Introduction Innovation is a central element of business growth strategy within companies that aim to generate added value for their customers, the company itself, and other stakeholders. While many company executives and business leaders agree that in order for their companies to survive today’s increasingly global marketplace, they must face the unpleasant truth that there may have to be fundamental changes in who they are, what they do, and how they do it. Few executives feel their companies are good at the specific processes and tactics frequently tied to successful innovation, such as generating breakthrough ideas, selecting the right ideas, prototyping, and developing business cases. We will provide insights to help you define and implement a process to drive innovation within your company using a sustainable approach to ignite business growth. Key Takeaways 1. Discover insights. • Discover unmet customer needs • Identify customer segments • Know your competitive landscape 2. Align strategies with needs. • Create alignment • Communicate strategic objectives 3. Mind your company’s culture. • Focus on shared values • Eliminate organizational silos 4. Adopt a process. • Integrate innovation • Identify key resources • Define key deliverables 5. Deliver value, success will follow. • Direct the internal value chain 6. Align your business model • Use leading productivity tools • Make your business case Connect with me for more information regarding AIPMM membership or certification courses in your area. Let me know how I can help you create and implement a product strategy and product planning process successfully to grow your technology-based business. Hector Del Castillo, AIPMM linkd.in/hdelcastillo

1. Hector Del Castillo
linkd.in/hdelcastillo
June 9, 2012
© AIPMM 2012

2. I want to thank everyone who selected and
attended the AIPMM sessions at PCamp Boston.
I also want to thank the 280 Group for their
support.
I welcome your feedback regarding this topic.
Contact me with any comments or questions.
I look forward to seeing you again soon.
© AIPMM 2012

3. Tweet About Us!
Hector: @hmdelcastillo
AIPMM: @aipmm
ProdMgmtTalk: @ProdMgmtTalk
PCamp Boston: #PCampBoston
© AIPMM 2012

4. Hector Del Castillo
• Over 10 years 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 27+ 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
© AIPMM 2012

5. © AIPMM 2012

6. AIPMM Certifications
• Certified Product Manager (CPM®)
• Certified Product Marketing Manager (CPMM®)
• Agile Certified Product Manager (ACPM®)
• Certified Innovation Leader (CIL®)
• Certified Brand Manager (CBM®)
Source: Get Certified, AIPMM Website
© AIPMM 2012 6

7. What We Will Discuss
• What is innovation?
• Why your company needs it
• Implementing an innovation strategy
• Tips to foster innovation
• Ways to reduce risk
© AIPMM 2012

8. What are the biggest barriers for
innovation within your company?
• Poor management
• Insufficient investment
• Lack of innovative people
• Inadequate planning
• Cannot afford the risk
© AIPMM 2012

9. What is innovation?
© AIPMM 2012

10. Benefits of Innovation
Improved
Increased product
profitability for your
value for customers
company
© AIPMM 2012

11. Where can innovation happen?
• Technology • Methodologies
• Packaging • Operations
• Tools • Distribution
• Product Design • Business Models
• Production • Pricing
• Processes • Marketing
© AIPMM 2012

12. Innovation Funnel
Ideas • Generate
• Explore
• Analyze
• Synthesize
• Test
• Screen
Outcomes • Implement
© AIPMM 2012

13. ”A strategy is like a roadmap. It’s
useful only when you know
where you are and where you
want to go.”
© AIPMM 2012

14. Fortune’s Most Admired Companies
Rank Company Industry Industry
Rank
1 Apple 1 Computers
2 Google 1 Internet Services & Retailing
3 Nike 1 Apparel
4 Amazon.com 2 Internet Services & Retailing
5 Charles Schwab 1 Securities
6 3M 1 Medical Equipment
7 Statoil 1 Petroleum Refining
8 Exxon Mobil 3 Petroleum Refining
9 Walt Disney 1 Entertainment
10 Whole Foods Market 2 Food and Drug Stores
Source: FORTUNE Magazine, 21 Mar 2011
© AIPMM 2012

15. TIPS FOR IMPLEMENTING AN
INNOVATION STRATEGY SUCCESSFULLY
© AIPMM 2012

16. 1. Discover Insights
© AIPMM 2012

17. Discover Unmet Customer Needs
© AIPMM 2012

18. Identify Customer Segments
Needs; e.g., Demographics; e.g.,
Problems/pain points Industry
Applications/uses addressed Function
Key functionality/attributes Geography
Degree of sophistication/quality/… Age/gender/income
Drives Product/Solution Strategy Other personal/business
Behaviors and Attitudes; e.g., characteristics
Risk appetite/adoption Drives Outreach Strategy
Psychographics (lifestyle/personality)
Stated/unstated values
Usage patterns
Vendor/brand loyalty
Drives Adoption Strategy
© AIPMM 2012

19. Know Your Competitive Landscape
© AIPMM 2012

20. 2. Align Strategies With Needs
Focus on creating and
delivering value-added
Customer
products to target customers
Product based on their unmet needs.
(Value)
Business Market
© H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011
© AIPMM 2012

21. Create Alignment
Align business, marketing and product
strategies with unmet market
needs.
© AIPMM 2012

22. Communicate Strategic Objectives
Financial
How much investment is
needed?
How soon will we break
even?
Learning & Growth Customer
What key resources are Product What are the unmet needs?
needed? Vision & Mission Who are the customers?
What knowledge and
skills are needed? Who’s most likely to buy?
Business Processes
What key activities and
deliverables are needed?
© AIPMM 2012

23. 3. Mind Your Company’s Culture
Cultivate a culture that
Process
fosters innovation and
collaboration to create
People
& deliver great products.
Culture
© AIPMM 2012

24. Focus on Shared Values
Source: McKinsey 7S Framework
© AIPMM 2012

25. Eliminate organizational silos
© AIPMM 2012

26. 4. Adopt A Process
Product Management Framework (PMF)
Source: © AIPMM, 1998-2012, All Rights Reserved.
© AIPMM 2012

27. Integrate Innovation
© AIPMM 2012

28. Leverage The Product Life Cycle
© AIPMM 2012

29. Identify Key Resources
© AIPMM 2012

30. Define Key Deliverables
© AIPMM 2012

31. 5. Deliver Value, Success Will Follow
© AIPMM 2012

32. Creating and delivering value
to customers, executives
and investors is essential
for a successful business.
© AIPMM 2012

33. Direct the Internal Value Chain
© AIPMM 2012

34. 6. Align Your Business Model
© AIPMM 2012

35. Adopt Leading Productivity Tools
© AIPMM 2012

36. Make Your Business Case
© AIPMM 2012

37. Key Takeaways
1 • Discover insights
2 • Align strategies with needs
3 • Mind Your Company’s Culture
4 • Adopt A Process
5 • Deliver value, success will follow
6 • Align Your Business Model
© AIPMM 2012

38. Useful Links
• 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
© AIPMM 2012

39. Upcoming Training Courses
The following training courses from the 280
Group and AIPMM will be offered in Boston in
late Sept or early Oct.
Contact me if you’re interested in registering for
these courses and obtain a special discount as a
PCamp Boston participant.
© AIPMM 2012

40. 280 Group Training Courses
Upcoming Courses Dates and Location
Sep 17-19, 2012
280 Group: Optimal Product Management and Marketing (OPM) Teqcorner,
Price: $2,995; Pay only $1,995 when you register by Jul 11th. For more information or to McLean, VA
register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
280 Group: Certified Product Management Manager (CPM®) Exam Sep 20, 2012
Teqcorner,
Intensive Pre Course McLean, VA
Price: $1,295 per person; Includes exam fee ($395 savings). Pay only $795 per person
when you register in conjunction with the Optimal Product Management course. For
more information or to register, contact Hector Del Castillo at
hmdelcastillo@aipmm.com.
© AIPMM 2012

41. 280 Group: Optimal Product
Management & Marketing (OPM)
Date: Sep 17-19, 2012
Time: 8:30 AM – 5:30 PM EDT
Place: Teqcorner, 1616 Anderson Rd., McLean, VA
Price: $1,995* per person (regularly $2,995)
Three day course from the 280 Group covering the entire product lifecycle. Teaches
you to manage and launch any product at any stage of its lifecycle. This includes the
Product Management Lifecycle Toolkit with corresponding productivity templates.
Fourth day intensive certification prep course add-on thoroughly prepares you to take
the worldwide standard CPM® or CPMM® certification exam.
* Must register by Jul 11th.
© AIPMM 2012

42. Optimal Product Management
Day One: Foundation
Day Two: Product Management
Overview
Process and Product Life Cycle Day Three: Product Marketing
Conceive
Market Research
Business Cases
Competitive Analysis Strategy
Requirements
Forecasting
Roadmaps
Pricing
Beta Program
Launches
Marketing
End of life
© AIPMM 2012

43. 280 Group: CPM® Exam Intensive Prep
Date: Sep 20, 2012
Time: 8:30 AM – 5:00 PM EDT
Place: Teqcorner, 1616 Anderson Rd., McLean, VA
Price: $795* per person (regularly $1,295)
This review course is offered on the morning of the same day of the Certification Exam. It provides an
intensive review of the Association of International Product Marketing & Management (AIPMM) body
of knowledge (ProdBOK®) to help participants prepare to take the exam to earn the prestigious
Certified Product Manager (CPM®) credential. Participants review the key concepts and terminology
used in the exam as well as strategies for answering exam questions and a Q&A for anything else they
want to review. Price includes certification exam fee ($395 savings).
* Promotional price applies only when you register for the OPM course simultaneously.
© AIPMM 2012

44. CPM® Exam Intensive Prep Course
Morning
Afternoon
Introduction
What is Product Management? Marketing Mix
Product Life Cycle Product Positioning
Understanding Goods and Services Value Creation
Product Decisions Exam Review
Strategic Planning Guidelines
Q&A
CPM® Certification Exam
© AIPMM 2012

45. AIPMM Training Courses
Dates and
Upcoming Courses
Location
Product Innovation Leadership - Sep 27-28, 2012
Igniting innovation and business growth (16 PDUs) Teqcorner
McLean, VA
Price: $1,697 per person; Pay only $1,497 per person when you register by Jul 11th.
Group discount of $1,397 per person when you register 5 people. For more information
or to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
© AIPMM 2012

46. Product Innovation Leadership -
Igniting innovation and business growth (16 PDUs)
Date: Sep 27-28, 2012
Time: 8:30 AM – 5:00 PM EDT
Place: Teqcorner, McLean, VA
Price: $1,697 per person
This course covers best practices and proven methodologies to lead innovation efforts in order for your
company to gain or maintain a competitive advantage using a sustainable approach. You will learn
knowledge, skills, and tools to integrate and align strategic objectives with a managed and
purposeful innovation culture. This course fully prepares you to take the Certified Innovation Leader
(CIL) certification exam, which is administered at the end of day two. Price includes training,
certification exam fee, AIPMM premium membership, and over 350 templates from Demand Metric.
* PCamp Boston participants pay only $1,497 (Save $200) per person when you register by Jul
11th. Group discount of $300 per person when you register 5 people.
© AIPMM 2012

47. Product Innovation Leadership -
Igniting innovation and business growth (16 PDUs)
Day 1
Day 2
Introduction & Overview
Strategic Innovation Leverage and Phase 2: Plan
Alignment (SILA)
Phase 3: Develop
Project Identification
Phase 4: Develop
Business Case Development
Phase 5: Qualify
Phase 1: Conceive
Phase 5: Launch
Practice Questions
Exam Review
Certified Innovation Leader (CIL®)
Certification Exam
© AIPMM 2012

48. Join AIPMM
• Network with experts and thought leaders in your
profession.
• Learn the latest best practices and methodologies.
• Expand your knowledge and soft skills.
• Sharpen your leadership and influential skills.
• Validate your expertise with internationally recognized
certifications.
• Obtain latest tools to enhance your productivity.
© AIPMM 2012

49. Why Get Certified
• Bestows internationally recognized credential
• Enhances opportunities for career advancement
• Improves your earning potential
• Validates your expertise regarding best practices
• Grants mark of distinction that sets you apart
• Connects you with experts and thought leaders
• Demonstrates commitment to your profession
Source: All About Product Management Certification Webcast, Jun 2010
© AIPMM 2012

50. For More Information About
• AIPMM membership
• Certification courses in your area
• Implementing the right product strategy &
process to grow your business
• Aligning your business model with your
product strategy
© AIPMM 2012

51. Join My Professional Network!
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to profit for technology-based organizations.TM
Product Marketing Director, AIPMM
Connect: linkd.in/hdelcastillo
Follow: @hmdelcastillo
Contact: hmdelcastillo@aipmm.com
© AIPMM 2012