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Hector Del Castillo
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© H. Del Castillo, AIPMM 2013

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What We Will Discuss
1. ProdBOK® Overview
2. Why Process Matters
3. The Seven-Phase Product Life Cycle
4. Key Takeaways

© H. Del Castillo, AIPMM 2013

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What Is ProdBOK®?

Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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Global standard for conceiving,
building, and marketing products

Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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What Is A Product?

Source: © 1998-2013, AIPMM, All Rights Reserved.
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A good, service or
combination of both

Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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Successful products require
teamwork

Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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Why Process Matters

© H. Del Castillo, AIPMM 2013

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Process = Organizational Discipline

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Organizational Productivity
Requires Discipline

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Increases likelihood for success

© H. Del Castillo, AIPMM 2013

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Reduces time to market

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Aligns Strategy, Structure, People
Style, Systems and Value With
Market Trends and Customer
Needs

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Strategy
Value

People

Trends &
Needs
Style

Systems

Structure
Source: © 2013, H. Del Castillo, All Rights Reserved.
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Benefits

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Common Language

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Product Creation Guideline

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Mutual Commitments

© H. Del Castillo, AIPMM 2013

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Product Teams

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Continuous Improvement

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© H. Del Castillo, AIPMM 2013

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Phase

Gate

Source: © 1998-2013, AIPMM, All Rights Reserved.
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Supports any development
methodology

© H. Del Castillo, AIPMM 2013

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Conceive

© H. Del Castillo, AIPMM 2013

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Understand Trends and Needs
Better Than Competitors

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Plan

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Why Build It

© H. Del Castillo, AIPMM 2013

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Develop

© H. Del Castillo, AIPMM 2013

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Keep Your Eyes On The Market

© H. Del Castillo, AIPMM 2013

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Qualify

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Get Customers To Try It Early

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Launch

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Inform Customers About It

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Deliver

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Improve Best Performers

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Retire

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Withdraw Worst Performers

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Conceive

Retire

Plan

Deliver

Develop

Launch

Qualify

Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.
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Knowledge Areas

© H. Del Castillo, AIPMM 2013

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Market

Customer

Product
Business
© H. Del Castillo, AIPMM 2013

Organization
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Each Product Is The Intersection
Of Business, Market, Customer
and Organization

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FRAMEWORK COMPARISON

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Typical Project Life Cycle

These are stages that projects go through from initiation
to closing
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Project Management Framework
Initiate

Plan

Execute

Monitor/
Control

Close

Scope
Time
Cost
Quality
HR
Communicate
Risk
Procure

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Source: PMI PMBOK v4

Knowledge Areas

Integrate
Typical Product Life Cycle

These are stages that products go through from
introduction to withdrawal from the market
© H. Del Castillo, AIPMM 2013

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Product Management Framework
Plan

Knowledge Areas

Conceive

Develop

Qualify

Launch

Deliver

Retire

Organization
Market
Business
Customer
Product
Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.

© H. Del Castillo, AIPMM 2013

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Framework Comparison
Product Management
Conceive

Plan

Develop

Qualify

Launch

Deliver

Project Management
Initiate

© H. Del Castillo, AIPMM 2013

Plan

Execute

Monitor/
Control

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Close

Retire
Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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Framework Integration

Initiate
Plan

Execute
Monitor
Close

Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Framework Integration

Plan
Evaluate

Plan
Develop

Evaluate

Test

Plan
Develop

Test

Evaluate

Develop
Test

Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

Linkd.in/hdelcastillo
Framework Integration

Plan
Evaluate

Plan
Develop

Test

Evaluate

Plan
Develop

Test

Evaluate

Develop
Test

Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013

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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

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Free Consulting Session
• First ten people to submit information via
email
• Must include name, title, company name,
email address, phone number
• Include a brief description of the problem or
issue

© H. Del Castillo, AIPMM 2013

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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
57
© H. Del Castillo, AIPMM 2013

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Hector Del Castillo
CPM, CPMM, PMP

linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com
+1-301-523-9478

© H. Del Castillo, AIPMM 2013

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The Seven-Phase Product Life Cycle- H. Del Castillo, AIPMM

Editor's Notes

  1. With members in 65 countries, the AIPMM is the worldwide certifying body of product team professionals. The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industryPresently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. Membership benefits include eligibility for the Certification Programs, discounts to AIPMM conferences, and access to the Career Center, peer Forums, tools, templates and publications.
  2. AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
  3. Defines a common language that facilitates improved communication and outcomes
  4. Provides a standardized guideline for conceiving, implementing, launching and marketing products throughout each stage of their life cycle
  5. Allows product teams to develop and communicate mutual commitments regarding product plans
  6. Empowers product teams to execute plans in accordance with agreed-upon objectives and schedules
  7. Facilitates continuous improvement of products, key activities and/or processes
  8. Inception – Gather ideas. Gathering market information about industry, market segments, value and supply chain.Incubation – Capture insights.Introduction – Validation, Verification, & ConfirmationIntegrate to the product management & marketing process.
  9. Inception – Gather ideas. Gathering market information about industry, market segments, value and supply chain.Incubation – Capture insights.Introduction – Validation, Verification, & ConfirmationIntegrate to the product management & marketing process.
  10. Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  11. Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  12. Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  13. Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  14. Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  15. Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.
  16. Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.