The document outlines the "Ten P's" framework for product management. It describes each of the 10 P's - Profile, Pain, Position, Product, Pricing, Placement, Partners, Promotion, Proposition, and Plan. For each P, it provides questions and considerations for defining that aspect of a product. The overall framework is intended to provide a comprehensive plan for developing, marketing, and selling a product by addressing all relevant factors.

1. The 10 P’s of Product Management
Chuck Piercey & Tom Miller
8.8.2008

2. The Ten P’s Discipline
• Sales needs a credible plan for every
product
1. Profile
2. Pain
3. Position
4. Product
5. Pricing
6. Placement
7. Partners
8. Promotion
9. Proposition
10.Plan
Without all the ingredients, the
result will taste awful

3. The Ten P’s
1. Profile
• Who uses it?
• Who buys it?
• Understand segments of your market for the product
• How many potential customers out there?
• Where to find them, how to recognize them?
• Where do you go first? The biggest pain point, highest value/return
• What will they pay? Analyse trade-offs, alternatives and competition

4. The Ten P’s
2. Pain
• Customers current situation?
• How do they suffer? Measure the suffering?
• What is the value of fixing the problem?
• What are trigger points to taking action and buying?
• Articulate in an Elevator Pitch

5. The Nine P’s
3. Position
• Competitors and alternatives
• Differentiation of our product vs those alternatives
• Must map to pain point on previous slide
• Are there worse pain points than the ones we solve?
• Lifespan of our solution--will it be replaced or a dead-end?
• Roadmap: does the evolution of this product lead to even greener pastures
in the future?

6. The Nine P’s
4. Product
• Clearly defined benefit(s) from this product
• What features does the product contain that deliver this benefit?
• Clear definition and specification of the product, and related service and
support
• Must also specify what is not included but where customer can get other
dependent components-I.e. “Batteries Not Included”
• How is product used by the customer? Are there downstream recipients of
benefits of this product?
• Price, licensing, other business terms

7. The Nine P’s
5. Pricing
• Can we price to support our investment, and still provide customer benefit and
ROI?
• Back-of-the-envelop ROI justification
• Simple volume discount model
• Pricing architecture to fit different scenarios
• Margin pressure on mobile phones different from Ultrasound Machines
• Does pricing fit and support the sales, negotiation process?

8. The Nine P’s
6. Placement
• Who sells the product? Which channels?
• Are there multiple buyers in a supply chain?
• Where do you find prospective customers?
• What is the estimated timeline required to close a typical sale?
• What resources are needed to support a typical sale?
• Delivery once sold, and subsequent support
• Specified and clearly described--set expectations for the customer about what
they’re getting, when and how delivered
• Training program to cover all those sales & support resources

9. The Nine P’s
7. Partners
• Is a third party component required?
• Is there a third party who provides added credibility or connections in the target
market?
• Should it be bundled & resold or referral?
• What other suppliers & vendors or influencers touch the customer as part of the
typical sales cycle?
• Will these partners align and cooperate?
• Who owns the partner relationship and confirms the fit and alignment to our product
offer?
• Do we compete on share of customer budget?
• Do we plan to replace partner with own offer?

10. The Nine P’s
8. Promotion
• Start with the Elevator Pitch
• Are messages clear and fact based?
• Avoid opinion words “best” etc. and state facts that help customer realize “best”
• Launch plan elements
• PR
• Advertising?
• Community outreach (e.g. leverage KDE? LiMO?)
• Analyst, bloggers, opinion leaders
• Lead customer - for future success profile
• Partners lined up and confirmed and educated
• Whitepaper - especially if defining a new market segment
• Webinars, Quickstarts, Training & University outreach
• DevDays (if timing is right)
• Existing customer announcements, previews
• Beachhead customer list to attack
• Inbound marketing
• Ongoing content stream targeted at beach head segment customers

11. The Nine P’s
9. Proposition
• How is our offer summed up in a proposal?
• Benefits defined, ROI asserted
• Deliverable specified
• Long term value proposition provable, measurable
• Clear call to action and closing process defined
• Timeline or expiration of offer

12. The Tenth P
10. Plan
• Integrated between Product Management, Marketing, Sales, PSO including
support
• Other departments have subtasks, i.e. Legal with product management about
content of offer, or ISYS with Axapta
• Working through the P’s
• Priorities…

13. The Ten P’s Discipline
• Sales needs a credible plan for each
product
1. Profile
2. Pain
3. Position
4. Product
5. Pricing
6. Placement
7. Partners
8. Promotion
9. Proposition
10.Plan
Without all the ingredients, the
result will taste awful