Product Management (PdM) is all about the process of creating and delivering successful, profitable products to their intended target customers. Products can be either tangible goods or intangible services (including software.) This session describes the AIPMM Phase Review Process and the Product Management Framework (PdMF). It demonstrates how the PdMF can be applied to all product development processes, whether they are based on Agile, Waterfall, Scrum, RAD, or any other product development methodology. The PdMF defines the circle of influence for Product Managers. It maps out all the knowledge areas that should be mastered, along with the activities, deliverables and milestones required over time, to create and bring successful, profitable products to market.

1. Product Management Framework (PdMF) © AIPMM, Inc.
Product Management
Process
Critical to Successful Products

2. Product Management Framework (PdMF) © AIPMM, Inc.
Question
HOW can a Product Manager
reduce product failure rates and
build better, faster, and more
profitable products?

3. Product Management Framework (PdMF) © AIPMM, Inc.
Answer
• Learn from experience of others
• Use only what works - Apply “grain of salt”
• Understand AIPMM standards
• Use AIPMM ProdBOK® Best Practices that work
• Adopt/customize AIPMM PdMFTM, PRPTM

4. Product Management Framework (PdMF) © AIPMM, Inc.
HOW
• Involves a series of actions or tasks
• A check list to build products
• A PROCESS…

5. Product Management Framework (PdMF) © AIPMM, Inc.
PROCESS*
A series of actions or steps
taken over time in order to
achieve a particular end.
*Source: https://en.oxforddictionaries.com/definition/process

6. Product Management Framework (PdMF) © AIPMM, Inc.
CIRCLE OF INFLUENCE*
The area a person has control over
Source: https://www.stephencovey.com/7habits/7habits-habit1.php
CIRCLE OF CONCERN*
The area a person has little or no control over

7. Product Management Framework (PdMF) © AIPMM, Inc.
Question
How do processes and circles of
influence/concern relate to :
• Product Management Profession (PdM)
• Product Managers (PdMgr)

8. Product Management Framework (PdMF) © AIPMM, Inc.
PdMgrs can benefit from a relevant,
standard set of PdM processes to
create successful products
Answer

9. Product Management Framework (PdMF) © AIPMM, Inc.
PdMgr’s Circle of Influence
….those PdM processes required to
manage and control a product

10. Product Management Framework (PdMF) © AIPMM, Inc.
PdMgr’s Circle of Concern
… all other processes not required
to manage and control a product

11. Product Management Framework (PdMF) © AIPMM, Inc.
So why not use Google to
find a simple but useful
PdM Process…

12. Product Management Framework (PdMF) © AIPMM, Inc.
Product Management Processes (Source: Google ~1000 Images)

13. Product Management Framework (PdMF) © AIPMM, Inc.
Process
Do StuffStart End

14. Product Management Framework (PdMF) © AIPMM, Inc.
Introducing The AIPMM
Phase Review Process™(PRP)™
• The PdMgrs definitive Circle of Influence
• Based on AIPMM Product Marketing and
Management Body of Knowledge® (ProdBOK®)
• Excellent source of Best Practices for Managing
and Controlling Products

15. Product Management Framework (PdMF) © AIPMM, Inc.
PRP™
• Defines product scope/control/circle of influence
Inside circle – Potential interest
Outside circle - No interest
• Defines building process; sets boundaries
• Narrows focus
• Defines required activities, deliverables, events
• Clarifies Who, What, Why, How, When & Where

16. Product Management Framework (PdMF) © AIPMM, Inc.
What is PRP™?

17. Product Management Framework (PdMF) © AIPMM, Inc.
X-Y Matrix

18. Product Management Framework (PdMF) © AIPMM, Inc.
Product X-Y Matrix

19. Product Management Framework (PdMF) © AIPMM, Inc.
Framework*
A basic structure underlying a
system, concept, or text.
*Source: https://en.oxforddictionaries.com/definition/framework

20. Product Management Framework (PdMF) © AIPMM, Inc.
Frameworks
Scaffolding
◦Manpower
◦Raw materials
Enables construction of wide variety of projects

21. Product Management Framework (PdMF) © AIPMM, Inc.
Product
Project/Program
X-Axis: Product Management Life Cycle (PMLC)
Y-Axis:
PdM
Knowledge
Areas (KA)
5 Major Knowledge Areas (KA)
4 unique to Prod. Mgmt:
Business Customer
Product Market
1 overlap w/ Proj / Prog Mgmt:
Organization (cross-functional
matrix projects & programs)
Product Management Framework (PdMF)TM
Inputs
Processes/Activities
Outputs/Deliverables/Milestones

22. Product Management Framework (PdMF) © AIPMM, Inc.
All you need to know and do to manage your product

23. Product Management Framework (PdMF) © AIPMM, Inc.
PdMF and PRP
Just a process and its underlying structure
• PdMF => Static structure
• PRP => Dynamic process
Based on ProdBOK®

24. Product Management Framework (PdMF) © AIPMM, Inc.
Standard PdMgr process for managing products
◦ Industry, technology, company agnostic - ONE process
◦ Structure of Product Management BOK (ProdBOK®)
Utilizes X-Y matrix PdMF structure
◦ Key PdM knowledge area parameters over time
◦ Inputs, activities, outputs required to bring products to fruition
◦ Key parameters & time increments unique to PdM profession
◦ Same KA-Time X-Y axis structure as PjM only different KA & Time
Unique to Product Management
Developed by AIPMM
Recap: AIPMM PRP™

25. Product Management Framework (PdMF) © AIPMM, Inc.
Remember the Original
Question posed?
HOW can a Product Manager
reduce product failure rates and
build better, faster, and more
profitable products?

26. Product Management Framework (PdMF) © AIPMM, Inc.
Answer (Worth Repeating)
• Learn from experience of others
• Apply “grain of salt” – use only what works
• Understand AIPMM standards
• Use AIPMM ProdBOK® Best Practices that work
• Adopt/customize AIPMM PdMFTM, PRPTM

27. Product Management Framework (PdMF) © AIPMM, Inc.
All you need to know and do to manage your product

28. Product Management Framework (PdMF) © AIPMM, Inc.
For further reading on PdM Best
Practices go to the ProdBOK® at
http://amzn.to/2dz3kiC

29. Product Management Framework (PdMF)
© AIPMM, Inc.
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