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7 Phases of Managing Products to Success


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Speaking notes for Startup Product Talks East Bay Presentation

These slides are simply to facilitate an interactive conversation with the participants to cover basic aspects of the product lifecycle and be responsive to the attendees specific questions and concerns.

Questions asked during discussion:
What is the difference between product management & project management?
How to transition into product management
How to change the culture in the organization to be more product focused
How can one person cover product management and product marketing
How is product management different in hardware & other non-software environments
How do you manage software integrated with hardware solutions, such as automotive and devices

Published in: Business, Technology
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7 Phases of Managing Products to Success

  1. 1. Contact Me Seven Steps to Managing Products to Success Cindy F. Solomon Founder, Startup Product Academy, LLC January 6, 2014 Startup Product Talks East Bay
  2. 2. Cindy F. Solomon, CPM, CPMM • Founder, Global Product Management Talk And Startup Product Academy, LLC Organizer, Startup Product Talks. Producer, Startup Product Summit. • Pioneered Socratic format for Twitter Chats to cultivate global knowledge communities. Instigating Startup Product movement for product excellence through cross-discipline collaboration and holistic product perspective. • Contributing writer for the SVPMA, 42 Rules Product Marketing, and ProdBOK, Product Management & Marketing Body of Knowledge • >15 years of web development, services, and software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley. © Cindy F. Solomon
  3. 3. The Global Product Management Talk • started with a tweet that traveled 7400 miles • Pioneered Socratic Twitter Chat Format • Discovered difficult to tweet & discuss complex issues • Started recording thought leaders via Skype • Became top 10 business podcast on BlogTalkRadio • 2+ years, >100 chats, 30,000 listeners/week • Spawned in-person community >1800 SF members, Conference & Academy • © Cindy F. Solomon
  4. 4. Archives /prodmgmttalk Listen on iTunes Android App RSS Twitter @ProdMgmtTalk Sponsor: Speak: Contact: © Cindy F. Solomon
  5. 5. Startup Product, a movement for product excellence © Cindy F. Solomon
  6. 6. Questions • • • • • • Who’s here? What do YOU want? What are the 7 phases? What is product excellence? What does it take to create a product centric focus in your organization? How do you raise visibility, respect and product leadership for increasing product success? © Cindy F. Solomon
  7. 7. Questions • Who’s here? © Cindy F. Solomon
  8. 8. Questions • • Who’s here? What do YOU want? © Cindy F. Solomon
  9. 9. Questions • • • Who’s here? What do YOU want? What are the 7 phases? © Cindy F. Solomon
  10. 10. 7 Phases of Product Lifecycle 1. 2. 3. 4. 5. 6. 7. Conceive Plan Develop Qualify Launch Deliver Retire
  11. 11. AIPMM ProdBOK Framework
  12. 12. Creative Process There is an intuitive process to create something from nothing which everything goes through.. What is your process of creation? Where do product ideas come from?
  13. 13.
  14. 14. 1. CONCEIVE Jobs-To-Be-Done Theory: Clay Christenson • People buy products to get jobs done • Important to understand trends & needs better than competitors Sean Campbell, Competitive Intel Podcast series on Global Product Management Talk
  15. 15. From Oslo Manual: Guidelines for collecting and interpreting innovation data, 3rd edition, OECD/European Communities, 2005
  16. 16. Theories of Innovation • • • • • • • • Schumpeterian perspective Neo-classical economics views Industrial organization theory Organizational innovation Marketing theories Theories of diffusion Evolutionary approaches The system of innovation approach
  17. 17. 2. Plan • • • • Why Build it? Product Requirements Doc (PRD) Market Requirements Doc (MRD) Product Canvas / Business Model Canvas
  18. 18. Lean Canvas
  19. 19. 3. Develop • • • • Keep your eyes on the market Product/market fit Agile methodology Lean development
  20. 20. 4. Qualify • MVP • Get customers to try it early
  21. 21. 5. Launch • • • • Available to market Inform customers Get out the word Social media, press, product marketing
  22. 22. 6. Deliver • Improve best performers • Longest phase • Product marketing strategy, distribution, partner, add-ons, channels
  23. 23. 7. Retire • Withdraw worst performers • Don’t cannabalize • Exit strategy
  24. 24. Stay in Touch! Send me an invite on Linkedin: Twitter @cindyfsolomon @prodmgmttalk @startupproduct @pcampsf Join the meetups: Join the movement for product excellence! Startup Product Academy, LLC People, Knowledge, Process, Tools