seven phases standard product life cyle

© 2012 280 Group LLC.

Optimal Product Management and Product MarketingTM

Seven Phase Standard Product LifeCycle

Brian LawleyCEO & Founder, 280 Group

Agenda

Background

• How This Came About

• Seven Phase LifeCycle

• Optimal Product Process

• Nine Key Documents

• Questions

• Giveaway!

© 2012 280 Group LLC.

Seven Phase LifeCycle Book

- Everyone gets a copy

- www.tinyurl.com/freeoppbook

- Please share!

© 2012 280 Group LLC.

Housekeeping

Slides: www.280group.com/pcampopp.pdf

Interactive session

Giveaways

- Product Management LifeCycle Toolkit™

- One copy of each book

4

© 2012 280 Group LLC.

Background

- >25 years of PM/PMM experience

- 280 Group LLC President & Founder

- Whistle Communications Director of Product Management

- Symantec Director of Java and C++ tools

- Apple Computer Senior Product Manager, MacOS

- Claris Corporation (FileMaker, Inc.) Marketing Specialist

- Digidesign, Inc. (division of Avid) Manager Sales & Marketing

Awards, Honors, etc.

- Former President Silicon Valley Product Management Association

- AIPMM Product Management Excellence Award – Thought Leadership

- CNBC’s World Business Review

- Silicon Valley Business Report

- Silicon Valley Business Journal

- Author of five best-selling booksOptimal Product Process

42 Rules of Product Management

Expert Product Management

The Phenomenal Product Manager

42 Rules of Product Marketing

- Writing: SD Forum, Softletter, Optimal PM Blog/newsletter, SVPMA

Brian Lawley

© 2012 280 Group LLC.

Helping companies deliver products that delight their customers and produce massive profits

Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books

™

© 2012 280 Group LLC.

Why The 280 Group?

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© 2012 280 Group LLC.

280 Group Clients

© 2012 280 Group LLC.

Product & Services

9

Product Management Assessments

TrainingCertification

ConsultingContractors

ToolkitsPM Office

Portal

Workshops, Coaching & Mentoring

PM Assessments• Process/People/Tools• Gap Analysis• Recommendations• Executive Presentation

Courses:- Public- Private Onsite- Self-Study

Certifications:- Certified Product Manager- Agile Certified Product

Manager

Course Offerings:- Optimal PM & PMM- Phenomenal PM- Agile PM Excellence- CPM Intensive- Social Media Marketing

We Provide:• Product Managers• Product Marketers• Projects• Interim Contractors

Templates:- Product Lifecycle- Launches- Roadmaps- Competitive - Beta Programs- Product Reviews- Developer

PM Office:- Standard- Pro

Books:- Agile- Phenomenal- Excellent - 42 Rules- Optimal Product

Process

PM Portal

Available for:•Teams•Projects•Individuals

Topics:• PM Process• Market Research• Competitive Research• Voice of the Customer• Vision• Conceive• Business Case• Market Strategy• Requirements• Prioritizing• Road mapping• Pricing• Forecasting• Metrics• Beta• Marketing• End of Life• Agile

Agenda

• Background

How This Came About

• Seven Phase LifeCycle

• Optimal Product Process

• Questions

• Giveaway!

© 2012 280 Group LLC.

How This All Came About

Many years

PM Profession Maturing

Still something missing

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© 2012 280 Group LLC.

Product Management Challenges

Role & responsibility clarity

Fragmented methodology efforts

Training not being used

Out of date

Duplication of effort and wasted time

Critical parts of lifecycle missing

No post-mortems

Skills can’t be leveraged

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© 2012 280 Group LLC.

What to do?

Create own model

Adopt existing

Create a standard

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© 2012 280 Group LLC.

Around that time…

Working on a Global standard

- Product Management Body of Knowledge (ProdBOK®)

- Product Management Framework® (PMF)

Goals:

- Common vocabulary

- Practice standard

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© 2012 280 Group LLC.

Support the Standard?

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© 2012 280 Group LLC.

The Answer Was…

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Yes!

Agenda

• Background

• How This Came About

Seven Phase LifeCycle

• Optimal Product Process

• Questions

• Giveaway!

© 2012 280 Group LLC.Source: Carnegie Mellon SEI CMMI

Stages of Process Maturity

Ad hoc

•Unpredictable•Reactive•Heroics

Managed

•Project process defined

•Requirements Management

•Quality assurance•Still tends to be reactive

Defined

•Organizational process defined

•Product integration•Integrated project management

•Validation/Verification

Measured

•Performance goals measured for process and projects

Optimizing

•Causal analysis and resolution

•Identify and deploy process improvements

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Efficiency

Rep

eata

bilit

y

© 2012 280 Group LLC.Source: AIPMM

Seven Phase LifeCycle™

Phase: Stage in the product lifecycle

Gate: Critical decision point ending a phase, and starting the next

Product LifeCycle: phases from conceive to retire

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One PhaseOne Phase Gate

Conceive Plan Develop Qualify Launch Market Retire

© 2012 280 Group LLC.

Easy to Remember

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Clever

Product

Developers

Question

Lousy

Market

Requirements

Conceive Plan Develop Qualify Launch Market Retire

© 2012 280 Group LLC. 21

Conceive Phase

Brainstorm

Generate ideas

Prioritize

Choose

© 2012 280 Group LLC. 22

Plan Phase

Strategy

Market Research

Competitive Analysis

Business Case

Market Needs

Product Description

Roadmap

© 2012 280 Group LLC. 23

Develop Phase

Engineering

Tradeoffs

Adjustments

- Schedule

- Feature

- Plans

© 2012 280 Group LLC. 24

Qualify Phase

Internal

Beta

Early Customer

Minor Adjustments

© 2012 280 Group LLC. 25

Launch Phase

Announcement

Availability

Exposure

Ramp Revenues

© 2012 280 Group LLC. 26

Market Phase

Ongoing Programs

Measure ROI

Optimize

* AIPMM calls this phase Deliver

© 2012 280 Group LLC. 27

Retire Phase

End of Life

New Version

Obsolescence

Agenda

• Background

• How This Came About

• Seven Phase LifeCycle

Optimal Product Process

• Questions

• Giveaway!

© 2012 280 Group LLC.

Expands on AIPMM Model

Roles and responsibilities

Phase Activities

Decision Criteria

Common activities PM & PMM

Tools for Efficiency

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© 2012 280 Group LLC.

Why OPP is Different

30

2012

1990’

s an

d 2

0X

X

© 2012 280 Group LLC. 31

© 2012 280 Group LLC. 32

Nine Key Documents

Strategy

• Business Case• Market Needs• Product

Description• Market

Strategy• Roadmap

• Business Case• Market Needs• Product

Description• Market

Strategy• Roadmap

Execution

• Launch Plan• Beta Plan• Marketing Plan• End of Life Plan

• Launch Plan• Beta Plan• Marketing Plan• End of Life Plan

© 2012 280 Group LLC. 33

© 2012 280 Group LLC.

Product Management LifeCycle Toolkit

No Duplication

All Critical Considerations

Every situation

- Company Culture

- Team

- Light Agile

- Heavy Waterfall

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© 2012 280 Group LLC. 35

Master Product Plan™

Alternative to nine

Update every phase

Compare versions

Post mortem

Continuous Improvement

V1 V2 V3 V4 V5 V6

© 2012 280 Group LLC.

Applying Optimal Product Process

Assessment

Tools

Training

Certifications

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Agenda

• Background

• How This Came About

• Seven Phase LifeCycle

• Optimal Product Process

Additional Resources

• Questions

• Giveaway!

© 2012 280 Group LLC.

280 Group Website Resources

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© 2012 280 Group LLC.

Wrap Up

Question & Answer

Giveaways!

- Product Management LifeCycle Toolkit™

- One copy of each book

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