Boston p camp introducing pmf v3.3 - Steve Wells at ProductCamp Boston, April 2011

• 1. IntroducingtheAIPMM ProductManagement Framework(PMF) AIPMM

2. Agenda1.WhatisProductManagement?2.TheStateofProductManagement3.TheDefinitionofaProfession4.ProductManagementasaProfession5.WhoisAIPMM?6.WhatisthePMF?7.WhyisPMFuseful?8.ProductvsProjectManagement9.WhoshouldusethePMF?10. When/WhereshouldthePMFbeused?Product Management Framework (PMF) AIPMM 1998 - 2011 3. 1 WhatisProductManagement? Boundary/Crossfunctionaldisciplineinanorganization Managementofaproductthruitsentirelifecycle ResponsibilityforPlanning,Realization,Marketing Products: Tangiblegoods Intangibleservices Managementofproductsexist Allindustries,allcompanies Productsdontreleasethemselves Someindividualorgroupofindividualsperformthework ButnoallcompanieshaveProductManagertitlesProduct Management Framework (PMF) AIPMM 1998 - 2011 4. 2 TheStateofProductManagement Importantbutoftenmisunderstooddiscipline Nocommonjobdescriptions Nomobilityacrossindustries Noacceptedstandards,practices,framework NouniversallyacceptedBodyofKnowledge(BOK) EachsupplychainvendorofferstheirownBOK Eachvendorofferstheirframeworkasthestandard Becomingthedefactostandard isgreatforprofitLittle/NorecognitionofproductmanagementasaprofessionProduct Management Framework (PMF) AIPMM 1998 - 2011 5. 3 TheDefinitionofaProfessionAcallingrequiringspecializedknowledgeandoftenlongandintensiveacademicpreparation(MerriamWebster)Mainmilestones(Wikipedia)1. Itbecameafulltimeoccupation2. Thefirsttrainingschoolwasestablished3. Thefirstuniversityschoolwasestablished4. Thefirstlocalassociationwasestablished5. Thefirstnationalassociationwasestablished6. Thecodesofprofessionalethicswereintroduced7. StatelicensinglawswereestablishedPrimaryCharacteristics(Wikipedia)1. Skillbasedontheoreticalknowledge Bodyofknowledge2. Professionalassociations Local,national,international3. Extensiveperiodofeducation Undergraduate,graduate4. Testingofcompetence Certification5. Institutionaltraining Continuingprofessionaleducation6. Indeterminacyofknowledge acquiredthruexperience,apprenticeships7. Mobility StandardizedacrossindustriesProduct Management Framework (PMF) AIPMM 1998 - 2011 6. 4 ProductManagementasaProfessionAcallingrequiringspecializedknowledgeandoftenlongandintensiveacademicpreparation(MerriamWebster)Mainmilestones(Wikipedia)1. Itbecameafulltimeoccupation2. Thefirsttrainingschoolwasestablished3. Thefirstuniversityschoolwasestablished4. Thefirstlocalassociationwasestablished5. Thefirstnationalassociationwasestablished6. Thecodesofprofessionalethicswereintroduced7. StatelicensinglawswereestablishedPrimaryCharacteristics(Wikipedia)1. Skillbasedontheoreticalknowledge Bodyofknowledge2. Professionalassociations Local,national,internationalLegend3. Extensiveperiodofeducation Undergraduate,graduate4. Testingofcompetence CertificationComplete5. Institutionaltraining Continuingprofessionaleducation6. Indeterminacyofknowledge acquiredthruexperience,apprenticeshipsIn process7. Mobility StandardizedacrossindustriesProduct Management Framework (PMF) AIPMM 1998 - 2011 7. 5.1 WhoisAIPMM? AssociationofInternationalProductManagement&Marketing Nonprofit Foundedin1998 Goal SupportDevelopmentoftheProductManagementProfession Strategy ProvideaninternationalassociationtoadvancetheprofessionofProductManagementacrossallindustries DeveloptheProductManagementFramework(PMF)tostandardizetheproductmanagementBodyofKnowledge(ProdBOK)forallindustries ProvideGlobalCertificationofProductManagement(distinctfromtrainingcoursecertificates) Workwithacademicinstitutionstodevelopundergrad/graduatelevelproductmanagementprogramsProduct Management Framework (PMF) AIPMM 1998 - 2011 8. 6.1 WhatisaFramework? Scaffolding Manpower Rawmaterials EnablesconstructionofwidevarietyofprojectsProduct Management Framework (PMF) AIPMM 1998 - 2011 9. TimeAxis:ProductManagementLifeCycleGapAnalysisProduct Management Framework (PMF) AIPMM 1998 - 2011 10. TimeAxis:ProductManagementLifeCycleGapAnalysisConsistentStandardTotalLifeCycleProduct Management Framework (PMF) AIPMM 1998 - 2011 11. 6.2 WhatistheAIPMMPMF? Crossindustry,crossboundaryscaffoldingtomanageproducts CreatedbyAIPMM anonprofitassociation ConceptualoutlineforProductManagementBOK(ProdBOK) XYmatrixmappingkeyparametersovertime Inputs,processes,outputsrequiredtobringproductstomarket KeyparametersuniquetoproductmanagementprofessionTIME KEY PARAMETERSProduct Management Framework (PMF) AIPMM 1998 - 2011 12. 6.3 AIPMMPMFMatrixXAxis: ProductManagementLifeCycle(PMLC)YAxis: Project/Product ProgramMgmtKnowledge ProductAreas5 Major Knowledge Areas (KA)4 unique to Prod. Mgmt:Business, Customer, Product, Market1 overlap w/ Proj / Prog Mgmt: Organization (cross-functional matrix projects & programs) Product Management Framework (PMF) AIPMM 1998 - 2011 13. 6.4 PMFSpreadsheetToolProduct Management Life Cycle (PMLC)Product Management Knowledge AreasAIPMM PMF Tool Simple structure not rocket science easy to copy You can do it yourself or use an AIPMM tool Product Management Framework (PMF) AIPMM 1998 - 2011 14. 7 WhyisPMFUseful? Simple Xaxis=time,Yaxis=knowledgeareas Comprehensive,Concise WHATactivitiesarerequired,andWHEN IndependentofWHO Commonlexicon Commonlyacceptedtermsforactivities,deliverables,milestones toallowproduct teamstoeffectivelycommunicateefforts Universal Crossindustrystandardformanaginggoods&servicesoverentirelifecycle Independentofcompanysize Indisputable Expandable Tooldevelopment Providestrainingindustryw/commonterminologytofosterdevelopmentoftools tohelpproductteamsdeliverprofitable,qualityproducts Professional Promotesproductmanagementasarecognizedprofessiononparw/ doctors, lawyers,projectmanagers,Product Management Framework (PMF) AIPMM 1998 - 2011 15. 8.1 HowdoProduct&ProjectMgmtRelate? Product,Project,ProgramManagersareallcritical functionsrequiredtobringproductstomarket profitablyandsuccessfully. EachimpactstheProfit/LossStatementfortheproduct ProductManagersmaximizeProfit Project/ProgramMgrsminimizeRiskandthusLossProduct Management Framework (PMF) AIPMM 1998 - 2011 16. 8.2 PMIProjectMgmtBodyofKnowledge(PMBOK) Time Key Parameters 9 Knowledge Areas (KA):Integration, Scope, Time, Cost, Quality, HR, Comm, Risk, Procure Multiple Projects roll up into ProgramsProduct Management Framework (PMF) AIPMM 1998 - 2011 17. 8.3 ProductvsProjectFrameworks Time Knowledge AreaProduct, Project, Program MgmtFrameworks all based on the samestructure: X-axis: Time , Y-axis: KAProduct Management Framework (PMF) AIPMM 1998 - 2011 18. 9 WhoShouldUsethePMF? ProductManagementProfessionals Enableindustrystandard,recognizedcertificationforProductMgmtprofessionals ExpandopportunitiesacrossindustriesforcertifiedProductMgmtprofessionals ProjectManagementProfessionals ProvidegrowthpathforProjectMgmtprofessionals ProductTeamMembers Commonsetofplanning,measurementandimplementationtoolstohelpproduct teamsdeliverqualityproductstomarket Trainingvendors Increasedemandfortrainingthu universal,standardProductMgmtframework CompanyExecutives Increasequality,effectivenessofproductmanagementprofessionals Increasequality,predictabilityofproductdevelopmentefforts Provideclarity anticipateuncertainty,avoiddisjointedness Provideaccountability clearunderstandingofroles,responsibilities&deliverables. Increasecredibility providepredictableresults Academics Providestandardizedundergrad/gradcoursematerialacrossallindustries Providepracticalhowto,processeducationtoincreasestudentshiringchances ProvidepragmaticsubsetofMBAknowledgeareastoPMprofessionalsProduct Management Framework (PMF) AIPMM 1998 - 2011 19. 10 WhenshouldthePMFbeused?ByWhom? OrganizationTool fornewProductDevelopment DefineKA,PMLCtolayoutproduct OrientationTool forexistingProductDevelopment IDPMLCphase,IDremainingactivities/deliverables Atevery pointintheproductdevelopmentlifecycle Conceive,Plan,Develop,QualifyLaunch,Deliver,Retire Avoidlosingtrackofproductsonceannounced Retirewithcontinuity Byallcrossfunctionalgroups&departmentsimpactingproductcreationanddeployment Usetocommunicatewithallcrossfunctionalgroups Usetoinformallstakeholdersofproject/productprogress Product Management Framework (PMF) AIPMM 1998 - 2011 20. InClosing ProductManagementFramework(PMF) ProvidesSimple,comprehensiveframeworkformanagingproducts Avoidswastingtimereinventingthe(process)wheel Universalframeworkacrossallindustries,allsizecompanies Simplifies,empowersproductmgmt ToQuoteDr.W.EdwardsDemming (1982): Usestandards(guidelines/processes)astheliberatorthatrelegatestheproblemsthathavealreadybeensolvedtothefieldoftheroutine,andleavesthecreativefacultiesfreefortheproblems thatarestillunsolved. Thus,PMFcanempowerinnovationin5dimensionsoforganization,business,customer,productandmarkettoprovidepowerfulcompetitiveadvantagesProduct Management Framework (PMF) AIPMM 1998 - 2011 21. CalltoAction HowyoucanhelppromotetheuseofPMF: JoinAIPMM JoinAIPMMAmbassadorGroup AdoptandpromotePMFtoyourcolleagues TojoinAIPMM,gotowww.aipmm.com Networkingopportunities,Training,AmbassadorProgram,Onlineforums,PMdatabase ProductManagementcertification IfinterestedinthePMFExcelSpreadsheettool: Availablefreetomembers FirstofmanysuchPMFtoolsProduct Management Framework (PMF) AIPMM 1998 - 2011 22. AgendaRecap/CliffNotesversion1. WhatisProductManagement?CrossfunctionaldisciplineinanorganizationManagementofaproductthruitsentirelifecycle,includingPlanning,Realization,Marketing2. ThestateofProductManagementLittle/norecognitionofproductmanagementasaprofession3. TheDefinitionofaProfessionAcallingrequiringspecializedknowledgeandoftenlongandintensiveacademicpreparation4. HowPMStandsupasaProfessionWorkinprogress5. WhoisAIPMM?NonprofitAssociationdedicatedtoadvancementoftheProductManagementprofession6. WhatisPMF?StandardframeworkforProductManagementBodyofKnowledge(ProdBOK)7. WhyisPMFuseful?Establishcommonactivities,deliverables:allindustries,allsizecompaniesImproveabilitytodevelopprofitableproductsEstablishProductManagementasarecognized,respectedprofession8. HowdoesPMFrelatetoProjectMgmt?ProjectManagementisasubsetoftheProductManagementOrganizationKA9. WhoshouldusethePMF? PM,PMM,Projectmgrs,Trainers,DevManagers10.When/WhereshouldthePMFbeused? Entireproductdevelopmentlifecycle Allgroups&departmentsimpactingproductcreationordeploymentProduct Management Framework (PMF) AIPMM 1998 - 2011 23. UsefulLinksMainwebpage:www.aipmm.comPMFWhitepaper: www.aipmm.com/pmfArticles: www.aipmm.com/html/newsletter/article.phpBlogs:www.aipmm.com/anthropology/Webinars: www.aipmm.com/aipmm_webinars/Certification:www.aipmm.com/html/certification/PMFBrochure: www.aipmm.com/brochures/AIPMM_PMF.pdf* Italics require update on the web siteProduct Management Framework (PMF) AIPMM 1998 - 2011 24. BackupProduct Management Framework (PMF) AIPMM 1998 - 2011 25. KnowledgeAreas,Activities,DeliverablesuniquetoProductManagementSee next slideProduct Management Framework (PMF) AIPMM 1998 - 2011 26. See previous slideKnowledgeAreas,Activities,DeliverablesuniquetoProductManagementProduct Management Framework (PMF) AIPMM 1998 - 2011 27. PMFMappingToolProduct Management Framework (PMF) AIPMM 1998 - 2011