The Basics
Build products for each major feature
For every feature of the site that might be re-used in another site, build a product for this. For example, I recently wanted a Plone site that allowed Plone to use the "sent to friend" feature for any page, based on URL, not just based on Plone content. This only required changing 3 skins from CMFPlone, and could have been customized for this site. Instead, I chose to separate it out to the product SendToURL, allowing me to add this to any site instantly. And, if I want to customize these skins further for another site, I can do so.
Build a site product for site customization
For the site itself, build a "site product" to hold, at the very least, the setup scripts, graphics, skins, etc. Keep this information, which is very site-specific, from the features.
Avoid disconnected External Methods, scripts, etc.
External Methods or other kinds of page templates or scripts that are hanging out in your ZODB end up being disconnected and hard to maintain. Make them part of your feature products, or if they're only for the site itself, part of your site product.
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