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Insights… 	…as intellectual property<br />Product Management View<br />2011-03-23<br />Scott Sehlhorst, Tyner Blain<br />1...
Insights… 	…as intellectual property<br />Product Management View<br />2011-03-23<br />Scott Sehlhorst, Tyner Blain<br />2...
About the Author<br />3<br />Founded Tyner Blain 2005<br />agile Product Manager / Product Owner<br />13 Years in Software...
The Old Intellectual Property<br />4<br />
The New Intellectual Property……for Product Managers<br />Understanding Your Market<br />Understanding Your Customers<br />...
Market Models<br />6<br />
Ex: Customer Model - Trust Pyramid<br />7<br />
Problems & Personas<br />For Whom Is Each Problem Important?<br />8<br />
Problems & Personas<br />The Nature of the Problem for each persona<br />9<br />
Ex: Competitive Analysis Dashboard<br />10<br />
Trends<br />11<br />
Ex: Revenue Model<br />12<br />
Ex: Revenue Model – On The Wall<br />13<br />
Incremental Investment<br />This Is a Lot of Work<br />It Is Not Big Up Front Requirements (BUFR)<br />Build as you Go<br ...
The New Intellectual Property……for Product Managers<br />Understanding Your Market<br />Understanding Your Customers<br />...
Thanks Very Much!<br />Any Questions?<br />Scott Sehlhorst, Tyner Blain<br />http://tynerblain.com/blog/<br />@sehlhorst<b...
References<br />Kano Analysis Webinar and Slides<br />http://grandview.rymatech.com/2009/163-kano-analysis.html<br />http:...
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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 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
  • Transcript of "The Value of Insight as Intellectual Property"

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