Kerim Tumay
Managing Director
September 2011
© 2011 Technology Multipliers, LLC

Outline
Product •Why Product Management?
Management •What is Product Management?
•Roles of Product Management
Concept
Product •Portfolio Management
•Roadmapping
Management •Requirements Management
•Early Adopter and Beta Programs
Process •Product Launch Checklist
Product
Management •Software
Technologies
Success Factors •Keys to Success with Product Management
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Need for Product Management
• Disconnect between the strategic vision of the CEO and
day-to-day product development activities
• Lack of communication and coordination between
engineering, marketing, sales, finance and legal groups
• Missed launch dates
• Lost opportunities in competitive situations with large
accounts.
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
What is Product Management?
Product management is an organizational lifecycle function within a company
dealing with the planning, marketing, and development of products at all
stages of the product lifecycle.
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Roles of Product Management
Strategic Role Tactical Role
• Product Strategy • Requirements
• Portfolio Management
Management • Beta Programs
• Roadmapping • Product Launch
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Project Portfolio Management (PPM)
• Maximized Value of Portfolio and Pipeline
• Efficient Resource Allocation
• Alignment With Strategic Direction
• Strategic Balance
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Types of Roadmaps
• Visionary roadmaps
• Market/strategy roadmaps
• Technology roadmaps
• Platform/Product roadmaps
• Product line roadmaps
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Visionary Roadmap Sample
Virtualization - Android apps run on other phones such as Blackberry & Nokia
Company NFC and mobile payments pervasive
Vision
Mobile apps that leverage LBS to shine
2011 2013
2012
Devices – Smartphones & Media tablet PCs growing, mini notebooks maintaining
Market Mobile OS – Android & Win 7 growing, iOS maintaining, Symbian & BlackBerry declining
Trends
Mobile Browsers – Android & iPhone growing, Opera , Nokia, & BlackBerry declining
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Market/Strategy Roadmap - Sample
FY 2011 FY 2012
Industry Automotive, Aerospace, Financial,
Healthcare, Transportation &
Telecom Logistics
Regional Focus US, China, India, Brazil, Argentina,
Germany France, Turkey
Business Size Large Small and Medium
Distribution Direct, Resellers Self service
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Platform/Product Roadmap - Sample
P1 v.5 P1 v.6
NP1 v.1 NP1 v.2
P2 v.7
products
NP2 v.1
P3 v.8 P3 v.9
NP3 v.1
platforms Current Platform NextGen Platform
2011 2012 2013
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Roadmapping Process
Determine
target
audience
Trends
Work from (competitive,
inside out market,
technology)
Gather and
Decide shelf
prioritize
life
requirements
Define
Decide
messaging/
timeframe
positioning
Adopted from group280 templates
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Requirements Management
Requirements Gathering
Requirement Analysis
Requirements Definition
Requirements Validation
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Early Adopter and Beta Programs
Product Manager Product Development Quality Manager Documentation Engineer Marketing and Presales
Manager Reps
Get written
Identify program agreements and Wrap up the
goals, success time/resource program, conduct
criteria and commitments online user
protocols from users surveys
Select and recruit Run the program,
customers and monitor
partners feedback, provide
responses to the
feedback
Technology Partner Solution Partner Customers
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Product Launch Checklist
 Customer/partner testimonials
 Industry analyst relations – product marketing
 Traditional/social media relations – marketing communications
 Events - marketing communications
 Sales tools and collateral – product marketing
 Sales readiness – product marketing
 Sales training – product marketing, presales engineering
 Lead generation – product marketing
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Product Launch Considerations
Soft launch vs Full launch
Inbound focused – engineering,
marketing
Outbound focused – customers,
partners, analyst, media
Timing
Budget
Contingency plan
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Product Management Software
Software Features Market
Accompa Requirement management Small to medium
Contour Requirement management Small to medium
Ryma Requirement management Medium to large
Rational Requirement management Medium to large
Doors
280group Product management toolkit Small
Accept 360 Product management suites Medium to large
Sophion Product management suites Medium to large
© 2011 Technology Multipliers, LLC

Product Management Product Management Product Management Success Factors
Concept Process Technologies
Keys to Success with Product Management
• Product management responsibilities should be focused on product
strategy and new product development processes.
• Recruit and empower product management and professionals who
can concurrently execute at strategic and tactical levels.
• Apply portfolio management to innovation management and NPD
for timely product launches and creating profitable growth and
extended lifecycle.
• Develop different types of roadmaps to communicate where the
business, technology and platform/product are going.
• Implement and iterate a formal requirements management process
with proper software.
• Do not launch new product without early adopter and beta
programs.
• Product management’s most critical role is to plan, coordinate,
and manage successful product launches.
© 2011 Technology Multipliers, LLC

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© 2011 Technology Multipliers, LLC