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Guide to Product Management

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One of the secrets of successful technology companies is the capability and capacity of their product management function. Awareness for product management need arises from signs such as disconnect between the strategic vision of the CEO and day-to-day product development activities, lack of communication and coordination between engineering, marketing, sales, finance and legal groups, missed launch dates, or lost opportunities in competitive situations with large accounts. This Technology Multipliers webinar provides a comprehensive overview of product management concepts, process, and keys to success for technology companies.

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Guide to Product Management

  1. 1. Kerim Tumay Managing Director September 2011 © 2011 Technology Multipliers, LLC
  2. 2. Outline Product •Why Product Management? Management •What is Product Management? •Roles of Product Management Concept Product •Portfolio Management •Roadmapping Management •Requirements Management •Early Adopter and Beta Programs Process •Product Launch Checklist Product Management •Software Technologies Success Factors •Keys to Success with Product Management © 2011 Technology Multipliers, LLC
  3. 3. Product Management Product Management Product Management Success Factors Concept Process Technologies Need for Product Management • Disconnect between the strategic vision of the CEO and day-to-day product development activities • Lack of communication and coordination between engineering, marketing, sales, finance and legal groups • Missed launch dates • Lost opportunities in competitive situations with large accounts. © 2011 Technology Multipliers, LLC
  4. 4. Product Management Product Management Product Management Success Factors Concept Process Technologies What is Product Management? Product management is an organizational lifecycle function within a company dealing with the planning, marketing, and development of products at all stages of the product lifecycle. © 2011 Technology Multipliers, LLC
  5. 5. Product Management Product Management Product Management Success Factors Concept Process Technologies Roles of Product Management Strategic Role Tactical Role • Product Strategy • Requirements • Portfolio Management Management • Beta Programs • Roadmapping • Product Launch © 2011 Technology Multipliers, LLC
  6. 6. Product Management Product Management Product Management Success Factors Concept Process Technologies Project Portfolio Management (PPM) • Maximized Value of Portfolio and Pipeline • Efficient Resource Allocation • Alignment With Strategic Direction • Strategic Balance © 2011 Technology Multipliers, LLC
  7. 7. Product Management Product Management Product Management Success Factors Concept Process Technologies Types of Roadmaps • Visionary roadmaps • Market/strategy roadmaps • Technology roadmaps • Platform/Product roadmaps • Product line roadmaps © 2011 Technology Multipliers, LLC
  8. 8. Product Management Product Management Product Management Success Factors Concept Process Technologies Visionary Roadmap Sample Virtualization - Android apps run on other phones such as Blackberry & Nokia Company NFC and mobile payments pervasive Vision Mobile apps that leverage LBS to shine 2011 2013 2012 Devices – Smartphones & Media tablet PCs growing, mini notebooks maintaining Market Mobile OS – Android & Win 7 growing, iOS maintaining, Symbian & BlackBerry declining Trends Mobile Browsers – Android & iPhone growing, Opera , Nokia, & BlackBerry declining © 2011 Technology Multipliers, LLC
  9. 9. Product Management Product Management Product Management Success Factors Concept Process Technologies Market/Strategy Roadmap - Sample FY 2011 FY 2012 Industry Automotive, Aerospace, Financial, Healthcare, Transportation & Telecom Logistics Regional Focus US, China, India, Brazil, Argentina, Germany France, Turkey Business Size Large Small and Medium Distribution Direct, Resellers Self service © 2011 Technology Multipliers, LLC
  10. 10. Product Management Product Management Product Management Success Factors Concept Process Technologies Platform/Product Roadmap - Sample P1 v.5 P1 v.6 NP1 v.1 NP1 v.2 P2 v.7 products NP2 v.1 P3 v.8 P3 v.9 NP3 v.1 platforms Current Platform NextGen Platform 2011 2012 2013 © 2011 Technology Multipliers, LLC
  11. 11. Product Management Product Management Product Management Success Factors Concept Process Technologies Roadmapping Process Determine target audience Trends Work from (competitive, inside out market, technology) Gather and Decide shelf prioritize life requirements Define Decide messaging/ timeframe positioning Adopted from group280 templates © 2011 Technology Multipliers, LLC
  12. 12. Product Management Product Management Product Management Success Factors Concept Process Technologies Requirements Management Requirements Gathering Requirement Analysis Requirements Definition Requirements Validation © 2011 Technology Multipliers, LLC
  13. 13. Product Management Product Management Product Management Success Factors Concept Process Technologies Early Adopter and Beta Programs Product Manager Product Development Quality Manager Documentation Engineer Marketing and Presales Manager Reps Get written Identify program agreements and Wrap up the goals, success time/resource program, conduct criteria and commitments online user protocols from users surveys Select and recruit Run the program, customers and monitor partners feedback, provide responses to the feedback Technology Partner Solution Partner Customers © 2011 Technology Multipliers, LLC
  14. 14. Product Management Product Management Product Management Success Factors Concept Process Technologies Product Launch Checklist  Customer/partner testimonials  Industry analyst relations – product marketing  Traditional/social media relations – marketing communications  Events - marketing communications  Sales tools and collateral – product marketing  Sales readiness – product marketing  Sales training – product marketing, presales engineering  Lead generation – product marketing © 2011 Technology Multipliers, LLC
  15. 15. Product Management Product Management Product Management Success Factors Concept Process Technologies Product Launch Considerations Soft launch vs Full launch Inbound focused – engineering, marketing Outbound focused – customers, partners, analyst, media Timing Budget Contingency plan © 2011 Technology Multipliers, LLC
  16. 16. Product Management Product Management Product Management Success Factors Concept Process Technologies Product Management Software Software Features Market Accompa Requirement management Small to medium Contour Requirement management Small to medium Ryma Requirement management Medium to large Rational Requirement management Medium to large Doors 280group Product management toolkit Small Accept 360 Product management suites Medium to large Sophion Product management suites Medium to large © 2011 Technology Multipliers, LLC
  17. 17. Product Management Product Management Product Management Success Factors Concept Process Technologies Keys to Success with Product Management • Product management responsibilities should be focused on product strategy and new product development processes. • Recruit and empower product management and professionals who can concurrently execute at strategic and tactical levels. • Apply portfolio management to innovation management and NPD for timely product launches and creating profitable growth and extended lifecycle. • Develop different types of roadmaps to communicate where the business, technology and platform/product are going. • Implement and iterate a formal requirements management process with proper software. • Do not launch new product without early adopter and beta programs. • Product management’s most critical role is to plan, coordinate, and manage successful product launches. © 2011 Technology Multipliers, LLC
  18. 18. Download E-books For more information, go to www.technologymultipliers.com © 2011 Technology Multipliers, LLC

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