AIPMM Webinar Series

www.aipmm.com
© AIPMM 2013

www.aipmm.com
© AIPMM 2013

www.aipmm.com
The Hub Of All Things Product Management

Association of International Product Marketing and
Management
• With members in ...
AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product Manager (CPM®)

• Certified Prod...
Tweet!

Hector Del Castillo: @hmdelcastillo
AIPMM:
@AIPMM

© AIPMM 2013

www.aipmm.com
Participate and Win!
• One lucky winner will win a free copy of the
Guide to the Product Management and
Marketing Body of ...
Today’s Speaker

Presenter:

Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant

hmdelcastillo@aipmm.com
...
Hector Del Castillo
linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
What is the biggest barrier for innovation
within your company?
• Poor management
• Insufficient investment

• Lack of inn...
What We Will Discuss
1. Benefits of Innovation
2. Conceiving and Creating Your Next
Technology Innovation
3. Steps to Iden...
Benefits of Innovation

Increased value
for customers

© 2013 HDC & Associates

Improved
profitability for
your company

h...
Where can innovation happen?
• Technology

• Methodologies

• Packaging

• Operations

• Tools

• Distribution

• Product ...
Well Defined

Incremental
Innovation

Basic
Research

Disruptive
Innovation

Not Well Defined

Problem Definition

Breakth...
Innovation Funnel
Ideas

• Generate
• Explore

• Analyze
• Synthesize

• Test
• Plan
Outcomes
© 2013 HDC & Associates

• I...
1. Implement Innovation Process

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Creates Alignment

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Identify Key Resources

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Define Key Deliverables

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Reduces time to market

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
2. Know Market and Customers

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Identify Customer Segments
Needs; e.g.,
Problems/pain points
Applications/uses addressed
Key functionality/attributes
Degr...
Know Your Competitive Environment

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Perform Business Analysis
Market

Strengths

Environment

Weaknesses

Capabilities

Business
Analysis

Production

Opportu...
3. Identify Right Problem To Solve
Needs
Wants

Information

Desires

© 2013 HDC & Associates

http://linkd.in/hdelcastill...
Define The Market Problem
What?

Why?

Who?

Market
Problem

How?

© 2013 HDC & Associates

When?

http://linkd.in/hdelcas...
Steps To Define Market Problem
Establish Need
Justify Need
Confirm Context
Define Market Problem
© 2013 HDC & Associates

...
4. Define & Test Concept

Possible
Solutions

© 2013 HDC & Associates

Concept

http://linkd.in/hdelcastillo
Align Strategy With Needs
Business
Objectives

Capabilities

Customer

Needs

Technology

© 2013 HDC & Associates

http://...
Embed Technology In Solution
Attributes

Proposed
Solution

Benefits

Technology

Customer
Experience

© 2013 HDC & Associ...
Maximize
Value

Leverage
Capabilities
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
5. Seek Multiple Revenue Streams

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Volatility

Predictability

Revenue
Stream
Return
© 2013 HDC & Associates

Risk
http://linkd.in/hdelcastillo
Maximize
Revenue

Minimize
Risk
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
6. Get Customer Feedback Early
Defects
Feature
Requests

Feedback

Other

© 2013 HDC & Associates

http://linkd.in/hdelcas...
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
TIPS FOR FOSTERING INNOVATION

© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
© 2013 HDC & Associates

http://linkd.in/hdelcastillo
Key Takeaways
1

• Implement innovation process

2

• Know market and customers

3

• Identify the right problem to solve
...
Free Consulting Session
• First ten people to submit information via
email
• Must include name, title, company name,
email...
Hector Del Castillo
• Senior consultant with over 15 years of experience transforming
products to wealth for technology co...
Q&A

Presenter:

Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant

hmdelcastillo@aipmm.com
linkd.in/hde...
Please Join Us Again!
AIPMM Webinar Series:
Adopt Your Sales Team - Sales Enablement Essentials
Friday, Oct 25th, 12 pm ET...
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Conceiving and Creating Your Next Technology Innovation

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Creating a technology innovation your customers and prospects not only need, but also want can be a significant challenge in today's business environment. To remain competitive, it is important to align the vision of future products with what your organization is capable of creating and sustaining using an efficient methodology.

This session will introduce you to a better approach for creating and creating your next technology innovation. This approach will bring enhanced credibility to all your proposed innovation concepts.

Key Takeaways
• Why most technology innovations fail
• Key ingredients of a compelling innovation
• The right time to get stakeholders involved
• A process for conceiving and creating an innovation
• Assessing the impact of a proposed investment

About the Speaker
Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams.

Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB.

Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, contact Hector Del Castillo at hmdelcastillo[at]aipmm.com or at http://linkd.in/hdelcastillo.

About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

Upcoming Webinars: http://aipmm.com/aipmm_webinars/
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Articles: http://www.aipmm.com/html/newsletter/article.ph

Published in: Business, Technology
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Conceiving and Creating Your Next Technology Innovation

  1. 1. AIPMM Webinar Series www.aipmm.com © AIPMM 2013 www.aipmm.com
  2. 2. © AIPMM 2013 www.aipmm.com
  3. 3. The Hub Of All Things Product Management Association of International Product Marketing and Management • With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals • The only organization that addresses the entire product life cycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia • Membership benefits include eligibility for the certification programs, discounts to AIPMM events, and access to the career center, peer forums, tools, templates and publications © AIPMM 2013 www.aipmm.com
  4. 4. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) © AIPMM 2013 www.aipmm.com
  5. 5. Tweet! Hector Del Castillo: @hmdelcastillo AIPMM: @AIPMM © AIPMM 2013 www.aipmm.com
  6. 6. Participate and Win! • One lucky winner will win a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) © AIPMM 2013 www.aipmm.com
  7. 7. Today’s Speaker Presenter: Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo © AIPMM 2013 www.aipmm.com
  8. 8. Hector Del Castillo linkd.in/hdelcastillo © 2013 HDC & Associates http://linkd.in/hdelcastillo
  9. 9. What is the biggest barrier for innovation within your company? • Poor management • Insufficient investment • Lack of innovative people • Inadequate planning • Cannot afford the risk © 2013 HDC & Associates http://linkd.in/hdelcastillo
  10. 10. What We Will Discuss 1. Benefits of Innovation 2. Conceiving and Creating Your Next Technology Innovation 3. Steps to Identify a Market Need 4. Assessing Risk and Return 5. Tips for Fostering Innovation 6. Key Takeaways © 2013 HDC & Associates http://linkd.in/hdelcastillo
  11. 11. Benefits of Innovation Increased value for customers © 2013 HDC & Associates Improved profitability for your company http://linkd.in/hdelcastillo
  12. 12. Where can innovation happen? • Technology • Methodologies • Packaging • Operations • Tools • Distribution • Product Design • Business Models • Production • Pricing • Processes • Marketing © 2013 HDC & Associates http://linkd.in/hdelcastillo
  13. 13. Well Defined Incremental Innovation Basic Research Disruptive Innovation Not Well Defined Problem Definition Breakthrough Innovation Not Well Defined Types of Innovation Well Defined Domain Definition © 2013 HDC & Associates http://linkd.in/hdelcastillo
  14. 14. Innovation Funnel Ideas • Generate • Explore • Analyze • Synthesize • Test • Plan Outcomes © 2013 HDC & Associates • Implement http://linkd.in/hdelcastillo
  15. 15. 1. Implement Innovation Process © 2013 HDC & Associates http://linkd.in/hdelcastillo
  16. 16. Creates Alignment © 2013 HDC & Associates http://linkd.in/hdelcastillo
  17. 17. Identify Key Resources © 2013 HDC & Associates http://linkd.in/hdelcastillo
  18. 18. Define Key Deliverables © 2013 HDC & Associates http://linkd.in/hdelcastillo
  19. 19. Reduces time to market © 2013 HDC & Associates http://linkd.in/hdelcastillo
  20. 20. 2. Know Market and Customers © 2013 HDC & Associates http://linkd.in/hdelcastillo
  21. 21. Identify Customer Segments Needs; e.g., Problems/pain points Applications/uses addressed Key functionality/attributes Degree of sophistication/quality/… Drive Product/Solution Strategy Demographics; e.g., Industry Function Geography Age/gender/income Other personal/business characteristics Drive Outreach Strategy Behaviors and Attitudes; e.g., Risk appetite/adoption Psychographics (lifestyle/personality) Stated/unstated values Usage patterns Vendor/brand loyalty Drive Adoption Strategy © 2013 HDC & Associates http://linkd.in/hdelcastillo
  22. 22. Know Your Competitive Environment © 2013 HDC & Associates http://linkd.in/hdelcastillo
  23. 23. Perform Business Analysis Market Strengths Environment Weaknesses Capabilities Business Analysis Production Opportunities Finance Threats © 2013 HDC & Associates http://linkd.in/hdelcastillo
  24. 24. 3. Identify Right Problem To Solve Needs Wants Information Desires © 2013 HDC & Associates http://linkd.in/hdelcastillo
  25. 25. Define The Market Problem What? Why? Who? Market Problem How? © 2013 HDC & Associates When? http://linkd.in/hdelcastillo
  26. 26. Steps To Define Market Problem Establish Need Justify Need Confirm Context Define Market Problem © 2013 HDC & Associates http://linkd.in/hdelcastillo
  27. 27. 4. Define & Test Concept Possible Solutions © 2013 HDC & Associates Concept http://linkd.in/hdelcastillo
  28. 28. Align Strategy With Needs Business Objectives Capabilities Customer Needs Technology © 2013 HDC & Associates http://linkd.in/hdelcastillo Market Knowledge
  29. 29. Embed Technology In Solution Attributes Proposed Solution Benefits Technology Customer Experience © 2013 HDC & Associates http://linkd.in/hdelcastillo Augmented Services
  30. 30. Maximize Value Leverage Capabilities © 2013 HDC & Associates http://linkd.in/hdelcastillo
  31. 31. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  32. 32. 5. Seek Multiple Revenue Streams © 2013 HDC & Associates http://linkd.in/hdelcastillo
  33. 33. Volatility Predictability Revenue Stream Return © 2013 HDC & Associates Risk http://linkd.in/hdelcastillo
  34. 34. Maximize Revenue Minimize Risk © 2013 HDC & Associates http://linkd.in/hdelcastillo
  35. 35. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  36. 36. 6. Get Customer Feedback Early Defects Feature Requests Feedback Other © 2013 HDC & Associates http://linkd.in/hdelcastillo
  37. 37. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  38. 38. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  39. 39. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  40. 40. TIPS FOR FOSTERING INNOVATION © 2013 HDC & Associates http://linkd.in/hdelcastillo
  41. 41. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  42. 42. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  43. 43. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  44. 44. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  45. 45. © 2013 HDC & Associates http://linkd.in/hdelcastillo
  46. 46. Key Takeaways 1 • Implement innovation process 2 • Know market and customers 3 • Identify the right problem to solve 4 • Define and test the concept 5 • Seek multiple revenue streams 6 • Get customer feedback early © 2013 HDC & Associates http://linkd.in/hdelcastillo
  47. 47. Free Consulting Session • First ten people to submit information via email • Must include name, title, company name, email address, phone number • Include a brief description of the problem or issue © 2013 HDC & Associates http://linkd.in/hdelcastillo
  48. 48. Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to wealth for technology companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 30+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE 48 © 2013 HDC & Associates http://linkd.in/hdelcastillo
  49. 49. Q&A Presenter: Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo © 2013 HDC & Associates http://linkd.in/hdelcastillo
  50. 50. Please Join Us Again! AIPMM Webinar Series: Adopt Your Sales Team - Sales Enablement Essentials Friday, Oct 25th, 12 pm ET http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: LinkedIn: Membership: Certification: © 2013 HDC & Associates http://www.aipmm.com/subscribe http://www.linkedin.com/company/aipmm http://www.aipmm.com/join.php http://aipmm.com/html/certification/ http://linkd.in/hdelcastillo

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