As companies move towards increasingly digital business models, the basis of competition is shifting to drive a new focus on the needs of customers. The result is an increasing need for skilled product managers, a role that experienced business analysts are well suited to fill. To fill that role, BAs need to expand their skill set to include the ability to understand a market, define a unique and compelling value proposition, and define how to deliver on that. 

This workshop will enable you to:

• Describe the product management role, and how it differs from a business analyst or agile product owner.
• Identify market opportunities and define a value proposition for a product.
• Build a product roadmap that delivers increasing value over time.