Hector Del Castillo                  linkd.in/hdelcastillo               March 24, 2012© AIPMM 2012
Hector Del Castillo   • Over 10 years transforming products to profit for technology-based     companies   • AIPMM Body of...
© AIPMM 2012
© AIPMM 2012
AIPMM Certifications               Certified Product Manager (CPM®)               Certified Product Marketing Manager     ...
What We Will Discuss   1.    What is Product Strategy?   2.    Why Your Company Needs It   3.    Implementing A Product St...
What is Product Strategy? ”Product strategy begins with a strategic vision that states where a company wants to go, how it...
”Product strategy is like a                                  roadmap. It’s useful only when                               ...
Fortune’s Most Innovative Companies  Rank      Company                        Industry   Industry                         ...
TIPS FOR IMPLEMENTING A PRODUCT      STRATEGY SUCCESSFULLY© AIPMM 2012
1. Align Strategies With Needs                                        Focus on creating and                               ...
Understand The Difference  Business Strategy       vs.   Product Strategy  Defines the path to           Roadmap for inves...
Create Alignment                  Align business, marketing and product                  strategies with unmet market     ...
Document and Communicate It                                    Financial                              How much investment ...
2. Mind Your Company’s Culture                                  Cultivate a culture that                    Process       ...
Focus on Shared Values                              Source: McKinsey 7S Framework© AIPMM 2012
Eliminate organizational silos© AIPMM 2012
3. Create a Product Planning Process         Product Management Framework (PMF)                           Source: © AIPMM,...
Leverage The Product Life Cycle© AIPMM 2012
Identify Key Resources© AIPMM 2012
Define Key Deliverables© AIPMM 2012
4. Identify Market/Customer Trends© AIPMM 2012
Discover Unmet Customer Needs© AIPMM 2012
Identify Customer Segments            Needs; e.g.,                                                   Demographics; e.g.,  ...
Know Your Competitive Landscape© AIPMM 2012
5. Deliver Value, Success Will Follow© AIPMM 2012
Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
Direct the Internal Value Chain© AIPMM 2012
6. Use Leading Productivity Tools© AIPMM 2012
Build Your Business Model© AIPMM 2012
Make Your Business Case© AIPMM 2012
Key Takeaways               1   • Align strategies with needs               2   • Mind your company’s culture             ...
Join AIPMM  • Network with experts and thought leaders in your    profession.  • Learn the latest best practices and metho...
Why Get Certified   •   Bestows internationally recognized credential   •   Enhances opportunities for career advancement ...
For More Information About   • AIPMM membership information   • Certification courses in your area   • Help to implement t...
Join My Professional Network!   Hector Del Castillo, PMP, CPM, CPMM   Transforming products to profit for technology-based...
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Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM

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Learning Objectives
• Why do you need to define a product strategy for your company?
• What are the benefits of implementing a product planning process?
• What do you need to create successful products consistently?

Description
The creation of successful products is essential for companies that want to grow or maintain a competitive advantage. Many organizations lack a clearly defined and understood product strategy. We will discuss the benefits of adopting the Association of International Product Marketing and Management (AIPMM) Product Management Framework (PMF) to align your business and product strategies with unmet customer needs and market trends to create value for your business using a sustainable approach.

Audience
This presentation is for product managers, marketers, entrepreneurs, innovators, and technology-based business owners that want to expand their knowledge about how to create successful products that customers demand.

For more info, connect with Hector Del Castillo at http:/linkd.in/hdelcastillo.

Published in: Education, Business, Technology
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Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM

  1. 1. Hector Del Castillo linkd.in/hdelcastillo March 24, 2012© AIPMM 2012
  2. 2. Hector Del Castillo • Over 10 years transforming products to profit for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 27+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE© AIPMM 2012
  3. 3. © AIPMM 2012
  4. 4. © AIPMM 2012
  5. 5. AIPMM Certifications Certified Product Manager (CPM®) Certified Product Marketing Manager (CPMM®) Agile Certified Product Manager (ACPM®) Source: Get Certified, AIPMM Website© AIPMM 2012
  6. 6. What We Will Discuss 1. What is Product Strategy? 2. Why Your Company Needs It 3. Implementing A Product Strategy 4. Key Takeaways© AIPMM 2012
  7. 7. What is Product Strategy? ”Product strategy begins with a strategic vision that states where a company wants to go, how it will get there, and why it will be successful.” Source: Product Strategy for High Technology Companies, 2nd Edition, Michael E. McGrath, 2001© AIPMM 2012
  8. 8. ”Product strategy is like a roadmap. It’s useful only when you know where you are and where you want to go.” Source: Product Strategy for High Technology Companies, 2nd Edition, Michael E. McGrath, 2001© AIPMM 2012
  9. 9. Fortune’s Most Innovative Companies Rank Company Industry Industry Rank 1 Apple 1 Computers 2 Google 1 Internet Services & Retailing 3 Nike 1 Apparel 4 Amazon.com 2 Internet Services & Retailing 5 Charles Schwab 1 Securities 6 3M 1 Medical Equipment 7 Statoil 1 Petroleum Refining 8 Exxon Mobil 3 Petroleum Refining 9 Walt Disney 1 Entertainment 10 Whole Foods Market 2 Food and Drug Stores Source: FORTUNE Magazine, 21 Mar 2011© AIPMM 2012
  10. 10. TIPS FOR IMPLEMENTING A PRODUCT STRATEGY SUCCESSFULLY© AIPMM 2012
  11. 11. 1. Align Strategies With Needs Focus on creating and delivering value-added Customer products to target customers Product based on their unmet needs. (Value) Business Market © H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011© AIPMM 2012
  12. 12. Understand The Difference Business Strategy vs. Product Strategy Defines the path to Roadmap for investment create a sustainable and creation of new competitive advantage revenue streams. for your business.© AIPMM 2012
  13. 13. Create Alignment Align business, marketing and product strategies with unmet market needs.© AIPMM 2012
  14. 14. Document and Communicate It Financial How much investment is needed? How soon will we break even? Learning & Growth Customer What key resources are Product What are the unmet needs? needed? Vision & Mission Who are the customers? What knowledge and skills are needed? Who’s most likely to buy? Business Processes What key activities and deliverables are needed?© AIPMM 2012
  15. 15. 2. Mind Your Company’s Culture Cultivate a culture that Process fosters innovation and collaboration to create People & deliver great products. Culture© AIPMM 2012
  16. 16. Focus on Shared Values Source: McKinsey 7S Framework© AIPMM 2012
  17. 17. Eliminate organizational silos© AIPMM 2012
  18. 18. 3. Create a Product Planning Process Product Management Framework (PMF) Source: © AIPMM, 1998-2012, All Rights Reserved.© AIPMM 2012
  19. 19. Leverage The Product Life Cycle© AIPMM 2012
  20. 20. Identify Key Resources© AIPMM 2012
  21. 21. Define Key Deliverables© AIPMM 2012
  22. 22. 4. Identify Market/Customer Trends© AIPMM 2012
  23. 23. Discover Unmet Customer Needs© AIPMM 2012
  24. 24. Identify Customer Segments Needs; e.g., Demographics; e.g., Problems/pain points Industry Applications/uses addressed Function Key functionality/attributes Geography Degree of sophistication/quality/… Age/gender/income Drives Product/Solution Strategy Other personal/business Behaviors and Attitudes; e.g., characteristics Risk appetite/adoption Drives Outreach Strategy Psychographics (lifestyle/personality) Stated/unstated values Usage patterns Vendor/brand loyalty Drives Adoption Strategy© AIPMM 2012
  25. 25. Know Your Competitive Landscape© AIPMM 2012
  26. 26. 5. Deliver Value, Success Will Follow© AIPMM 2012
  27. 27. Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
  28. 28. Direct the Internal Value Chain© AIPMM 2012
  29. 29. 6. Use Leading Productivity Tools© AIPMM 2012
  30. 30. Build Your Business Model© AIPMM 2012
  31. 31. Make Your Business Case© AIPMM 2012
  32. 32. Key Takeaways 1 • Align strategies with needs 2 • Mind your company’s culture 3 • Create a product planning process 4 • Identify market/customer trends 5 • Deliver value, success will follow 6 • Use leading productivity tools© AIPMM 2012
  33. 33. Join AIPMM • Network with experts and thought leaders in your profession. • Learn the latest best practices and methodologies. • Expand your knowledge and soft skills. • Sharpen your leadership and influential skills. • Validate your expertise with internationally recognized certifications. • Obtain latest tools to enhance your productivity.© AIPMM 2012
  34. 34. Why Get Certified • Bestows internationally recognized credential • Enhances opportunities for career advancement • Improves your earning potential • Validates your expertise regarding best practices • Grants mark of distinction that sets you apart • Connects you with experts and thought leaders • Demonstrates commitment to your profession Source: All About Product Management Certification Webcast, Jun 2010© AIPMM 2012
  35. 35. For More Information About • AIPMM membership information • Certification courses in your area • Help to implement the right product strategy & process to grow your business© AIPMM 2012
  36. 36. Join My Professional Network! Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director, AIPMM Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo Contact: hmdelcastillo@aipmm.com© AIPMM 2012

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