© 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…
4Slides at www.280group.com/opp.pdf
280 Group Press
© 2012 280 Group LLC.
New Book!
- Just Released- Everyone Gets a Copy- Please share!- http://tinyurl.com/freeoppbook
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© 2012 280 Group LLC.
280 Group Website Resources
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Housekeeping
Slides: www.280group.com/opp.pdf
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
™
© 2012 280 Group LLC. 9
Why The 280 Group?
Slides at www.280group.com/opp.pdf
© 2012 280 Group LLC.
280 Group Clients
© 2012 280 Group LLC.
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…
18Slides at www.280group.com/opp.pdf
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
www.280group.com/opp.pdf
© 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
www.280group.com/opp.pdf
© 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
Slides at www.280group.com/opp.pdf
© 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