It is a guide that will introduce you to several concepts and techniques to help you create and manage a profitable software product. That is, software that provides some service that generates enough money to pay its own development and operation costs, and still provide some extra money left in your pocket.

On one hand, making a digital product is becoming simpler and simpler. Both the infrastructure needed to keep a product running and the segmented promotion with the help of tools like Google and Facebook have become increasingly more accessible and easier to use.

On the other hand, the technical ability exists: just look at the great quality of apps and web projects that are made for large campaigns or e-commerce sites. Why then don't we see quality software products in abundance in Brazil? In this book, I will share a little of what I have learned over the years in product development at Locaweb, so we can exchange experiences and perhaps inspire more developers to make successful new Brazilian software products.

Before you go any further, a warning: I don't want to talk about private equity, venture capital, seed funding, angel investment, and similar issues since there are many good books and articles about these topics. Therefore, the focus of this book will be entirely on self-funded startups.

Taking care of a digital product is a task that requires diverse knowledge, such as: dealing with customer pressure, the development team wishes, and the sales team needs. But how to negotiate the product scope and terms? What should be developed first in the roadmap for my product? How to increase user retention? These and several other issues pursue product managers in their day-to-day.

In this book, Joaquim Torres answers these questions and shows the day-to-day work of a product manager, presenting all the concepts necessary for anyone who wants to build and manage successful digital products.

Thinking about many digital product issues, some companies that are considered experts on software development began to adopt a new expertise in its software development process, Digital Product Management. This role aims to ensure that software being developed meets the objectives of its owner while it also meets the needs of its users.

In addition, a person in this role has to consider all aspects of software development. Some agile methodologies such as Scrum, have the role of the Product Owner, whose main responsibility is to prioritize items to be developed. In a way, this is what a Digital Product Manager does, but there's more to be covered by this role.

That's what we'll talk about in this book. :-)

The book is focused on the head of product role, but it will be useful to anyone within a digital product development team as well as for anyone who is not in this team but works in a company that has, or plans to have, a digital product development team.

Being a head of a digital product encompasses many different aspects and skills, that's the reason why Joaquim Torres decided to write this book about this topic using his almost 30 years of experience in developing and managing digital products.

The book is focused on the head of product role, but it will be useful to anyone within a digital product development team as well as for anyone who is not in this team but works in a company that has, or plans to have, a digital product development team.

All companies are already using or will eventually use technology and digital products to improve their daily lives, get closer to their customers, and improve their efficiency. The product management function's main objective is to connect the company's strategy and customer problems and needs through digital technologies. Product people must be digitally savvy, with a deep understanding of emerging technologies' impact on business success. What is digital transformation? Why go through this journey? What is needed to increase the chances of success in a digital transformation? How does it apply to different types of companies?

In this book, Joaquim Torres answers these and many other questions, sharing his learnings and experiences so that you can drive successful digital transformation processes. Any transformation usually requires a lot of effort, especially when it involves changes in behavior. Therefore, you will start from the concepts and principles that are the basis of behavior to develop a product culture and increase your company's digital maturity. Then, you will learn about tools and hacks from the author's expertise, connecting business, people, and technology, to plan and execute the digital transformation process with excellent results.