Transforming Innovative Products Into Profit About The AIPMM The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America. AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com 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 Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php

1. Transforming Innovation
Into Profit
Hector Del Castillo, CPM, CPMM, PMP
Transforming products into profit.TM
AIPMM Sr. Product Marketing Manager
hdelcastillo@aipmm.com
Participate in Your Success
August 28, 2010

2. Thank You to Our Sponsors
2

3. AIPMM Core Team
• Therese Padilla - President, Co-Founder AIPMM
• Paula Gray - VP, Co-Founder, Anthropologist-in-Residence
• Steve Wells - Senior Product Manager
• Hector Del Castillo - Senior Product Marketing Manager
– BS EE, MS EE
– CPM, CPMM & PMP certifications
– IEEE Standards experience
– 10+ years in product management
– 20+ technologies (HW/SW/Apps)
– 10+ industries (12+ mobile/wireless)
– Launched over 15 hardware and software products
– Passion for transforming products into profit
3 © 2010 AIPMM, All Rights Reserved.

4. What We Will Discuss
• Tips to create an action plan to increase
the profitability of products you manage.
• Identify best business practices and tools
to help you turn products into profit.
• Share war stories.
4 © 2010 AIPMM, All Rights Reserved.

5. What is Innovation?
“I’ll be happy to give you innovative thinking.
What are the guidelines?”
5 © 2010 AIPMM, All Rights Reserved.

6. Innovation is…
• A change in the thought
process for doing
something, or the useful
application of new
inventions or discoveries.
• An incremental emergent
or radical and revolutionary
changes in thinking,
a discipline that is not easily
products, processes, or
learned.
organizations.
6 © 2010 AIPMM, All Rights Reserved.

7. Innovation Process
• Innovation requires synergy.
• It also requires team work.
Source: 2010 Accept Software Webinar,
Tom Grant, PhD, Senior Analyst, Forrester Research Inc.
7 © 2010 AIPMM, All Rights Reserved.

8. Product Management is
Everything it takes for
a company to deliver
a product that
satisfies the
customer’s need from
the customer’s point
of view to maximize
profit.
8 © 2010 AIPMM, All Rights Reserved.

9. What can a Product Manager do to
foster innovation?
1. Adopt best business practices that encourage innovation
throughout the product life cycle.
2. Create alignment within your product team and company.
3. Gather ideas internally and externally.
4. Encourage open communication.
5. Encourage problem solving.
6. Flatten management within the product team.
7. Engage team in driving the vision for your products.
8. Create a relaxed, fun, and open environment.
9. Recruit and reward innovative people within your product team.
10. Benchmark your products and processes with your competitors.
9 © 2010 AIPMM, All Rights Reserved.

10. Integrating Innovation
What is
desirable to Ideas are not enough;
users?
you must find a way to
integrate them into your
Innovation
company’s culture,
What is What is product strategy,
possible with viable in the
technology? marketplace? processes, and products.
10 © 2010 AIPMM, All Rights Reserved.

11. What are the biggest barriers to
fostering innovation in your company?
A. Poor management
B. Insufficient investment in product
C. Lack of innovative people
D. Inadequate product planning process
E. Unable to implement best practices
F. Late adoption of leading edge
technologies or methodologies
11 © 2010 AIPMM, All Rights Reserved.

12. Product Management Life Cycle
Make innovation an integral part of the Product
Management process that you drive within your company.
Source: AIPMM, © 1998-2010, All Rights Reserved.
12 © 2010 AIPMM, All Rights Reserved.

13. Marketing Mix
• Product
• Price
• Promotion Target
Market
• Place [Distribution]
• Target Market
• Product Positioning
13 © 2010 AIPMM, All Rights Reserved.

14. Benefits of Innovation
• Better tools to implement product
• Expanded product capabilities
• Adoption of leading-edge technology
• Improved user experience
• Additional product value for customers
• Strengthened product positioning
• Enhanced product delivery
14 © 2010 AIPMM, All Rights Reserved.

15. What other tips would you add?
How have you successfully fostered
innovation to improve your products?
What can you do to transform innovation
into profit?
15 © 2010 AIPMM, All Rights Reserved.

16. Why Join AIPMM?
A. Participate in networking opportunities.
B. Expand your knowledge and soft skills.
C. Learn best practices and methodologies.
D. Opportunities to lead activities.
E. Get certified; validate your expertise!
F. Execute your personal career plan.
16 © 2010 AIPMM, All Rights Reserved.

17. Useful Links
Association of International Product Marketing & Management
• Website: http://www.aipmm.com
• Articles: http://www.aipmm.com/html/newsletter/article.php
• Blogs: http://aipmm.com/anthropology/
• Webinars: http://aipmm.com/aipmm_webinars/
• Certification: http://aipmm.com/html/certification/
• Product Management Framework Brochure:
http://www.aipmm.com/brochures/AIPMM_PMF.pdf
17 © 2010 AIPMM, All Rights Reserved.

18. Transforming Innovation
Into Profit
Hector Del Castillo, CPM, CPMM, PMP
Transforming products into profit.TM
AIPMM Sr. Product Marketing Manager
hdelcastillo@aipmm.com
Participate in Your Success
August 28, 2010