Presentation by Ian Lunn (Product Focus) to Cambridge Product Management Network (CPMN) on 22-Nov-2017.

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Product Focus
The 5 secrets of in-life product management
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The 5 secrets of in-life product management
Ian Lunn, Product Focus

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Ian Lunn
 Over 25 years product management and marketing experience in
Telecoms, IT and software
 Following Computing degree started life working in IT consultancy –
Logica and Hoskyns
 Senior marketing, product management and consultancy roles at Cable &
Wireless, Lucent, Vodafone and Orange
 Head of marketing in ‘dot-com’ company
 Wide experience across business and consumer markets in both small
companies and large multi-nationals
 Co-founded Product Focus 11 years ago
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Product Focus – who are we?
Europe’s leading product management & product marketing training business with
a focus on technology-based products
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Our research
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 Annual industry survey on product management and product marketing
 Research and publish a new Product Management Journal year (15 so far)
 Growing database of experience from the reviews and assessments we conduct
 Run monthly webinars, publish regular blogs and infographics
 Report on top product management tools

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The 5 secrets of in-life product
management
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A competition
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Questions from our 2017 Industry Survey
Question 1 : Is it on average 45% time working on pre-
launch activities and 55% on post-launch activities - or the
other way round?
Question 2 : Is it on average 47% fire-fighting and 53% on
planned activities – or the other way round?
Question 3 : What is the percentage of products that
exceeded or far exceeded their commercial objectives?

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How much time is spent on in-life activities?
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How much time is spent fire-fighting?
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Do products meet their commercial objectives?
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The 5 secrets
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1. Measure what matters
2. Push back on fire-fighting
3. Plan for the Optimal product vs the MVP
4. Be professional with a ‘Product Book’
5. Withdraw products (as well as launching them)

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1. Measure what matters
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 Different KPIs
 Revenue billed / contracted
 Profit
 Number of customers
 Recurring Revenue (RR) e.g. €10 / mth
 Lifetime value
 Acquisition cost
 Task time
 Conversion rate
 Performance against business case
 Net Promoter Score (NPS)

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Leading vs lagging indicators
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2. Push back on fire-fighting
 What do you need to do – what should others be doing?
 Remember to work ‘on the product’ not ‘in it’
 Think about the 80:20 rule and what to focus on
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3. Plan for the Optimal product vs the MVP
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4. Be professional with a ‘Product Book’
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Set of slides updated monthly by the Product Manager
 Dashboard (one-page status)
 Product Description
 The numbers
 Who does what
 Roadmap
 Key issues
 The strategy/vision

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5. Withdraw products (as well as launching them)
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Withdraw products (coconuts and icebergs)
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The 5 secrets summary
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1. Measure what matters
2. Push back on fire-fighting
3. Plan for the Optimal product vs the MVP
4. Be professional with a ‘Product Book’
5. Withdraw products (as well as launching them)

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Product Management and Product Marketing for technology-based products
 Gives a thorough grounding in all aspects of the roles
 3 day courses run across Europe
 Learn industry best practice
 Tools, templates and checklists to take away
 Certification
 Network with peers
 Independently reviewed
Our public course runs every two weeks
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Date Location Action
29-1 Dec Amsterdam Full
13-15 Dec London Book now
17-19 Jan London Book now
7-9 Feb Paris Book now
7-9 Feb London Book now
14-16 Feb Munich Book now
21-23 Mar Berlin Book now

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We also offer…
Private on-site training
 Tailored to your objectives and delivered when and where you want
 Completely confidential
 Cost effective
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Reviews and assessments
 To make practical recommendations on how to improve product management in your
company
Product Management Leadership Forum
 An exclusive workshop for product management leaders focused on leading and
improving product management
 Next one 26 Apr 2018

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www.productfocus.com
+44 (0) 207 099 567
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Ian.Lunn@productfocus.com