Intro to the Seven Phase Product Life Cycle - H. Del Castillo, AIPMM - ProductCamp DC Meetup

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Thanks everyone who attended the ProductCamp DC Meetup on Feb 19th. Thanks to AIPMM and Teqcorner for sponsoring this event.

This session explains the benefits of implementing the seven-phase product life cycle, which is the basis for the Association of International Product Marketing & Management (AIPMM) Body of Knowledge (ProdBOK®).

This session discusses key activities, deliverables, and critical decisions that must be taken into account within each phase of the product life cycle. A company risks product failure if it leaves out any of these because it doesn’t consider critical issues. Product vendors which understand and implement this process have a higher likelihood of building great products that delight customers and are more profitable.

This session is for product managers, product marketing managers, brand managers and otgher product team professionals who want to understand how to increase the likelihood of creating insanely great products that delight customers and create new revenue streams for early stage startups.

The Association of International Product Marketing and Management (AIPMM) is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

I have over 15 years of experience building and directing high performance cross-functional product teams and transforming products to wealth for technology-based product-driven companies. I have launched over 30 products and solutions that resulted in over $200M of achieved global sales revenue. I provide services as a consultant, contractor, coach, or trainer to organizations that need to create value-added products that delight customers and effectively market them to create demand.

Let me know how I can help you accelerate your career, connect with others, or create and implement a product and innovation strategy and process successfully to grow your technology-based business using a sustainable approach.

Feel free to favorite this presentation if you like it. Connect with me at http:/linkd.in/hdelcastillo for information about AIPMM membership or training courses in your area.

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Intro to the Seven Phase Product Life Cycle - H. Del Castillo, AIPMM - ProductCamp DC Meetup

  1. 1. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  2. 2. Thank You To Our Sponsors© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  3. 3. Hector Del Castillo linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  4. 4. Tweet! Hector: @hmdelcastillo AIPMM: @AIPMM PCampDC: #PCampDC© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  5. 5. The Hub Of All Things Product Management© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  6. 6. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®)© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  7. 7. Hector Del Castillo • Senior consultant with over 15 years of experience 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 30+ 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 7© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  8. 8. What We Will Discuss 1. ProdBOK® Introduction 2. Why Process Matters 3. The Seven-Phase Product Life Cycle 4. Key Takeaways© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  9. 9. What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  10. 10. Global standard for conceiving, building, and marketing products Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  11. 11. What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  12. 12. A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  13. 13. Successful products require teamwork Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  14. 14. Why Process Matters© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  15. 15. Process = Organizational Discipline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  16. 16. Organizational Productivity Requires Discipline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  17. 17. Increases likelihood for success© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  18. 18. Reduces time to market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  19. 19. Aligns Strategy, Structure, People and Culture With Market Trends and Customer Needs© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  20. 20. Strategy Structure Culture Trends & Needs People© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  21. 21. Benefits© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  22. 22. Common Language© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  23. 23. Product Creation Guideline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  24. 24. Mutual Commitments© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  25. 25. Product Teams© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  26. 26. Continuous Improvement© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  27. 27. The 7-Phase Product Life Cycle© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  28. 28. Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  29. 29. Supports any development methodology© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  30. 30. Conceive© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  31. 31. Understand Trends and Needs Better Than Competitors© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  32. 32. Plan© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  33. 33. Why Build It© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  34. 34. Develop© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  35. 35. Keep Your Eyes On The Market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  36. 36. Qualify© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  37. 37. Get Customers To Try It Early© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  38. 38. Launch© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  39. 39. Inform Customers About It© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  40. 40. Deliver© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  41. 41. Improve Best Performers© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  42. 42. Retire© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  43. 43. Withdraw Worst Performers© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  44. 44. Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  45. 45. Knowledge Areas© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  46. 46. Market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  47. 47. Customer© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  48. 48. Business© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  49. 49. Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  50. 50. Product© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  51. 51. Product Is The Intersection Of Business, Market, Customer and Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  52. 52. Business Customer Product Market Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  53. 53. Key Takeaways 1 • Adopt the product management role early 2 • Understand market and customer insights 3 • Define the right problem to solve first 4 • Keep your eye on the market and customers 5 • Get customers to try your product early© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  54. 54. Please Join Us Again! AIPMM Webinar Series: Friday Feb 22 Pricing For A More Profitable Product Portfolio http://aipmm.com/aipmm_webinars/ Global Product Management Talk: Monday Feb 25 Lean Product Development Methodologies with Poornima Vijayashanker, Founder Of BizeeBee And Femgineer http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  55. 55. Upcoming Courses Course & Location Dates Days Time ACPM® Certification Prep Course & Exam McLean, VA Feb 25, 2013 M 8:30 am – 5 pm Seattle, WA Mar 11, 2013 CPM® Certification Prep Course & Exam McLean, VA Feb 26-27, 2013 T, W 8:30 am – 5 pm Seattle, WA Mar 12-13, 2013 CPMM® Certification Prep Course & Exam McLean, VA Feb 28-Mar 1, 2013 Th, F 8:30 am – 5 pm Seattle, WA Mar 14-15, 2013 CIL® Certification Prep Course & Exam McLean, VA Mar 5-6, 2013 T, W 8:30 am – 5 pm Register for courses from the 280 Group at: http://bit.ly/12J9gf9© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  56. 56. For More Information About • AIPMM membership benefits • Certification courses in your area • Defining the right product strategy & process to grow your business • Aligning your business model with your product strategy • Building and managing a high performing product management team© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  57. 57. Hector Del Castillo CPM, CPMM, PMP linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo@aipmm.com +1-301-523-9478© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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