the product manager pathfinder v2 - steve wells at productcamp boston, april 2011
TRANSCRIPT
© AIPMM 2010
What is the most important task for a Product Manager?
A.
Maximize revenue for products.
B.
Lead product development activities.
C.
Reduce development cost for products.
D.
Maximize profit for products.
E.
Serve as the product CEO.
© AIPMM 2010
Where have you been?
What has it been like?
Where are you going??
© AIPMM 2010
What is your career path?
© AIPMM 2010
Fortune’s Most Innovative Companies
Rank Company Industry
RankIndustry
1 Apple 1 Computers2 Google 1 Internet Services & Retailing3 Nike 1 Apparel4 Amazon.com 2 Internet Services & Retailing5 Goldman Sachs Group 1 Megabanks6 Procter & Gamble 1 Soaps & Cosmetics7 McDonald's 1 Food Services8 Intel 1 Semiconductors9 UPS 1 Delivery10 FPL Group 1 Electric & Gas Utilities
Source: FORTUNE Magazine, 22 Mar 2010
© AIPMM 2010
Global Demand
2011Product Professionals WW
11.7M
Product Managers US
800KCEOs US
~300K
Total Companies WW
316MUS
7.5M
EUR
9.7M
Asia‐Pacific
147.7M
Latin America
120.6M
ROW
25.8M
New Products (WW)
>300K/yr
© AIPMM 2010
Engineer Career Path
Engineering Undergraduate Studies
Developer
Graduate Studies
Professional Training
Development Management
Product Manager Career Path
Engineering Undergraduate Studies
Developer Product Management
Not TransferableUnderstand domain, technology, and company culture.
TransferableUnderstand value/supply chain, business models, various technologies, identify market trends Certification
© AIPMM 2010
A process for conceiving, planning,
developing, testing, launching, delivering,
and withdrawing products in the market.
What is Product Management?
© AIPMM 2010
Augmented Product Levels
© AIPMM 2010
Identify Market Trends
Threat of
Substitute
Products
Supplier
Bargaining Power
Competitive
Industry
Rivalry
Threat of New
Entrants
CustomerBargaining Power
M. Porter, Five Forces Model
© AIPMM 2010
Typical Product Life Cycle
Product Life Cycle –the stages that products go through from development to withdrawal from the market
© AIPMM 2010
Product Management Life Cycle
Source: AIPMM, © 1998-2011, All Rights Reserved.
© AIPMM 2010
Product Management Framework
© AIPMM 2010
What are typical responsibilities?
• Leads cross‐functional teams.• Influences peers and executive team.• Makes decisions regarding products.• Leads financial planning and analysis.• Evaluates the industry and competition.• Identifies target customers and markets.• Forecasts market share and revenue.• Creates product and marketing strategies.• Leverages the Product Management Life Cycle.
© AIPMM 2010
What are key deliverables?
Product Management Product Marketing MarketingMarket Trends Product Launch Positioning & MessagingBusiness Cases Sales Tools WebsitesProfit & Loss Analysis Positioning CollateralCustomer & Market Research Pricing Presentations & sales toolsMRDs & PRDs White Papers Increased web trafficProduct Roadmaps Reviewer’s Guides Search Engine OptimizationLead Engineering Teams Product Demos AdWords CampaignsFunctional Specifications Competitive Comparisons Demand Generation ProgramsPrioritizing Feature Sets Customer Testimonials Direct Mail/email CampaignsConstraint Tradeoffs Success Stories Print AdvertisingCompetitive Analysis Features & Benefits/USPs Corporate & Product BrandingBeta Programs Presentations Customer Surveys & Feedback
© AIPMM 2010
How do you develop vital PM traits?
• Create a career development plan.
• Network, network, network.• Ask for opportunities to lead.• Expand your knowledge and soft skills.• Find mentors; mentor others.
• Get certified; validate your expertise!• Join AIPMM, PMAs, and Prof. Associations.
© AIPMM 2010
Conclusion
• Demand will increase in the next 5 years
• Development plan accelerates your career
• Understand product management process
• Focus on customer insights to maximize profit
• Practice continuous learning
© AIPMM 2010
Join AIPMM!
• Network with experts and thought leaders in your profession
• Expand your knowledge and soft skills.• Learn best practices and methodologies.
• Opportunities to lead activities.• Get certified; validate your expertise!• Execute your professional career plan.
© AIPMM 2010
AIPMM Certifications
AIPMM offers 3 internationally recognized certifications for Product Managers,
Product Marketing Managers and Brand Managers to validate your expertise:
• Certified Product Manager (CPM)
• Certified Product Manager (CPMM)
• Agile Certified Product Manager (ACPM)
© AIPMM 2010
Why Get Certified?
• Internationally recognized across industries• Provides mark of distinction that set you apart• Provides external validation of your expertise• Demonstrates commitment to your profession• Improves opportunity for career advancement• Connects you with experts and thought leaders• May persuade your company to provide or
expand professional development opportunities
© AIPMM 2010
Useful Links
Association of International Product Marketing & Management
• Presentation Slides: http://www.aipmm.com/MexEEdev
• 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
