© 2012 280 Group LLC.

Optimal Product Management and Product MarketingTM

Seven Phase Standard Product LifeCycleBrian LawleyCEO & Founder, 280 Group

© 2012 280 Group LLC.

Agenda

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

© 2012 280 Group LLC.

Before We Get Started…

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280 Group Press

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New Book!

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

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280 Group Website Resources

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Housekeeping

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Interactive session

Austin training info in bags

Product Management LifeCycle Toolkit™ Giveaway!

7Slides at www.280group.com/opp.pdf

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

© 2012 280 Group LLC.

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

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

™

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Why The 280 Group?

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© 2012 280 Group LLC.

280 Group Clients

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Product & Services

11

Product Manageme

nt Assessment

s

TrainingCertificatio

n

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!

© 2012 280 Group LLC.

How This All Came About

Many years

PM Profession Maturing

Still something missing

13Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC.

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

© 2012 280 Group LLC.

What to do?

Create own model

Adopt existing

Create a standard

15Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC.

Around that time…

Working on a Global standard- Product Management Body of Knowledge

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

Goals:- Common vocabulary- Practice standard

16Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC.

Support the Standard?

17Slides at www.280group.com/opp.pdf

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The Answer Was…

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Yes!

Agenda• Background• How This Came About

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

© 2012 280 Group LLC. 20Source: Carnegie Mellon SEI CMMI

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

bili

ty

© 2012 280 Group LLC. 21Source: AIPMM

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

© 2012 280 Group LLC. 22

Easy to Remember

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

Clever

Product

Developers

Question

Lousy

Market

Requirements

Conceive Plan Develop Qualify Launc

h Market Retire

© 2012 280 Group LLC. 23

Conceive Phase

Brainstorm

Generate ideas

Prioritize

Choose

© 2012 280 Group LLC. 24

Plan Phase

Strategy

Market Research

Competitive Analysis

Business Case

Market Needs

Product Description

Roadmap

© 2012 280 Group LLC. 25

Develop Phase

Engineering

Tradeoffs

Adjustments- Schedule- Feature - Plans

© 2012 280 Group LLC. 26

Qualify Phase

Internal

Beta

Early Customer

Minor Adjustments

© 2012 280 Group LLC. 27

Launch Phase

Announcement

Availability

Exposure

Ramp Revenues

© 2012 280 Group LLC. 28

Market Phase

Ongoing Programs

Measure ROI

Optimize

* AIPMM calls this phase Deliver

© 2012 280 Group LLC. 29

Retire Phase

End of Life

New Version

Obsolescence

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

Optimal Product Process• Questions• Giveaway!

© 2012 280 Group LLC.

Expands on AIPMM Model

Roles and responsibilities

Phase Activities

Decision Criteria

Common activities PM & PMM

Tools for Efficiency

31Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC.

Why OPP is Different

32Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC. 33Slides at

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© 2012 280 Group LLC. 34

Nine Key Documents

Strategy

• Business Case

• Market Needs

• Product Description

• Market Strategy

• Roadmap

Execution

• Launch Plan• Beta Plan• Marketing

Plan• End of Life

Plan

© 2012 280 Group LLC. 35Slides at

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© 2012 280 Group LLC.

PM LifeCycle Toolkit

No Duplication

All Critical Considerations

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

36Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC. 37

Master Product Plan™

Alternative to nine

Update every phase

Compare versions

Post mortem

Continuous Improvement

V1 V2 V3 V4 V5 V6

© 2012 280 Group LLC.

Applying Optimal Product Process

Assessment

Tools

Training

Certifications

38Slides at www.280group.com/opp.pdf

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

Additional Resources• Questions• Giveaway!

© 2012 280 Group LLC.

280 Group Website Resources

40Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC.

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

41Slides at www.280group.com/opp.pdf

Onsite & Webinars

© 2012 280 Group LLC.

Wrap Up

Question & Answer

Giveaways!

42

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© 2012 280 Group LLC.

© 2012 280 Group LLC.

OPM Assessment

44Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC.

Tools

Product Management LifeCycle Toolkit

Own Custom Templates

Software Solution

45Slides at www.280group.com/opp.pdf

© 2012 280 Group LLC. 46

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

© 2012 280 Group LLC.

OPM Certifications

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

CPM Self-Study Course & Online Exam

47Slides at www.280group.com/opp.pdf