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Building Digital Products

The Ultimate Handbook for Product Managers


About The Book

Building Digital Products is designed for the new Product Manager who feels in way over their head, the experienced Product Manager looking to step up his or her game, and the expert Product Manager who understands that there is always more to learn.

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What's In the Book?

Time is your greatest commodity. 

What will you learn in "Building Digital Products"?

Problem Identification

Building the Right Team

Selling Your Solution

Promoting Your Product

Achieving Your MVP Goals

Solution Ideation

The Right Data to Track

Defining and Sharing Success

Supporting Your Products


Build vs. Buy

Checklists to Keep You Sane

It's easy to get overwhelmed as a Product Manager.  Stay in control with simple checklists for many common challenges.  They're not everything, but they'll get you started on the right track.

100 Tools for Product Owners

The right toolkit is the difference between a good Product Manager and a great one.  Check out our list of the 100 most important tools for a Product Manager, including products for Idea Management, A/B Testing, Collaboration, and Customer Engagement.

The Product Development Timeline

Every product development timeline is different.  However, there are many similarities about what parts of the timeline cause the most stress, have the highest financial value, and lead to the lowest morale.

Case Studies

Learn from the mistakes and successes of Product Managers at Webs, Pagemodo, Vistaprint, Upside Travel, ICX Media, and other technology companies through in-depth case studies.

The Agile Urban Dictionary

You know the traditional definitions for all of the agile buzzwords.  Learn what they really mean with this Urban Dictionary for Agile.


Building Digital Products


Who Wrote This Thing?

Alex Mitchell

Chief Product Officer

ICX Media

Currently, Alex works for ICX Media as the Chief Product Officer. ICX Media is helping Media Companies, Brands, and Agencies leverage Data Inspired Storytelling.

Before ICX Media, Alex spent close to 2 years as a Director of Product at Upside Travel, a technology startup that has reinvented booking business travel for companies with less than 500 employees.

Previous to Upside Travel, Alex worked for Vistaprint Digital for 4 years, largely in Product Management, managing the Identity Family of Products, totaling more than $50MM in revenue.

Alex is passionate about creating and scaling powerful web and mobile products that make a significant impact in millions of people's lives around the world. Alex deeply enjoys building and managing the product and development teams that help achieve that goal.

Find more about Alex at www.alexmitchell.co 

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Top 100 Tools for Product Managers


Medium: Everyone’s stories and ideas.

Javelin: Test your startup idea without wasting time or money.

Germ.io: Get from idea to execution.

Skitch by Evernote: Your ideas become reality faster.


Typeform: Free beautiful online survey & form builder.

Qualaroo: Get feedback from users with an interactive survey widget.

Optimizely: One optimization platform for websites and mobile apps.

Tally: Create polls in no time.


Coursera: Free online classes from 80+ top universities & organizations.

Khan Academy: Free, world-class education for anyone, anywhere.

Skillshare: Unlock your creativity with free online classes & projects.

Codecademy: Learn to code interactively, for free.

• How to Start a Startup: As an Audio Podcast or As Online Course

Startup Notes: Startup School invites amazing founders to tell their story.

ThePitch (Podcast): Where founders pitch their startups to investors.

Pricing Course: A free 9 day course on charging what you’re worth.

GrowthHackers: Exactly what it sounds like.


Mailchimp: Send 12,000 emails to 2,000 subscribers for free.

ManyContactsBar: Free contact form sits on top of your website.

Hello Bar: Get more email subscribers.

Sumome List Builder: Collect email addresses with light box popover.

Sumome Scroll Box: Capture more email addresses, politely.


Trello: Keeps track of everything.

Evernote: The workspace for your life’s work.

Dropbox: Free space up to 2GB.

Slack: Free for unlimited users with few limited features.

Google Hangouts: Bring conversations to life with photos, emoji and group video calls.

Join.me: Free screen sharing and video/phone calls.

FreeConferenceCall: Decent conference call quality (even international) for $0.


Intercom: A fundamentally new way to communicate with your customers.

Zendesk: Brings companies and their customers closer together.


Mobile Action: Killer app store optimization and analytics platform. All you need in addition to iTunes tracking to understand your app under <100k downloads.

Parse: A free push notification service (up to 1MM messages/month) to integrate into your app.

Apptentive: The tools you need to listen to, engage with, and retain your mobile customers in-app.


Mixpanel: Define and track events, segments, and funnels quickly and easily.

Heap: Mixpanel without any development work needed to create events.

Google Analytics: Your go-to free platform for tracking site visitors, mapping behaviors, and creating live dashboards.


Buzzsumo: Analyze what content performs best for any topic or competitor.

Feedly: Compiles news feeds from a variety of online sources for the user to customize & share.

Google Trends: A new way of displaying trending searches.


SimilarWeb: Analyze website statistics for any domain.

Open Site Explorer by Moz: A comprehensive tool for link analysis.

Ahrefs: Site explorer & backlink checker.

Quick Sprout: Complete analysis of your website.

SEO Site Checkup: SCheck your website’s SEO problems for free.

SERPs Rank Checker: Free keyword rank & SERP checker.

Google Pagespeed Insights: Check the performance of your site.

Pingdom: Test the load time of a site.


Dunnnk: Beautiful mockups.

InstaMockup: Create beautiful screenshots of your app or website.


Canva: Amazingly simple graphic design for bloggers.

Social Image Resizer Tool: Create optimized images for social media.


Pagemodo: Everything you need for a powerful Social Media presence.

SocialRank: Identify, organize, and manage your followers on Twitter.

WriteRack: The best way to tweetstorm.

MyTweetLinks: Increases Twitter traffic.

Latergramme: Easily plan & schedule your Instagram posts.

Justunfollow: Follow / unfollow people on Twitter & Instagram.

Ritetag: Instant hashtag analysis.

Bitly: Create, share, and track shortened links.

Addthis: Get more shares, follows and conversions.

App Review Monitor: App reviews delivered to Slack and your inbox.

Presskit Generator: Generate a Press Kit for your iOS App for free.


Figma: Design collaboratively, build prototypes, and leverage best-in-class integrations

Freebbble: High-quality design freebies from Dribbble.

Google Fonts: Free, open-source fonts optimized for the web.

The Noun Project: Thousands of glyph icons from different artists.

Premium Pixels: Free stuff for creatives.

Fribbble: Free PSD resources by Dribbblers curated by Gilbert Pellegrom.

SketchAppResources: Free graphical resources.

Squarespace Free Logo: You can download free low-res version for free.

Site Inspire: Web design inspiration.

Land-Book: Product landing pages gallery.

Icon Finder: Free icon section of the website.


Stock Up: Best free stock photo websites in one place.

Pexels: Best free photos in one place.

All The Free Stock: Free stock images, icons, and videos.

Unsplash: Free (do whatever you want) high-resolution photos.

Startup Stock Photos: Go. Make something.

Super Famous: Photos by Dutch interaction designer Folkert Gorter.

Picography: Free hi-resolution photos.

Pixabay: Free high quality images.


Window Resizer: See how your site looks on various screen resolutions.

CrossBrowserTesting: Test your site on the same browsers and devices your customers use.


Product Hunt: Curation of the best new products, every day.

Launching Next: Get the best new startups delivered to your inbox daily.

Inbound: Get trending inbound marketing info in your inbox.

AngeLlist: Where the world meets startups.

Beta List: Discover and get early access to tomorrow’s startups.


Startup Digest: Personalized newsletter for all things startup in your area.

Tech.co: A refreshing alternative to TechCrunch.

TheSkimm: An edgy update on what happened in the last 24 hours.


Elance: Now apparently called UpWork.

Guru: Find and hire talented freelancers for anything.

Gun.io: Find the development help you need. You even get a “Hacker Ambassador” to show you the way.


CooleyGo: Incorporation Packages and other free legal documents:

Kiss: Free legal docs for startup founders and investor.

Docracy: An open collection of free legal documents.

Shake: Create, sign and send legally binding agreements in seconds. Free for personal use.