Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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...
© 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...
What is Product Strategy?
 ”Product strategy begins with
 a strategic vision that states
 where a company wants to
 go, ho...
”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 in...
Create Alignment


                  Align business, marketing and product
                  strategies with unmet market
...
Document and Communicate It
                                    Financial
                              How much investmen...
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: © ...
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.




© AIPM...
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 me...
Why Get Certified
   •   Bestows internationally recognized credential
   •   Enhances opportunities for career advancemen...
For More Information About
   • AIPMM membership information
   • Certification courses in your area
   • Help to implemen...
Join My Professional Network!


   Hector Del Castillo, PMP, CPM, CPMM
   Transforming products to profit for technology-b...
Upcoming SlideShare
Loading in …5
×

of

Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 1 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 2 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 3 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 4 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 5 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 6 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 7 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 8 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 9 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 10 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 11 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 12 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 13 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 14 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 15 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 16 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 17 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 18 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 19 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 20 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 21 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 22 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 23 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 24 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 25 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 26 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 27 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 28 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 29 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 30 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 31 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 32 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 33 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 34 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 35 Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM Slide 36
Upcoming SlideShare
Product management para software comercial
Next

6 Likes

Share

Creating a Product Strategy to Drive Your Company's Revenue Growth - ProductCamp SV - AIPMM

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.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

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
  • sureshmadhuvarsu

    Feb. 20, 2013
  • gardneda

    Dec. 10, 2012
  • Innov8now

    Dec. 8, 2012
  • Connie_Tai

    May. 21, 2012
  • jooyoungkim

    Mar. 27, 2012
  • bradneiman

    Mar. 25, 2012

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.

Views

Total views

3,539

On Slideshare

0

From embeds

0

Number of embeds

70

Actions

Downloads

0

Shares

0

Comments

0

Likes

6

×