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Hector Del Castillo
                                 linkd.in/hdelcastillo

© H. Del Castillo, AIPMM 2013         Linkd.in/hdelcastillo
Tweet!


            Hector:             @hmdelcastillo
            AIPMM:              @AIPMM
            PMIWDC:             #PMIWDC




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
The Hub Of All Things Product Management




© H. Del Castillo, AIPMM 2013                Linkd.in/hdelcastillo
AIPMM Certifications
    AIPMM offers globally recognized certifications:
    • Certified Product Manager (CPM®)
    • Certified Product Marketing Manager (CPMM®)
    • Agile Certified Product Manager (ACPM®)
    • Certified Innovation Leader (CIL®)
    • Certified Brand Manager (CBM®)

© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Hector Del Castillo
     • Senior consultant with over 15 years of experience transforming
       products to profit for technology-based companies
     • AIPMM Body of Knowledge (ProdBOK®) Contributor
     • Established companies
           – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
     • Small companies and startups
           – Nextone Communications, Smith Micro Software
     • Launched 30+ Products for global deployment
           – HW/SW, Telecom, Enterprise Mobility, Information Security
             Services, Professional Development
     • Certified PMP®, CPM® and CPMM®
     • University of California at Santa Barbara, MS EE
     • University of Texas at El Paso, MS EE, BS EE


                                                                                5
© H. Del Castillo, AIPMM 2013             Linkd.in/hdelcastillo
What We Will Discuss

     1. ProdBOK® Introduction
     2. Why Process Matters
     3. The Seven-Phase Product Life Cycle
     4. Key Takeaways




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
What Is ProdBOK®?



                                             Source: © 1998-2013, AIPMM, All Rights Reserved.

© H. Del Castillo, AIPMM 2013    Linkd.in/hdelcastillo
Global standard for conceiving,
        building, and marketing products


                                            Source: © 1998-2013, AIPMM, All Rights Reserved.

© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
What Is A Product?



                                                  Source: © 1998-2013, AIPMM, All Rights Reserved.

© H. Del Castillo, AIPMM 2013         Linkd.in/hdelcastillo
A good, service or
                           combination of both


                                             Source: © 1998-2013, AIPMM, All Rights Reserved.

© H. Del Castillo, AIPMM 2013    Linkd.in/hdelcastillo
Successful products require
                        teamwork


                                            Source: © 1998-2013, AIPMM, All Rights Reserved.

© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Why Process Matters



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Process = Organizational Discipline



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Organizational Productivity
                    Requires Discipline



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Increases likelihood for success



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Reduces time to market



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Aligns Strategy, Structure, People
        and Culture With Market Trends
              and Customer Needs


© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Strategy




                                                        Structure
                 Culture

                                 Trends
                                & Needs


                                People
© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Benefits



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Common Language



© H. Del Castillo, AIPMM 2013        Linkd.in/hdelcastillo
Product Creation Guideline



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Mutual Commitments



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Product Teams



© H. Del Castillo, AIPMM 2013      Linkd.in/hdelcastillo
Continuous Improvement



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
The 7-Phase Product
                               Life Cycle



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Phase              Gate




                                                    Source: © 1998-2013, AIPMM, All Rights Reserved.

© H. Del Castillo, AIPMM 2013           Linkd.in/hdelcastillo
Supports any development
                       methodology



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Conceive




© H. Del Castillo, AIPMM 2013    Linkd.in/hdelcastillo
Understand Trends and Needs
              Better Than Competitors



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Plan




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Why Build It



© H. Del Castillo, AIPMM 2013     Linkd.in/hdelcastillo
Develop




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Keep Your Eyes On The Market



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Qualify




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Get Customers To Try It Early



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Launch




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Inform Customers About It



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Deliver




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Improve Best Performers



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Retire




© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Withdraw Worst Performers



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Conceive


                                 Retire                                   Plan




                            Deliver                                         Develop




                                          Launch                Qualify

                                           Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.

© H. Del Castillo, AIPMM 2013                 Linkd.in/hdelcastillo
Knowledge Areas



© H. Del Castillo, AIPMM 2013       Linkd.in/hdelcastillo
Business                                     Customer


                                Product

               Market                             Organization
© H. Del Castillo, AIPMM 2013    Linkd.in/hdelcastillo
A Product Is The Intersection Of
         Business, Market, Customer and
                   Organization


© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
FRAMEWORK COMPARISON


© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Typical Project Life Cycle




           These are stages that projects go through from initiation
           to closing


© H. Del Castillo, AIPMM 2013    Linkd.in/hdelcastillo
Project Management Framework
                                                                  Monitor/
                        Initiate   Plan      Execute                         Close
                                                                  Control
                                            Integrate
                                              Scope
      Knowledge Areas




                                               Time
                                               Cost




                                                                                     Source: PMI PMBOK v4
                                             Quality
                                                 HR
                                          Communicate
                                                Risk
                                             Procure


© H. Del Castillo, AIPMM 2013             Linkd.in/hdelcastillo
Typical Product Life Cycle




           These are stages that products go through from
           introduction to withdrawal from the market


© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Product Management Framework

                     Conceive   Plan   Develop      Qualify         Launch    Deliver       Retire



                                            Organization
   Knowledge Areas




                                               Market
                                              Business
                                             Customer
                                              Product

                                                 Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.



© H. Del Castillo, AIPMM 2013               Linkd.in/hdelcastillo
Framework Comparison
     Product Management

          Conceive          Plan          Develop      Qualify         Launch   Deliver   Retire




     Project Management

                                                                  Monitor/
             Initiate              Plan         Execute                          Close
                                                                  Control




© H. Del Castillo, AIPMM 2013                  Linkd.in/hdelcastillo
Framework Integration




                 Initiate

                  Plan

                    Execute

                      Monitor

                         Close

                                       Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.



© H. Del Castillo, AIPMM 2013      Linkd.in/hdelcastillo
Framework Integration




                                Initiate

                                 Plan

                                   Execute

                                     Monitor

                                        Close

                                                    Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.



© H. Del Castillo, AIPMM 2013                   Linkd.in/hdelcastillo
Framework Integration




                                          Initiate

                                           Plan

                                             Execute

                                               Monitor

                                                  Close

                                    Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Framework Integration




                                                           Initiate

                                                            Plan

                                                              Execute

                                                                Monitor

                                                                   Close

                                    Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Framework Integration




                                                                         Initiate

                                                                          Plan

                                                                            Execute

                                                                              Monitor

                                                                                 Close

                                    Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.



© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Key Takeaways
            1             • Adopt the product management role early

            2             • Understand market and customer insights

            3             • Define the right problem to solve first

            4             • Keep your eye on the market and customers

            5             • Get customers to try your product early


© H. Del Castillo, AIPMM 2013          Linkd.in/hdelcastillo
Please Join Us Again!
                                 AIPMM Webinar Series:          Friday, Mar 1
                    Product Management Leadership, Brian Lawley
                                  http://aipmm.com/aipmm_webinars/

                        Global Product Management Talk: Monday, Mar 4
                           http://www.blogtalkradio.com/prodmgmttalk


     Stay Informed!
     Newsletter:                http://www.aipmm.com/subscribe
     LinkedIn:                  http://www.linkedin.com/company/aipmm
     Membership:                http://www.aipmm.com/join.php
     Certification:             http://aipmm.com/html/certification/


© H. Del Castillo, AIPMM 2013               Linkd.in/hdelcastillo
Upcoming Courses
   Course & Location                     Dates                       Days    Time
   CIL® Certification Prep Course & Exam
   16 PDUs, McLean, VA                   Mar 5-6, 2013               T, W    8:30 am – 5 pm
   Creating Value Through Collaboration
   16 PDUs, McLean, VA                   Mar 7-8, 2013               Th, F   8:30 am – 5 pm




                  Use promo code provided to save $ on registration fee. Contact Hector
                     Del Castillo at http://linkd.in/hdelcastillo for more information.

© H. Del Castillo, AIPMM 2013             Linkd.in/hdelcastillo
For More Information About
     • AIPMM membership benefits
     • Certification courses in your area
     • Growing your business by defining the right
       product strategy & process
     • Aligning your business model with your
       product strategy
     • Building and managing a high performing
       product team

© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Hector Del Castillo
                   CPM, CPMM, PMP
                   linkd.in/hdelcastillo
                   @hmdelcastillo
                   hmdelcastillo@aipmm.com
                   +1-301-523-9478



© H. Del Castillo, AIPMM 2013        Linkd.in/hdelcastillo

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Introduction to the 7-Phase Product Life Cycle - H. Del Castillo, AIPMM - PMIWDC Tyson's Corner Meeting

  • 1. Hector Del Castillo linkd.in/hdelcastillo © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 2. Tweet! Hector: @hmdelcastillo AIPMM: @AIPMM PMIWDC: #PMIWDC © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 3. The Hub Of All Things Product Management © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 4. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 5. Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to profit for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 30+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE 5 © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 6. What We Will Discuss 1. ProdBOK® Introduction 2. Why Process Matters 3. The Seven-Phase Product Life Cycle 4. Key Takeaways © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 7. What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 8. Global standard for conceiving, building, and marketing products Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 9. What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 10. A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 11. Successful products require teamwork Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 12. Why Process Matters © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 13. Process = Organizational Discipline © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 14. Organizational Productivity Requires Discipline © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 15. Increases likelihood for success © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 16. Reduces time to market © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 17. Aligns Strategy, Structure, People and Culture With Market Trends and Customer Needs © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 18. Strategy Structure Culture Trends & Needs People © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 19. Benefits © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 20. Common Language © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 21. Product Creation Guideline © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 22. Mutual Commitments © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 23. Product Teams © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 24. Continuous Improvement © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 25. The 7-Phase Product Life Cycle © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 26. Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 27. Supports any development methodology © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 28. Conceive © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 29. Understand Trends and Needs Better Than Competitors © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 30. Plan © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 31. Why Build It © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 32. Develop © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 33. Keep Your Eyes On The Market © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 34. Qualify © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 35. Get Customers To Try It Early © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 36. Launch © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 37. Inform Customers About It © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 38. Deliver © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 39. Improve Best Performers © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 40. Retire © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 41. Withdraw Worst Performers © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 42. Conceive Retire Plan Deliver Develop Launch Qualify Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 43. Knowledge Areas © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 44. Business Customer Product Market Organization © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 45. A Product Is The Intersection Of Business, Market, Customer and Organization © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 46. FRAMEWORK COMPARISON © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 47. Typical Project Life Cycle These are stages that projects go through from initiation to closing © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 48. Project Management Framework Monitor/ Initiate Plan Execute Close Control Integrate Scope Knowledge Areas Time Cost Source: PMI PMBOK v4 Quality HR Communicate Risk Procure © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 49. Typical Product Life Cycle These are stages that products go through from introduction to withdrawal from the market © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 50. Product Management Framework Conceive Plan Develop Qualify Launch Deliver Retire Organization Knowledge Areas Market Business Customer Product Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 51. Framework Comparison Product Management Conceive Plan Develop Qualify Launch Deliver Retire Project Management Monitor/ Initiate Plan Execute Close Control © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 52. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 53. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 54. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 55. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 56. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 57. Key Takeaways 1 • Adopt the product management role early 2 • Understand market and customer insights 3 • Define the right problem to solve first 4 • Keep your eye on the market and customers 5 • Get customers to try your product early © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 58. Please Join Us Again! AIPMM Webinar Series: Friday, Mar 1 Product Management Leadership, Brian Lawley http://aipmm.com/aipmm_webinars/ Global Product Management Talk: Monday, Mar 4 http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/ © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 59. Upcoming Courses Course & Location Dates Days Time CIL® Certification Prep Course & Exam 16 PDUs, McLean, VA Mar 5-6, 2013 T, W 8:30 am – 5 pm Creating Value Through Collaboration 16 PDUs, McLean, VA Mar 7-8, 2013 Th, F 8:30 am – 5 pm Use promo code provided to save $ on registration fee. Contact Hector Del Castillo at http://linkd.in/hdelcastillo for more information. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 60. For More Information About • AIPMM membership benefits • Certification courses in your area • Growing your business by defining the right product strategy & process • Aligning your business model with your product strategy • Building and managing a high performing product team © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 61. Hector Del Castillo CPM, CPMM, PMP linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo@aipmm.com +1-301-523-9478 © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo