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February 2024
Software Product Management
Primer
Hans-Bernd Kittlaus
InnoTivum Consulting
February 2024
Agenda
2
0. Prelude
1. Introduction and Foundations
2. The SPM Framework and Its Elements
3. Wrap Up
February 2024
Hans-Bernd Kittlaus
• InnoTivum CEO, ISPMA Chairman
• SPM Management Consultant, Trainer, Coach, Author,
Faculty Member HSB at JK Lakshmipat University, Jaipur, India
• Certifications ISPMA SPM, Scrum CSPO, PRINCE2 Practitioner
• References Infosys, Samsung, IBM, SimCorp, BearingPoint, Talend,
German Savings Banks, Postbank, AVL, Lufthansa Systems, e.a.
• Organizations
hbk@innotivum.de, www.innotivum.com
3
February 2024
Hans-Bernd Kittlaus
Publications
hbk@innotivum.de, www.innotivum.com
4
February 2024
• Vision
Foster software product management excellence across
industries by establishing software product management as a
discipline of its own in both academia and industry
• Mission
Establish, disseminate and maintain a certifiable body of
knowledge on SPM (SPM BoK) that is recognized as the premier
source on SPM by all stakeholders
0. Prelude
ISPMA
5
February 2024
0. Prelude: ISPMA Fellows
Industry and Academia have joined forces
6
February 2024
0. Prelude
ISPMA SPM Framework (V.2)
7
February 2024
0. Prelude
ISPMA Curriculum
SPM – The Foundation
Product Managers / Interested Professionals / Students
Excellence in
Product Planning
Excellence in
Product Strategy
Excellence in
Strategic Mgmt.
Excellence in
Orchestration
Expert Level
8
SPM for
Startups
Certification for
each module
February 2024
Berkeley, Ca., USA, September 12, 2023 (UC)
Bangalore, India, February 15-17, 2024 (IIMB)
Gothenburg, Sweden, June 11-12, 2024 (Chalmers U.)
https://spmsummit.org/
0. Prelude
Software Product Summit
9
February 2024
Agenda
10
0. Prelude
1. Introduction and Foundations
2. The SPM Framework and Its Elements
3. Wrap Up
4. Q & A
February 2024
• Great Flexibility:
• Software products can be changed or
updated relatively easily with patches
and updates.
• High Rate of Change:
• Release frequency is high, since the
product can be altered easily.
1. Introduction and Foundations:
Characteristics of Software Products
11
February 2024
• High Complexity:
• Some of the most complex systems
mankind has produced.
• Stickiness:
• Once a software product is installed
and widely used in a company, it is
difficult and costly to replace.
1. Introduction and Foundations:
Characteristics of Software Products
12
February 2024
• Simple Copying:
• Irrelevance of production and
logistics.
• Marginal Cost Close to 0:
• Manufacturing and distributing extra
copies do not mean extra cost for the
company.
• Any additional license goes directly to
the bottom line.
• Law of Increasing Returns:
• Market leadership as a key success
factor.
1. Introduction and Foundations:
Characteristics of Software Products
13
February 2024
1. Introduction and Foundations:
Software Product Management
Any software organization needs to do it:
 Software product companies
 Companies with software-intensive products and services (in all industries)
 Companies in transition from (human) service to product business
 Corporate IT organizations (in all industries)
14
February 2024
1. Introduction and Foundations
Definitions
Product
Combination of (material and/or intangible) goods and services, which one party
(called supplier) combines in support of their commercial interests, to transfer
defined rights to a second party (called customer).
– Party: person, corporate unit, company
– Rights: use, property, resale
– Interests: not necessarily payment
– important is the offering, not the buying process
Software Product
Product whose primary component is software.
Kittlaus (2022): Software Product Management: The ISPMA-Compliant Study Guide and Handbook, 2nd Edition.
15
February 2024
1. Introduction and Foundations
Examples
• Mobile phone:
device including software with telecommunications and other capabilities
• iPhone app: software product
• Games console: games product including software
• Game for console: software product
16
February 2024
Software product management (SPM)
means the management of software products and software parts
(embedded software) of software-intensive products, i.e. systems or
services.
It is the discipline that governs a software product (or part)
over its whole life cycle,
from its inception through growth and maturity to end of life,
in order to generate the biggest possible value to the business.
1. Introduction and Foundations
Definitions
17
February 2024
 Skill profile: ideally extremely broad but nobody could meet that
 What is really important?
 Management capabilities (influencing without authority)
 Business acumen
 Understanding how software development works
 Domain knowledge (for application software products)
1. Introduction and Foundations
SPM Role
18
February 2024
Agenda
19
0. Prelude
1. Introduction and Foundations
2. The SPM Framework and Its Elements
3. Wrap Up
February 2024
ISPMA SPM Framework (V.2)
20
February 2024
2. The SPM Framework and Its Elements
Product Planning Approaches
21
Requirements-Driven Data-Analysis-Driven Data-Input-Driven
• Legal / Regulatory
• Commodity
• Technology
• Back End
• Vendor-controlled +
customer-controlled
environments
• Experiments under
uncertainty
• Optimization
• Innovation
• Front End
• Vendor-controlled
environments
• AI / Machine
Learning
• Data sets as input to
the engine
H.-B. Kittlaus: https://www.linkedin.com/pulse/increasing-diversity-software-product-planning-hans-bernd-kittlaus/, 2020
based on Jan Bosch: HoliDev – Holistic DevOps Framework, https://www.linkedin.com/pulse/how-develop-software-jan-bosch/
February 2024
2. The SPM Framework and Its Elements
Product Planning Approaches
22
Requirements-Driven Data-Analysis-Driven Data-Input-Driven
• Market elicitation
• In-depth analysis
• Selection
• MVP
• Experiment design +
implementation, e.g.
• A/B testing
• Customer
discovery
• Statistics
• Data structure design
• Data collection
• Data cleansing
H.-B. Kittlaus: https://www.linkedin.com/pulse/increasing-diversity-software-product-planning-hans-bernd-kittlaus/, 2020
based on Jan Bosch: HoliDev – Holistic DevOps Framework, https://www.linkedin.com/pulse/how-develop-software-jan-bosch/
February 2024
2. The SPM Framework and Its Elements
Software Product Scenarios
H.-B. Kittlaus (2015): One Size Does Not Fit All: Software Product Management For Speedboats vs. Cruiseships, in:
Fernandes, J.M., Machado, R.J., Wnuk, K. (Eds.): Software Business, Proceedings of ICSOB 2015, Braga, Portugal, Springer
23
New Product
Revolution
Existing Product
Evolution
Vendor-Controlled Powerboat Speedboat
Customer-Controlled Icebreaker Cruiseship
Life Cycle Phase
Runtime
Environment
Software Product Scenarios
February 2024
ISPMA SPM Framework (V.2)
24
February 2024
Agenda
25
0. Prelude
1. Introduction and Foundations
2. The SPM Framework and Its Elements
3. Wrap Up
February 2024
3. Wrap Up
Software Product Management
 Driven by the entrepreneurial objective of sustainability
 Responsible for sustainable commercial success over the product lifecycle
 Implementation dependent on corporate objectives, culture and organization
 This Foundation training has covered all the basics
 Excellence trainings (available)
 Growing SPM bibliography (see www.innotivum.com)
26
February 2024
McKinsey (2020):
Business Performance strongly correlates with Developer Velocity Index
which is most significantly impacted by
• Product management
• Tools
• Culture
• Talent management
3. Wrap Up
27
Shivam Srivastava, Kartik Trehan, Dilip Wagle, and Jane Wang: Developer Velocity: How software excellence fuels business performance, McKinsey, 2020:
https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/developer-velocity-how-software-excellence-fuels-business-performance
February 2024
Thank you !
Hans-Bernd Kittlaus
Training – Consulting – Coaching
Chairman
hbk@innotivum.de
www.innotivum.com
www.linkedin.com/in/hansberndkittlaus/
28

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SPM 2024 – Overview of and benefits of AI in Product Management

  • 1. February 2024 Software Product Management Primer Hans-Bernd Kittlaus InnoTivum Consulting
  • 2. February 2024 Agenda 2 0. Prelude 1. Introduction and Foundations 2. The SPM Framework and Its Elements 3. Wrap Up
  • 3. February 2024 Hans-Bernd Kittlaus • InnoTivum CEO, ISPMA Chairman • SPM Management Consultant, Trainer, Coach, Author, Faculty Member HSB at JK Lakshmipat University, Jaipur, India • Certifications ISPMA SPM, Scrum CSPO, PRINCE2 Practitioner • References Infosys, Samsung, IBM, SimCorp, BearingPoint, Talend, German Savings Banks, Postbank, AVL, Lufthansa Systems, e.a. • Organizations hbk@innotivum.de, www.innotivum.com 3
  • 5. February 2024 • Vision Foster software product management excellence across industries by establishing software product management as a discipline of its own in both academia and industry • Mission Establish, disseminate and maintain a certifiable body of knowledge on SPM (SPM BoK) that is recognized as the premier source on SPM by all stakeholders 0. Prelude ISPMA 5
  • 6. February 2024 0. Prelude: ISPMA Fellows Industry and Academia have joined forces 6
  • 7. February 2024 0. Prelude ISPMA SPM Framework (V.2) 7
  • 8. February 2024 0. Prelude ISPMA Curriculum SPM – The Foundation Product Managers / Interested Professionals / Students Excellence in Product Planning Excellence in Product Strategy Excellence in Strategic Mgmt. Excellence in Orchestration Expert Level 8 SPM for Startups Certification for each module
  • 9. February 2024 Berkeley, Ca., USA, September 12, 2023 (UC) Bangalore, India, February 15-17, 2024 (IIMB) Gothenburg, Sweden, June 11-12, 2024 (Chalmers U.) https://spmsummit.org/ 0. Prelude Software Product Summit 9
  • 10. February 2024 Agenda 10 0. Prelude 1. Introduction and Foundations 2. The SPM Framework and Its Elements 3. Wrap Up 4. Q & A
  • 11. February 2024 • Great Flexibility: • Software products can be changed or updated relatively easily with patches and updates. • High Rate of Change: • Release frequency is high, since the product can be altered easily. 1. Introduction and Foundations: Characteristics of Software Products 11
  • 12. February 2024 • High Complexity: • Some of the most complex systems mankind has produced. • Stickiness: • Once a software product is installed and widely used in a company, it is difficult and costly to replace. 1. Introduction and Foundations: Characteristics of Software Products 12
  • 13. February 2024 • Simple Copying: • Irrelevance of production and logistics. • Marginal Cost Close to 0: • Manufacturing and distributing extra copies do not mean extra cost for the company. • Any additional license goes directly to the bottom line. • Law of Increasing Returns: • Market leadership as a key success factor. 1. Introduction and Foundations: Characteristics of Software Products 13
  • 14. February 2024 1. Introduction and Foundations: Software Product Management Any software organization needs to do it:  Software product companies  Companies with software-intensive products and services (in all industries)  Companies in transition from (human) service to product business  Corporate IT organizations (in all industries) 14
  • 15. February 2024 1. Introduction and Foundations Definitions Product Combination of (material and/or intangible) goods and services, which one party (called supplier) combines in support of their commercial interests, to transfer defined rights to a second party (called customer). – Party: person, corporate unit, company – Rights: use, property, resale – Interests: not necessarily payment – important is the offering, not the buying process Software Product Product whose primary component is software. Kittlaus (2022): Software Product Management: The ISPMA-Compliant Study Guide and Handbook, 2nd Edition. 15
  • 16. February 2024 1. Introduction and Foundations Examples • Mobile phone: device including software with telecommunications and other capabilities • iPhone app: software product • Games console: games product including software • Game for console: software product 16
  • 17. February 2024 Software product management (SPM) means the management of software products and software parts (embedded software) of software-intensive products, i.e. systems or services. It is the discipline that governs a software product (or part) over its whole life cycle, from its inception through growth and maturity to end of life, in order to generate the biggest possible value to the business. 1. Introduction and Foundations Definitions 17
  • 18. February 2024  Skill profile: ideally extremely broad but nobody could meet that  What is really important?  Management capabilities (influencing without authority)  Business acumen  Understanding how software development works  Domain knowledge (for application software products) 1. Introduction and Foundations SPM Role 18
  • 19. February 2024 Agenda 19 0. Prelude 1. Introduction and Foundations 2. The SPM Framework and Its Elements 3. Wrap Up
  • 20. February 2024 ISPMA SPM Framework (V.2) 20
  • 21. February 2024 2. The SPM Framework and Its Elements Product Planning Approaches 21 Requirements-Driven Data-Analysis-Driven Data-Input-Driven • Legal / Regulatory • Commodity • Technology • Back End • Vendor-controlled + customer-controlled environments • Experiments under uncertainty • Optimization • Innovation • Front End • Vendor-controlled environments • AI / Machine Learning • Data sets as input to the engine H.-B. Kittlaus: https://www.linkedin.com/pulse/increasing-diversity-software-product-planning-hans-bernd-kittlaus/, 2020 based on Jan Bosch: HoliDev – Holistic DevOps Framework, https://www.linkedin.com/pulse/how-develop-software-jan-bosch/
  • 22. February 2024 2. The SPM Framework and Its Elements Product Planning Approaches 22 Requirements-Driven Data-Analysis-Driven Data-Input-Driven • Market elicitation • In-depth analysis • Selection • MVP • Experiment design + implementation, e.g. • A/B testing • Customer discovery • Statistics • Data structure design • Data collection • Data cleansing H.-B. Kittlaus: https://www.linkedin.com/pulse/increasing-diversity-software-product-planning-hans-bernd-kittlaus/, 2020 based on Jan Bosch: HoliDev – Holistic DevOps Framework, https://www.linkedin.com/pulse/how-develop-software-jan-bosch/
  • 23. February 2024 2. The SPM Framework and Its Elements Software Product Scenarios H.-B. Kittlaus (2015): One Size Does Not Fit All: Software Product Management For Speedboats vs. Cruiseships, in: Fernandes, J.M., Machado, R.J., Wnuk, K. (Eds.): Software Business, Proceedings of ICSOB 2015, Braga, Portugal, Springer 23 New Product Revolution Existing Product Evolution Vendor-Controlled Powerboat Speedboat Customer-Controlled Icebreaker Cruiseship Life Cycle Phase Runtime Environment Software Product Scenarios
  • 24. February 2024 ISPMA SPM Framework (V.2) 24
  • 25. February 2024 Agenda 25 0. Prelude 1. Introduction and Foundations 2. The SPM Framework and Its Elements 3. Wrap Up
  • 26. February 2024 3. Wrap Up Software Product Management  Driven by the entrepreneurial objective of sustainability  Responsible for sustainable commercial success over the product lifecycle  Implementation dependent on corporate objectives, culture and organization  This Foundation training has covered all the basics  Excellence trainings (available)  Growing SPM bibliography (see www.innotivum.com) 26
  • 27. February 2024 McKinsey (2020): Business Performance strongly correlates with Developer Velocity Index which is most significantly impacted by • Product management • Tools • Culture • Talent management 3. Wrap Up 27 Shivam Srivastava, Kartik Trehan, Dilip Wagle, and Jane Wang: Developer Velocity: How software excellence fuels business performance, McKinsey, 2020: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/developer-velocity-how-software-excellence-fuels-business-performance
  • 28. February 2024 Thank you ! Hans-Bernd Kittlaus Training – Consulting – Coaching Chairman hbk@innotivum.de www.innotivum.com www.linkedin.com/in/hansberndkittlaus/ 28