Blackblot Product Management Models

Definitions s Product Planning – ongoing process of identifying and articulating market requirements that define a product’s feature set. s Product Marketing – outbound activities aimed at generating product awareness, differentiation and demand. Copyright © 2009 Blackblot. All rights reserved. 4

Statistical Data s 75% of new product development programs fail commercially. s 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. Copyright © 2009 Blackblot. All rights reserved. 6

Common Mistakes in High-Tech s Best product always wins. s Confusing marketing with selling. s Technology alone attracts customers. s Selling a product instead of solving a problem. Copyright © 2009 Blackblot. All rights reserved. 7

Challenges in Product Management s Role definition. s No definitive methodology. s Lack of uniform work tools. s Managing tasks and processes. s Choice of product delivery strategies. s Relationships with other departments. Copyright © 2009 Blackblot. All rights reserved. 8

Blackblot Product Manager's Toolkit™ s PMTK is a comprehensive set of tools and accompanying methodology that illustrates notable best practices and processes, which help create successful market-driven products. Copyright © 2009 Blackblot. All rights reserved. 10

PMTK Foundation Rules s PMTK Foundation Rule #1 Product management is comprised of product planning and product marketing. s PMTK Foundation Rule #2 Product management resides solely in the problem space. Copyright © 2009 Blackblot. All rights reserved. 11

PMTK Action Model ▼Product Planning▼ R L Describe market problems Define solutions to Build solutions that Sales channels support E and needs market problems solve market problems and product revisions E S Planning► Definition► Development► Maintenance► A E 2 3 5 8 R A Evaluation► Strategy► Readiness► Execution► 1 4 6 7 N R I Examine opportunities to Formulate the market Prepare market tactics Deliver value and build C serve the market approach and MarCom activities competitive advantage N H G ▲Product Marketing▲ Product Management Phases 2. Examine opportunities to serve the market. s Describe market problems and needs. s Define solutions to market problems. PM s Formulate the market approach. PP s Build solutions that solve market problems. s Prepare market tactics and MarCom activities. s Deliver value and build competitive advantage. s Sales channels support and product revisions. Copyright © 2009 Blackblot. All rights reserved. 12

PMTK Action Model ▼Product Planning▼ Planning► Definition► Development► Maintenance► Describe market problems Define solutions to Build solutions that solve Sales channels support and needs market problems market problems and product revisions R Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis L E Use Cases Product Roadmap Product Evangelism¤ Customer Visit E S A E ▼Product Marketing▼ R A Evaluation► Strategy► Readiness► Execution► N R I Examine opportunities to Formulate the market Prepare market tactics and Deliver value and build C serve the market approach MarCom activities competitive advantage N H Company G Business Case¤ Corporate Mission Company Profile Presentation Competitor Analysis Product Positioning Product Backgrounder Product Presentation Product Comparison Value Documents Collateral Matrix Lead Generation Market Plan¤ Launch Plan◊ Marketing Review◊ Legend: • Sales Axioms ◊ Supported via consulting. • PSFB (Problem/Solution/Feature/Benefit) ¤ Specialized training available. • USP (Unique Selling Proposition) Copyright © 2009 Blackblot. All rights reserved. 13

PMTK Action Model ▼Process Efficiency▼ E People► Decisions► Deliverables► Learning► F X O Instill flow and structure Bring closure and secure Present and share Assess and measure E at work commitment work output performance R M M P Meeting Rules Decision Making Generic Templates Gap Analysis A T Management by Deliverable Sign-Off Bundle Book Performance L Objectives Review s 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. Copyright © 2009 Blackblot. All rights reserved. 14

PMTK Flow Model Planning → Definition → Development → Maintenance Evaluation → Strategy → Readiness → Execution Phase 1 → Phase 2 → Phase 3 → Phase 4 → Phase 5 → Phase 6 Business Market Product Launch Win/Loss → → → Market Plan → → Case Requirements Roadmap Plan Analysis Pricing Customer ↕ ↕ ↕ ↕ Model Visit Competitor Use Corporate Company Product Analysis Cases Mission Profile Evangelism Product Features Product Backgrounder Comparison Matrix Positioning Value Collateral Documents Matrix •Product Planning •Product Marketing Copyright © 2009 Blackblot. All rights reserved. 15

PMTK Task Model Documents and Tasks PMTK Document Owner/Writer Contributor(S) Business Case – Examination of a potential market Director of Products (O) Product Planner opportunity on a product level. Product Marketer (W) Product Architect Sales Engineer Competitor Analysis – Analysis of competing Product Marketer Product Planner companies, partially via their products. Product Comparison – Tabular comparison of Product Marketer (O) Product Architect competing products. Product Planner (W) Corporate Mission – General business direction Product Marketer Director of Products and company purpose. Product Positioning – Clear and focused Product Marketer Director of Products messages that communicate the product’s value Product Planner proposition to multiple audiences. Copyright © 2009 Blackblot. All rights reserved. 16

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. Copyright © 2009 Blackblot. All rights reserved. 18

Blackblot Procedural Requirements Management Model DIRECTIVE Rationales Sources Constraints Rationales Sources 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. Copyright © 2009 Blackblot. All rights reserved. 19

PMTK Problem Echelon Model Market-driven Need Value Consumer Marketing Problem Space Problem De pen d en B2C cy Solution Space Product Comparative ncy Problem Marketing e nde D ep B2B Technology Problem Technology-driven Copyright © 2009 Blackblot. All rights reserved. 20

PMTK MVP Model Pricing Model Pricing Scheme Full Model Objectives Profit Units Revenue Signal (Income) (Share) (Sales) (Marketing) Strategies Cost-Plus Going-Rate Market-Will-Bear Market-Value (Margin) (Competition) (Monopoly) (Value) Tactics Maturity Introduction Growth and Decline Skimming Penetration Diversification Captive Discrimination Initiatives Reactions (High Price) (Low Price) (Product Family) Product Reductions Bundling Anything … Pricing Formula Variables Discounts Licensing General Technological Price Mix MSRP Adjusters Monetary Contract Copyright © 2009 Blackblot. All rights reserved. 22

Blackblot Product Management Team Model Sales MarCom Engineer Manager Advocacy Media Expert Expert Product Product Planner Marketer Market Marketing Expert Expert Copyright © 2009 Blackblot. All rights reserved. 24

Blackblot Product Definition Team Model Product Lead Planner Developer Market Technology Expert Expert Product Product Architect Developer Product Development Expert Expert Copyright © 2009 Blackblot. All rights reserved. 25

PMTK Action-Team Model ▼Product Planning▼ Planning► Definition► Development► Maintenance► Describe market problems Define solutions to Build solutions that solve Sales channels support and needs market problems market problems and product revisions R Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis L E Use Cases Product Roadmap Product Evangelism¤ Customer Visit E S A E ▼Product Marketing▼ R A Evaluation► Strategy► Readiness► Execution► N R I Examine opportunities to Formulate the market Prepare market tactics and Deliver value and build C serve the market approach MarCom activities competitive advantage N H Company G Business Case¤ Corporate Mission Company Profile 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 Copyright © 2009 Blackblot. All rights reserved. 27

Blackblot Corporate Organizational Structure Executive Management Product Business Marketing Operations Engineering Management Management Product Marketing Corporate Marketing Business Development Accounting Development Product Planning Marketing Distribution Quality Assurance Administration Communications Program Management User Experience Human Resources Release Management Information Technology Sales Legal Services Support Copyright © 2009 Blackblot. All rights reserved. 28

Blackblot Marketing Domain Model Marketing Domain Product Corporate Marketing Marketing Marketing Communications Price Emphasis Corporate Branding Advertising Loyalty programs, community Skimming, penetration, Copyrighting, budgeting, creative, relations, alliances, symbols, diversification, discrimination… Internet, print, radio, TV… ideas… Feature Emphasis Analyst Relations Graphic Arts Presentations, sales tools, Competitor analysis, product Knowledge databases, briefing stationary, colors, logos, comparison… sessions, demos, visits… packaging… Value Emphasis Public Relations Market research, value and Press Releases, Events, positioning messages, messaging Lobbying… plan… Product Branding Loyalty programs, community relations, alliances, symbols, ideas… Copyright © 2009 Blackblot. All rights reserved. 29

Articles s For an elaborate perspective on __________, please view article/crt. s Concept of Marketing s Value-Marketing Model s Product Definition Team s Product Management Team s Crafting Market Requirements s Who’s Driving Your Company? s Extending Product Life Cycle Stages View article Copyright © 2009 Blackblot. All rights reserved. 32

Blackblot – Product Management Expertise™ Blackblot Background s 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. Copyright © 2009 Blackblot. All rights reserved. 36

Blackblot – Product Management Expertise™ Blackblot P.O.Box 5173 Caesarea 38900 ISRAEL Phone: +972-54-6860473 E-mail: info@blackblot.com Web: www.blackblot.com Skype: Blackblot Copyright © 2009 Blackblot. All rights reserved. 37

Blackblot – Product Management Expertise™ www.blackblot.com Copyright Notice Copyright © 2009 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 otherwise, to anyone wishing to act or follow the content of this document. For personal and noncommercial use only. Copyright © 2009 Blackblot. All rights reserved.

Blackblot Product Management Models

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