Dr.Jim Anderson introduces the $TOMP product management system that pulls together all of the different tasks that a product manager has to do in order to make their products successful. The $TOMP lays out WHAT needs to be done, HOW it needs to be done, and the order IN which it should be done. Finally, product managers have a system that, if followed, will allow them to boost the chances of increasing the sales of their product along with boosting the profits that the product brings in. The $STOMP product management system was born in start-ups where the success of the company is riding on the success of the product -- it HAS to succeed. It was then further hardened at some of the largest companies around where a product has to generate a sizable profit or else it will be killed. The result of this is that the $TOMP product management system has been streamlined so that it only contains the things that a product manager needs to spend his or her time doing. There is nothing extra here -- everything that is done in the $TOMP system is used later on. If a company or individual is planning on going to the effort of creating and selling a product, then they would like to have a guarantee that the product is going to be profitable. However, sadly, no such guarantees can be given. What this means is that the success of any product is always a bit of a mystery: will it succeed or will it be an expensive failure? The responsibility for making a product generate enough sales and a large enough profit to be considered to be a success falls on the shoulders of the product manager that has been put in charge of it. As important as this position is, there is a remarkable lack of guidance available to product managers on what they can do to boost the chances of their product being a financial success. The field of product management is littered with frameworks, guides, and thick text books that all purport to be complete lists of what tasks a product manager must do. However, although these do a good job of telling a product manager WHAT they need to do, none of these tell a product manager HOW to make their product a profitable success. I've taken all of my product management knowledge and used it to create the $TOMP System: Successful Techniques fOr Managing Products. $TOMP contains everything that a product manager needs to do if they want to create a product that is going to make money. When you are a product manager, you have an enormous set of tasks that you need to do and do correctly if your product is ever to be profitable. These tasks have all been incorporated into the $TOMP system.

1. The $TOMP System
Successful Techniques fOr
Managing Products
What To Do And When To Do It:
How Product Managers Can
Boost Your Product's
Sales & Profits!
Inage courtesy of: http://ironreputation.net/

2. Who Is Dr. Jim Anderson?
• Successes & failures…
1. F/A-18 Fighter Jet (Success)
2. EWSD Phone Switch (Success)
3. ISDN Technology (Failure)
4. ASAP Software (Success)
5. Optical Network Mgmt
(Failure)
6. New Phone Switch (Success)
7. Telephone Software (Failure)
8. FiOS (Success)
9. Video Surveillance (Success)
10. Financial Trading Network
(Success)

3. Product Management Problems
The Moto X
• Developers of the phone were able to work closely
with other parts of Google, but when they sought
help from the Android team they often received no
response, people who worked there said.
• There were significant concerns that the Chrome
Web browser app wouldn't be able to come
preinstalled on the Moto X, because developers
couldn't get information they needed from Google
as to how it would function on the device, said a
person familiar with the project.
• Not having a strong relationship may have
prevented Motorola from incorporating the latest
version of Android, said two people familiar with
the matter.
• "It's not like we were equally disadvantaged—we
were more disadvantaged," one former Motorola
employee said.

4. Introducing A New Product
Image Sources: http://www.clker.com/clipart-bucket-with-handle.html
http://www.webweaver.nu/clipart/new-years/, http://www.wilsoninfo.com/newyearclipart.shtml
New Product,
New Market
New Product,
Existing Market
Existing Product,
New Market
Existing Product,
Existing Market

5. ?
$$$
What Do Product Managers Do?
List courtesy of The Cranky Product Manager

6. What Does Your Company Expect
From Their Product Managers?

7. Know ExecutePlan Create Refine SucceedGate 1 Gate 2 Gate 3Stage 1 Stage 2 Stage 3
How Most Companies Develop
New Products
The stage-gate process was invented by Dr. Robert G. Cooper
“Winning the new product game: An empirical study of successful product innovation in Canada”
Published in 1976

8. The $TOMP System
Successful Techniques fOr
Managing Products
Know ExecutePlan Create Refine Succeed Sell
Results
Tracking
Prepare
Deliver
Marketing
Plan
References &
Referrals
Channel
Coaching
Partner
Support
Product
Sales Tools
Event Delivery
Solution USP
Customer Use
Scenarios
Mktg / Cust
Content
Custom Sales
Support
Roadmap
Product
Requirements
Product Launch
Plan
Presentations
& Demos
Pricing
Business
Plan
Planning
Doing
Competitive
Alternatives
Company
Distinctions
Product Jobs
Market Needs
Partner
Identification
Business
Strategy
Sales Strategy
Marketing
Strategy
Visibility
Outbound /
Inbound Leads
Engagement &
Retention
Messaging /
Positioning
Influencer
Outreach
How & Where
Customers Buy
Buyer / User
Personas
Thought
Leadership
Customer
Learning
Funnel
Optimization
Keeping Existing
Customers
Product Sales
Process
www.BlueElephantConsulting.com
813.418.6970
Your 7-step system for
transforming any product
into a runaway
market success.

9. Execute
Plan
Create
Refine
Succeed
Sell
The $TOMP Stages Questions
Know What do your customers really want?
How are you going to create/deliver what your customers want?
How will your customers discover your product?
What will your customers think of your product when they use it?
How will you get better at meeting your customers changing needs?
How will you get your product into your customer’s hands?
How will you help prepare existing customers to buy from you again?

10. The $TOMP
Product Management Process
Prepare
Deliver
Plan Do

11. What Makes $TOMP Different?
1. Not for everyone. Only for product
managers who want to manage their
product like their life depends on it.
2. Born in startups where products
HAVE to succeed, hardened in
established firms where products
MUST make a profit or be killed.
3. Stripped-down and optimized for the
way real-world product managers
work.
Image Credit: http://www.flickr.com/photos/lwr/, http://www.flickr.com/photos/39158515@N05/, http://www.flickr.com/photos/huggerindustries/

12. How To Become A Product Manager
(the Right Way)
• No travel required
• Practical, real-world information
• Maximum learning, minimum time
• Ability to review all class information
• Dramatically reduce your learning curve
“When the student is ready the teacher will appear”
The $TOMP System
Successful Techniques fOr
Managing Products

13. Learn How To Manage A Product Right So
That It Can Generate Sales & Make Money!
• A full 60 minutes covering all 5 phases of the Know stage.
• Each phase is examined in detail: what do you have to do?
• You get:
– Recorded video of webinar
– Action Guide
– Booklet covering the
Know stage of $TOMP
Register now online at:
www.BlueElephantConsulting.com/know