The talk will be useful for both software product owners and developers. We are going to discuss how software products are estimated, examine correlation of project goals and estimations, as well as factors that have influence on precision of the estimate and further abidance. We will take a look at project lifecycle and touch upon the issue of risks and countermeasures that must be taken for successful accomplishment of your goals. Additionally, we will review and analyze two cases of real projects: all the tricky things that we faced and how we handled them from the very beginning – in order to deliver the products on time and on budget.