vision that
Product
problems. describes a product's
Roadmap
evolution.
Building a product pricing
Development Pricing Model
model.
Build solutions
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Performing actions that
that solve
Product promote and distribute
market
Evangelism information for a
problems.
company.
Process whose output
Win/Loss helps improve products
Maintenance
Analysis and develop better sales
Sales channels
functions.
support and
Planning customer visits
product n
Customer with the intent of better
revisions.
Visit understanding their
needs.
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2.3.2. Product Marketing
Hours/Week
Assessment
Importance
Proposed
Current
Owner
Owner
at
Examination of a potential
Business Case market opportunity on a
Evaluation
product level.
Examine
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Analysis of competing
opportunities to Competitor
companies, partially via
serve the Analysis
their products.
market.
Product Tabular comparison of
Comparison competing products.
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Corporate General business direction

Mission and company purpose.
Strategy Clear and focused
Formulate the
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messages that
market Product communicate the
approach. Positioning product's value
proposition to multiple
audiences.

Hours/Week
Assessment
Importance
Proposed
Current
Owner
Owner
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Sales Axioms –
Fundamental concepts the
product is built upon.
PSFB – Outlining a
product's ability to
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address the overall
Value
customer problem by
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merit of its feature scope
and capabilities.
USP – Key value
differentiator which sets
the product apart from
other competing products.
Description of the long-
Market Plan
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term goals, and messages
delivered to the target
market, relative to a
particular product.
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Company Overview description of a
Profile company.
Product Product/service overview
Backgrounder information at a glance.
Readiness Collateral List of various marketing
at
Prepare market Matrix communications collateral

tactics and items.
MarCom Press Eliciting targeted
activities. Releases information for creating
meaningful press
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releases.
Launch Plan Introducing new products
to the market.
Broad overview of a
Company
company for internal and
Presentation
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Execution external audiences.

Deliver value Broad overview of a
Product
and build product for internal and
Presentation
competitive external audiences.
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advantage. Process to discover and

Lead
qualify prospective
Generation
customers.

Hours/Week
Assessment
Importance
Proposed
Current
Owner
Owner
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Comprehensive inspection
Marketing of the market and the
Review company's preparedness
for it.
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2.3.3. Process Efficiency
Assessment
Importance
Hours/Wee
Proposed
Current
Owner
Owner
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Rules and general
guidelines for conducting
Meeting Rules
People
Management
By Objectives
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productive corporate
meetings.
Intelligent form of self-
management.
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Driving an effective
Decision
process of decision
Making
making within a project.
Decisions Tool for securing
Deliverable acceptance and
at
Sign-Off commitment to
deliverables.
General Microsoft Word
Generic
and PowerPoint
Templates
templates.
Deliverables
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Central repository of
Bundle Book documents related to a
particular product.
Procedure for assessing
how well product
Gap Analysis
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management tasks are

being performed.
Learning
Product management
Performance merit and performance
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Review measurement process and

tool.
2.4. Gap Analysis Review

This sub-section describes the necessary phases of the Gap Analysis
Review.

<Comment: Perform the steps below after completing the worksheet.>
2.4.1. Gap Correction Plan

<Define and describe a plan to address the gaps in the
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performance of activities.>
<Comment: Scan the worksheet for the most severe gaps and
identify areas where you are underachieving or overachieving
based on importance.>
2.4.2. Task Ownership Plan

<Define and describe a plan to address problems in task
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ownership. Assess employee skills and introduce a plan to
improve them. Go through the worksheet and assign proposed
ownership changes.>
<Comment: Review the current team structure. Do you have
the right owners for each activity? How might you assign or
combine activities differently in light of existing skill sets? What
additional skills are required in the product planning group to
fulfill all activities?>
2.4.3. Task Efficiency Plan n

<Define and describe a plan to address the gaps in staffing.>
<Comment: Use the hours/week column to determine where
team members are currently spending their time. Determine
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how much time should be spent on the various activities, and
divide the total number of hours by 40 to determine how many
people are needed to do the job.>
2.5. Gap Analysis Conclusions

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<Provide a summary of conclusions derived from performing this gap

analysis.>
3. Supporting Data
3.1. Section Objective
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This section provides data in support of claims, assertions, assumptions,

and statements made throughout this document.
3.2. Assumptions
<Describe any assumptions made when writing this document.>
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3.3. Research Information

<If relevant, describe and list the type and scope of research conducted in
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the course of writing this document.>
3.4. Product Diagram/Architecture

<If relevant, describe the product's architecture and modules accompanied
by a schematic diagram.>


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Document Revision History:

Date Revision Revised By Approved By

Blackblot_PMTK_Gap_Analysis.docx Page 1 of 7 Pages Sunday, January 01, 2017

Blackblot_PMTK_Gap_Analysis.docx Page 2 of 7 Pages Sunday, January 01, 2017

2. Gap Analysis Process

2.2. Gap Analysis Glossary

2.3. Gap Analysis Worksheet

2.3.1. Product Planning

PMTK Phase PMTK Task Task Description

needs. Use Cases the product to use and

Blackblot_PMTK_Gap_Analysis.docx Page 3 of 7 Pages Sunday, January 01, 2017

Corporate General business direction

Blackblot_PMTK_Gap_Analysis.docx Page 4 of 7 Pages Sunday, January 01, 2017

Prepare market Matrix communications collateral

Execution external audiences.

advantage. Process to discover and

Blackblot_PMTK_Gap_Analysis.docx Page 5 of 7 Pages Sunday, January 01, 2017

management tasks are

Review measurement process and

2.4. Gap Analysis Review

Blackblot_PMTK_Gap_Analysis.docx Page 6 of 7 Pages Sunday, January 01, 2017

<Comment: Perform the steps below after completing the worksheet.>

2.4.1. Gap Correction Plan

2.4.2. Task Ownership Plan

2.4.3. Task Efficiency Plan n

2.5. Gap Analysis Conclusions

<Provide a summary of conclusions derived from performing this gap

This section provides data in support of claims, assertions, assumptions,

3.3. Research Information

the course of writing this document.>

3.4. Product Diagram/Architecture

Blackblot_PMTK_Gap_Analysis.docx Page 7 of 7 Pages Sunday, January 01, 2017

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