The document describes Brian Lawley's Optimal Product Management and Product Marketing process. It outlines a seven phase product lifecycle model consisting of Conceive, Plan, Develop, Qualify, Launch, Market, and Retire phases. It also describes the Optimal Product Process, which expands on this model by defining roles and responsibilities, phase activities, decision criteria, common PM/PMM activities, and tools to increase efficiency. The process utilizes nine key documents across phases for strategy and execution. The Master Product Plan consolidates these documents to facilitate continuous improvement. The 280 Group helps companies apply this process through assessments, tools, training, and certifications.

1. Optimal Product Management and Product MarketingTM
Seven Phase Standard Product LifeCycle
Brian Lawley
CEO & Founder, 280 Group
© 2012 280 Group LLC.

2. Agenda
Background
• How This Came About
• Seven Phase LifeCycle
• Optimal Product Process
• Nine Key Documents
• Questions
• Giveaway!

3. Seven Phase LifeCycle Book
- Everyone gets a copy
- www.tinyurl.com/freeoppbook
- Please share!
© 2012 280 Group LLC.

4. Housekeeping
Slides: www.280group.com/pcampopp.pdf
Interactive session
Giveaways
- Product Management LifeCycle Toolkit™
- One copy of each book
© 2012 280 Group LLC. 4

5. Brian Lawley
Background
- >25 years of PM/PMM experience
- 280 Group LLC President & Founder
- Whistle Communications Director of Product Management
- Symantec Director of Java and C++ tools
- Apple Computer Senior Product Manager, MacOS
- Claris Corporation (FileMaker, Inc.) Marketing Specialist
- Digidesign, Inc. (division of Avid) Manager Sales & Marketing
Awards, Honors, etc.
- Former President Silicon Valley Product Management Association
- AIPMM Product Management Excellence Award – Thought Leadership
- CNBC’s World Business Review
- Silicon Valley Business Report
- Silicon Valley Business Journal
- Author of five best-selling books
Optimal Product Process
42 Rules of Product Management
Expert Product Management
The Phenomenal Product Manager
42 Rules of Product Marketing
- Writing: SD Forum, Softletter, Optimal PM Blog/newsletter, SVPMA
© 2012 280 Group LLC.

6. Helping companies deliver products that delight their
customers and produce massive profits ™
Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books
© 2012 280 Group LLC.

7. Why The 280 Group?
© 2012 280 Group LLC. 7

8. 280 Group Clients
© 2012 280 Group LLC.

9. Product & Services
Product Toolkits Workshops,
Training Consulting
Management PM Office Coaching &
Certification Contractors
Assessments Portal Mentoring
PM Assessments Courses: We Provide: Templates: Available for:
• Process/People/Tools - Public • Product Managers - Product Lifecycle •Teams
• Gap Analysis - Private Onsite • Product Marketers - Launches •Projects
• Recommendations - Self-Study • Projects - Roadmaps •Individuals
• Executive Presentation • Interim Contractors - Competitive
Certifications: - Beta Programs Topics:
- Certified Product Manager - Product Reviews • PM Process
- Agile Certified Product - Developer • Market Research
Manager • Competitive Research
PM Office: • Voice of the Customer
• Vision
Course Offerings: - Standard
• Conceive
- Optimal PM & PMM - Pro • Business Case
- Phenomenal PM • Market Strategy
- Agile PM Excellence Books: • Requirements
- CPM Intensive - Agile • Prioritizing
- Social Media Marketing - Phenomenal • Road mapping
- Excellent • Pricing
- 42 Rules • Forecasting
- Optimal Product • Metrics
• Beta
Process
PM Portal
•
•
•
Marketing
End of Life
Agile
9
© 2012 280 Group LLC.

10. Agenda
• Background
How This Came About
• Seven Phase LifeCycle
• Optimal Product Process
• Questions
• Giveaway!

11. How This All Came About
Many years
PM Profession Maturing
Still something missing
© 2012 280 Group LLC. 11

12. Product Management Challenges
Role & responsibility clarity
Fragmented methodology efforts
Training not being used
Out of date
Duplication of effort and wasted time
Critical parts of lifecycle missing
No post-mortems
Skills can’t be leveraged
© 2012 280 Group LLC. 12

13. What to do?
Create own model
Adopt existing
Create a standard
© 2012 280 Group LLC. 13

14. Around that time…
Working on a Global standard
- Product Management Body of Knowledge
(ProdBOK®)
- Product Management Framework® (PMF)
Goals:
- Common vocabulary
- Practice standard
© 2012 280 Group LLC. 14

15. Support the Standard?
© 2012 280 Group LLC. 15

16. The Answer Was…
Yes!
© 2012 280 Group LLC. 16

17. Agenda
• Background
• How This Came About
Seven Phase LifeCycle
• Optimal Product Process
• Questions
• Giveaway!

18. Stages of Process Maturity
Repeatability
Optimizing
•Causal analysis and
resolution
Measured •Identify and deploy
•Performance goals process improvements
measured for process
Defined and projects
•Organizational process
defined
Managed
•Product integration
•Project process •Integrated project
defined management
Ad hoc •Requirements •Validation/Verification
•Unpredictable Management
•Reactive •Quality assurance
•Heroics •Still tends to be
reactive
Efficiency
Source: Carnegie Mellon SEI CMMI 18
© 2012 280 Group LLC.

19. Seven Phase LifeCycle™
Phase: Stage in the product lifecycle
Gate: Critical decision point ending a phase, and
starting the next
Product LifeCycle: phases from conceive to retire
One Phase Gate
Conceive Plan Develop Qualify Launch Market Retire
Source: AIPMM 19
© 2012 280 Group LLC.

20. Easy to Remember
Clever
Product
Developers
Question
Lousy
Market
Requirements
Conceive Plan Develop Qualify Launch Market Retire
© 2012 280 Group LLC. 20

21. Conceive Phase
Brainstorm
Generate ideas
Prioritize
Choose
© 2012 280 Group LLC. 21

22. Plan Phase
Strategy
Market Research
Competitive Analysis
Business Case
Market Needs
Product Description
Roadmap
© 2012 280 Group LLC. 22

23. Develop Phase
Engineering
Tradeoffs
Adjustments
- Schedule
- Feature
- Plans
© 2012 280 Group LLC. 23

24. Qualify Phase
Internal
Beta
Early Customer
Minor Adjustments
© 2012 280 Group LLC. 24

25. Launch Phase
Announcement
Availability
Exposure
Ramp Revenues
© 2012 280 Group LLC. 25

26. Market Phase
Ongoing Programs
Measure ROI
Optimize
* AIPMM calls this phase Deliver
© 2012 280 Group LLC. 26

27. Retire Phase
End of Life
New Version
Obsolescence
© 2012 280 Group LLC. 27

28. Agenda
• Background
• How This Came About
• Seven Phase LifeCycle
Optimal Product Process
• Questions
• Giveaway!

29. Expands on AIPMM Model
Roles and responsibilities
Phase Activities
Decision Criteria
Common activities PM & PMM
Tools for Efficiency
© 2012 280 Group LLC. 29

30. Why OPP is Different
2012
1990’s and 20XX
© 2012 280 Group LLC. 30

31. © 2012 280 Group LLC. 31

32. Nine Key Documents
Strategy Execution
• Business Case • Launch Plan
• Market Needs • Beta Plan
• Product • Marketing Plan
Description • End of Life Plan
• Market
Strategy
• Roadmap
© 2012 280 Group LLC. 32

33. © 2012 280 Group LLC. 33

34. Product Management LifeCycle Toolkit
No Duplication
All Critical Considerations
Every situation
- Company Culture
- Team
- Light Agile
- Heavy Waterfall
© 2012 280 Group LLC. 34

35. Master Product Plan™
Alternative to nine
Update every phase
Compare versions
Post mortem
Continuous Improvement
V1 V2 V3 V4 V5 V6
© 2012 280 Group LLC. 35

36. Applying Optimal Product Process
Assessment
Tools
Training
Certifications
© 2012 280 Group LLC. 36

37. Agenda
• Background
• How This Came About
• Seven Phase LifeCycle
• Optimal Product Process
Additional Resources
• Questions
• Giveaway!

38. 280 Group Website Resources
© 2012 280 Group LLC. 38

39. Wrap Up
Question & Answer
Giveaways!
- Product Management LifeCycle Toolkit™
- One copy of each book
© 2012 280 Group LLC. 39