Hector Del Castillo                                 linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013         Linkd.in/hd...
Tweet!            Hector:             @hmdelcastillo            AIPMM:              @AIPMM            PMIWDC:             ...
The Hub Of All Things Product Management© H. Del Castillo, AIPMM 2013                Linkd.in/hdelcastillo
AIPMM Certifications    AIPMM offers globally recognized certifications:    • Certified Product Manager (CPM®)    • Certif...
Hector Del Castillo     • Senior consultant with over 15 years of experience transforming       products to profit for tec...
What We Will Discuss     1. ProdBOK® Introduction     2. Why Process Matters     3. The Seven-Phase Product Life Cycle    ...
What Is ProdBOK®?                                             Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Cas...
Global standard for conceiving,        building, and marketing products                                            Source:...
What Is A Product?                                                  Source: © 1998-2013, AIPMM, All Rights Reserved.© H. D...
A good, service or                           combination of both                                             Source: © 199...
Successful products require                        teamwork                                            Source: © 1998-2013...
Why Process Matters© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Process = Organizational Discipline© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Organizational Productivity                    Requires Discipline© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Increases likelihood for success© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Reduces time to market© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Aligns Strategy, Structure, People        and Culture With Market Trends              and Customer Needs© H. Del Castillo,...
Strategy                                                        Structure                 Culture                         ...
Benefits© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Common Language© H. Del Castillo, AIPMM 2013        Linkd.in/hdelcastillo
Product Creation Guideline© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Mutual Commitments© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Product Teams© H. Del Castillo, AIPMM 2013      Linkd.in/hdelcastillo
Continuous Improvement© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
The 7-Phase Product                               Life Cycle© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Phase              Gate                                                    Source: © 1998-2013, AIPMM, All Rights Reserved...
Supports any development                       methodology© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Conceive© H. Del Castillo, AIPMM 2013    Linkd.in/hdelcastillo
Understand Trends and Needs              Better Than Competitors© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Plan© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Why Build It© H. Del Castillo, AIPMM 2013     Linkd.in/hdelcastillo
Develop© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Keep Your Eyes On The Market© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Qualify© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Get Customers To Try It Early© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Launch© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Inform Customers About It© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Deliver© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Improve Best Performers© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Retire© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Withdraw Worst Performers© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Conceive                                 Retire                                   Plan                            Deliver ...
Knowledge Areas© H. Del Castillo, AIPMM 2013       Linkd.in/hdelcastillo
Business                                     Customer                                Product               Market         ...
A Product Is The Intersection Of         Business, Market, Customer and                   Organization© H. Del Castillo, A...
FRAMEWORK COMPARISON© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Typical Project Life Cycle           These are stages that projects go through from initiation           to closing© H. De...
Project Management Framework                                                                  Monitor/                    ...
Typical Product Life Cycle           These are stages that products go through from           introduction to withdrawal f...
Product Management Framework                     Conceive   Plan   Develop      Qualify         Launch    Deliver       Re...
Framework Comparison     Product Management          Conceive          Plan          Develop      Qualify         Launch  ...
Framework Integration                 Initiate                  Plan                    Execute                      Monit...
Framework Integration                                Initiate                                 Plan                        ...
Framework Integration                                          Initiate                                           Plan    ...
Framework Integration                                                           Initiate                                  ...
Framework Integration                                                                         Initiate                    ...
Key Takeaways            1             • Adopt the product management role early            2             • Understand mar...
Please Join Us Again!                                 AIPMM Webinar Series:          Friday, Mar 1                    Prod...
Upcoming Courses   Course & Location                     Dates                       Days    Time   CIL® Certification Pre...
For More Information About     • AIPMM membership benefits     • Certification courses in your area     • Growing your bus...
Hector Del Castillo                   CPM, CPMM, PMP                   linkd.in/hdelcastillo                   @hmdelcasti...
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Introduction to the 7-Phase Product Life Cycle - H. Del Castillo, AIPMM - PMIWDC Tyson's Corner Meeting

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Thanks everyone who attended my presentation at the PMIWDC Tyson’s Corner lunch meeting in McLean.

This session explains why product-driven organizations should consider implementing the seven-phase product life cycle, which is the basis for the Association of International Product Marketing & Management (AIPMM) Body of Knowledge (ProdBOK®). You can download the presentation worksheet here: http://slidesha.re/13jkk2Z.

This session is for project managers, cross-functional managers, and product team leaders who want to understand the process to increase the likelihood of creating products that delight customers, reduce time to market, and create new revenue streams for an organization.

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.

Connect with me at http:/linkd.in/hdelcastillo for information about AIPMM membership or training courses in your area.

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

Feel free to favorite this if you like it. I look forward to seeing you again soon.

Regards,
Hector Del Castillo
http:/linkd.in/hdelcastillo

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Introduction to the 7-Phase Product Life Cycle - H. Del Castillo, AIPMM - PMIWDC Tyson's Corner Meeting

  1. 1. Hector Del Castillo linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  2. 2. Tweet! Hector: @hmdelcastillo AIPMM: @AIPMM PMIWDC: #PMIWDC© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  3. 3. The Hub Of All Things Product Management© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  4. 4. 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
  5. 5. 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 5© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  6. 6. 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
  7. 7. What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  8. 8. Global standard for conceiving, building, and marketing products Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  9. 9. What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  10. 10. A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  11. 11. Successful products require teamwork Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  12. 12. Why Process Matters© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  13. 13. Process = Organizational Discipline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  14. 14. Organizational Productivity Requires Discipline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  15. 15. Increases likelihood for success© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  16. 16. Reduces time to market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  17. 17. Aligns Strategy, Structure, People and Culture With Market Trends and Customer Needs© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  18. 18. Strategy Structure Culture Trends & Needs People© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  19. 19. Benefits© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  20. 20. Common Language© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  21. 21. Product Creation Guideline© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  22. 22. Mutual Commitments© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  23. 23. Product Teams© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  24. 24. Continuous Improvement© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  25. 25. The 7-Phase Product Life Cycle© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  26. 26. Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  27. 27. Supports any development methodology© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  28. 28. Conceive© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  29. 29. Understand Trends and Needs Better Than Competitors© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  30. 30. Plan© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  31. 31. Why Build It© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  32. 32. Develop© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  33. 33. Keep Your Eyes On The Market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  34. 34. Qualify© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  35. 35. Get Customers To Try It Early© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  36. 36. Launch© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  37. 37. Inform Customers About It© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  38. 38. Deliver© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  39. 39. Improve Best Performers© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  40. 40. Retire© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  41. 41. Withdraw Worst Performers© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  42. 42. Conceive Retire Plan Deliver Develop Launch Qualify Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  43. 43. Knowledge Areas© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  44. 44. Business Customer Product Market Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  45. 45. A Product Is The Intersection Of Business, Market, Customer and Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  46. 46. FRAMEWORK COMPARISON© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  47. 47. Typical Project Life Cycle These are stages that projects go through from initiation to closing© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  48. 48. Project Management Framework Monitor/ Initiate Plan Execute Close Control Integrate Scope Knowledge Areas Time Cost Source: PMI PMBOK v4 Quality HR Communicate Risk Procure© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  49. 49. Typical Product Life Cycle These are stages that products go through from introduction to withdrawal from the market© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  50. 50. Product Management Framework Conceive Plan Develop Qualify Launch Deliver Retire Organization Knowledge Areas Market Business Customer Product Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  51. 51. Framework Comparison Product Management Conceive Plan Develop Qualify Launch Deliver Retire Project Management Monitor/ Initiate Plan Execute Close Control© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  52. 52. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  53. 53. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  54. 54. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  55. 55. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  56. 56. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  57. 57. 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
  58. 58. Please Join Us Again! AIPMM Webinar Series: Friday, Mar 1 Product Management Leadership, Brian Lawley http://aipmm.com/aipmm_webinars/ Global Product Management Talk: Monday, Mar 4 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
  59. 59. Upcoming Courses Course & Location Dates Days Time CIL® Certification Prep Course & Exam 16 PDUs, McLean, VA Mar 5-6, 2013 T, W 8:30 am – 5 pm Creating Value Through Collaboration 16 PDUs, McLean, VA Mar 7-8, 2013 Th, F 8:30 am – 5 pm Use promo code provided to save $ on registration fee. Contact Hector Del Castillo at http://linkd.in/hdelcastillo for more information.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  60. 60. For More Information About • AIPMM membership benefits • Certification courses in your area • Growing your business by defining the right product strategy & process • Aligning your business model with your product strategy • Building and managing a high performing product team© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  61. 61. 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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