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Seven Phases Standard Product Life Cyle

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Seven Phases Standard Product Life Cyle at Silicon Valley Product Camp 2012

Seven Phases Standard Product Life Cyle at Silicon Valley Product Camp 2012

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  • 1. Optimal Product Management and Product MarketingTM Seven Phase Standard Product LifeCycle Brian Lawley CEO & Founder, 280 Group© 2012 280 Group LLC.
  • 2. AgendaBackground• How This Came About• Seven Phase LifeCycle• Optimal Product Process• Nine Key Documents• Questions• Giveaway!
  • 3. Seven Phase LifeCycle Book - Everyone gets a copy - www.tinyurl.com/freeoppbook - Please share!© 2012 280 Group LLC.
  • 4. Housekeeping Slides: www.280group.com/pcampopp.pdf Interactive session Giveaways - Product Management LifeCycle Toolkit™ - One copy of each book© 2012 280 Group LLC. 4
  • 5. Brian Lawley Background - >25 years of PM/PMM experience - 280 Group LLC President & Founder - Whistle Communications Director of Product Management - Symantec Director of Java and C++ tools - Apple Computer Senior Product Manager, MacOS - Claris Corporation (FileMaker, Inc.) Marketing Specialist - Digidesign, Inc. (division of Avid) Manager Sales & Marketing Awards, Honors, etc. - Former President Silicon Valley Product Management Association - AIPMM Product Management Excellence Award – Thought Leadership - CNBC’s World Business Review - Silicon Valley Business Report - Silicon Valley Business Journal - Author of five best-selling books Optimal Product Process 42 Rules of Product Management Expert Product Management The Phenomenal Product Manager 42 Rules of Product Marketing - Writing: SD Forum, Softletter, Optimal PM Blog/newsletter, SVPMA© 2012 280 Group LLC.
  • 6. Helping companies deliver products that delight their customers and produce massive profits ™ Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books© 2012 280 Group LLC.
  • 7. Why The 280 Group?© 2012 280 Group LLC. 7
  • 8. 280 Group Clients© 2012 280 Group LLC.
  • 9. Product & Services Product Toolkits Workshops, Training Consulting Management PM Office Coaching & Certification Contractors Assessments Portal Mentoring PM Assessments Courses: We Provide: Templates: Available for: • Process/People/Tools - Public • Product Managers - Product Lifecycle •Teams • Gap Analysis - Private Onsite • Product Marketers - Launches •Projects • Recommendations - Self-Study • Projects - Roadmaps •Individuals • Executive Presentation • Interim Contractors - Competitive Certifications: - Beta Programs Topics: - Certified Product Manager - Product Reviews • PM Process - Agile Certified Product - Developer • Market Research Manager • Competitive Research PM Office: • Voice of the Customer • Vision Course Offerings: - Standard • Conceive - Optimal PM & PMM - Pro • Business Case - Phenomenal PM • Market Strategy - Agile PM Excellence Books: • Requirements - CPM Intensive - Agile • Prioritizing - Social Media Marketing - Phenomenal • Road mapping - Excellent • Pricing - 42 Rules • Forecasting - Optimal Product • Metrics • Beta Process PM Portal • • • Marketing End of Life Agile 9© 2012 280 Group LLC.
  • 10. Agenda• BackgroundHow This Came About• Seven Phase LifeCycle• Optimal Product Process• Questions• Giveaway!
  • 11. How This All Came About Many years PM Profession Maturing Still something missing© 2012 280 Group LLC. 11
  • 12. Product Management Challenges Role & responsibility clarity Fragmented methodology efforts Training not being used Out of date Duplication of effort and wasted time Critical parts of lifecycle missing No post-mortems Skills can’t be leveraged© 2012 280 Group LLC. 12
  • 13. What to do? Create own model Adopt existing Create a standard© 2012 280 Group LLC. 13
  • 14. Around that time… Working on a Global standard - Product Management Body of Knowledge (ProdBOK®) - Product Management Framework® (PMF) Goals: - Common vocabulary - Practice standard© 2012 280 Group LLC. 14
  • 15. Support the Standard?© 2012 280 Group LLC. 15
  • 16. The Answer Was… Yes!© 2012 280 Group LLC. 16
  • 17. Agenda• Background• How This Came AboutSeven Phase LifeCycle• Optimal Product Process• Questions• Giveaway!
  • 18. Stages of Process Maturity Repeatability Optimizing •Causal analysis and resolution Measured •Identify and deploy •Performance goals process improvements measured for process Defined and projects •Organizational process defined Managed •Product integration •Project process •Integrated project defined management Ad hoc •Requirements •Validation/Verification •Unpredictable Management •Reactive •Quality assurance •Heroics •Still tends to be reactive EfficiencySource: Carnegie Mellon SEI CMMI 18© 2012 280 Group LLC.
  • 19. Seven Phase LifeCycle™ Phase: Stage in the product lifecycle Gate: Critical decision point ending a phase, and starting the next Product LifeCycle: phases from conceive to retire One Phase Gate Conceive Plan Develop Qualify Launch Market RetireSource: AIPMM 19© 2012 280 Group LLC.
  • 20. Easy to Remember Clever Product Developers Question Lousy Market Requirements Conceive Plan Develop Qualify Launch Market Retire© 2012 280 Group LLC. 20
  • 21. Conceive Phase Brainstorm Generate ideas Prioritize Choose© 2012 280 Group LLC. 21
  • 22. Plan Phase Strategy Market Research Competitive Analysis Business Case Market Needs Product Description Roadmap© 2012 280 Group LLC. 22
  • 23. Develop Phase Engineering Tradeoffs Adjustments - Schedule - Feature - Plans© 2012 280 Group LLC. 23
  • 24. Qualify Phase Internal Beta Early Customer Minor Adjustments© 2012 280 Group LLC. 24
  • 25. Launch Phase Announcement Availability Exposure Ramp Revenues© 2012 280 Group LLC. 25
  • 26. Market Phase Ongoing Programs Measure ROI Optimize * AIPMM calls this phase Deliver© 2012 280 Group LLC. 26
  • 27. Retire Phase End of Life New Version Obsolescence© 2012 280 Group LLC. 27
  • 28. Agenda• Background• How This Came About• Seven Phase LifeCycleOptimal Product Process• Questions• Giveaway!
  • 29. Expands on AIPMM Model Roles and responsibilities Phase Activities Decision Criteria Common activities PM & PMM Tools for Efficiency© 2012 280 Group LLC. 29
  • 30. Why OPP is Different 2012 1990’s and 20XX© 2012 280 Group LLC. 30
  • 31. © 2012 280 Group LLC. 31
  • 32. Nine Key Documents Strategy Execution • Business Case • Launch Plan • Market Needs • Beta Plan • Product • Marketing Plan Description • End of Life Plan • Market Strategy • Roadmap© 2012 280 Group LLC. 32
  • 33. © 2012 280 Group LLC. 33
  • 34. Product Management LifeCycle Toolkit No Duplication All Critical Considerations Every situation - Company Culture - Team - Light Agile - Heavy Waterfall© 2012 280 Group LLC. 34
  • 35. Master Product Plan™ Alternative to nine Update every phase Compare versions Post mortem Continuous Improvement V1 V2 V3 V4 V5 V6© 2012 280 Group LLC. 35
  • 36. Applying Optimal Product Process Assessment Tools Training Certifications© 2012 280 Group LLC. 36
  • 37. Agenda• Background• How This Came About• Seven Phase LifeCycle• Optimal Product ProcessAdditional Resources• Questions• Giveaway!
  • 38. 280 Group Website Resources© 2012 280 Group LLC. 38
  • 39. Wrap Up Question & Answer Giveaways! - Product Management LifeCycle Toolkit™ - One copy of each book© 2012 280 Group LLC. 39

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