You want to stand out when the competition is already there when entering a market. Think about three things:
Once the company is positioned, then, move on to design irresistible products.
Getting traction is hard. In the Bullseye Framework, the outer ring is what's possible, the middle ring is what's probably, the inner ring is what's working. Getting traction is finding the inner ring.
There are 19 channels you can use to gain traction. According to Law of Shitty Clickthrough, all marketing strategies eventually result in shitty clickthrough rates. However, some may works well, others not so well. It's hard to predict which channel will work the best. Therefore, do not only consider those channels you're comfortable with.
This post is a case study of my latest project. The resultant product is a pair of websites designed for new Bitcoin (a crypto-currency) users. I laid the ground work of inbound marketing in September (3 months ago) along with market research and planning. It is not until recently I started the design and development in anticipation of a full rollout planned in the coming year 2014. The websites, bitcoin-tw and bitcoin-en, are partially live and open to the public as of this writing.
The role of product manager is viewed as a business function to maximize ROI in the product, maximize market share, revenue, etc. for business success. Product managers work with engineering and across the business to make sure the software product is well built and defined.
I personal think an entrepreneur should be a product manager in his/her soul.
What does a product manager do?