Integrated ProductManagementSVPMA March 5, 2003Darlene K. Mann, CEO Siperiandmann@siperian.com
Speaker Background   Personal data     Sales and Marketing for 12+ years     VC for 6+ years     CEO for 1+ month   S...
Agenda What is “integrated” product  management What do Board of Directors (BOD)  care about? Why would product managem...
Integrated ProductManagement Executive management sets the  business plan Board of Directors approves business  plan and...
Business Plan “Model”Opportunity    Market   Problem   Buyer   Transaction (Discover)
Business Plan “Model” Execution    Technology   Product                           Product   Company   Business(Implement)
Business Plan “Model”Opportunity     Market      Problem       Buyer      Transaction (Discover) Strategy                 ...
What do BODs care about?   Is the company operating well today?     Revenue     Cost  Structure     Profitability   W...
Business Plan ConcernsOpportunity     Market      Problem       Buyer      Transaction (Discover) Strategy                ...
“Operational” Problems   Revenue model cannot support the    necessary cost structure     Customer  acquisition costs to...
Business Plan ConcernsOpportunity     Market      Problem       Buyer      Transaction (Discover) Strategy                ...
“Value Proposition” Problems   Problem isn’t big enough to matter     Market was never big enough     Market now satura...
Business Plan ConcernsOpportunity     Market      Problem       Buyer      Transaction (Discover) Strategy                ...
“Vision” Problems   New technologies     Better, faster, cheaper     Direct competitor or substitute   M&A events    ...
Why would Product Managementattract BOD attention?   Missed revenues or profitability? Inspect:     Channel        • Dir...
Why would Product Managementattract BOD attention?   Value proposition under fire     Customer  adoption     Competitiv...
Why would Product Managementattract BOD attention? Overcome by disruptive technology Industry structure change Too early
How should Product Managementspeak to the BOD?   Financial expressions of issues     Quantify   it when possible   Data...
Summary From the BOD perspective, everything  nets to financial performance In tough times, understanding the  expected ...
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Integrated Product Management

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Integrated Product Management by
Darlene Mann at SVPMA Monthly Event March 2003

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Integrated Product Management

  1. 1. Integrated ProductManagementSVPMA March 5, 2003Darlene K. Mann, CEO Siperiandmann@siperian.com
  2. 2. Speaker Background Personal data  Sales and Marketing for 12+ years  VC for 6+ years  CEO for 1+ month Siperian Inc.  Customer data management solutions  Unique composite object technology  “Aware Applications” offering a single point of interaction for customer-centric activities
  3. 3. Agenda What is “integrated” product management What do Board of Directors (BOD) care about? Why would product management attract BOD attention? How does product management speak to the BOD
  4. 4. Integrated ProductManagement Executive management sets the business plan Board of Directors approves business plan and oversees results Product management is key to execution of the business plan  Doyou understand the product assumptions driving the plan?
  5. 5. Business Plan “Model”Opportunity Market Problem Buyer Transaction (Discover)
  6. 6. Business Plan “Model” Execution Technology Product Product Company Business(Implement)
  7. 7. Business Plan “Model”Opportunity Market Problem Buyer Transaction (Discover) Strategy Value Operating Financial Vision (Design) Proposition Model Model Execution Technology Product Product Company Business(Implement)
  8. 8. What do BODs care about? Is the company operating well today?  Revenue  Cost Structure  Profitability Will it continue to do well in the future?  Market opportunities  Competitive Advantage
  9. 9. Business Plan ConcernsOpportunity Market Problem Buyer Transaction (Discover) Strategy Value Operating Financial Vision (Design) Proposition Model Model Execution Technology Product Product Company Business(Implement) Problems: Missed revenue/profits indicate execution issues, if no strategic cause
  10. 10. “Operational” Problems Revenue model cannot support the necessary cost structure  Customer acquisition costs too high  Channel costs too high  Operating expenses or COGS increase substantially (e.g. cost of labor, materials, etc.)  Poor expense controls (shameful!)
  11. 11. Business Plan ConcernsOpportunity Market Problem Buyer Transaction (Discover) Strategy Value Operating Financial Vision (Design) Proposition Model Model Execution Technology Product Product Company Business(Implement) Problems: Product misalignment or market saturation create strategic issues
  12. 12. “Value Proposition” Problems Problem isn’t big enough to matter  Market was never big enough  Market now saturated Product inadequate for problem  Poor execution  Poor vision Competitive price pressure  Value undermined
  13. 13. Business Plan ConcernsOpportunity Market Problem Buyer Transaction (Discover) Strategy Value Operating Financial Vision (Design) Proposition Model Model Execution Technology Product Product Company Business(Implement) Problems: Market disruption creates strategic issue
  14. 14. “Vision” Problems New technologies  Better, faster, cheaper  Direct competitor or substitute M&A events  Channel strength  Product line completeness  Critical mass effects
  15. 15. Why would Product Managementattract BOD attention? Missed revenues or profitability? Inspect:  Channel • Direct/Indirect sales metrics • Contribution across channels  Product • Evaluation of market opportunity • Feature/functionality/fit analysis  Underlying cost structures • Structural changes to cost • Poor management
  16. 16. Why would Product Managementattract BOD attention? Value proposition under fire  Customer adoption  Competitive pressure • Out-selling • Better product • Price pressure • True cost advantage • Buying share • Lousy competitor
  17. 17. Why would Product Managementattract BOD attention? Overcome by disruptive technology Industry structure change Too early
  18. 18. How should Product Managementspeak to the BOD? Financial expressions of issues  Quantify it when possible Data-driven, clear about sources  Explain what and how you know High level  Relevant to the big issues Place/Process/Progress  Where did you start, what is your goal  How will you get there  Where are you now
  19. 19. Summary From the BOD perspective, everything nets to financial performance In tough times, understanding the expected business model behavior is essential for financial success If your product line is not conforming to the model, understand why and what can be done
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