Blackblot Product Management Models

Blackblot Blackblot Product Product

Management Management ModelsModels

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Product PlanningCustomer Advocacy

ProductProductManagementManagement

Discipline Overlap

Product MarketingBusiness Value

Copyright © 2010 Blackblot. All rights reserved.

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Definitions

Product Management – occupational domain which contains two professional disciplines: product planning and product marketing.


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Definitions

Product Planning – ongoing process of identifying and articulating market requirements that define a product’s feature set.

Product Marketing – outbound activities aimed

at generating product awareness, differentiation and demand.


Hi-Tech Hi-Tech ProductsProducts

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75% of new product development programs fail commercially.

Griffin, A. and Page, A. L. “PDMA success measurement project: recommended measures for product development success and failure”. Journal of Product Innovation Management, 13, 6, Nov. 1996, pp. 478-496.

Statistical Data


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Common Mistakes in High-Tech

Best product always wins. Confusing marketing with selling. Technology alone attracts customers. Selling a product instead of solving a problem.


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Challenges in Product Management

Role definition. No definitive methodology. Lack of uniform work tools. Managing tasks and processes. Choice of product delivery strategies. Relationships with other departments.


PMTK Core PMTK Core ModelsModels

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PMTK is a comprehensive set of tools and accompanying methodology that illustrates notable best practices and processes, which help create successful market-driven products.

Blackblot Product Manager's Toolkit™


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PMTK Foundation Rules

PMTK Foundation Rule #1PMTK Foundation Rule #1

Product management is comprised of product planning and product marketing.

PMTK Foundation Rule #2PMTK Foundation Rule #2

Product management resides solely in the problem space.


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PMTK Action Model

RESEARCH

▼Product Planning▼

LEARNING

Describe market problems and needs

Define solutions to market problems

Build solutions that solve market problems

Sales channels support and product revisions

Planning►

2Definition►

3Development►

5Maintenance►

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Evaluation►

1Strategy►

4Readiness►

6Execution►

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Examine opportunities to serve the market

Formulate the market approach

Prepare market tactics and MarCom activities

Deliver value and build competitive advantage

▲Product Marketing▲

Product Management PhasesProduct Management Phases

1. Examine opportunities to serve the market.

2. Describe market problems and needs.

3. Define solutions to market problems.

4. Formulate the market approach.

5. Build solutions that solve market problems.

6. Prepare market tactics and MarCom activities.

7. Deliver value and build competitive advantage.

8. Sales channels support and product revisions.

PMPMPPPP


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PMTK Action Model

RESEARCH


LEARNING

Planning► Definition► Development► Maintenance►





Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis

Use Cases Product Roadmap Product Evangelism¤ Customer Visit

▼Product Marketing▼

Evaluation► Strategy► Readiness► Execution►





Business Case¤ Corporate Mission Company Profile Company Presentation

Competitor Analysis Product Positioning Product Backgrounder Product Presentation

Product Comparison Value Documents Collateral Matrix Lead Generation

Market Plan¤ Launch Plan◊ Marketing Review◊Legend:◊ Supported via consulting.¤ Specialized training available.

• Sales AxiomsSales Axioms

• PSFB (Problem/Solution/Feature/Benefit)PSFB (Problem/Solution/Feature/Benefit)

• USP (Unique Selling Proposition)USP (Unique Selling Proposition)


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PMTK Action Model

EXEMPT

▼Process Efficiency▼

FORMAL

People► Decisions► Deliverables► Learning►

Instill flow and structure at work

Bring closure and secure commitment

Present and share work output

Assess and measure performance

Meeting Rules Decision Making Generic Templates Gap Analysis

Management by Objectives

Deliverable Sign-Off Bundle Book Performance Review

This component of the “PMTK Action Model” depicts tools that promote process efficiency since product management is comprised of extremely well-ordered and well-disciplined processes.


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PMTK Flow Model

Planning → Definition → Development → Maintenance

Evaluation → Strategy → Readiness → Execution

Phase 1 → Phase 2 → Phase 3 → Phase 4 → Phase 5 → Phase 6

Business Case

→Market

Requirements→

ProductRoadmap

→ Market Plan →Launch

Plan→

Win/Loss Analysis

↕ ↕Pricing Model

↕ ↕Customer

Visit

Competitor Analysis

UseCases

Corporate Mission

Company Profile

Product Evangelism

Product Comparison

FeaturesMatrix

ProductPositioning

Backgrounder

Value Documents

Collateral Matrix

•Product Planning

•Product Marketing


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PMTK Task Model

Documents and Tasks

PMTK Document Owner/Writer Contributor(S)

Business Case – Examination of a potential market opportunity on a product level.

Director of Products (O)

Product Marketer (W)

Product Planner

Product Architect

Sales Engineer

Competitor Analysis – Analysis of competing companies, partially via their products.

Product Marketer Product Planner

Product Comparison – Tabular comparison of competing products.

Product Marketer (O)

Product Planner (W)

Product Architect

Corporate Mission – General business direction and company purpose.

Product Marketer Director of Products

Product Positioning – Clear and focused messages that communicate the product’s value proposition to multiple audiences.

Product Marketer Director of Products

Product Planner


PMTK Support PMTK Support ModelsModels

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Blackblot Product Frames Model

Product Frame Element Description

Market Requirement A user/buyer need.

Product Feature Something the product does or has.

Product Attribute An actual trait of the product.

Technical Specification The attribute’s implementation.


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Blackblot Procedural Requirements Management Model

PRM Model Element Description

Directive Instruction that guides what is to be accomplished.

Constraints Limitations imposed on the solution.

Rationales Reasoning that supports a claim.

Sources Information that validates a claim.

DIRECTIVEDIRECTIVE

RationalesRationales

ConstraintsConstraints

RationalesRationales

SourcesSources

SourcesSources


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Need

ConsumerProblem

ProductProblem

TechnologyProblem

PMTK Problem Echelon Model

Technology-drivenTechnology-driven

Market-drivenMarket-driven

Problem SpaceProblem Space

Solution SpaceSolution Space

Value Value Marketing Marketing B2CB2C

Comparative Comparative Marketing Marketing B2BB2B

Dependency

Dependency

Dependency

Dependency


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PMTK Product Tree Model

Product MixProduct Mix

Product LineProduct Line

Product FamilyProduct Family Product GroupProduct Group

Product UnitProduct Unit

Product VariantProduct Variant Product MemberProduct Member


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PMTK MVP ModelPricingModel

PricingModel

ObjectivesObjectives

StrategiesStrategies

TacticsTactics

PricingScheme

PricingScheme

PricingFormula

PricingFormula

PriceMix

PriceMix

Profit(Income)

Profit(Income)

Units(Share)

Units(Share)

Revenue(Sales)

Revenue(Sales)

Signal(Marketing)

Signal(Marketing)

Cost-Plus(Margin)

Cost-Plus(Margin)

Market-Value(Value)

Market-Value(Value)

Going-Rate(Competition)

Going-Rate(Competition)

Market-Will-Bear(Monopoly)

Market-Will-Bear(Monopoly)

IntroductionIntroduction Maturityand Decline

Maturityand Decline

Skimming(High Price)

Skimming(High Price)

Penetration(Low Price)

Penetration(Low Price) InitiativesInitiatives ReactionsReactions

ReductionsReductions BundlingBundling Anything …Anything …

VariablesVariables DiscountsDiscounts LicensingLicensing

GeneralGeneral TechnologicalTechnological

GrowthGrowth

Diversification(Product Family)

Diversification(Product Family)

CaptiveProduct

CaptiveProduct DiscriminationDiscrimination

MonetaryMonetaryAdjustersAdjustersMSRPMSRP ContractContract

Full ModelFull Model


Blackblot Blackblot Concept Concept ModelsModels

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Blackblot Product Management Team Model

ProductProductPlannerPlanner

MarketMarketExpertExpert

ProductProductMarketerMarketerMarketingMarketing

ExpertExpert

MarComMarComManagerManager

MediaMediaExpertExpert

Sales Sales EngineerEngineer

AdvocacyAdvocacyExpertExpert


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Blackblot Product Definition Team Model

ProductProductPlannerPlanner

MarketMarketExpertExpert

ProductProductArchitectArchitect

ProductProductExpertExpert

ProductProductDeveloperDeveloperDevelopmentDevelopment

ExpertExpert

Lead Lead DeveloperDeveloper

TechnologyTechnologyExpertExpert


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Blackblot Team Model Linkages

Product Management

Team

Product Definition Team

Development Team

Product Planner Product Architect


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PMTK Action-Team Model

RESEARCH


LEARNING

Planning► Definition► Development► Maintenance►





Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis

Use Cases Product Roadmap Product Evangelism¤ Customer Visit

▼Product Marketing▼

Evaluation► Strategy► Readiness► Execution►





Business Case¤ Corporate Mission Company Profile Company Presentation

Competitor Analysis Product Positioning Product Backgrounder Product Presentation

Product Comparison Value Documents Collateral Matrix Lead Generation

Market Plan¤ Launch Plan◊ Marketing Review◊

Product Planner

Sales Engineer

Product Marketer

MarCom Manager


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Executive Management

Operations Engineering Business ManagementMarketingProduct

Management

Product Marketing

Product Planning

Corporate Marketing

Marketing Communications

Business Development

Distribution

Program Management

Release Management

Sales

Development

Quality Assurance

User Experience

Accounting

Administration

Human Resources

Information Technology

Legal Services

Support

Blackblot Corporate Organizational Structure

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Marketing Domain

Product Marketing

Corporate Marketing

Marketing Communications

Feature Emphasis

Value Emphasis

Corporate Branding

Analyst Relations

Advertising

Graphic Arts

Public Relations

Price Emphasis

Loyalty programs, community relations, alliances, symbols, ideas…

Press Releases, Events, Lobbying…

Presentations, sales tools, stationary, colors, logos, packaging…

Copyrighting, budgeting, creative, Internet, print, radio, TV…

Market research, value and positioning messages, messaging plan…

Skimming, penetration, diversification, discrimination…

Competitor analysis, product comparison…

Knowledge databases, briefing sessions, demos, visits…

Product Branding

Loyalty programs, community relations, alliances, symbols, ideas…

Blackblot Marketing Domain Model


SummarySummary

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Key Lesson

Success is more dependent on Success is more dependent on following a following a processprocess than on than on

developing technology.developing technology.


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Blackblot PMTK Book


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Blackblot Content Retention Tools


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Blackblot Skills Radial


Blackblot – Blackblot – Product Product

Management Management Expertise™Expertise™

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Blackblot – Product Management Expertise™

Blackblot Background Founded in 2000, Blackblot is a provider of product

management focused tools, training, and consulting services. Blackblot enables high-tech companies reach commercial success through effective product management practices.


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Blackblot – Product Management Expertise™

Blackblot Blackblot

P.O.Box 5173P.O.Box 5173

Caesarea 38900Caesarea 38900

ISRAELISRAEL

Phone: +972-54-6860473Phone: +972-54-6860473

Email: [email protected]: [email protected]

Web: www.blackblot.comWeb: www.blackblot.com

Skype: BlackblotSkype: Blackblot


END

Blackblot – Product Management Expertise™ www.blackblot.com

Copyright NoticeCopyright © 2010 Blackblot. All rights reserved.

This document is provided "as-is" with no explicit or implicit guarantee or warranty as to the accuracy of the information contained here. The author claims no responsibility, implied or

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