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Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Management Workflow ™ - ProductCamp 2014 Nürnberg.

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Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Management Workflow ™ - ProductCamp 2014 Nürnberg. Wo entstehen die Probleme der Produktmanager? Kann man diese durch eine methodische Arbeitsweise im Produktmanagement lösen?
Am Beispiele Roadmap wir gezeigt, dass es wichtig ist für jede Zielgruppe wie Management, Kunden und andere Teams zu verstehen und spezielle Lösungen (Roadmaps) zu liefern.
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  • 1. Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Management Workflow ™ Frank Lemser Open Product Management WorkflowTM - Community Gründer & Ausbilder proProduktmanagement www.pro-produktmanagement.de
  • 2. Mr. Richfield
  • 3. Roy Earl Starring
  • 4. Ich habe eine tolle Idee für das Produkt welche die Kunden bestimmt gut finden.
  • 5. Wäre es nicht cool wenn …
  • 6. Das ist die Zukunft der Technik. Die Kunden finden die Technik bestimmt ganz Super.
  • 7. Eines Tages …
  • 8. Also wir haben uns gedacht Kunden mögen das. Wir denken, dass wird sicherlich ein tolles Produkt.
  • 9. Wie viele Kunden haben das Problem?
  • 10. Mist. Schon wieder. Ja also äääähh … #?  #!
  • 11. Potential? Marktgröße? Segmente? Strategie? Positionierung? Entwicklungszeit? Profit?
  • 12. Keine Ahnung Großer Mist. Mmmppfff… #...
  • 13. WO SIND IHRE FAKTEN ?!?
  • 14. Ausbildung vs. Produktmanager
  • 15. Open Product Management Workflow™ A market-driven step by step model for developing and managing innovative technology products Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 16. Open Product Management Workflow TM  Aus praktischer Erfahrung heraus entstanden  Schritt für Schritt Anleitung für Produktmanager  Entwickelt und veröffentlicht von Frank Lemser  Open Source, d.h. jedermann darf kostenlos nutzen & mitarbeiten  Lizenz auf http://open-pmw.org
  • 17. Open Product Management Workflow™ STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 18. Open Product Management Workflow™ Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem
  • 19. Open Product Management Workflow™ INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE MEASUREOPTIMIZEMEASUREMEASURE & OPTIMIZEMEASUREOPTIMIZE Product Lifecycle
  • 20. INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE Strategisch Taktisch STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 21. Innovation Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 22. Ich habe eine tolle Idee für das Produkt welche die Kunden bestimmt gut finden.
  • 23. Innovation für wen und was? Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 24. Strategie & Positionierung Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader INTERVIEW IDENTIFY ANALYZE CHECK STRAREGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 25. Anforderungen, Zeit & Kosten Time and Costs User Persona Work Package Definition Use Scenario Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Requirements Rating Go-To-Market Team Approval Review Meetings Prototype Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 26. Interview & Identifizieren Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 27. Adrian Slywotsky „The Art of Profitability“ Du wirst mehr lernen bei einem Treffen mit einem echten Kunden mit dem du eine Stunde verbringst, als das was du lernen kannst von fünfzig Studien oder Analysten-Reports.
  • 28. Interview & Identifizieren Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem Buyer Persona Analysis INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET Buyer Persona Analysis User Persona Use Scenario
  • 29. Nutzer & Käufer …
  • 30. Typische Vorgehensweise Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 31. Welches Eine? Welche Wenigen? Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 32. Hilfe bei Entscheidungen Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
  • 33. Zeit die man in Strategie investiert, reduziert die verschwendete Zeit für Taktik.
  • 34. Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGIE TECHNIK MARKETING
  • 35. Leiter virtueller Teams Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET Technical Product Team Go-To-Market Team
  • 36. Erfahrene Produktmanager wissen, dass sie kein Produkt managen, sondern dass eine sehr wichtige Aufgabe der Produktmanager darin besteht die virtuellen Produktteams zu formieren, zu informieren und zu managen.
  • 37. Sprich die Sprache deiner Zielgruppe Time and Costs User Persona Work Package Definition Use Scenario Communication Strategy Product Roadmaps Positioning Sales to Buying Process Support Sales for Forecast Website Content Product Launch Plan Marketing Plan Marketing Efficiency Distribution Strategy Market Strategy Portfolio Strategy Requirements Rating Business Plan Price Strategy Go-To-Market Team Approval Review Meetings Prototype Technical Product Team Sales Collateral Sales Channel Training Sales Presentation Event Support Demos, Trial Versions Customer Maintenance Reference Customers Opinion Leader Innovation Identify Persona Interview Market SWOT Analysis Buy, Build, Partner Product Profitability Buyer Persona Analysis Technology Analysis Market Potential Competitive Analysis Win/Loss Analysis Competence Analysis Identify Scenario Identify Problem INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET Product Roadmaps
  • 38. Das Großartige an faktenbasierten Entscheidungen ist, dass sie die Hierarchie überstimmen. Jeff Bezos – CEO Amazon Inc. Source: http://www.goodreads.com/quotes/794529-the-great-thing-about-fact-based-decisions-is-that-they-overrule
  • 39. Wir haben 30 Interviews geführt und 28 Kunden haben das Problem …
  • 40. Das klingt interessant erzählen sie mir mehr darüber.
  • 41. Cool!  Es klappt.
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