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© AIPMM 2013

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© AIPMM 2013

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AIPMM:
ProdBOK®:

#AIPMM
#ProdBOK

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Hector Del Castillo:
AIPMM:

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© AIPMM 2013

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Participate and Win!
• Win a free 12-month standard AIPMM
membership

© AIPMM 2013

www.aipmm.com
Today’s Speaker

Presenter:

Hector Del Castillo, CPM, CPMM
Product Innovation Consultant

hmdelcastillo@aipmm.com
linkd.i...
Hector Del Castillo, CPM, CPMM, PMP
@hmdelcastillo
linkd.in/hdelcastillo
© 2013, H. Del Castillo. All Rights Reserved.

Li...
What We Will Discuss
1. ProdBOK® Overview
2. Why Process Matters
3. The Seven-Phase Product Life Cycle
4. Key Takeaways

©...
What Is ProdBOK®?

Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.

Linkd.i...
Sets A Global Standard
• Introduces the steps
of a product life
cycle
• Describes widely
accepted techniques
and methodolo...
What Is A Product?

Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.

Linkd....
A good, service or
combination of both

Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Righ...
Successful products require
teamwork

Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights...
Why Process Matters

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Process = Organizational Discipline

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Organizational Productivity
Requires Discipline

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Increases likelihood for success

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Reduces time to market

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Strategy
Value

People

Trends &
Needs
Style

Systems

Structure
Source: © 2013, H. Del Castillo, All Rights Reserved.
© 2...
Benefits

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Common Language

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Product Creation Guideline

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Mutual Commitments

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Product Teams

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Continuous Improvement

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Phase

Gate

Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdel...
Supports any development
methodology

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Conceive

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Understand Trends and Needs
Better Than Competitors

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Plan

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Why Build It

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Develop

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Keep Your Eyes On The Market

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Qualify

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Get Customers To Try It Early

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Launch

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Inform Customers About It

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Deliver

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Improve Best Performers

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Retire

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Withdraw Worst Performers

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Conceive

Retire

Plan

Deliver

Develop

Launch

Qualify

Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.
© ...
Knowledge Areas

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Market

Customer

Product
Business

Organization
Source: © 1998-2013, AIPMM, All Rights Reserved.

© 2013, H. Del Castillo...
Each Product is The Intersection of
Market, Customer, Business, and
Organization

© 2013, H. Del Castillo. All Rights Rese...
FRAMEWORK COMPARISON

© 2013, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Typical Project Life Cycle

These are stages that projects go through from initiation
to closing
© 2013, H. Del Castillo. ...
Project Management Framework
Initiate

Plan

Execute

Monitor/
Control

Close

Scope
Time
Cost
Source: PMI PMBOK v4

Knowl...
Typical Product Life Cycle

These are stages that products go through from
introduction to withdrawal from the market
© 20...
Product Management Framework
Plan

Develop

Knowledge Areas

Conceive

Qualify

Launch

Deliver

Retire

Organization
Mark...
Framework Comparison
Product Management
Conceive

Plan

Develop

Qualify

Launch

Deliver

Retire

Project Management
Init...
Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reser...
Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reser...
Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reser...
Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reser...
Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reser...
Framework Integration

Plan
Evaluate

Plan
Develop

Test

Evaluate

Plan
Develop

Test

Evaluate

Develop
Test

Source: © ...
Framework Integration

Plan
Evaluate

Plan
Develop

Evaluate

Test

Plan
Develop

Test

Evaluate

Develop
Test

Source: © ...
Key Takeaways
1

• Adopt the product management role early

2

• Understand market and customer insights

3

• Define the ...
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 profit for technology-ba...
Q&A

Presenter:

Hector Del Castillo, CPM, CPMM
Product Innovation Consultant

hmdelcastillo@aipmm.com
linkd.in/hdelcastil...
Upcoming Courses

January 13-14, 2014 Istanbul, Turkey
February 10-11, 2014 Zagreb, Croatia
February 13-14, 2014 Belgrade,...
Upcoming Courses
Course & Location
Dates
ACPM® Certification Prep Course & Exam
San Jose, CA
Jan 24, 2014
McLean, VA
Mar 7...
Please Join Us Again!
AIPMM Webinar Series:
Ducks & Skirts: Two Families Owning The American Mind!

Dec 13th, 12 pm ET

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The Seven-Phase Product Life Cycle

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Product experts understand that all products go through a life cycle. Many of the most innovative companies have adopted a product life cycle management process to increase the likelihood of success for new products in the marketplace. This session will discuss the benefits of implementing the seven-phase product life cycle, which is the basis for the Association of International Product Management & Marketing (AIPMM) Body of Knowledge (ProdBOK®).

Product vendors which understand and implement this process have a higher likelihood of building great products that delight customers and are more profitable. A company risks product failure if it leaves out any of these because it doesn't consider critical issues. Join this session to understand key activities and deliverables performed by cross-functional teams that must be considered within each phase of the product life cycle.

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.

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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.

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The Seven-Phase Product Life Cycle

  1. 1. AIPMM Webinar Series www.aipmm.com © AIPMM 2013 www.aipmm.com
  2. 2. © AIPMM 2013 www.aipmm.com
  3. 3. Tweet! Use AIPMM: ProdBOK®: #AIPMM #ProdBOK Follow Hector Del Castillo: AIPMM: @hmdelcastillo @AIPMM © AIPMM 2013 www.aipmm.com
  4. 4. Participate and Win! • Win a free 12-month standard AIPMM membership © AIPMM 2013 www.aipmm.com
  5. 5. Today’s Speaker Presenter: Hector Del Castillo, CPM, CPMM Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo @hmdelcastillo © AIPMM 2013 www.aipmm.com
  6. 6. Hector Del Castillo, CPM, CPMM, PMP @hmdelcastillo linkd.in/hdelcastillo © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  7. 7. What We Will Discuss 1. ProdBOK® Overview 2. Why Process Matters 3. The Seven-Phase Product Life Cycle 4. Key Takeaways © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  8. 8. What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  9. 9. Sets A Global Standard • Introduces the steps of a product life cycle • Describes widely accepted techniques and methodologies • Identifies key terms, deliverables and essential tools Description: Amazon.com Keyword: ProdBOK © 2013, H. Del Castillo. All Rights Reserved. Source: © 1998-2013, AIPMM, All Rights Reserved. Linkd.in/hdelcastillo
  10. 10. What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  11. 11. A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  12. 12. Successful products require teamwork Source: © 1998-2013, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  13. 13. Why Process Matters © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  14. 14. Process = Organizational Discipline © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  15. 15. Organizational Productivity Requires Discipline © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  16. 16. Increases likelihood for success © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  17. 17. Reduces time to market © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  18. 18. Strategy Value People Trends & Needs Style Systems Structure Source: © 2013, H. Del Castillo, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  19. 19. Benefits © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  20. 20. Common Language © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  21. 21. Product Creation Guideline © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  22. 22. Mutual Commitments © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  23. 23. Product Teams © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  24. 24. Continuous Improvement © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  25. 25. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  26. 26. Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  27. 27. Supports any development methodology © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  28. 28. Conceive © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  29. 29. Understand Trends and Needs Better Than Competitors © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  30. 30. Plan © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  31. 31. Why Build It © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  32. 32. Develop © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  33. 33. Keep Your Eyes On The Market © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  34. 34. Qualify © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  35. 35. Get Customers To Try It Early © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  36. 36. Launch © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  37. 37. Inform Customers About It © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  38. 38. Deliver © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  39. 39. Improve Best Performers © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  40. 40. Retire © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  41. 41. Withdraw Worst Performers © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  42. 42. Conceive Retire Plan Deliver Develop Launch Qualify Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  43. 43. Knowledge Areas © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  44. 44. Market Customer Product Business Organization Source: © 1998-2013, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  45. 45. Each Product is The Intersection of Market, Customer, Business, and Organization © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  46. 46. FRAMEWORK COMPARISON © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  47. 47. Typical Project Life Cycle These are stages that projects go through from initiation to closing © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  48. 48. Project Management Framework Initiate Plan Execute Monitor/ Control Close Scope Time Cost Source: PMI PMBOK v4 Knowledge Areas Integrate Quality HR Communicate Risk Procure © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  49. 49. Typical Product Life Cycle These are stages that products go through from introduction to withdrawal from the market © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  50. 50. Product Management Framework Plan Develop Knowledge Areas Conceive Qualify Launch Deliver Retire Organization Market Business Customer Product Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  51. 51. Framework Comparison Product Management Conceive Plan Develop Qualify Launch Deliver Retire Project Management Initiate Plan © 2013, H. Del Castillo. All Rights Reserved. Execute Monitor/ Control Close Linkd.in/hdelcastillo
  52. 52. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  53. 53. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  54. 54. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  55. 55. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  56. 56. Framework Integration Initiate Plan Execute Monitor Close Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  57. 57. Framework Integration Plan Evaluate Plan Develop Test Evaluate Plan Develop Test Evaluate Develop Test Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  58. 58. Framework Integration Plan Evaluate Plan Develop Evaluate Test Plan Develop Test Evaluate Develop Test Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved. © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  59. 59. Key Takeaways 1 • Adopt the product management role early 2 • Understand market and customer insights 3 • Define the right problem to solve first 4 • Keep your eye on the market and customers 5 • Get customers to try your product early © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  60. 60. 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, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  61. 61. Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to profit for technology-based 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 62 © 2013, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  62. 62. Q&A Presenter: Hector Del Castillo, CPM, CPMM Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo @hmdelcastillo © AIPMM 2013 www.aipmm.com
  63. 63. Upcoming Courses January 13-14, 2014 Istanbul, Turkey February 10-11, 2014 Zagreb, Croatia February 13-14, 2014 Belgrade, Serbia Martina Andricevic Vesper Vixen Group mandricevic@marketing-expert.eu http://www.marketing-expert.eu/ © AIPMM 2013 www.aipmm.com
  64. 64. Upcoming Courses Course & Location Dates ACPM® Certification Prep Course & Exam San Jose, CA Jan 24, 2014 McLean, VA Mar 7, 2014 CPM® Certification Prep Course & Exam San Jose, CA McLean, VA Jan 20-21, 2014 Mar 3-4, 2014 CPMM® Certification Prep Course & Exam San Jose, CA Jan 22-23, 2014 McLean, VA Mar 5-6, 2014 Days Time F F 8:30 am – 5 pm 8:30 am – 5 pm T, W M,T 8:30 am – 5 pm 8:30 am – 5 pm W, Th 8:30 am – 5 pm W, Th 8:30 am – 5 pm Follow the links above for more information, or contact: certification@aipmm.com. © AIPMM 2013
  65. 65. Please Join Us Again! AIPMM Webinar Series: Ducks & Skirts: Two Families Owning The American Mind! Dec 13th, 12 pm ET http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Announcements: http://www.aipmm.com/subscribe Call For Speakers: http://www.boldpm.com/call_for_speakers LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/ © AIPMM 2013

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