Introduction The creation of successful products is essential for companies that want to grow or maintain a competitive advantage. Many organizations lack a clearly defined and understood product strategy. We will discuss the importance of the AIPMM Product Management Framework (PMF) to define and implement a process to conceive, plan and market your company’s products at each stage of their life cycle. We will identify key activities to align business and product strategy with unmet customer needs to create value for your business. We will describe the typical product life cycle from concept to launch and through product retirement. We will also discuss why growing organizations need to implement a formal product management process to support their product strategy. Key Points: * Why do you need to define a product strategy for your company? * What are the benefits of implementing a product planning process? * What do you need to create successful products consistently? Connect with me at http:/linkd.in/hdelcastillo for more information regarding AIPMM membership or certification courses in your area. Let me know how I can help you create and implement a product strategy and product planning process successfully to grow your technology-based business.

1. Hector Del Castillo
linkd.in/hdelcastillo
May 5, 2012
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2. Thank You to Our Sponsors
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3. Tweet About Us!
Hector: @hmdelcastillo
AIPMM: @aipmm
ProdMgmtTalk: @ProdMgmtTalk
PCampDC: @PCampDC
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4. Hector Del Castillo
• Over 10 years 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 27+ 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
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5. © AIPMM 2012

6. © AIPMM 2012

7. AIPMM Certifications
Certified Product Manager (CPM®)
Certified Product Marketing Manager
(CPMM®)
Agile Certified Product Manager
(ACPM®) Source: Get Certified, AIPMM Website
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8. What We Will Discuss
1. What is Product Strategy?
2. Why Your Company Needs It
3. Implementing A Product Strategy
4. Key Takeaways
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9. What is Product Strategy?
”Product strategy begins with
a strategic vision that states
where a company wants to
go, how it will get there, and
why it will be successful.”
Source: Product Strategy for High Technology Companies, 2nd Edition, Michael E. McGrath, 2001
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10. ”Product strategy is like a
roadmap. It’s useful only when
you know where you are and
where you want to go.”
Source: Product Strategy for High Technology Companies, 2nd Edition, Michael E. McGrath, 2001
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11. Fortune’s Most Admired Companies
Rank Company Industry Industry
Rank
1 Apple 1 Computers
2 Google 1 Internet Services & Retailing
3 Amazon.com 2 Internet Services & Retailing
4 Coca-Cola 1 Beverages
5 IBM 1 IT Services
6 FedEx 2 Delivery
7 Berkshire Hathaway 1 Property and Casualty
8 Starbucks Coffee 2 Food Services
9 Procter & Gamble 1 Soaps and Cosmetics
10 Southwest Airlines 3 Airlines
Source: FORTUNE Magazine, 19 Mar 2012
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12. TIPS FOR IMPLEMENTING A PRODUCT
STRATEGY SUCCESSFULLY
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13. 1. Align Strategies With Needs
Focus on creating and
delivering value-added
Customer
products to target customers
Product based on their unmet needs.
(Value)
Business Market
© H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011
© AIPMM 2012

14. Understand The Difference
Business Strategy vs. Product Strategy
Defines the path to Roadmap for investment
create a sustainable and creation of new
competitive advantage revenue streams.
for your business.
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15. Create Alignment
Align business, marketing and product
strategies with unmet market
needs.
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16. Document and Communicate It
Financial
How much investment is
needed?
How soon will we break
even?
Learning & Growth Customer
What key resources are Product What are the unmet needs?
needed? Vision & Mission Who are the customers?
What knowledge and
skills are needed? Who’s most likely to buy?
Business Processes
What key activities and
deliverables are needed?
© AIPMM 2012

17. 2. Mind Your Company’s Culture
Cultivate a culture that
Process
fosters innovation and
collaboration to create
People
& deliver great products.
Culture
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18. Focus on Shared Values
Source: McKinsey 7S Framework
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19. Eliminate organizational silos
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20. 3. Create a Product Planning Process
Product Management Framework (PMF)
Source: © AIPMM, 1998-2012, All Rights Reserved.
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21. Leverage The Product Life Cycle
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22. Identify Key Resources
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23. Define Key Deliverables
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24. 4. Identify Market/Customer Trends
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25. Discover Unmet Customer Needs
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26. Identify Customer Segments
Needs; e.g., Demographics; e.g.,
Problems/pain points Industry
Applications/uses addressed Function
Key functionality/attributes Geography
Degree of sophistication/quality/… Age/gender/income
Drives Product/Solution Strategy Other personal/business
Behaviors and Attitudes; e.g., characteristics
Risk appetite/adoption Drives Outreach Strategy
Psychographics (lifestyle/personality)
Stated/unstated values
Usage patterns
Vendor/brand loyalty
Drives Adoption Strategy
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27. Know Your Competitive Landscape
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28. 5. Deliver Value, Success Will Follow
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29. Creating and delivering value
to customers, executives
and investors is essential
for a successful business.
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30. Direct the Internal Value Chain
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31. 6. Use Leading Productivity Tools
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32. Build Your Business Model
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33. Make Your Business Case
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34. Key Takeaways
1 • Align strategies with needs
2 • Mind your company’s culture
3 • Create a product planning process
4 • Identify market/customer trends
5 • Deliver value, success will follow
6 • Use leading productivity tools
© AIPMM 2012

35. Useful Links
• 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 2012

36. Upcoming Training Courses
Upcoming Courses Dates and Location
Jun 4-6, 2012
280 Group: Optimal Product Management and Marketing (OPM) Teqcorner,
Price: $2,995; Pay only $1,995 when you register by May 18th. For more information or McLean, VA
to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
280 Group: Certified Product Management Manager (CPM®) Exam Jun 7, 2012
Teqcorner,
Intensive Pre Course McLean, VA
Price: $1,295 per person; Includes exam fee ($395 savings). Pay only $795 per person
when you register in conjunction with the Optimal Product Management course. For
more information or to register, contact Hector Del Castillo at
hmdelcastillo@aipmm.com.
© AIPMM 2012

37. 280 Group: Optimal Product
Management & Marketing (OPM)
Date: June 4-6, 2012
Time: 8:30 AM – 5:30 PM EDT
Place: Teqcorner, 1616 Anderson Rd., McLean, VA
Price: $1,995* per person (regularly $2,995)
Three day course from the 280 Group covering the entire product lifecycle. Teaches
you to manage and launch any product at any stage of its lifecycle. This includes the
Product Management Lifecycle Toolkit with corresponding productivity templates.
Fourth day intensive certification prep course add-on thoroughly prepares you to take
the worldwide standard CPM® or CPMM® certification exam.
*Register by May 18th.
© AIPMM 2012

38. Optimal Product Management
Day One: Foundation
Day Two: Product Management
Overview
Process and Product Life Cycle Day Three: Product Marketing
Conceive
Market Research
Business Cases
Competitive Analysis Strategy
Requirements
Forecasting
Roadmaps
Pricing
Beta Program
Launches
Marketing
End of life
© AIPMM 2012

39. 280 Group: CPM® Exam Intensive Prep
Date: June 7, 2012
Time: 8:30 AM – 5:00 PM EDT
Place: Teqcorner, 1616 Anderson Rd., McLean, VA
Price: $795* per person (regularly $1,295)
This review course is offered on the morning of the same day of the Certification Exam. It provides an
intensive review of the Association of International Product Marketing & Management (AIPMM) body
of knowledge (ProdBOK®) to help participants prepare to take the exam to earn the prestigious
Certified Product Manager (CPM®) credential. Participants review the key concepts and terminology
used in the exam as well as strategies for answering exam questions and a Q&A for anything else they
want to review. Price includes certification exam fee ($395 savings).
* Promotional price applies only when you register for the OPM course simultaneously.
© AIPMM 2012

40. CPM® Exam Intensive Prep Course
Morning
Afternoon
Introduction
What is Product Management? Marketing Mix
Product Life Cycle Product Positioning
Understanding Goods and Services Value Creation
Product Decisions Exam Review
Strategic Planning Guidelines
Q&A
CPM® Certification Exam
© AIPMM 2012

41. Upcoming Training Courses
Dates and
Upcoming Courses
Location
Product Innovation Leadership - May 17-18, 2012
Igniting innovation and business growth (16 PDUs) Teqcorner
McLean, VA
Price: $1,697 per person; Pay only $1,597 per person when you register by May 9th.
Group discount of $1,497 per person when you register 5 people. For more information
or to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
© AIPMM 2012

42. Product Innovation Leadership -
Igniting innovation and business growth (16 PDUs)
Date: Thursday, Friday, May 17-18, 2012
Time: 8:30 AM – 5:00 PM EDT
Place: Teqcorner, McLean, VA
Price: $1,697 per person
This course covers best practices and proven methodologies to lead innovation efforts in order for your
company to gain or maintain a competitive advantage using a sustainable approach. You will learn
knowledge, skills, and tools to integrate and align strategic objectives with a managed and
purposeful innovation culture. This course fully prepares you to take the Certified Innovation Leader
(CIL) certification exam, which is administered at the end of day two. Price includes training,
certification exam fee, AIPMM premium membership, and over 350 templates from Demand Metric.
* Pay only $1,597 (Save $100) per person when you register by May 9th. Group
discount of $200 per person when you register 5 people.
© AIPMM 2012

43. Product Innovation Leadership -
Igniting innovation and business growth (16 PDUs)
Day 1
Day 2
Introduction & Overview
Strategic Innovation Leverage and Phase 2: Plan
Alignment (SILA)
Phase 3: Develop
Project Identification
Phase 4: Develop
Business Case Development
Phase 5: Qualify
Phase 1: Conceive
Phase 5: Launch
Practice Questions
Exam Review
Certified Innovation Leader (CIL®)
Certification Exam
© AIPMM 2012

44. Join AIPMM
• Network with experts and thought leaders in your
profession.
• Learn the latest best practices and methodologies.
• Expand your knowledge and soft skills.
• Sharpen your leadership and influential skills.
• Validate your expertise with internationally recognized
certifications.
• Obtain latest tools to enhance your productivity.
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45. Why Get Certified
• Bestows internationally recognized credential
• Enhances opportunities for career advancement
• Improves your earning potential
• Validates your expertise regarding best practices
• Grants mark of distinction that sets you apart
• Connects you with experts and thought leaders
• Demonstrates commitment to your profession
Source: All About Product Management Certification Webcast, Jun 2010
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46. For More Information About
• AIPMM membership
• Certification courses in your area
• Help to implement the right product strategy
& process to grow your business
© AIPMM 2012

47. Join My Professional Network!
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to profit for technology-based organizations.TM
Product Marketing Director, AIPMM
Connect: linkd.in/hdelcastillo
Follow: @hmdelcastillo
Contact: hmdelcastillo@aipmm.com
© AIPMM 2012