While many executives and business leaders agree that in order for their companies to survive today's increasingly global marketplace, they must innovate to spur growth. They soon face the unpleasant truth that innovation is a messy process that is often hard to measure and manage. Few executives feel their companies are good at the specific processes and tactics frequently tied to successful innovation, such as generating breakthrough ideas, selecting the right ideas, prototyping, and developing business cases. About the Speaker Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

1. AIPMM Webinar Series
www.aipmm.com
© AIPMM 2013
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2. © AIPMM 2013
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3. The Hub Of All Things Product Management
Association of International Product Marketing and
Management
• With members in nearly 70 countries, the AIPMM is the
worldwide certifying body of product team professionals
• The only organization that addresses the entire product life
cycle (inception to obsolescence) throughout any industry
• Presently has offerings in North America, Europe, Middle East,
Australia and Southeast Asia
• Membership benefits include eligibility for the certification
programs, discounts to AIPMM events, and access to the
career center, peer forums, tools, templates and publications
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4. AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product Manager (CPM®)
• Certified Product Marketing Manager
(CPMM®)
• Agile Certified Product Manager (ACPM®)
• Certified Innovation Leader (CIL®)
• Certified Brand Manager (CBM®)
© AIPMM 2013
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5. Tweet!
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Lead Innovation:
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Hector Del Castillo:
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6. Participate and Win!
• Win a free 12-month standard AIPMM
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7. Today’s Speaker
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
@hmdelcastillo
© AIPMM 2013
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8. Hector Del Castillo
linkd.in/hdelcastillo
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

9. What We Will Discuss
1. Benefits of Innovation
2. Conceiving and Creating Your Next
Technology Innovation
3. Steps to Identify a Market Need
4. Assessing Risk and Return
5. Tips for Fostering Innovation
6. Key Takeaways
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

10. Benefits of Innovation
Increased value
for customers
© 2013 Hector Del Castillo. All Rights Reserved.
Improved
profitability for
your company
Linkd.in/hdelcastillo

11. Where can innovation happen?
• Technology
• Methodologies
• Packaging
• Operations
• Tools
• Distribution
• Product Design
• Business Models
• Production
• Pricing
• Processes
• Marketing
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

12. Well Defined
Incremental
Innovation
Basic
Research
Disruptive
Innovation
Not Well Defined
Problem Definition
Breakthrough
Innovation
Not Well Defined
Types of Innovation
Well Defined
Domain Definition
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

13. Innovation Funnel
Ideas
• Generate
• Explore
• Analyze
• Synthesize
• Test
• Plan
Outcomes
• Implement
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

14. 1. Implement Innovation Process
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

15. Creates Alignment
© 2013 Hector Del Castillo. All Rights Reserved.
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16. Identify Key Resources
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17. Define Key Deliverables
© 2013 Hector Del Castillo. All Rights Reserved.
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18. Reduces time to market
© 2013 Hector Del Castillo. All Rights Reserved.
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19. 2. Know Market and Customers
© 2013 Hector Del Castillo. All Rights Reserved.
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20. Identify Customer Segments
Needs; e.g.,
Problems/pain points
Applications/uses addressed
Key functionality/attributes
Degree of sophistication/quality/…
Drive Product/Solution Strategy
Demographics; e.g.,
Industry
Function
Geography
Age/gender/income
Other personal/business
characteristics
Drive Outreach Strategy
Behaviors and Attitudes; e.g.,
Risk appetite/adoption
Psychographics (lifestyle/personality)
Stated/unstated values
Usage patterns
Vendor/brand loyalty
Drive Adoption Strategy
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

21. Know Your Competitive Environment
© 2013 Hector Del Castillo. All Rights Reserved.
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22. Perform Business Analysis
Market
Strengths
Environment
Weaknesses
Capabilities
Business
Analysis
Production
Opportunities
Finance
Threats
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

23. 3. Identify Right Problem To Solve
Needs
Information
Wants
Desires
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

24. Define The Market Problem
What?
Why?
Who?
Market
Problem
How?
© 2013 Hector Del Castillo. All Rights Reserved.
When?
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25. Steps To Define Market Problem
Establish Need
Justify Need
Confirm Context
Define Market Problem
© 2013 Hector Del Castillo. All Rights Reserved.
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26. 4. Define & Test Concept
Possible
Solutions
© 2013 Hector Del Castillo. All Rights Reserved.
Concept
Linkd.in/hdelcastillo

27. Align Strategy With Needs
Business
Objectives
Capabilities
Customer
Needs
Market
Knowledge
Technology
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

28. Embed Technology In Solution
Attributes
Proposed
Solution
Benefits
Technology
Augmented
Services
Customer
Experience
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

29. Maximize
Value
Leverage
Capabilities
© 2013 Hector Del Castillo. All Rights Reserved.
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30. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

31. 5. Seek Multiple Revenue Streams
© 2013 Hector Del Castillo. All Rights Reserved.
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32. Volatility
Predictability
Revenue
Stream
Return
© 2013 Hector Del Castillo. All Rights Reserved.
Risk
Linkd.in/hdelcastillo

33. Maximize
Revenue
Minimize
Risk
© 2013 Hector Del Castillo. All Rights Reserved.
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34. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

35. 6. Get Customer Feedback Early
Defects
Feedback
Feature
Requests
Other
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

36. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

37. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

38. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

39. TIPS FOR FOSTERING INNOVATION
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

40. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

41. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

42. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

43. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

44. © 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

45. Key Takeaways
1
• Implement innovation process
2
• Know market and customers
3
• Identify the right problem to solve
4
• Define and test the concept
5
• Seek multiple revenue streams
6
• Get customer feedback early
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

46. 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
© 2013 Hector Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

47. 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
© 2013 Hector Del Castillo. All Rights Reserved.
48
Linkd.in/hdelcastillo

48. Q&A
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
@hmdelcastillo
© AIPMM 2013
www.aipmm.com

49. Upcoming Courses
November 26-28, 2013
December 2-3, 2013
Follow the links above for more information, or contact
Katerina Protonatoriou, kpro [at] ait.gr
Athens Information Technology (AIT)
19 km, Markopoulo Ave.
GR - 19002 Peania, Athens, Greece
http://www.productmanagement.gr/
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50. Upcoming Courses
Zagreb, Croatia
Belgrade, Serbia
Singapore, Singapore
Washington, DC
Singapore, Singapore
Washington, DC
Follow the links above for more information, or visit:
Transform Your Career.
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51. Please Join Us Again!
AIPMM Webinar Series:
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