blackblot product management models
DESCRIPTION
Blackblot Product Management ModelsTRANSCRIPT
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Product PlanningCustomer Advocacy
ProductProductManagementManagement
Discipline Overlap
Product MarketingBusiness Value
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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.
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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.
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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
▼Product Planning▼
LEARNING
Planning► Definition► Development► Maintenance►
Describe market problems and needs
Define solutions to market problems
Build solutions that solve market problems
Sales channels support and product revisions
Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis
Use Cases Product Roadmap Product Evangelism¤ Customer Visit
▼Product Marketing▼
Evaluation► Strategy► Readiness► Execution►
Examine opportunities to serve the market
Formulate the market approach
Prepare market tactics and MarCom activities
Deliver value and build competitive advantage
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
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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
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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
▼Product Planning▼
LEARNING
Planning► Definition► Development► Maintenance►
Describe market problems and needs
Define solutions to market problems
Build solutions that solve market problems
Sales channels support and product revisions
Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis
Use Cases Product Roadmap Product Evangelism¤ Customer Visit
▼Product Marketing▼
Evaluation► Strategy► Readiness► Execution►
Examine opportunities to serve the market
Formulate the market approach
Prepare market tactics and MarCom activities
Deliver value and build competitive advantage
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
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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 – 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
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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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