The Value of Insight as Intellectual Property

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Slides from a webinar hosted by Ryma's Grandview PMV (product management view) team. Recording of the session is available at …

Slides from a webinar hosted by Ryma's Grandview PMV (product management view) team. Recording of the session is available at http://grandview.rymatech.com/2011/186-value-of-insights-as-intellectual-property.html

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  • OK, so not really “new” – but “newly emphasized”Your Market is a moving target. This is not a BUFD/BUFR one-and-done investment, but a framework for ongoing analysis

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  • 1. Insights… …as intellectual property
    Product Management View
    2011-03-23
    Scott Sehlhorst, Tyner Blain
    1
    Ryma’s Grandview PMV page includes a recording of this webinar
    http://webinars.rymatech.com/webinars/20110323/20110323_Value_of_Insights_as_Intellectual_Property.pdf
    and a downloadable version of these slides (pdf format)
    Thanks to Val and Bradley and the team for inviting me to present this for them! Search Twitter for #PMV to keep
    up with what they are doing every week, and follow me on twitter (@sehlhorst). Thanks for reading
  • 2. Insights… …as intellectual property
    Product Management View
    2011-03-23
    Scott Sehlhorst, Tyner Blain
    2
  • 3. About the Author
    3
    Founded Tyner Blain 2005
    agile Product Manager / Product Owner
    13 Years in Software
    Product / Program Management / Ownership
    Business Architecture / Analysis
    Technical Consulting & Consulting Mgmt
    Developer, Architect, Pre-sales
    8 Years as an Electromechanical Design Engineer
    BSME Carnegie Mellon 1990 (yes, I’m old)
    @sehlhorst on Twitter
  • 4. The Old Intellectual Property
    4
  • 5. The New Intellectual Property……for Product Managers
    Understanding Your Market
    Understanding Your Customers
    Understanding Your Competitors
    Understanding Your Trends
    Understanding Your Business
    5
  • 6. Market Models
    6
  • 7. Ex: Customer Model - Trust Pyramid
    7
  • 8. Problems & Personas
    For Whom Is Each Problem Important?
    8
  • 9. Problems & Personas
    The Nature of the Problem for each persona
    9
  • 10. Ex: Competitive Analysis Dashboard
    10
  • 11. Trends
    11
  • 12. Ex: Revenue Model
    12
  • 13. Ex: Revenue Model – On The Wall
    13
  • 14. Incremental Investment
    This Is a Lot of Work
    It Is Not Big Up Front Requirements (BUFR)
    Build as you Go
    14
  • 15. The New Intellectual Property……for Product Managers
    Understanding Your Market
    Understanding Your Customers
    Understanding Your Competitors
    Understanding Your Trends
    Understanding Your Business
    Capture Those Insights – That is Your IP
    Useful to You & Your Team
    Incremental Investment
    15
  • 16. Thanks Very Much!
    Any Questions?
    Scott Sehlhorst, Tyner Blain
    http://tynerblain.com/blog/
    @sehlhorst
    16
  • 17. References
    Kano Analysis Webinar and Slides
    http://grandview.rymatech.com/2009/163-kano-analysis.html
    http://www.slideshare.net/ssehlhorst/kano-analysis20090923
    Zen Agile
    http://zenagile.wordpress.com/2010/03/06/the-flow-of-agile-requirements-artefacts/
    Images
    http://www.sxc.hu/index.phtml
    http://www.flickr.com/photos/monkeypuzzle/2754137841/sizes/o/in/photostream/
    17