Seven phase standard product life cycle PCA8 Product Camp Austin

transcript

Optimal Product Management and Product MarketingTM

Seven Phase Standard Product LifeCycleBrian LawleyCEO & Founder, 280 Group

Agenda

Background• How This Came About• Seven Phase LifeCycle• Optimal Product Process• Nine Key Documents• Questions• Giveaway!

Before We Get Started…

4Slides at www.280group.com/opp.pdf

280 Group Press

New Book!

- Just Released- Everyone Gets a Copy- Please share!- http://tinyurl.com/freeoppbook

280 Group Website Resources

Housekeeping

Slides: www.280group.com/opp.pdf

Interactive session

Austin training info in bags

Product Management LifeCycle Toolkit™ Giveaway!

*Midnight PST - no exceptions – please don’t ask!

Helping companies deliver products that delight their customers and produce massive profits

Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books

Why The 280 Group?

Slides at www.280group.com/opp.pdf

280 Group Clients

Product & Services

Product Manageme

nt Assessment

TrainingCertificatio

ConsultingContractors

ToolkitsPM Office

Portal

Workshops, Coaching & Mentoring

PM Assessments• Process/People/Tools• Gap Analysis• Recommendations• Executive Presentation

Courses:- Public- Private Onsite- Self-Study

Certifications:- Certified Product

Manager- Agile Certified Product

Manager

Course Offerings:- Optimal PM & PMM- Phenomenal PM- Agile PM Excellence- CPM Intensive- Social Media Marketing

We Provide:• Product Managers• Product Marketers• Projects• Interim Contractors

Templates:- Product Lifecycle- Launches- Roadmaps- Competitive - Beta Programs- Product Reviews- Developer

PM Office:- Standard- Pro

Books:- Agile- Phenomenal- Excellent - 42 Rules- Optimal Product

Process

PM Portal

Available for:• Teams• Projects• Individuals

Topics:• PM Process• Market Research• Competitive Research• Voice of the Customer• Vision• Conceive• Business Case• Market Strategy• Requirements• Prioritizing• Road mapping• Pricing• Forecasting• Metrics• Beta• Marketing• End of Life• Agile

Agenda• Background

How This Came About• Seven Phase LifeCycle• Optimal Product Process• Questions• Giveaway!

How This All Came About

Many years

PM Profession Maturing

Still something missing

Product Management Challenges

Role & responsibility clarity

Fragmented methodology efforts

Training not being used

Out of date

Duplication of effort and wasted time

Critical parts of lifecycle missing

No post-mortems

Skills can’t be leveraged14Slides at

www.280group.com/opp.pdf

What to do?

Create own model

Adopt existing

Create a standard

Around that time…

Working on a Global standard- Product Management Body of Knowledge

(ProdBOK®)- Product Management Framework® (PMF)

Goals:- Common vocabulary- Practice standard

Support the Standard?

The Answer Was…

Agenda• Background• How This Came About

Seven Phase LifeCycle• Optimal Product Process• Questions• Giveaway!

Stages of Process Maturity

Ad hoc•Unpredictable•Reactive•Heroics

Managed•Project process defined

•Requirements Management

•Quality assurance•Still tends to be reactive

Defined•Organizational process defined

•Product integration

•Integrated project management

•Validation/Verification

Measured•Performance goals measured for process and projects

Optimizing•Causal analysis and resolution

•Identify and deploy process improvements

Efficiency

Repeata

Seven Phase LifeCycle™

Phase: Stage in the product lifecycle

Gate: Critical decision point ending a phase, and starting the next

Product LifeCycle: phases from conceive to retire

One Phase Gate

Conceive Plan Develop Qualify Launc

h Market Retire

Easy to Remember

Clever

Product

Developers

Question

Market

Requirements

Conceive Plan Develop Qualify Launc

h Market Retire

Conceive Phase

Brainstorm

Generate ideas

Prioritize

Choose

Plan Phase

Strategy

Market Research

Competitive Analysis

Business Case

Market Needs

Product Description

Roadmap

Develop Phase

Engineering

Tradeoffs

Adjustments- Schedule- Feature - Plans

Qualify Phase

Internal

Early Customer

Minor Adjustments

Launch Phase

Announcement

Availability

Exposure

Ramp Revenues

Market Phase

Ongoing Programs

Measure ROI

Optimize

* AIPMM calls this phase Deliver

Retire Phase

End of Life

New Version

Obsolescence

Agenda• Background• How This Came About• Seven Phase LifeCycle

Optimal Product Process• Questions• Giveaway!

Expands on AIPMM Model

Roles and responsibilities

Phase Activities

Decision Criteria

Common activities PM & PMM

Tools for Efficiency

Why OPP is Different

Nine Key Documents

Strategy

• Business Case

• Market Needs

• Product Description

• Market Strategy

• Roadmap

Execution

• Launch Plan• Beta Plan• Marketing

Plan• End of Life

PM LifeCycle Toolkit

No Duplication

All Critical Considerations

Every situation- Company Culture- Team- Light Agile - Heavy Waterfall

Master Product Plan™

Alternative to nine

Update every phase

Compare versions

Post mortem

Continuous Improvement

V1 V2 V3 V4 V5 V6

Applying Optimal Product Process

Assessment

Training

Certifications

Agenda• Background• How This Came About• Seven Phase LifeCycle• Optimal Product Process

Additional Resources• Questions• Giveaway!

280 Group Website Resources

Executive & Company Seminars

The Seven Phase Standard Optimal Product Process

Building Insanely Great Products Through Optimal Product Management

How Product Management Can Make or Break Your Company

Onsite & Webinars

Wrap Up

Question & Answer

Giveaways!

OPM Assessment

Product Management LifeCycle Toolkit

Own Custom Templates

Software Solution

OPM Training

Day One: Foundation

OverviewProcess and Product Life CycleMarket Research Competitive Analysis

Day Two: Product Management

ConceiveBusiness CasesRequirementsRoadmaps

Day Three: Product Marketing

StrategyForecastingPricingBeta ProgramLaunchesMarketingEnd of life

OPM Certifications

Certified Product Manager (CPM) ExamIntensive In-Person Prep Course

CPM Self-Study Course & Online Exam