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Ikhlaq Sidhu
Chief Scientist & Founding Director, Sutardja Center for Entrepreneurship & Technology
Faculty Director, Engi...
Medtronic
Source: Medtronics case used in course, HBS
Medtronic
Source: Medtronics case used in course, HBS
What are the
Problems of the
Firm in 1986?
Medtronic
Source: Medtronics case used in course, HBS
What triggered
the turn around
in 1986?
How did Mike Steven’s approach the
situation in Medtronic
when he becomes
VP of Product Development?
How did Mike Steven’s approach the situation in Medtronic
when he becomes VP of Product Development?
Mike Stevens
Leadersh...
How did Mike Steven’s approach the situation in Medtronic
when he becomes VP of Product Development?
Mike Stevens
Leadersh...
How did Mike Steven’s approach the situation in Medtronic
when he becomes VP of Product Development?
Mike Stevens
Leadersh...
Elements of the Medtronic Process
A Narrow Funnel
Commitment Review
Tech. uncertainty
Strategic Fit
Source: Medtronics case used in course, HBS
X
X
X
X
XXX
...
Train Schedule + Platform
• Fully featured platform -> product line management
• Avoid Medtronic problem: newest feature o...
Train Schedule + Platform
• Fully featured platform -> product line management
• Avoid Medtronic problem: newest feature o...
An R&D Process for Product Development
Methods:
– Train schedules
– Platforms/Produ
cts
– Gates / Docs
– Funnels
– PRD
– A...
Lets Discuss Agile for a Moment
Team A
Team B
Team C
Team D
Team E
1
Market
Target
2*1
2
Moving
Target
* X day sprints
* D...
Lets Discuss Agile for a Moment
Team A
Team B
Team C
Team D
Team E
Does this case conflict
with the ideas of Agile
Develop...
What are the Challenges of the
Future for Medtronic:
Challenges of the Future
Performance
Time
Performance
needed by market
Product performance
driven by technology
Disruptive...
Leaders vs. Competitors
Competitor in Pack
• Fast follower
• Fast cycle times
• Prioritized features
• Leverage cost advan...
End of Section
What has changed since the writing
of the case?
Sample Diagrams
Best Practices in Product Management
Best Practices in Product Management
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Best Practices in Product Management

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Best Practices in Product Management with case study and discussion.

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Best Practices in Product Management

  1. 1. Ikhlaq Sidhu Chief Scientist & Founding Director, Sutardja Center for Entrepreneurship & Technology Faculty Director, Engineering Leadership Professional Program (ELPP) IEOR Emerging Area Professor, UC Berkeley Department of Industrial Engineering & Operations Research, UC Berkeley MEDTRONIC CASE DISCUSSION Best Practices in Product Management
  2. 2. Medtronic Source: Medtronics case used in course, HBS
  3. 3. Medtronic Source: Medtronics case used in course, HBS What are the Problems of the Firm in 1986?
  4. 4. Medtronic Source: Medtronics case used in course, HBS What triggered the turn around in 1986?
  5. 5. How did Mike Steven’s approach the situation in Medtronic when he becomes VP of Product Development?
  6. 6. How did Mike Steven’s approach the situation in Medtronic when he becomes VP of Product Development? Mike Stevens Leadership: Sets tone and expectation MeasuresProcess
  7. 7. How did Mike Steven’s approach the situation in Medtronic when he becomes VP of Product Development? Mike Stevens Leadership: Sets tone and expectation Measures: Process Measures: • Cycle time • Fully allocated cost • Quality • Innovativeness: Market Share
  8. 8. How did Mike Steven’s approach the situation in Medtronic when he becomes VP of Product Development? Mike Stevens Leadership: Sets tone and expectation Measures: Process: To scale. Removes management from day to day decisions Measures: • Cycle time • Fully allocated cost • Quality • Innovativeness: Market Share
  9. 9. Elements of the Medtronic Process
  10. 10. A Narrow Funnel Commitment Review Tech. uncertainty Strategic Fit Source: Medtronics case used in course, HBS X X X X XXX X X
  11. 11. Train Schedule + Platform • Fully featured platform -> product line management • Avoid Medtronic problem: newest feature on simplest product • Platform costs are shared and allocated over all products • Team structure to avoid duplicate work and skills Platform 1.0 Platform 2.0 Product A (High) Product B (Med) Product C (Low)
  12. 12. Train Schedule + Platform • Fully featured platform -> product line management • Avoid Medtronic problem: newest feature on simplest product • Platform costs are shared and allocated over all products • Team structure to avoid duplicate work and skills Platform 1.0 Platform 2.0 Product A Product B Product C What are the characteristics of an ideal platform?
  13. 13. An R&D Process for Product Development Methods: – Train schedules – Platforms/Produ cts – Gates / Docs – Funnels – PRD – Agile vs. Aggregate Planning Measures: – Cycle time – Market Share – Quality – Fully Allocated Cost Funnel Commitment Point with Product Requirements short Keep Technology Risk in “Labs” “Adv. Work ”
  14. 14. Lets Discuss Agile for a Moment Team A Team B Team C Team D Team E 1 Market Target 2*1 2 Moving Target * X day sprints * Design + test together
  15. 15. Lets Discuss Agile for a Moment Team A Team B Team C Team D Team E Does this case conflict with the ideas of Agile Development? 1 Market Target 2*1 2 Moving Target * X day sprints * Design + test together
  16. 16. What are the Challenges of the Future for Medtronic:
  17. 17. Challenges of the Future Performance Time Performance needed by market Product performance driven by technology Disruptive Technology or model in new, insignificant market • Over-served market • Looking for New Markets, possibly less profitable • Making your current customers profitable How well is the Medtronic process suited to the new challenges?
  18. 18. Leaders vs. Competitors Competitor in Pack • Fast follower • Fast cycle times • Prioritized features • Leverage cost advantage Leader • No one to follow / copy • Target on back, other copy • Expectations of being a global citizen • Must disrupt status quo and/or disrupt self
  19. 19. End of Section
  20. 20. What has changed since the writing of the case?
  21. 21. Sample Diagrams

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