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Blackblot

Product
Management
1.10
Models
Discipline Overlap Product
Management

Product Product
Planning Marketing
Customer Advocacy Business Value

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Definitions
■ Product Management – occupational domain
which contains two professional disciplines:
product planning and product marketing.

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Definitions
■ Product Planning – ongoing process of
identifying and articulating market requirements
that define a product’s feature set.

■ Product Marketing – outbound activities aimed


at generating product awareness, differentiation
and demand.

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Hi-Tech
Products
Statistical Data
■ 75% of new product development programs fail
commercially.

■ Griffin, A. and Page, A. L. “PDMA success


measurement project: recommended measures for
product development success and failure”. Journal of
Product Innovation Management, 13, 6, Nov. 1996,
pp. 478-496.

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Common Mistakes in High-Tech
■ Best product always wins.
■ Confusing marketing with selling.
■ Technology alone attracts customers.
■ Selling a product instead of solving a problem.

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Challenges in Product Management
■ Role definition.
■ No definitive methodology.
■ Lack of uniform work tools.
■ Managing tasks and processes.
■ Choice of product delivery strategies.
■ Relationships with other departments.

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PMTK Core
Models
Blackblot Product Manager's Toolkit™
■ PMTK is a comprehensive set of tools and
accompanying methodology that illustrates
notable best practices and processes, which
help create successful market-driven products.

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PMTK Foundation Rules
■ PMTK Foundation Rule #1
Product management is comprised of product
planning and product marketing.

■ PMTK Foundation Rule #2


Product management resides solely in the
problem space.

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PMTK Action Model
RE ▼Product Planning▼ LE
SE Describe market problems Define solutions to Build solutions that Sales channels support and
AR
AR and needs market problems solve market problems product revisions NI
CH NG
Planning► 2Definition► 3Development► 5Maintenance► 8

Evaluation► 1Strategy► 4Readiness► 6Execution► 7

Examine opportunities to Formulate the market Prepare market tactics Deliver value and build
serve the market approach and MarCom activities competitive advantage

▲Product Marketing▲
Product Management Phases
1. Examine opportunities to serve the market.
2. Describe market problems and needs.
3. Define solutions to market problems. PM
4. Formulate the market approach. PP
5. Build solutions that solve market problems.
6. Prepare market tactics and MarCom activities.
7. Deliver value and build competitive advantage.
8. Sales channels support and product revisions.
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PMTK Action Model
RE ▼Product Planning▼ LE
SE AR
Planning► Definition► Development► Maintenance►
AR NIN
CH Describe market problems Define solutions to Build solutions that solve Sales channels support and G
and needs market problems market problems product revisions

Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis


Use Cases Product Roadmap Product Evangelism¤ Customer Visit
▼Product Marketing▼
Evaluation► Strategy► Readiness► Execution►
Examine opportunities to Formulate the market Prepare market tactics and Deliver value and build
serve the market approach MarCom activities competitive advantage

Business Case¤ Corporate Mission Company Profile Company Presentation

Competitor Analysis Product Positioning Product Backgrounder Product Presentation


Product Comparison Value Documents Collateral Matrix Lead Generation
Market Plan¤ Launch Plan◊ Marketing Review◊

Legend:
• Sales Axioms
◊ Supported via consulting. • PSFB (Problem/Solution/Feature/Benefit)
¤ Specialized training available.
• USP (Unique Selling Proposition)
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PMTK Action Model
EX ▼Process Efficiency▼ FO
EM RM
People► Decisions► Deliverables► Learning►
PT AL
Instill flow and structure at Bring closure and secure Present and share work Assess and measure
work commitment output performance

Meeting Rules Decision Making Generic Templates Gap Analysis


Management by Deliverable Sign-Off Bundle Book Performance
Objectives Review

■ This component of the “PMTK Action Model” depicts


tools that promote process efficiency since product
management is comprised of extremely well-ordered
and well-disciplined processes.

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PMTK Flow Model
Planning → Definition → Development → Maintenance
Evaluation → Strategy → Readiness → Execution
Phase 1 → Phase 2 → Phase 3 → Phase 4 → Phase 5 → Phase 6

Business Case → Market → Product → Market Plan → Launch → Win/Loss


Requirements Roadmap Plan Analysis
↕ ↕ Pricing ↕ ↕ Customer
Model Visit
Competitor Use Corporate Company Profile Product
Analysis Cases Mission Evangelism
Product Features Product Backgrounder
Comparison Matrix Positioning
Value Collateral Matrix
Documents

•Product Planning
•Product Marketing

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PMTK Task Model
Documents and Tasks
PMTK Document Owner/Writer Contributor(S)

Business Case – Examination of a potential marketDirector of Products (O) Product Planner


opportunity on a product level. Product Marketer (W) Product Architect
Sales Engineer
Competitor Analysis – Analysis of competingProduct Marketer Product Planner
companies, partially via their products.

Product Comparison – Tabular comparison ofProduct Marketer (O) Product Architect


competing products. Product Planner (W)
Corporate Mission – General business direction andProduct Marketer Director of Products
company purpose.
Product Positioning – Clear and focused messagesProduct Marketer Director of Products
that communicate the product’s value proposition to Product Planner
multiple audiences.

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PMTK Support
Models
Blackblot Product Frames Model

Product Frame Element Description


Market Requirement A user/buyer need.
Product Feature Something the product does or has.
Product Attribute An actual trait of the product.
Technical Specification The attribute’s implementation.

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Blackblot Procedural Requirements Management Model

DIRECTIVE

Rationales

Sources

Constraints

Rationales

Sources

PRM Model Element Description


Directive Instruction that guides what is to be accomplished.
Constraints Limitations imposed on the solution.
Rationales Reasoning that supports a claim.
Sources Information that validates a claim.

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PMTK Problem Echelon Model
Market-driven

Need
Value
Consumer Marketing
Problem Space Problem
De
pen
de n B2C
cy

Solution Space Product Comparative


enc
y
Problem Marketing
e n d
Dep B2B
Technology
Problem

Technology-driven
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PMTK Product Tree Model
Product Mix

Product Line

Product Family Product Group

Product Variant Product Member

Product Unit

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PMTK MVP Model
Pricing
Model

Pricing
Scheme
Full Model
Objectives

Profit Units Revenue Signal


(Income) (Share) (Sales) (Marketing)

Strategies

Cost-Plus Going-Rate Market-Will-Bear Market-Value


(Margin) (Competition) (Monopoly) (Value)

Tactics

Maturity
Introduction Growth
and Decline

Skimming Penetration Diversification Captive


Discrimination Initiatives Reactions
(High Price) (Low Price) (Product Family) Product

Reductions Bundling Anything …

Pricing
Formula

Variables Discounts Licensing

General Technological

Price
Mix

MSRP Adjusters Monetary Contract

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Blackblot
Concept
Models
Blackblot Product Management Team Model

Sales MarCom
Engineer Manager
Advocacy Media
Expert Expert

Product Product
Planner Marketer
Market Marketing
Expert Expert

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Blackblot Product Definition Team Model

Product Lead
Planner Developer
Market Technology
Expert Expert

Product Product
Architect Developer
Product Development
Expert Expert

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Blackblot Team Model Linkages

Product Product Development


Management Definition Team Team
Team

Product Planner Product


Architect

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PMTK Action-Team Model
RE ▼Product Planning▼ LE
SE AR
Planning► Definition► Development► Maintenance►
AR NIN
CH Describe market problems Define solutions to Build solutions that solve Sales channels support and G
and needs market problems market problems product revisions

Market Requirements¤ Features Matrix Pricing Model¤ Win/Loss Analysis


Use Cases Product Roadmap Product Evangelism¤ Customer Visit
▼Product Marketing▼
Evaluation► Strategy► Readiness► Execution►
Examine opportunities to Formulate the market Prepare market tactics and Deliver value and build
serve the market approach MarCom activities competitive advantage

Business Case¤ Corporate Mission Company Profile Company Presentation

Competitor Analysis Product Positioning Product Backgrounder Product Presentation


Product Comparison Value Documents Collateral Matrix Lead Generation
Market Plan¤ Launch Plan◊ Marketing Review◊
Product Planner

Sales Engineer

Product Marketer

MarCom Manager

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Blackblot Corporate Organizational Structure
Executive
Management

Product Business
Marketing Operations Engineering
Management Management

Product Marketing Corporate Marketing Business Development Accounting


Development

Product Planning Marketing Distribution Quality Assurance Administration


Communications

Program Management User Experience Human Resources

Release Management Information


Technology

Sales Legal Services

Support

28
Blackblot Marketing Domain Model
Marketing Domain

Product Corporate Marketing


Marketing Marketing Communications

Price Emphasis Corporate Branding Advertising

Loyalty programs, community


Skimming, penetration, Copyrighting, budgeting, creative,
relations, alliances, symbols,
diversification, discrimination… Internet, print, radio, TV…
ideas…

Feature Emphasis Analyst Relations Graphic Arts

Presentations, sales tools,


Competitor analysis, product Knowledge databases, briefing
stationary, colors, logos,
comparison… sessions, demos, visits…
packaging…

Value Emphasis Public Relations

Market research, value and


Press Releases, Events,
positioning messages, messaging
Lobbying…
plan…

Product Branding

Loyalty programs, community


relations, alliances, symbols,
ideas…
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Summary
Key Lesson

Success is more dependent on


following a process than on
developing technology.

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Blackblot PMTK Book

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Blackblot Content Retention Tools

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Blackblot Skills Radial

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Blackblot –
Product
Management
Expertise™
Blackblot – Product Management Expertise™
Blackblot Background
■ Founded in 2000, Blackblot is a provider of product
management focused tools, training, and consulting
services. Blackblot enables high-tech companies reach
commercial success through effective product
management practices.

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Blackblot – Product Management Expertise™

Blackblot
P.O.Box 5173
Caesarea 38900
ISRAEL

Phone: +972-54-6860473
Email: info@blackblot.com
Web: www.blackblot.com
Skype: Blackblot

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END
Blackblot – Product Management Expertise™ www.blackblot.com

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Copyright © 2010 Blackblot. All rights reserved.

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