The Product Manager Pathfinder v2 - Steve Wells at ProductCamp Boston, April 2011

Steve Wells AIPMM www.linkedin.com/in/stevewellsnh steve@aipmm.com© AIPMM 2010

What is the most important task for a Product Manager? A. Maximize revenue for products. B. Lead product development activities. C. Reduce development cost for products. D. Maximize profit for products. E. Serve as the product CEO.© AIPMM 2010

Where have you been? What has it been like? Where are you going??© AIPMM 2010

What is your career path?© AIPMM 2010

Fortune’s Most Innovative Companies Rank Company Industry Industry Rank 1 Apple 1 Computers 2 Google 1 Internet Services & Retailing 3 Nike 1 Apparel 4 Amazon.com 2 Internet Services & Retailing 5 Goldman Sachs Group 1 Megabanks 6 Procter & Gamble 1 Soaps & Cosmetics 7 McDonalds 1 Food Services 8 Intel 1 Semiconductors 9 UPS 1 Delivery 10 FPL Group 1 Electric & Gas Utilities Source: FORTUNE Magazine, 22 Mar 2010© AIPMM 2010

Global Demand 2011 Product Professionals WW 11.7M Product Managers US 800K CEOs US ~300K Total Companies WW 316M US 7.5M EUR 9.7M Asia‐Pacific 147.7M Latin America 120.6M ROW 25.8M New Products (WW) >300K/yr© AIPMM 2010

Engineering Undergraduate Studies Development Developer Management Not Transferable Engineer Career Path Understand domain, technology, and company culture. Graduate Studies Professional Training Transferable Understand value/supply chain, business models, Engineering various technologies, identify Undergraduate Studies market trends Certification Developer Product Management Product Manager Career Path© AIPMM 2010

What is Product Management? A process for conceiving, planning, developing, testing, launching, delivering, and withdrawing products in the market. © AIPMM 2010

Augmented Product Levels© AIPMM 2010

Identify Market Trends Customer Bargaining Power Threat of Competitive Threat of New Substitute Industry Entrants Products Rivalry Supplier Bargaining Power M. Porter, Five Forces Model© AIPMM 2010

Typical Product Life Cycle Product Life Cycle –the stages that products go through from development to withdrawal from the market© AIPMM 2010

Product Management Framework© AIPMM 2010

What are typical responsibilities? • Leads cross‐functional teams. • Influences peers and executive team. • Makes decisions regarding products. • Leads financial planning and analysis. • Evaluates the industry and competition. • Identifies target customers and markets. • Forecasts market share and revenue. • Creates product and marketing strategies. • Leverages the Product Management Life Cycle.© AIPMM 2010

What are key deliverables? Product Management Product Marketing Marketing Market Trends Product Launch Positioning & Messaging Business Cases Sales Tools Websites Profit & Loss Analysis Positioning Collateral Customer & Market Research Pricing Presentations & sales tools MRDs & PRDs White Papers Increased web traffic Product Roadmaps Reviewer’s Guides Search Engine Optimization Lead Engineering Teams Product Demos AdWords Campaigns Functional Specifications Competitive Comparisons Demand Generation Programs Prioritizing Feature Sets Customer Testimonials Direct Mail/email Campaigns Constraint Tradeoffs Success Stories Print Advertising Competitive Analysis Features & Benefits/USPs Corporate & Product Branding Beta Programs Presentations Customer Surveys & Feedback© AIPMM 2010

How do you develop vital PM traits? • Create a career development plan. • Network, network, network. • Ask for opportunities to lead. • Expand your knowledge and soft skills. • Find mentors; mentor others. • Get certified; validate your expertise! • Join AIPMM, PMAs, and Prof. Associations.© AIPMM 2010

Conclusion • Demand will increase in the next 5 years • Development plan accelerates your career • Understand product management process • Focus on customer insights to maximize profit • Practice continuous learning© AIPMM 2010

Join AIPMM! • Network with experts and thought leaders in your profession • Expand your knowledge and soft skills. • Learn best practices and methodologies. • Opportunities to lead activities. • Get certified; validate your expertise! • Execute your professional career plan.© AIPMM 2010

AIPMM Certifications AIPMM offers 3 internationally recognized certifications for Product Managers, Product Marketing Managers and Brand Managers to validate your expertise: • Certified Product Manager (CPM) • Certified Product Manager (CPMM) • Agile Certified Product Manager (ACPM)© AIPMM 2010

Why Get Certified? • Internationally recognized across industries • Provides mark of distinction that set you apart • Provides external validation of your expertise • Demonstrates commitment to your profession • Improves opportunity for career advancement • Connects you with experts and thought leaders • May persuade your company to provide or expand professional development opportunities© AIPMM 2010

Useful Links Association of International Product Marketing & Management • Presentation Slides: http://www.aipmm.com/MexEEdev • Website: http://www.aipmm.com • Articles: http://www.aipmm.com/html/newsletter/article.php • Blogs: http://aipmm.com/anthropology/ • Webinars: http://aipmm.com/aipmm_webinars/ • Certification: http://aipmm.com/html/certification/ • Product Management Framework Brochure: http://www.aipmm.com/brochures/AIPMM_PMF.pdf© AIPMM 2010

The Product Manager Pathfinder v2 - Steve Wells at ProductCamp Boston, April 2011

by ProductCamp Boston on Apr 06, 2011

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The Product Manager Pathfinder v2 - Steve Wells at ProductCamp Boston, April 2011 — Presentation Transcript