Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Management Workflow ™ - ProductCamp 2014 Nürnberg. Wo entstehen die Probleme der Produktmanager? Kann man diese durch eine methodische Arbeitsweise im Produktmanagement lösen? Am Beispiele Roadmap wir gezeigt, dass es wichtig ist für jede Zielgruppe wie Management, Kunden und andere Teams zu verstehen und spezielle Lösungen (Roadmaps) zu liefern.

1. Arbeitsalltag im Produktmanagement
bewältigen mit Hilfe des
Open Product Management Workflow ™
Frank Lemser
Open Product Management WorkflowTM - Community
Gründer & Ausbilder
proProduktmanagement www.pro-produktmanagement.de

2. Kostenfreie Bücher - Download
Ausführliche Informationen erhalten Sie in unseren
kostenfreien Büchern für Produktmanager, die Sie hier
herunterladen können:
http://www.pro-produktmanagement.de/produktmanagement-buecher.html
Kostenfrei verfügbare Titel:
„Strategisches Produktmanagement“
„Technisches Produktmanagement“
„Erfolgreiches Go-to-Market“

3. Mr. Richfield

4. Roy Earl
Starring

5. Ich habe eine tolle Idee
für das Produkt welche
die Kunden bestimmt
gut finden.

6. Wäre es nicht
cool wenn …

7. Das ist die Zukunft der Technik.
Die Kunden finden die Technik
bestimmt ganz Super.

8. Eines Tages …

9. Also wir haben uns
gedacht Kunden
mögen das.
Wir denken, dass
wird sicherlich ein
tolles Produkt.

10. Wie viele Kunden
haben das Problem?

11. Mist.
Schon wieder.
Ja also äääähh …
#?

#!

12. Potential?
Marktgröße?
Segmente?
Strategie?
Positionierung?
Entwicklungszeit?
Profit?

13. Keine Ahnung
Großer
Mist.
Mmmppfff… #...

14. WO SIND IHRE
FAKTEN ?!?

16. Ausbildung
vs.
Produktmanager

17. Open Product Management Workflow™ A market-driven step by step model
for developing and managing
innovative technology products
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

18. Open Product Management Workflow
TM
 Aus praktischer Erfahrung heraus entstanden
 Schritt für Schritt Anleitung für Produktmanager
 Entwickelt und veröffentlicht von Frank Lemser
 Open Source, d.h. jedermann darf kostenlos
nutzen & mitarbeiten
 Lizenz auf http://open-pmw.org

19. Open Product Management Workflow™
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

20. Open Product Management Workflow™
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem

21. Open Product Management Workflow™
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
MEASUREOPTIMIZEMEASUREMEASURE & OPTIMIZEMEASUREOPTIMIZE
Product
Lifecycle

22. INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Strategisch Taktisch
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

23. Innovation
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

24. Ich habe eine tolle Idee
für das Produkt welche
die Kunden bestimmt
gut finden.

25. Innovation für wen und was?
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

26. Strategie & Positionierung
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
INTERVIEW IDENTIFY ANALYZE CHECK STRAREGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

27. Anforderungen, Zeit & Kosten
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Requirements
Rating
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

28. Interview & Identifizieren
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

29. Adrian Slywotsky
„The Art of Profitability“
Du wirst mehr lernen bei einem
Treffen mit einem echten Kunden mit
dem du eine Stunde verbringst, als
das was du lernen kannst von fünfzig
Studien oder Analysten-Reports.

30. Interview & Identifizieren
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
Buyer Persona
Analysis
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Buyer Persona
Analysis
User Persona
Use Scenario

31. Nutzer & Käufer …

32. Typische Vorgehensweise
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

33. Welches Eine? Welche Wenigen?
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

34. Hilfe bei Entscheidungen
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET

35. Zeit die man in Strategie
investiert, reduziert die
verschwendete Zeit für Taktik.

36. Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGIE TECHNIK MARKETING

37. Leiter virtueller Teams
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE
BUILD
TEAM
DELIVERY CONTROL
BUILD
TEAM
PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Technical
Product Team
Go-To-Market
Team

38. Erfahrene Produktmanager wissen, dass
sie kein Produkt managen, sondern dass
eine sehr wichtige Aufgabe der
Produktmanager darin besteht die
virtuellen Produktteams zu formieren, zu
informieren und zu managen.

39. Sprich die Sprache deiner Zielgruppe
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Product
Roadmaps

41. Das Großartige an faktenbasierten
Entscheidungen ist, dass sie die
Hierarchie überstimmen.
Jeff Bezos – CEO Amazon Inc.
Source:
http://www.goodreads.com/quotes/794529-the-great-thing-about-fact-based-decisions-is-that-they-overrule

42. Wir haben
30 Interviews
geführt und
28 Kunden haben
das Problem …

43. Das klingt
interessant
erzählen sie
mir mehr
darüber.

44. Cool! 
Es
klappt.

45. Kostenfreie Bücher - Download
Ausführliche Informationen erhalten Sie in unseren
kostenfreien Büchern für Produktmanager, die Sie hier
herunterladen können:
http://www.pro-produktmanagement.de/produktmanagement-buecher.html
Kostenfrei verfügbare Titel:
„Strategisches Produktmanagement“
„Technisches Produktmanagement“
„Erfolgreiches Go-to-Market“