1. Optimal Product Management and Product MarketingTM Strategy Essentials for building long term competitive advantage Brian Lawley, CEO & Founder, 280 Group 2011 280 Group LLC.

2. Housekeeping Slides: email contact@280group.com Interactive session Giveaways - Product Management LifeCycle Toolkit - One copy of each book 2011 280 Group LLC.2 3. AgendaAbout Strategy Definition & Examples Seven Phase LifeCycle and Strategy Tools & Techniques Q&A Drawing 4. Brian Lawley 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 - CNBCs World Business Review - Silicon Valley Business Report - Silicon Valley Business Journal - Author of five best-selling books Optimal 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 2011 280 Group LLC. 5. Why The 280 Group? 2011 280 Group LLC. 5 6. Helping companies deliver products that delight their customers and produce massive profits Assessment Training Certification Consulting Contractors Templates Mentoring Books 2011 280 Group LLC. 7. Agenda AboutStrategy Definition & Examples Seven Phase LifeCycle and Strategy Tools & Techniques Q&A Drawing 8. What is strategy?Merriam WebsterDictionary.com 2011 280 Group LLC. 8 9. What is strategy? Operational effectiveness is not strategy - Necessary but not sufficient Creating a unique and valuable position - Involving different sets of activities Strategy requires trade-offs - Choosing what not to do Fit among a companys activitiesSource: What is Strategy Porter, M (1996, Nov-Dec) Harvard Business Review 9 2011 280 Group LLC. 10. Examples Razors and blades Land grab Low cost provider Premium brand & price First mover advantage 2011 280 Group LLC.10 11. Agenda About Strategy Definition & ExamplesSeven Phase LifeCycle and Strategy Tools & Techniques Q&A Drawing 12. 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 One PhaseGateConceivePlan Develop Qualify Launch Market RetireSource: AIPMM 12 2011 280 Group LLC. 13. Conceive Phase Brainstorm Generate ideas Prioritize Choose 2011 280 Group LLC. 13 14. Plan Phase Strategy Market Research Competitive Analysis Business Case Market Needs Product Description Roadmap 2011 280 Group LLC. 14 15. Develop Phase Engineering Tradeoffs Adjustments - Schedule - Feature - Plans 2011 280 Group LLC.15 16. Qualify Phase Internal Beta Early Customer Minor Adjustments 2011 280 Group LLC.16 17. Launch Phase Announcement Availability Exposure Ramp Revenues 2011 280 Group LLC.17 18. Market PhaseOngoing ProgramsMeasure ROIOptimize* AIPMM calls this phase Deliver 2011 280 Group LLC.18 19. Retire Phase End of Life New Version Obsolescence 2011 280 Group LLC. 19 20. 2011 280 Group LLC. 20 21. 2011 280 Group LLC. 21 22. 280 Group Optimal Product ProcessSource: Conceive to Retire from AIPMM Product Management Body of Knowledge (ProdBOK) Version 1 22 2011 280 Group LLC. 23. Key Strategy DocumentsDocumentPurposeBusiness Case Evaluate the (business) opportunityMarket NeedsDefine the (customer) problemProduct Description Design the (engineering) solutionDetermine what will generate (market)Market StrategydemandRoadmap Evolution of the products strategy 2011 280 Group LLC. 23 24. Agenda About Strategy Definition & Examples Seven Phase LifeCycle and StrategyTools & Techniques Q&A Drawing 25. Strategic ManagementVisionSomething clear, easy to remember, and excitingMission Benefits provided to the customer in pursuit of the visionStrategiesThe way the mission will be accomplishedObjectivesMeasurement of progress towards the visionTactics Tasks and plans of how to accomplish the objectiveCulture & What are the organizations values and cultureValues 2011 280 Group LLC.25 26. Strategic Management: 280 Group Vision - Delighted customers, massively profitable companies Mission - Provide worlds best consultants, contractors, training, templates, booksand tools to help customers to define, launch and market great products Strategy - Staff of worlds experts - Worlds best, most up-to-date, practical, flexible and highly effectivetraining and methodology - Massively market to create a loyal and enthusiastic fan base and a newworldwide standard. 2011 280 Group LLC.26 27. Pricing Strategy High PriceMedium PriceLow PriceHigh Premium High-valueSuperb-value Quality Strategy Strategy StrategyMedium Over-chargingAverageGood-ValueQualityStrategy StrategyStrategyLowFalse-economyEconomyRip-off Strategy Quality Strategy StrategySource: Kotler, Marketing Management27 2011 280 Group LLC. 28. Porters Generic Strategies Competitive AdvantageLower Cost DifferentiationCompetitive Scope Broad Target Cost Leadership DifferentiationNarrow Segmentation (niche) StrategiesTarget DifferentiationCost FocusFocusSource: M. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors, 1980 28 2011 280 Group LLC. 29. Kotlers Strategies Market Leader - Creates new products, new/more usages, new markets Market Challenger - Attacks with discounting, proliferation, improved services, cost reduction, advertising Market Follower - Product imitator Market Nicher - Product or market specialist 2011 280 Group LLC. 29 30. Porters Five Forces Threat ofThreat of NewSubstitutesEntrants Bargaining PowerBargaining Powerof Customers of Suppliers Intensity of Competitive RivalrySource: Porter, M.E. How Competitive Forces Shape Strategy Harvard business Review, March/April 197930 2011 280 Group LLC. 31. Adoption of InnovationChasm 2%15%34%34%15%Innovators EarlyPragmatistsConservatives LaggardsAdoptersSource: Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers by G Moore (1991)31 2011 280 Group LLC. 32. Product Life CycleStage of the product life cycle IntroductionGrowthMaturity Decline + 0 Marketing Gain AwarenessStress differentiation Maintain brand loyalty Harvest and deletionobjectiveCompetitionNoneGrowingMany ReducedFullProductOne More versions Best sellersproduct line Stay profitablePriceSkimming or penetration Gain share, deal Defend share, profit Stress competitivePromotionInform, educateReminder orientedMinimal promotion differencesPlace Limited More outlets Maximum outletsFewer outlets(distribution)Source: AIPMM 32 2011 280 Group LLC. 33. Product-Market Expansion Grid ExistingNew ProductsProducts MarketProduct ExistingPenetrationDevelopment Markets (low risk)(medium risk)MarketNewDiversification Development Markets (high risk) (medium risk)Source: Igor Ansoff, Strategies for Diversification Harvard Business Review 1957 33 2011 280 Group LLC. 34. Boston Consulting Group MatrixHigh Market ShareCashStarsCows Low Growth High GrowthRateRateQuestionsDogs MarksLow Market Share 2011 280 Group LLC. 34 35. GE-McKinsey Matrix Business Unit Strength High Medium LowIndustry AttractivenessInvestmentSelectiveHighSelectivity and Growth GrowthSelective Harvest orMediumSelectivityGrowth Divest Harvest orLowSelectivityDivestDivest 2011 280 Group LLC. 35 36. Agenda About Strategy Definition & Examples Seven Phase LifeCycle and Strategy Tools & TechniquesQ&A Drawing 37. 280 Group Website Resources 2011 280 Group LLC. 37 38. Wrap Up Question & Answer Giveaways! - Product Management LifeCycle Toolkit - One copy of each book 2011 280 Group LLC.38 39. Optimal Product Management and Product MarketingTM Thank You! If there is anything I can do for you contact@280group.com 2011 280 Group LLC.