Product experts understand that all products go through a life cycle. Many of the most innovative companies have adopted a product life cycle management process to increase the likelihood of success for new products in the marketplace. This session will discuss the benefits of implementing the seven-phase product life cycle, which is the basis for the Association of International Product Management & Marketing (AIPMM) Body of Knowledge (ProdBOK®). Product vendors which understand and implement this process have a higher likelihood of building great products that delight customers and are more profitable. A company risks product failure if it leaves out any of these because it doesn't consider critical issues. Join this session to understand key activities and deliverables performed by cross-functional teams that must be considered within each phase of the product life cycle. About the Speaker Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it 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. Visit http://www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: 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 Articles: http://www.aipmm.com/html/newsletter/article.ph

1. AIPMM Webinar Series
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2. © AIPMM 2013
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3. Tweet!
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4. Participate and Win!
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5. Today’s Speaker
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
@hmdelcastillo
© AIPMM 2013
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6. Hector Del Castillo, CPM, CPMM, PMP
@hmdelcastillo
linkd.in/hdelcastillo
© 2013, H. Del Castillo. All Rights Reserved.
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7. What We Will Discuss
1. ProdBOK® Overview
2. Why Process Matters
3. The Seven-Phase Product Life Cycle
4. Key Takeaways
© 2013, H. Del Castillo. All Rights Reserved.
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8. What Is ProdBOK®?
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
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9. Sets A Global Standard
• Introduces the steps
of a product life
cycle
• Describes widely
accepted techniques
and methodologies
• Identifies key terms,
deliverables and
essential tools
Description: Amazon.com Keyword: ProdBOK
© 2013, H. Del Castillo. All Rights Reserved.
Source: © 1998-2013, AIPMM, All Rights Reserved.
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10. What Is A Product?
Source: © 1998-2013, AIPMM, All Rights Reserved.
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11. A good, service or
combination of both
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
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12. Successful products require
teamwork
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
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13. Why Process Matters
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14. Process = Organizational Discipline
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15. Organizational Productivity
Requires Discipline
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16. Increases likelihood for success
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17. Reduces time to market
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18. Strategy
Value
People
Trends &
Needs
Style
Systems
Structure
Source: © 2013, H. Del Castillo, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
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19. Benefits
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20. Common Language
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21. Product Creation Guideline
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22. Mutual Commitments
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23. Product Teams
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24. Continuous Improvement
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25. © 2013, H. Del Castillo. All Rights Reserved.
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26. Phase
Gate
Source: © 1998-2013, AIPMM, All Rights Reserved.
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27. Supports any development
methodology
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28. Conceive
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29. Understand Trends and Needs
Better Than Competitors
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30. Plan
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31. Why Build It
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32. Develop
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33. Keep Your Eyes On The Market
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34. Qualify
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35. Get Customers To Try It Early
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36. Launch
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37. Inform Customers About It
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38. Deliver
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39. Improve Best Performers
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40. Retire
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41. Withdraw Worst Performers
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42. Conceive
Retire
Plan
Deliver
Develop
Launch
Qualify
Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
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43. Knowledge Areas
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44. Market
Customer
Product
Business
Organization
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
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45. Each Product is The Intersection of
Market, Customer, Business, and
Organization
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46. FRAMEWORK COMPARISON
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47. Typical Project Life Cycle
These are stages that projects go through from initiation
to closing
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48. Project Management Framework
Initiate
Plan
Execute
Monitor/
Control
Close
Scope
Time
Cost
Source: PMI PMBOK v4
Knowledge Areas
Integrate
Quality
HR
Communicate
Risk
Procure
© 2013, H. Del Castillo. All Rights Reserved.
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49. Typical Product Life Cycle
These are stages that products go through from
introduction to withdrawal from the market
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50. Product Management Framework
Plan
Develop
Knowledge Areas
Conceive
Qualify
Launch
Deliver
Retire
Organization
Market
Business
Customer
Product
Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
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51. Framework Comparison
Product Management
Conceive
Plan
Develop
Qualify
Launch
Deliver
Retire
Project Management
Initiate
Plan
© 2013, H. Del Castillo. All Rights Reserved.
Execute
Monitor/
Control
Close
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52. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

53. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

54. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

55. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

56. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

57. Framework Integration
Plan
Evaluate
Plan
Develop
Test
Evaluate
Plan
Develop
Test
Evaluate
Develop
Test
Source: © 2011-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

58. Framework Integration
Plan
Evaluate
Plan
Develop
Evaluate
Test
Plan
Develop
Test
Evaluate
Develop
Test
Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

59. 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
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

60. Free Consulting Session
• First ten people to submit information via
email
• Must include name, title, company name,
email address, phone number
• Include a brief description of the problem or
issue
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

61. 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
62
© 2013, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

62. Q&A
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
@hmdelcastillo
© AIPMM 2013
www.aipmm.com

63. Upcoming Courses
January 13-14, 2014 Istanbul, Turkey
February 10-11, 2014 Zagreb, Croatia
February 13-14, 2014 Belgrade, Serbia
Martina Andricevic
Vesper Vixen Group
mandricevic@marketing-expert.eu
http://www.marketing-expert.eu/
© AIPMM 2013
www.aipmm.com

64. Upcoming Courses
Course & Location
Dates
ACPM® Certification Prep Course & Exam
San Jose, CA
Jan 24, 2014
McLean, VA
Mar 7, 2014
CPM® Certification Prep Course & Exam
San Jose, CA
McLean, VA
Jan 20-21, 2014
Mar 3-4, 2014
CPMM® Certification Prep Course & Exam
San Jose, CA
Jan 22-23, 2014
McLean, VA
Mar 5-6, 2014
Days Time
F
F
8:30 am – 5 pm
8:30 am – 5 pm
T, W
M,T
8:30 am – 5 pm
8:30 am – 5 pm
W, Th 8:30 am – 5 pm
W, Th 8:30 am – 5 pm
Follow the links above for more information, or contact:
certification@aipmm.com.
© AIPMM 2013

65. Please Join Us Again!
AIPMM Webinar Series:
Ducks & Skirts: Two Families Owning The American Mind!
Dec 13th, 12 pm ET
http://aipmm.com/aipmm_webinars/
Global Product Management Talk:
http://www.blogtalkradio.com/prodmgmttalk
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