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Introduction to the 7-Phase Product Life Cycle - H. Del Castillo, AIPMM - PMIWDC Tyson's Corner Meeting
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Introduction to the 7-Phase Product Life Cycle - H. Del Castillo, AIPMM - PMIWDC Tyson's Corner Meeting

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Thanks everyone who attended my presentation at the PMIWDC Tyson’s Corner lunch meeting in McLean. ...

Thanks everyone who attended my presentation at the PMIWDC Tyson’s Corner lunch meeting in McLean.

This session explains why product-driven organizations should consider implementing the seven-phase product life cycle, which is the basis for the Association of International Product Marketing & Management (AIPMM) Body of Knowledge (ProdBOK®). You can download the presentation worksheet here: http://slidesha.re/13jkk2Z.

This session is for project managers, cross-functional managers, and product team leaders who want to understand the process to increase the likelihood of creating products that delight customers, reduce time to market, and create new revenue streams for an organization.

The Association of International Product Marketing and Management (AIPMM) is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, the AIPMM 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.

I have over 15 years of experience building and directing high performance cross-functional product teams and transforming products to wealth for technology-based product-driven companies. I have launched over 30 products and solutions that resulted in over $200M of achieved global sales revenue. I provide services as a consultant, contractor, coach, or trainer to organizations that need to create value-added products that delight customers and effectively market them to create demand.

Connect with me at http:/linkd.in/hdelcastillo for information about AIPMM membership or training courses in your area.

Let me know how I can help you accelerate your career, connect with others, or grow your technology-based business by implementing a product and innovation strategy and process to create new revenue streams using a sustainable approach.

Feel free to favorite this if you like it. I look forward to seeing you again soon.

Regards,
Hector Del Castillo
http:/linkd.in/hdelcastillo

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Introduction to the 7-Phase Product Life Cycle - H. Del Castillo, AIPMM - PMIWDC Tyson's Corner Meeting Presentation Transcript

  • 1. Hector Del Castillo linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 2. Tweet! Hector: @hmdelcastillo AIPMM: @AIPMM PMIWDC: #PMIWDC© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 3. The Hub Of All Things Product Management© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 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®)© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 5. 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 5© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 6. What We Will Discuss 1. ProdBOK® Introduction 2. Why Process Matters 3. The Seven-Phase Product Life Cycle 4. Key Takeaways© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 7. What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 8. Global standard for conceiving, building, and marketing products Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 9. What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 10. A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 11. Successful products require teamwork Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 12. Why Process Matters© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 13. Process = Organizational Discipline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 14. Organizational Productivity Requires Discipline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 15. Increases likelihood for success© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 16. Reduces time to market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 17. Aligns Strategy, Structure, People and Culture With Market Trends and Customer Needs© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 18. Strategy Structure Culture Trends & Needs People© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 19. Benefits© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 20. Common Language© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 21. Product Creation Guideline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 22. Mutual Commitments© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 23. Product Teams© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 24. Continuous Improvement© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 25. The 7-Phase Product Life Cycle© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 26. Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 27. Supports any development methodology© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 28. Conceive© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 29. Understand Trends and Needs Better Than Competitors© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 30. Plan© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 31. Why Build It© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 32. Develop© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 33. Keep Your Eyes On The Market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 34. Qualify© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 35. Get Customers To Try It Early© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 36. Launch© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 37. Inform Customers About It© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 38. Deliver© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 39. Improve Best Performers© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 40. Retire© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 41. Withdraw Worst Performers© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 42. Conceive Retire Plan Deliver Develop Launch Qualify Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 43. Knowledge Areas© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 44. Business Customer Product Market Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 45. A Product Is The Intersection Of Business, Market, Customer and Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 46. FRAMEWORK COMPARISON© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 47. Typical Project Life Cycle These are stages that projects go through from initiation to closing© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 48. Project Management Framework Monitor/ Initiate Plan Execute Close Control Integrate Scope Knowledge Areas Time Cost Source: PMI PMBOK v4 Quality HR Communicate Risk Procure© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 49. Typical Product Life Cycle These are stages that products go through from introduction to withdrawal from the market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 50. Product Management Framework Conceive Plan Develop Qualify Launch Deliver Retire Organization Knowledge Areas Market Business Customer Product Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 51. Framework Comparison Product Management Conceive Plan Develop Qualify Launch Deliver Retire Project Management Monitor/ Initiate Plan Execute Close Control© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 52. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 53. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 54. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 55. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 56. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 57. 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© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 58. Please Join Us Again! AIPMM Webinar Series: Friday, Mar 1 Product Management Leadership, Brian Lawley http://aipmm.com/aipmm_webinars/ Global Product Management Talk: Monday, Mar 4 http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: 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/© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 59. Upcoming Courses Course & Location Dates Days Time CIL® Certification Prep Course & Exam 16 PDUs, McLean, VA Mar 5-6, 2013 T, W 8:30 am – 5 pm Creating Value Through Collaboration 16 PDUs, McLean, VA Mar 7-8, 2013 Th, F 8:30 am – 5 pm Use promo code provided to save $ on registration fee. Contact Hector Del Castillo at http://linkd.in/hdelcastillo for more information.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 60. For More Information About • AIPMM membership benefits • Certification courses in your area • Growing your business by defining the right product strategy & process • Aligning your business model with your product strategy • Building and managing a high performing product team© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 61. Hector Del Castillo CPM, CPMM, PMP linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo@aipmm.com +1-301-523-9478© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo