Thanks everyone who attended the ProductCamp DC Meetup on Feb 19th. Thanks to AIPMM and Teqcorner for sponsoring this event. This session explains the benefits of implementing the seven-phase product life cycle, which is the basis for the Association of International Product Marketing & Management (AIPMM) Body of Knowledge (ProdBOK®). This session discusses key activities, deliverables, and critical decisions that must be taken into account within each phase of the product life cycle. A company risks product failure if it leaves out any of these because it doesn’t consider critical issues. Product vendors which understand and implement this process have a higher likelihood of building great products that delight customers and are more profitable. This session is for product managers, product marketing managers, brand managers and otgher product team professionals who want to understand how to increase the likelihood of creating insanely great products that delight customers and create new revenue streams for early stage startups. The Association of International Product Marketing and Management (AIPMM) is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. I have over 15 years of experience building and directing high performance cross-functional product teams and transforming products to wealth for technology-based product-driven companies. I have launched over 30 products and solutions that resulted in over $200M of achieved global sales revenue. I provide services as a consultant, contractor, coach, or trainer to organizations that need to create value-added products that delight customers and effectively market them to create demand. Let me know how I can help you accelerate your career, connect with others, or create and implement a product and innovation strategy and process successfully to grow your technology-based business using a sustainable approach. Feel free to favorite this presentation if you like it. Connect with me at http:/linkd.in/hdelcastillo for information about AIPMM membership or training courses in your area.

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

2. Thank You To Our Sponsors
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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

4. Tweet!
Hector: @hmdelcastillo
AIPMM: @AIPMM
PCampDC: #PCampDC
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

5. The Hub Of All Things Product Management
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6. 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

7. 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
7
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

8. 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

9. What Is ProdBOK®?
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

10. Global standard for conceiving,
building, and marketing products
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

11. What Is A Product?
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

12. A good, service or
combination of both
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

13. Successful products require
teamwork
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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

15. Process = Organizational Discipline
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16. Organizational Productivity
Requires Discipline
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17. Increases likelihood for success
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18. Reduces time to market
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19. Aligns Strategy, Structure, People
and Culture With Market Trends
and Customer Needs
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20. Strategy
Structure
Culture
Trends
& Needs
People
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21. Benefits
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22. Common Language
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23. Product Creation Guideline
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24. Mutual Commitments
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25. Product Teams
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26. Continuous Improvement
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27. The 7-Phase Product
Life Cycle
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28. Phase Gate
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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

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

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

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

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

37. Get Customers To Try It Early
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38. Launch
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39. Inform Customers About It
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40. Deliver
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41. Improve Best Performers
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42. Retire
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43. Withdraw Worst Performers
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44. Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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

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

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

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

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

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

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

52. Business Customer
Product
Market Organization
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

53. 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

54. Please Join Us Again!
AIPMM Webinar Series: Friday Feb 22
Pricing For A More Profitable Product Portfolio
http://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday Feb 25
Lean Product Development Methodologies with Poornima Vijayashanker,
Founder Of BizeeBee And Femgineer
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

55. Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
McLean, VA Feb 25, 2013 M 8:30 am – 5 pm
Seattle, WA Mar 11, 2013
CPM® Certification Prep Course & Exam
McLean, VA Feb 26-27, 2013 T, W 8:30 am – 5 pm
Seattle, WA Mar 12-13, 2013
CPMM® Certification Prep Course & Exam
McLean, VA Feb 28-Mar 1, 2013 Th, F 8:30 am – 5 pm
Seattle, WA Mar 14-15, 2013
CIL® Certification Prep Course & Exam
McLean, VA Mar 5-6, 2013 T, W 8:30 am – 5 pm
Register for courses from the 280 Group at: http://bit.ly/12J9gf9
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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

57. 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