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Introducing the Product Mgmt Framework (PMF)

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An introduction to the Product Management Framework (PMF) being developed for AIPMM to provide a standard, total lifecycle process for product management professionals.

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Introducing the Product Mgmt Framework (PMF)

  1. 1. Introducing the AIPMM Product Management Framework (PMF) © AIPMM
  2. 2. Agenda1. What is Product Management?2. The State of Product Management3. The Definition of a Profession4. How PM Stands up as a Profession5. Who is AIPMM?6. What is a Framework? What is PMF?7. Why is PMF useful?8. Product & Project Management Roles9. Who should use the PMF?10. When/Where should the PMF be used?Product Management Framework (PMF) © AIPMM 1998 - 2011
  3. 3. 1. What is Product Management?• Cross-functional discipline in an organization• Management of a product thru its entire lifecycle• Responsibility for Planning, Realization, Marketing• Products: – Tangible goods – Intangible services• Management of products exist – All industries, all companies – Products don’t release themselves – Some individual or group of individuals perform the work• But no all companies have Product Manager titlesProduct Management Framework (PMF) © AIPMM 1998 - 2011
  4. 4. 2. The State of Product Management • Important but often misunderstood discipline • No common job descriptions • No mobility across industries • No accepted standards, practices, framework • No universally accepted Body of Knowledge (BOK) • Each supply chain vendor offers their own BOK • Each vendor offers their framework as “the standard” – Becoming the “defacto standard” is great for profitLittle/No recognition of product management as a profession Product Management Framework (PMF) © AIPMM 1998 - 2011
  5. 5. 3. The Definition of a ProfessionA calling requiring specialized knowledge and often longand intensive academic preparation (Merriam-Webster)Main milestones (Wikipedia) 1. It became a full-time occupation 2. The first training school was established 3. The first university school was established 4. The first local association was established 5. The first national association was established 6. The codes of professional ethics were introduced 7. State licensing laws were establishedPrimary Characteristics (Wikipedia) 1. Skill based on theoretical knowledge - Body of knowledge 2. Professional associations - Local, national, international 3. Extensive period of education - Undergraduate, graduate 4. Testing of competence - Certification 5. Institutional training - Continuing professional education 6. Indeterminacy of knowledge - acquired thru experience, apprenticeships 7. Mobility - Standardized across industriesProduct Management Framework (PMF) © AIPMM 1998 - 2011
  6. 6. 4. Product Management as a ProfessionA calling requiring specialized knowledge and often longand intensive academic preparation (Merriam-Webster)Main milestones (Wikipedia) 1. It became a full-time occupation 2. The first training school was established 3. The first university school was established 4. The first local association was established 5. The first national association was established 6. The codes of professional ethics were introduced 7. State licensing laws were establishedPrimary Characteristics (Wikipedia) 1. Skill based on theoretical knowledge - Body of knowledge 2. Professional associations - Local, national, international Legend 3. Extensive period of education - Undergraduate, graduate 4. Testing of competence - Certification Complete 5. Institutional training - Continuing professional education 6. Indeterminacy of knowledge - acquired thru experience, apprenticeships In process 7. Mobility - Standardized across industriesProduct Management Framework (PMF) © AIPMM 1998 - 2011
  7. 7. 5. Who is AIPMM?• Association of International Product Marketing & Management• Founded in 1998• Goal – Support Development of the Product Management Profession• Strategy – Provide an international association to advance the profession of Product Management across all industries – Develop the Product Management Framework (PMF) to standardize the product management Body of Knowledge (ProdBOK) for all industries – Provide Global Certification of Product Management (distinct from training course certificates) – Work with academic institutions to develop undergrad/graduate level product management programsProduct Management Framework (PMF) © AIPMM 1998 - 2011
  8. 8. 6.1 What is a Framework?• Scaffolding – Manpower – Raw materials• Enables construction of wide variety of projectsProduct Management Framework (PMF) © AIPMM 1998 - 2011
  9. 9. 6.2 What is the AIPMM PMF?• Cross-industry standard framework for managing products• Created by AIPMM - a non-profit association• Conceptual outline for Product Management BOK (ProdBOK)• X-Y matrix mapping key parameters over time – Inputs, processes, outputs required to bring products to market – Key parameters unique to product management profession TIME KEY PARAMETERSProduct Management Framework (PMF) © AIPMM 1998 - 2011
  10. 10. 6.3 AIPMM PMF Matrix X-Axis: Product Management Life Cycle (PMLC)Y-Axis: Project/Product ProgramMgmtKnowledge ProductAreas5 Major Knowledge Areas (KA) 4 unique to Prod. Mgmt: Business, Customer, Product, Market 1 overlap w/ Proj / Prog Mgmt: Organization (cross-functional matrix projects & programs) Product Management Framework (PMF) © AIPMM 1998 - 2011
  11. 11. 6.4 PMF Spreadsheet Tool Product Management Life Cycle (PMLC)Product Management Knowledge Areas • Simple structure – not rocket science – easy to copy • You can do it yourself or use an AIPMM tool Product Management Framework (PMF) © AIPMM 1998 - 2011
  12. 12. 7. Why is PMF Useful?• Simple – X-axis = time, Y-axis = knowledge areas• Comprehensive, Concise – WHAT activities are required, and WHEN – Independent of WHO• Common lexicon – Commonly accepted terms for activities, deliverables, milestones to allow product teams to effectively communicate efforts• Universal – Cross industry standard for managing goods & services over entire lifecycle – Independent of company size – Indisputable – Expandable• Tool development – Provides training industry w/ common terminology to foster development of tools to help product teams deliver profitable, quality products• Professional – Promotes product management as a recognized profession on par w/ doctors, lawyers, project managers, …Product Management Framework (PMF) © AIPMM 1998 - 2011
  13. 13. 8.1 Product & Project Mgmt Comparison• Product, Project (as well as Program) Managers are all critical functions required to bring products to market profitably and successfully• Each impacts the Profit/Loss Statement for the product• Product Managers maximize Profit• Project/Program Mgrs minimize risk and thus LossProduct Management Framework (PMF) © AIPMM 1998 - 2011
  14. 14. 8.2 Project Management Framework* Time Key Parameters• 9 Knowledge Areas (KA): Integration, Scope, Time, Cost, Quality, HR, Comm, Risk, Procure• Multiple Projects roll up into Programs * Source: PMI PMBOK®)Product Management Framework (PMF) © AIPMM 1998 - 2011
  15. 15. 8.3 Product vs Project Framework Time Knowledge AreaProduct, Project, Program MgmtFrameworks all based on the samestructure: X-axis: Time , Y-axis: KAProduct Management Framework (PMF) © AIPMM 1998 - 2011
  16. 16. 9. Who Should Use the PMF?• Product Management Professionals – Enable industry standard, recognized certification for Product Mgmt professionals – Expand opportunities across industries for certified Product Mgmt professionals• Project Management Professionals – Provide growth path for Project Mgmt professionals• Product Team Members – Common set of planning, measurement and implementation tools to help product teams deliver quality products to market• Training vendors – Increase demand for training thu universal, standard Product Mgmt framework• Company Executives – Increase quality, effectiveness of product management professionals – Increase quality, predictability of product development efforts – Provide clarity - anticipate uncertainty, avoid disjointedness – Provide accountability - clear understanding of roles, responsibilities & deliverables. – Increase credibility - provide predictable results• Academics – Provide standardized undergrad/grad course material across all industries – Provide practical “how to”, process education to increase student’s hiring chances – Provide pragmatic subset of MBA knowledge areas to PM professionalsProduct Management Framework (PMF) © AIPMM 1998 - 2011
  17. 17. 10. When/Where should PMF be used?• At every point in the product development lifecycle – Conceive, Plan, Develop, Qualify Launch, Deliver, Retire – Logical structure for new product development – Orientation tool for products already under development – Avoid losing track of products once announced – Retire with continuity• By all cross functional groups & departments impacting product creation and deployment – Use to communicate with all cross functional groups – Use to inform all stakeholders of project/product progressProduct Management Framework (PMF) © AIPMM 1998 - 2011
  18. 18. In Closing…• Product Management Framework (PMF) – Provides Simple, comprehensive framework for managing products – Avoids wasting time reinventing the (process) wheel – Universal framework across all industries, all size companies – Simplifies, empowers product mgmt• To Quote Dr. W. Edwards Demming (1982): “ Use standards (guidelines/processes) as the liberator that relegates the problems that have already been solved to the field of the routine, and leaves the creative faculties free for the problems that are still unsolved.”• Thus, PMF can empower innovation in 5 dimensions of organization, business, customer, product and market to provide powerful competitive advantagesProduct Management Framework (PMF) © AIPMM 1998 - 2011
  19. 19. Call to Action• How you can help promote the use of PMF: – Join AIPMM – Join AIPMM Ambassador Group – Adopt and promote PMF to your colleagues• To join AIPMM, go to www.aipmm.com – Networking opportunities, Training, Ambassador Program, On-line forums, PM data base – Product Management certification• If interested in the PMF Excel Spreadsheet tool: – Available free to members – First of many such PMF toolsProduct Management Framework (PMF) © AIPMM 1998 - 2011
  20. 20. Agenda Recap/”Cliff Notes version”1. What is Product Management? Cross-functional discipline in an organization Management of a product thru its entire lifecycle, including Planning, Realization, Marketing2. The state of Product Management Little/no recognition of product management as a profession3. The Definition of a Profession A calling requiring specialized knowledge and often long and intensive academic preparation4. How PM Stands up as a Profession Work in progress5. Who is AIPMM? Non-profit Association dedicated to advancement of the Product Management profession6. What is PMF? Standard framework for Product Management Body of Knowledge (ProdBOK)7. Why is PMF useful? Establish common activities, deliverables: all industries, all size companies Improve ability to develop profitable products Establish Product Management as a recognized, respected profession8. How does PMF relate to Project Mgmt? Project Management is a subset of the Product Management Organization KA9. Who should use the PMF? PM, PMM, Project mgrs, Trainers, Dev Managers10.When/Where should the PMF be used? Entire product development lifecycle All groups & departments impacting product creation or deploymentProduct Management Framework (PMF) © AIPMM 1998 - 2011
  21. 21. Useful Links• Main web page: www.aipmm.com• PMF Whitepaper: www.aipmm.com/pmf• Articles: www.aipmm.com/html/newsletter/article.php• Blogs: www.aipmm.com/anthropology/• Webinars: www.aipmm.com/aipmm_webinars/• Certification: www.aipmm.com/html/certification/• PMF Brochure: www.aipmm.com/brochures/AIPMM_PMF.pdf * Italics may require update on the web site if not done already Product Management Framework (PMF) © AIPMM 1998 - 2011
  22. 22. AIPMM Core Team• Therese Padilla - President, Co-Founder AIPMM• Paula Gray - VP, Co-Founder, Anthropologist-in-Residence• Steve Wells – Senior Product Manager – BEE, MEE, MBA – International Business certificate; ex-pat experience – PMP & CPM certifications – Process focus (5W’s) – Passion to make PM a recognized profession – 30+ years in product management – 30+ technologies (HW/SW/Apps/Net) – 10+ industries (12+ mobile/wireless) – Standards experience – Recognized need/ proposed framework for Product Management BOK• Hector Del Castillo - Senior Product Marketing Manager – BS EE, MS EE – CPM, CPMM & PMP certifications – IEEE Standards experience – 10+ years in product management – 20+ technologies (HW/SW/Apps) – 10+ industries (12+ mobile/wireless) – Launched over 15 hardware and software products – Passion for transforming products into profitProduct Management Framework (PMF) © AIPMM 1998 - 2011

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