Ship
What is Ship in Product Management?
In product management, to "ship" means to release or launch a product, feature, or update to customers or end-users. It's the culmination of the product development process, where the product moves from internal development to being available for use in the market.
Synonyms: Product Release, Product Launch, Deployment, Go-Live, Roll Out
Why Shipping is Important in Product Management
Shipping is a critical milestone in the product lifecycle. It's the moment when all the planning, development, and testing efforts come to fruition. Shipping allows product managers to:
- Deliver value to customers
- Generate revenue for the business
- Gather real-world feedback for future improvements
- Stay competitive in the market
How Shipping is Implemented in Product Management
The process of shipping a product involves several key steps:
- Final quality assurance and testing
- Coordination with marketing and sales teams
- Preparation of support documentation
- Deployment of the product or feature
- Monitoring for any immediate issues post-launch
Product managers play a crucial role in orchestrating these activities and ensuring a smooth shipping process.
Examples of Shipping in Product Management
Shipping can take various forms depending on the product and industry:
- Software updates: Rolling out a new version of a mobile app
- Physical products: Launching a new gadget in retail stores
- Services: Introducing a new subscription tier for a SaaS platform
- Features: Adding a new functionality to an existing product
Frequently Asked Questions about Shipping in Product Management
- What's the difference between shipping and launching? Shipping refers to the technical release of a product, while launching often includes marketing activities to promote the shipped product.
- How often should products be shipped? It depends on the product and industry. Some companies follow continuous deployment, shipping multiple times a day, while others have less frequent, larger releases.
- What happens after shipping? Post-shipping activities include monitoring performance, gathering user feedback, and planning for future iterations or improvements.
- How can product managers ensure successful shipping? By maintaining clear communication across teams, having a solid release plan, and being prepared for potential issues that may arise during or after shipping.
