© 2011 Technology Multipliers, LLC

Kerim Tumay

Managing Director

September 2011

© 2011 Technology Multipliers, LLC

Outline

•Why Product Management?

•What is Product Management?

•Roles of Product Management

Product Management

Concept

•Portfolio Management

•Roadmapping

•Requirements Management

•Early Adopter and Beta Programs

•Product Launch Checklist

Product Management

Process

•Software

Product Management Technologies

•Keys to Success with Product Management Success Factors

© 2011 Technology Multipliers, LLC

Need for Product Management

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

• Disconnect between the strategic vision of the CEO and

day-to-day product development activities

• Lack of communication and coordination between

engineering, marketing, sales, finance and legal groups

• Missed launch dates

• Lost opportunities in competitive situations with large

accounts.

© 2011 Technology Multipliers, LLC

What is Product Management?

Product management is an organizational lifecycle function within a company

dealing with the planning, marketing, and development of products at all

stages of the product lifecycle.

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

© 2011 Technology Multipliers, LLC

Roles of Product Management

Strategic Role

• Product Strategy

• Portfolio Management

• Roadmapping

Tactical Role

• Requirements Management

• Beta Programs

• Product Launch

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

© 2011 Technology Multipliers, LLC

Project Portfolio Management (PPM)

• Maximized Value of Portfolio and Pipeline

• Efficient Resource Allocation

• Alignment With Strategic Direction

• Strategic Balance

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

© 2011 Technology Multipliers, LLC

Types of Roadmaps

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

• Visionary roadmaps

• Market/strategy roadmaps

• Technology roadmaps

• Platform/Product roadmaps

• Product line roadmaps

© 2011 Technology Multipliers, LLC

Visionary Roadmap Sample

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

Mobile OS – Android & Win 7 growing, iOS maintaining, Symbian & BlackBerry declining

Devices – Smartphones & Media tablet PCs growing, mini notebooks maintaining

Mobile Browsers – Android & iPhone growing, Opera , Nokia, & BlackBerry declining

2011

2012

2013

Virtualization - Android apps run on other phones such as Blackberry & Nokia

NFC and mobile payments pervasive

Mobile apps that leverage LBS to shine

Company

Vision

Market

Trends

© 2011 Technology Multipliers, LLC

Market/Strategy Roadmap - Sample

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

FY 2011 FY 2012

Industry Automotive,

Healthcare,

Telecom

Aerospace, Financial,

Transportation &

Logistics

Regional Focus US, China, India,

Germany

Brazil, Argentina,

France, Turkey

Business Size Large Small and Medium

Distribution Direct, Resellers Self service

© 2011 Technology Multipliers, LLC

Platform/Product Roadmap - Sample

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

2011 2012 2013

Current Platform NextGen Platform

P1 v.6

products

platforms

P2 v.7

P1 v.5

P3 v.8 P3 v.9

NP1 v.1

NP2 v.1

NP3 v.1

NP1 v.2

© 2011 Technology Multipliers, LLC

Roadmapping Process

Determine target

audience

Trends (competitive,

market, technology)

Gather and prioritize

requirements

Define messaging/ positioning

Decide timeframe

Decide shelf life

Work from inside out

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

Adopted from group280 templates

© 2011 Technology Multipliers, LLC

Requirements Management

Requirements Validation

Requirements Definition

Requirement Analysis

Requirements Gathering

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

© 2011 Technology Multipliers, LLC

Early Adopter and Beta Programs

Identify program goals, success criteria and protocols

Select and recruit customers and

partners

Get written agreements and time/resource commitments

from users

Run the program, monitor

feedback, provide responses to the

feedback

Wrap up the program, conduct

online user surveys

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

Product Manager Product Development

Manager

Quality Manager Documentation Engineer Marketing and Presales

Reps

Technology Partner Solution Partner Customers

© 2011 Technology Multipliers, LLC

Product Launch Checklist

Customer/partner testimonials

Industry analyst relations – product marketing

Traditional/social media relations – marketing communications

Events - marketing communications

Sales tools and collateral – product marketing

Sales readiness – product marketing

Sales training – product marketing, presales engineering

Lead generation – product marketing

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

© 2011 Technology Multipliers, LLC

Product Launch Considerations

Soft launch vs Full launch

Inbound focused – engineering, marketing

Outbound focused – customers, partners, analyst, media

Timing

Budget

Contingency plan

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

© 2011 Technology Multipliers, LLC

Product Management Software

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

Software Features Market

Accompa Requirement management Small to medium

Contour Requirement management

Small to medium

Ryma Requirement management

Medium to large

Rational

Doors

Requirement management

Medium to large

280group Product management toolkit Small

Accept 360 Product management suites Medium to large

Sophion Product management suites Medium to large

© 2011 Technology Multipliers, LLC

Keys to Success with Product Management

• Product management responsibilities should be focused on product strategy and new product development processes.

• Recruit and empower product management and professionals who can concurrently execute at strategic and tactical levels.

• Apply portfolio management to innovation management and NPD for timely product launches and creating profitable growth and extended lifecycle.

• Develop different types of roadmaps to communicate where the business, technology and platform/product are going.

• Implement and iterate a formal requirements management process with proper software.

• Do not launch new product without early adopter and beta programs.

• Product management’s most critical role is to plan, coordinate, and manage successful product launches.

Product Management

Concept

Product Management

Process

Product Management

Technologies

Success Factors

© 2011 Technology Multipliers, LLC

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