1. PRODUCT LINE MANAGEMENT –
A PERSPECTIVE
FERNANDO GOMEZ
AUGUST 2016

2. CONTENTS
• Product Lifecycle Process
• Internal and External Customers
• Product Lifecycle
• Product Roadmaps and vision for the business
• Fernando Gomez: Background and Core Capabilities
• Technical
• Business
• Conclusions and Next Steps

3. PRODUCT LINE MANAGER – INTERNAL AND
EXTERNAL CUSTOMERS
• Interaction with the Internal “buyers/customers”
• Operations  Sales forecasting and planning as well as negotiating supply/service
agreements, provision of customer training, and customer post-sales support .
• Supply Chain Management:  Recognizing and managing sourcing risks and
mitigation of those risks
• Though this is an internal-facing role, the Product Line Manager supports
and fosters the external customer via:
• Reinforcing the marketing strategies of the company by providing product roadmaps
• Evaluating the performance and strength of the new products and the impact on the
customer’s competitiveness.

4. MANAGING THE PRODUCT LIFE CYCLE
• Capture customer needs and convert/translate these needs into product requirements
• Establish the rationale for the [New/Upgraded] product and ensure the Product Requirements
Document (PRD) addresses the needs of the customer with a differentiated offering, providing the
company competitive advantage over other alternatives.
• Understand the supply/demand dynamics, customer competitive standing and leverage decision
making support tools (see next slide) to determine resource allocation/prioritization of prototypes in
the PIP (Product Introduction Process)
• Validate the financial worthiness of the product by modeling the project costs vs.
expected/forecasted cash flows and determine PBP or Rate of Return
• Make a comprehensive comparison between monthly sales and the goals that have been set. Thus
coming up with the necessary actions to correct or maintain the strategies agreed upon.

5. DECISION-MAKING SUPPORT TOOLS
• Porter’s Five Forces
• SWOT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats

6. CONTRIBUTING TO THE BUSINESS VISION
• Update yearly strategic plan by providing sales input.
• Extracting customer’s feedback and communication with Senior
Management.
• Addressing risk by managing risk mitigation
• Exploring and evaluating industry partners

7. CONTRIBUTING TO THE BUSINESS VISION
(CONT)
• Create an effective contribution on product advertising and literature
by partnering with MarCom in creating the product message.
• Maintain the product’s competitiveness by managing an effective
pricing program.
• Provide an outlet for the Company’s vision at recognized industry
bodies and societies

8. KEY VALUE PROPOSITION: FERNANDO GOMEZ
• Technical Sales Expert Understanding Customer “PAIN”
Background in Scientific Systems, Optical Components, Optical Telecommunications
and Test & Measurement
• Business Minded Creating and Driving the vision of the
business
Functional experience in Product Line Management, Product Engineering and heavily
involved in supporting customers in US and International (Europe and South America)
Markets.
• Link between the Internal and the External Customer Lower
TCO Supporting Operations and Product Line Management
8

9. FERNANDO GOMEZ / FUNCTIONAL
SUMMARY
• Product Line Management : JDS Uniphase / Finisar
• Product Lifecycle Planning and Customer Feedback: LeCroy
• Scientific and Technical Solution Selling: OFS Specialty Photonics
Division
• Test and Measurement Technical Sales Management: Centellax,
Picosecond Pulse Labs, Teledyne LeCroy
• Applications Engineering: Princeton Instruments
• Product Engineering and Technical Sales Support: Lucent Technologies

10. ADDITIONAL BIO FACTS
• Married, two children: Allison (19), Michael (16)
• Bilingual English/Spanish, basic proficiency in Italian and Portuguese
• Born in Madrid, Spain
• US and EU Citizen
• Home in Robbinsville, NJ (10 minutes from Princeton University)
• Board Member of Dup15q Alliance (Non-Profit Organization)

11. THANK YOU!!
• ………Any Questions?