Your SlideShare is downloading. ×
Hector Del Castillo
linkd.in/hdelcastillo
© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
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.
© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Global standard for conceiving,
building, and marketing products

Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. De...
What Is A Product?

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

Linkd.in/hdelcastillo
A good, service or
combination of both

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

Li...
Successful products require
teamwork

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

Link...
Why Process Matters

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Process = Organizational Discipline

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Organizational Productivity
Requires Discipline

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Increases likelihood for success

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Reduces time to market

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Aligns Strategy, Structure, People
Style, Systems and Value With
Market Trends and Customer
Needs

© H. Del Castillo, AIPM...
Strategy
Value

People

Trends &
Needs
Style

Systems

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

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Common Language

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Product Creation Guideline

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Mutual Commitments

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Product Teams

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Continuous Improvement

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Phase

Gate

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

Linkd.in/hdelcastillo
Supports any development
methodology

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Conceive

© H. Del Castillo, AIPMM 2013

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

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Plan

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Why Build It

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Develop

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Keep Your Eyes On The Market

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Qualify

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Get Customers To Try It Early

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Launch

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Inform Customers About It

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Deliver

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Improve Best Performers

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Retire

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Withdraw Worst Performers

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Conceive

Retire

Plan

Deliver

Develop

Launch

Qualify

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

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Market

Customer

Product
Business
© H. Del Castillo, AIPMM 2013

Organization
Linkd.in/hdelcastillo
Each Product Is The Intersection
Of Business, Market, Customer
and Organization

© H. Del Castillo, AIPMM 2013

Linkd.in/h...
FRAMEWORK COMPARISON

© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Typical Project Life Cycle

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

Plan

Execute

Monitor/
Control

Close

Scope
Time
Cost
Quality
HR
Communicate
Risk...
Typical Product Life Cycle

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

Knowledge Areas

Conceive

Develop

Qualify

Launch

Deliver

Retire

Organization
Mark...
Framework Comparison
Product Management
Conceive

Plan

Develop

Qualify

Launch

Deliver

Project Management
Initiate

© ...
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

Evaluate

Test

Plan
Develop

Test

Evaluate

Develop
Test

Source: © ...
Framework Integration

Plan
Evaluate

Plan
Develop

Test

Evaluate

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...
Hector Del Castillo
CPM, CPMM, PMP

linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com
+1-301-523-9478

© H. Del...
Upcoming SlideShare
Loading in...5
×

The Seven-Phase Product Life Cycle- H. Del Castillo, AIPMM

625

Published on

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 discusses 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.

Join Hector Del Castillo as he shares his insights on why adopting the seven-phase product life cycle can reduce the time to market for new products, increase organizational efficiency and create new revenue streams for your company using a sustainable approach.

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.

Upcoming Events
For more information regarding this topic or certification courses near you, contact Hector Del Castillo.

About AIPMM
With members in nearly 70 countries, the AIPMM is the worldwide certifying body of product team professionals. AIPMM members are strongly encouraged to pursue certification as evidence of their commitment to product management, product marketing and brand management as a profession.

The Association of International Product Marketing and Management (AIPMM) 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 companies, or clients, through a constantly changing business landscape.

An AIPMM certification empowers your product team to make smarter decisions and get better results, raise your team's level of effectiveness and competence, and strengthen your company's product portfolio.

Need Assistance?
Contact me to set up a free initial consultation session. Let me know how I can help you grow your business, grow your product team, or create and build your own brand.

I look forward to hearing from you.

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

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
625
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • With members in 65 countries, the AIPMM is the worldwide certifying body of product team professionals. The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industryPresently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. Membership benefits include eligibility for the Certification Programs, discounts to AIPMM conferences, and access to the Career Center, peer Forums, tools, templates and publications.
  • AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
  • Defines a common language that facilitates improved communication and outcomes
  • Provides a standardized guideline for conceiving, implementing, launching and marketing products throughout each stage of their life cycle
  • Allows product teams to develop and communicate mutual commitments regarding product plans
  • Empowers product teams to execute plans in accordance with agreed-upon objectives and schedules
  • Facilitates continuous improvement of products, key activities and/or processes
  • Inception – Gather ideas. Gathering market information about industry, market segments, value and supply chain.Incubation – Capture insights.Introduction – Validation, Verification, & ConfirmationIntegrate to the product management & marketing process.
  • Inception – Gather ideas. Gathering market information about industry, market segments, value and supply chain.Incubation – Capture insights.Introduction – Validation, Verification, & ConfirmationIntegrate to the product management & marketing process.
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  • Transcript of "The Seven-Phase Product Life Cycle- H. Del Castillo, AIPMM"

    1. 1. Hector Del Castillo linkd.in/hdelcastillo © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    2. 2. What We Will Discuss 1. ProdBOK® Overview 2. Why Process Matters 3. The Seven-Phase Product Life Cycle 4. Key Takeaways © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    3. 3. What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    4. 4. Global standard for conceiving, building, and marketing products Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    5. 5. What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    6. 6. A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    7. 7. Successful products require teamwork Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    8. 8. Why Process Matters © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    9. 9. Process = Organizational Discipline © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    10. 10. Organizational Productivity Requires Discipline © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    11. 11. Increases likelihood for success © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    12. 12. Reduces time to market © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    13. 13. Aligns Strategy, Structure, People Style, Systems and Value With Market Trends and Customer Needs © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    14. 14. Strategy Value People Trends & Needs Style Systems Structure Source: © 2013, H. Del Castillo, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    15. 15. Benefits © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    16. 16. Common Language © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    17. 17. Product Creation Guideline © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    18. 18. Mutual Commitments © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    19. 19. Product Teams © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    20. 20. Continuous Improvement © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    21. 21. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    22. 22. Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    23. 23. Supports any development methodology © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    24. 24. Conceive © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    25. 25. Understand Trends and Needs Better Than Competitors © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    26. 26. Plan © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    27. 27. Why Build It © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    28. 28. Develop © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    29. 29. Keep Your Eyes On The Market © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    30. 30. Qualify © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    31. 31. Get Customers To Try It Early © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    32. 32. Launch © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    33. 33. Inform Customers About It © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    34. 34. Deliver © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    35. 35. Improve Best Performers © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    36. 36. Retire © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    37. 37. Withdraw Worst Performers © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    38. 38. Conceive Retire Plan Deliver Develop Launch Qualify Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    39. 39. Knowledge Areas © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    40. 40. Market Customer Product Business © H. Del Castillo, AIPMM 2013 Organization Linkd.in/hdelcastillo
    41. 41. Each Product Is The Intersection Of Business, Market, Customer and Organization © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    42. 42. FRAMEWORK COMPARISON © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    43. 43. Typical Project Life Cycle These are stages that projects go through from initiation to closing © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    44. 44. Project Management Framework Initiate Plan Execute Monitor/ Control Close Scope Time Cost Quality HR Communicate Risk Procure © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo Source: PMI PMBOK v4 Knowledge Areas Integrate
    45. 45. 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
    46. 46. Product Management Framework Plan Knowledge Areas Conceive Develop Qualify Launch Deliver Retire Organization Market Business Customer Product Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    47. 47. Framework Comparison Product Management Conceive Plan Develop Qualify Launch Deliver Project Management Initiate © H. Del Castillo, AIPMM 2013 Plan Execute Monitor/ Control Linkd.in/hdelcastillo Close Retire
    48. 48. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    49. 49. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    50. 50. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    51. 51. Framework Integration Initiate Plan Execute Monitor Close Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    52. 52. Framework Integration Initiate Plan Execute Monitor Close Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    53. 53. Framework Integration Plan Evaluate Plan Develop Evaluate Test Plan Develop Test Evaluate Develop Test Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    54. 54. Framework Integration Plan Evaluate Plan Develop Test Evaluate Plan Develop Test Evaluate Develop Test Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    55. 55. 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
    56. 56. 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 © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    57. 57. 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 57 © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
    58. 58. 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

    ×