1. Political Beneficiaries Experts Operational Stakeholders Interfacing Stakeholders Financial Beneficiaries Functional Beneficiaries Regulators Negative Stakeholders Social Beneficiaries Beneficiaries – it’s for them! Common Stakeholder Roles

2. Stakeholders in a Typical System The Wider Environment The Containing System The System The Public Financial Beneficiary Negative Stakeholder Developer Regulator Political Beneficiary Interfacing System Owner Purchaser Operational Support Maintenance Operator Functional Beneficiary Normal Operator The Product or Service Sponsor Champion

3. Mansion School Old Town

4. Influences on a Product Manager The Wider Environment The Containing System The System The Public Director Shareholder (Financial Beneficiaries) Competitor (Negative Stakeholder) Developer Media Regulator Politician Interfacing System Product Manager (Purchaser) Operational Support Maintenance Operator Player (Functional Beneficiary) Player (Normal Operator) The Product (a Video Game) Pressure to make profit Pressure to regulate violent & sexual imagery Pressure to make game enjoyable User / Consumer Pressure to innovate

5. Discovering from Operational Roles Wider Environment Containing System System Neighbours Beneficiaries Product or Service Business Functions & Qualities User Interface, inc. Performance, Availability Interfaces, inc. Performance, Availability Product or Service Known Issues Operators

6. Neighbours Beneficiaries Product or Service Discovery Contexts and Sources Interviews Scenario Workshops Working as an Operator Observation & Fieldwork Product or Service Fault Reports Change Requests User Modifications Product User Groups Operators

7. Regulator Government Mass Market Product or Service Requirements from Non-Operational Roles The Public Safety, Standards, Environmental Concerns Consumer Preferences Legislation

8. Regulator Government Mass Market Product or Service Discovering from Non-Operational Roles Market Surveys Prototypes Trials Analogous Products Competitors Observation Public Meetings Focus Groups Questionnaires Safety Cases Standards Negotiations Lobbying The Public