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The Optimal Product Process Seven Phase Product Management Lifecycle

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This webinar will explain the Optimal Product Process seven phase product management lifecycle, a standard based on the ProdBOK created by the Association of International Product Management & Marketing. Every product goes through this lifecycle (whether the company realizes and/or acknowledges it), and for every phase there are key questions and decisions that must be taken into account.

Phases covered will include:

1. Conceive
2. Plan
3. Develop
4. Qualify
5. Launch
6. Maximize
7. Retire

Additionally, the webinar will cover the nine key documents that contain the critical decisions that must be made in order for a product to succeed. If a company leaves out any of these and doesn't consider the critical issues they risk product failure.

Documents covered will include:
1. Business Case
2. Market Needs (also called market requirements)
3. Product Description (also called product requirements)
4. Market Strategy
5. Roadmap
6. Beta Plan
7. Launch Plan
8. Marketing Plan
9. End of Life Plan

Publié dans : Business

The Optimal Product Process Seven Phase Product Management Lifecycle

  1. 1. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission AIPMM Webinar Series www.aipmm.com www.aipmm.com
  2. 2. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission www.aipmm.com
  3. 3. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Get Social With Us… Hashtags: #280group #AIPMM #prodmgmt #ProdBok 280 LinkedIn Product Management Group: 32k members www.linkedin.com/groups/280-Group-Product-Management-Product-2193 Twitter: @the280group @AIPMM @brianlawley www.facebook.com/the280group www.aipmm.com
  4. 4. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Free Stuff! Download Free Resources: •Optimal Product Process 2.0 Book •White paper library •Free templates •Product Management Manifesto www.aipmm.com http://280.gr/opp-download
  5. 5. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Stay Tuned for the Entire Webinar Must be present to win! www.aipmm.com One person wins the Product Management Office™ Professional -$399 value -Over 200 templates -Eight toolkits -Covers everything a PM/PMM does -Available at www.280group.com
  6. 6. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Today’s Speaker Presenter: Brian Lawley CEO & Founder @brianlawley contact@280group.com www.280group.com +1.408.834-7518 www.aipmm.com
  7. 7. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Agenda •About 280 Group •Optimal Product Process™ Framework •Seven phases •Nine key documents •Q&A •Drawing www.aipmm.com
  8. 8. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Brian Lawley: CEO & Founder Thought Leadership in Product Management Award www.aipmm.com
  9. 9. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission The 280 Group Silicon Valley Innovation www.aipmm.com
  10. 10. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Mission We help companies and individuals do great Product Management and Product Marketing using our Optimal Product Process™ framework. www.aipmm.com
  11. 11. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Complete solutions to make you a great Product Manager and advance your career in every phase www.aipmm.com
  12. 12. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission •Assessments & Custom Optimization Plans •Consulting & Contractors •Training •Coaching •Certifications •Templates Comprehensive Solutions for Optimizing PM Teams www.aipmm.com
  13. 13. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Optimal Product Process™ • >200 years experience • Any development methodology • Flexible & customizable • Strategic/Tactical • All companies • Any industry Approval to fund business planning Approval to fund development Product ready for field testing Product and organization ready On-going marketing ready New version or retire completely Launch Plan Marketing Plan End of Life Plan Beta Plan Market Strategy Document Roadmap Document Product Description Document Market Needs Document Business Case Document PM + Engineering (Agile, Hybrid, Waterfall) Conceive Plan Qualify Run Beta/Pilot program Write launch plan Release product, gather feedback Write marketing plan Discover opportunities Develop Launch Maximize Validate product/ market fit Create roadmap and strategy Solidify business plans Solidify develop plans Write beta plan Support sales Communicate EOL Retire Plan sunset or replacement Perform post mortem Deliver final documents Plan EOL and next release Develop preliminary documents Perform post mortem Test messaging and positioning Final feature list Run/monitor marketing Phases and Activities Exit Criteria Marketing Product Product Management STRATEGY EXECUTION The OPP framework is completely customizable and flexible, making it easily adopted by any company regardless of size, maturity, or development methodology. Development – Agile, Hybrid, Waterfall Documentation – None, Lightweight, Formal Maturity – Startup, Small/Medium, Enterprise Optimal Product Process™ (OPP) Optimal Product Process Methodology © 280 Group, 2011-2014 Source: Conceive to Retire from AIPMM Product Management Body of Knowledge® (ProdBOK®) Optimizing Product Management™ www.aipmm.com
  14. 14. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission • Three day course • Written by experts - over 200 years experience • VERY experienced working PM instructors • Teaches HOW to do great PM • Covers entire product lifecycle • Optimal Product Process™ • Includes – Customized certificate – Product Management Lifecycle Toolkit™ license – 280 Group Press best-selling PM books – Printed materials Optimal Product Management and Product Marketing™ Approval to fund business planning Approval to fund development Product ready for field testing Product and organization ready On-going marketing ready New version or retire completely Launch Plan Marketing Plan End of Life Plan Beta Plan Market Strategy Document Roadmap Document Product Description Document Market Needs Document Business Case Document PM + Engineering (Agile, Hybrid, Waterfall) Conceive Plan Qualify Run Beta/Pilot program Finish launch plan Release product, gather feedback Finish marketing plan Discover opportunities Develop Launch Maximize Validate product/ market fit Create roadmap and strategy Finish business plans Solidify develop plans Finish beta plan Support sales Communicate EOL Retire Plan sunset or replacement Perform post mortem Deliver final documents Plan EOL and next release Develop preliminary documents Perform post mortem Test messaging and positioning Final feature list Run/monitor marketing Phases and Activities Exit Criteria Marketing Product Product Management STRATEGY EXECUTION The OPP framework is completely customizable and flexible, making it easily adopted by any company regardless of size, maturity, or development methodology. Development – Agile, Hybrid, Waterfall Documentation – None, Lightweight, Formal Maturity – Startup, Small/Medium, Enterprise Optimal Product Process™ (OPP) Optimal Product Process Methodology © 280 Group, 2011-2014 Source: Conceive to Retire from AIPMM Product Management Body of Knowledge® (ProdBOK®) Optimizing Product Management™ www.aipmm.com
  15. 15. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Day One: Foundation Overview Process and Product Life Cycle Market Research Competitive Analysis Day Two: Product Management Conceive Business Cases Requirements Roadmaps Day Three: Product Marketing Strategy Forecasting Pricing Beta Program Launches Marketing End of life Optimal Product Management and Product Marketing™ www.aipmm.com
  16. 16. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission •Nine key documents •No duplication •Every critical decision •Productivity •Course foundation •$99 single user license •Available at www.280group.com Product Management Lifecycle Toolkit™ www.aipmm.com
  17. 17. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Agenda •About 280 Group •Optimal Product Process™ Framework •Seven phases •Nine key documents •Q&A •Drawing www.aipmm.com
  18. 18. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission 280 Group Optimal Product Process™ Approval to fund business planning Approval to fund development Product ready for field testing Product and organization ready On-going marketing ready New version or retire completely Launch Plan Marketing Plan End of Life Plan Beta Plan Market Strategy Document Roadmap Document Product Description Document Market Needs Document Business Case Document PM + Engineering (Agile, Hybrid, Waterfall) Conceive Plan Qualify Run Beta/Pilot program Finish launch plan Release product, gather feedback Finish marketing plan Discover opportunities Develop Launch Maximize Validate product/ market fit Create roadmap and strategy Finish business plans Solidify develop plans Finish beta plan Support sales Communicate EOL Retire Plan sunset or replacement Perform post mortem Deliver final documents Plan EOL and next release Develop preliminary documents Perform post mortem Test messaging and positioning Final feature list Run/monitor marketing Phases and Activities Exit Criteria Marketing Product Product Management STRATEGY EXECUTION The OPP framework is completely customizable and flexible, making it easily adopted by any company regardless of size, maturity, or development methodology. Development – Agile, Hybrid, Waterfall Documentation – None, Lightweight, Formal Maturity – Startup, Small/Medium, Enterprise Optimal Product Process™ (OPP) Optimal Product Process Methodology © 280 Group, 2011-2014 Source: Conceive to Retire from AIPMM Product Management Body of Knowledge® (ProdBOK®) Optimizing Product Management™ www.aipmm.com
  19. 19. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Process Process Templates •Separate strategy and execution –Ensures you have everything important to product’s success •Encourage best practices –Ongoing learning and continuous improvement •Tracks parallel Product and Marketing paths •Maintain history throughout Product Life Cycle –Revise one document, and only when necessary •Avoid duplication –Best content container –Different stages, authors, purpose •Document is not the goal –How much/little you include is heavily dependent on situation –Each could be a dozen pages •Works in Waterfall and Agile organizations Principles of Optimal Product Process www.aipmm.com
  20. 20. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission •Seven phases •Corresponding gates •Agile, Waterfall or Hybrid Development Product LifeCycle Optimal Product Process Methodology © 280 Group 2011-2014 Source: Conceive to Retire from AIPMM Product Management Body of Knowledge® (ProdBOK®) Version 1 Conceive Plan Develop Qualify Launch Maximize Retire One Phase Gate www.aipmm.com
  21. 21. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Waterfall Development Agile Development •Hardware, Services, Software •More up-front documentation –Market Needs, Product Features, Beta Plan •Longer release cycles: 3 mos – X years •Agreement and signoff on longer- term development •Software •Less up-front planning •Rapid iterations with customer feedback •Minimal documentation •Short sprints with manageable feature scope –Define, Code, Test •Shorter release cycles •Combine 2-4 week sprints for major releases Development Process Models Needs and Features Beta Plan Conceive Plan Develop Qualify Launch Maximize Retire Waterfall Agile www.aipmm.com
  22. 22. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission •Product Manager rarely chooses •Can succeed with either •Still need to understand critical success factors –Especially overall product strategy •Agreement on a productive and workable process is key Development Process Models Don’t leave out the other phases and the critical work necessary for a product to be successful. www.aipmm.com
  23. 23. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Roles in Seven Phases Get product onto shelves Get product off shelves Conceive Plan Develop Qualify Launch Maximize Retire Product Management Determining user needs Product Marketing Conveying value to buyer Negotiated Overlap www.aipmm.com
  24. 24. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Agenda •About 280 Group •Optimal Product Process™ Framework •Seven phases •Nine key documents •Q&A •Drawing www.aipmm.com
  25. 25. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Phase I: Conceive •Brainstorm •Generate ideas •Prioritize •Choose www.aipmm.com
  26. 26. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Phase II: Plan •Strategy •Market Research •Competitive Analysis •Business Case •Market Needs •Product Description •Roadmap www.aipmm.com
  27. 27. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Phase III: Develop •Engineering •Tradeoffs •Adjustments –Schedule –Feature –Plans www.aipmm.com
  28. 28. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Phase IV: Qualify •Internal •Beta •Early Customer •Minor Adjustments www.aipmm.com
  29. 29. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Phase 5: Launch •Announcement •Availability •Exposure •Ramp Revenues www.aipmm.com
  30. 30. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Phase 6: Maximize •Ongoing Programs •Measure ROI •Optimize www.aipmm.com
  31. 31. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Phase 7: Retire •End of Life •New Version •Obsolescence www.aipmm.com
  32. 32. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission 280 Group Optimal Product Process™ Approval to fund business planning Approval to fund development Product ready for field testing Product and organization ready On-going marketing ready New version or retire completely Launch Plan Marketing Plan End of Life Plan Beta Plan Market Strategy Document Roadmap Document Product Description Document Market Needs Document Business Case Document PM + Engineering (Agile, Hybrid, Waterfall) Conceive Plan Qualify Run Beta/Pilot program Finish launch plan Release product, gather feedback Finish marketing plan Discover opportunities Develop Launch Maximize Validate product/ market fit Create roadmap and strategy Finish business plans Solidify develop plans Finish beta plan Support sales Communicate EOL Retire Plan sunset or replacement Perform post mortem Deliver final documents Plan EOL and next release Develop preliminary documents Perform post mortem Test messaging and positioning Final feature list Run/monitor marketing Phases and Activities Exit Criteria Marketing Product Product Management STRATEGY EXECUTION The OPP framework is completely customizable and flexible, making it easily adopted by any company regardless of size, maturity, or development methodology. Development – Agile, Hybrid, Waterfall Documentation – None, Lightweight, Formal Maturity – Startup, Small/Medium, Enterprise Optimal Product Process™ (OPP) Optimal Product Process Methodology © 280 Group, 2011-2014 Source: Conceive to Retire from AIPMM Product Management Body of Knowledge® (ProdBOK®) Optimizing Product Management™ www.aipmm.com
  33. 33. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Agenda •About 280 Group •Optimal Product Process™ Framework •Seven phases •Nine key documents •Q&A •Drawing www.aipmm.com
  34. 34. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Nine Key Documents Strategy •Business Case •Market Needs •Product Description •Market Strategy •Roadmap Execution •Launch Plan •Beta Plan •Marketing Plan •End of Life Plan www.aipmm.com
  35. 35. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Type Content Signoff Lightweight Little or no written documents, all critical issues considered, summary email advised Informal agreement (email) Medium Some or all documents written in short form, level of detail kept as minimal as possible Sometimes Formal Complete documents delivered for all phases with extensive detail All stakeholders sign off and agree to all documents Appropriate Level of Documentation www.aipmm.com
  36. 36. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Optimal Product Process Templates Document Purpose Description Strategy Business Case Evaluate opportunity Captures the reasoning for initiating a project and determines whether the effort should proceed based on profitability and strategic fit. Market Needs Describe the customer needs and problems Description of the business or consumer challenges to be solved, through an analysis of market needs, user personas and usage scenarios. Product Description Describe what to build Description of the whole solution's feature set, expected usage, and the technology and delivery requirements. Includes initial scoping of cost. Market Strategy Determine how to take the product to market Market strategy and long-term objectives, positioning and messages to be conveyed to target markets. Roadmap Determine long-term goals and strategy Set of releases based on scoping, strategy and objectives. Execution Beta Plan Ensure product is ready Plan for real-world use to ensure it is ready to launch. Gather early customer feedback and testimonials Launch Plan Create initial awareness and leads Plan and tactics for achieving agreed-upon goals for the product Marketing Plan Create demand and meet revenue goals Plan with tactics, budget, timeline and activities that will support creating leads and reaching new customers End of Life Plan Minimize customer and profitability disruptions Plan covering how best to discontinue a product with a smooth transition, avoiding negative consequences www.aipmm.com
  37. 37. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Master Product Plan™ •Alternative to nine •Update every phase •Compare versions •Post mortem V1 V2 V3 V4 V5 V6 www.aipmm.com
  38. 38. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Free Stuff! Download Free Resources: •Optimal Product Process 2.0 Book •White paper library •Free templates •Product Management Manifesto www.aipmm.com http://280.gr/opp-download
  39. 39. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Presenter: Brian Lawley CEO & Founder @brianlawley contact@280group.com www.280group.com +1.408.834-7518 x1 Q&A Stay online for the Product Management Office™ Professional drawing. www.aipmm.com Free Download: http://280.gr/opp-download
  40. 40. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Drawing!!! www.aipmm.com One person wins the Product Management Office™ Professional -$399 value -Over 200 templates -Eight toolkits -Covers everything a PM/PMM does -Available at www.280group.com
  41. 41. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Join AIPMM! For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here: http://bit.ly/1iUknEx. www.aipmm.com
  42. 42. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Upcoming Courses Agile PM Excellence™ & Certification Jan 29th, Toronto Ontario Certified Product Manager® Dec 8-9, 2014 – DC Metro Area Feb 9-10, 2015 Seattle, WA Certified Product Marketing Manager® Dec 10-11, 2014 – DC Metro Area Feb 11-12, 2015 Seattle, WA Click on the dates above for more information. If you have a team of 10 or more that you want to certify, contact certification@aipmm.com. www.aipmm.com
  43. 43. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Please Join Us Again! AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Topic Suggestions: support@aipmm.com Announcements: 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/ www.aipmm.com
  44. 44. ©2006-2014 280 Group LLC. All rights reserved. May not be distributed without prior written permission ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Questions? (408) 834-7518 contact@280group.com www.280group.com www.aipmm.com

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