Product Management is a complex and essential practice traversing multiple cross-functional areas within the company. While it is a well known practice in various well established product companies, most Product Management aspects are still adhoc within a startup, largely decided by the founders and the leadership teams, some based on gut, others based on fact-check with very few data points. Startups are challenged to find the product-market fit early on and there is small room for errors. Hence, a thorough but low-touch Product Management toolkit and framework would be extremely essential for startups. For IoT companies, it becomes much more complex with both hardware and software, where product management essentials have been very different. Another aspect is the customization you have to do for customers - where do you draw the line? How would you build the product and handle the customization, so that it can be provided easily to other customers with minimal efforts? In this session, Hans-Bernd Kittlaus and Haragopal Mangipudi, the pioneers of International Software Product Management Association (ISPMA), joined us for an engaging discussion on the above. They alse shared the Low-Touch Product Management Toolkit/Framework that would be applicable to most of the startups in our IoTForum community. We were joined by 2 of our Founders from IoTForum - Deva and Ganesh, to ask Hara and Hans the hard questions, relevant cases etc.

1. July 2020
The Art of
Product Management in IoT
Hans-Bernd Kittlaus & Haragopal Mangipudi

2. Industry and Academia have joined forces

3. • Vision
Foster software product management excellence across industries by
establishing software product management as a discipline of its own in
both academia and industry
• Mission
Establish, disseminate and maintain a certifiable body of knowledge on
SPM (SPM BoK) that is recognized as the premier source on SPM by all
stakeholders

4. Strategic Management Product Strategy Product Planning Development Marketing Sales and Distribution Service and Support
Corporate Strategy Positioning and Product
Definition
Product Life-Cycle
Management
Engineering Management Marketing Planning Sales Planning Service Planning and
Preparation
Portfolio Management Delivery model and Service
Strategy
Roadmapping Project Management Customer Analysis Channel Preparation Service Provisioning
Innovation Management Sourcing Release Planning Project Requirements
Engineering
Opportunity Management Customer Relationship
Management
Technical Support
Resource Management Business Case and CostingProduct Requirements
Engineering
User Experience Design Marketing Mix Optimization Operational Sales Marketing Support
Market Analysis Pricing Quality Management Product Launches Operational Distribution Sales Support
Product Analysis Ecosystem Management Operational Marketing
Legal and IPR
Management
Performance and Risk
Management
Participation Core SPM Orchestration
SPM Framework

5. ISPMA Curriculum

6. Frankfurt, Germany, September 15+16, 2020
Bangalore, India, January, 2021 (with IIMB)
Pittsburgh, USA (with CMU)
https://spmsummit.org/
SPM Summit

7. July 2020
Thank you !
Hans-Bernd Kittlaus
Training – Consulting – Coaching
Chairman
hbk@innotivum.de
www.innotivum.com
www.linkedin.com/in/hansberndkittlaus/
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