Introducing the AIPMM PdMF V4

© AIPMM

Introducing the AIPMM Product Management

Framework (PdMF)

© AIPMM 1998 - 2015 Product Management Framework (PdMF)

Agenda

1. What is Product Management (PdM)?

2. The State of Product Management

3. The Definition of a Profession

4. How PM Stands up as a Profession

5. Who is AIPMM?

6. What is a Framework? What is PdMF?

7. Why is PdMF useful?

8. How does PdM relate to PjM?

9. Who should use the PdMF?

10. When/Where should the PdMF be used?


1. What is Product Management (PdM)?

• Cross-functional discipline in an organization

• Management of a product thru its entire lifecycle

• Responsibility for Planning, Realization, Marketing

• Products: – Tangible goods

– Intangible services

• Management of products exist – All industries, all companies

– Products don’t release themselves

– Some individual or group of individuals perform the work

• But not all companies have Product Manager titles


2. The State of Product Management (PdM)

• Important but often misunderstood discipline

• No common job descriptions

• No mobility across industries

• No accepted standards, practices, framework

• No universally accepted Body of Knowledge (BOK)*

• Each supply chain vendor offers their own BOK

• Each vendor offers their framework as “the standard”

– Becoming the “defacto standard” is great for profit

Little/No recognition of product management as a profession


Main milestones (Wikipedia) 1. It became a full-time occupation 2. The first training school was established 3. The first university school was established 4. The first local association was established 5. The first national association was established 6. The codes of professional ethics were introduced 7. State licensing laws were established

Primary Characteristics (Wikipedia) 1. Skill based on theoretical knowledge - Body of knowledge 2. Professional associations - Local, national, international 3. Extensive period of education - Undergraduate, graduate 4. Testing of competence - Certification 5. Institutional training - Continuing professional education 6. Indeterminacy of knowledge - acquired thru experience, apprenticeships 7. Mobility - Standardized across industries

3. The Definition of a Profession A calling requiring specialized knowledge and often long and intensive academic preparation (Merriam-Webster)


Main milestones (Wikipedia) 1. It became a full-time occupation 2. The first training school was established 3. The first university school was established 4. The first local association was established 5. The first national association was established 6. The codes of professional ethics were introduced 7. State licensing laws were established

Primary Characteristics (Wikipedia) 1. Skill based on theoretical knowledge - Body of knowledge 2. Professional associations - Local, national, international 3. Extensive period of education - Undergraduate, graduate 4. Testing of competence - Certification 5. Institutional training - Continuing professional education 6. Indeterminacy of knowledge - acquired thru experience, apprenticeships 7. Mobility - Standardized across industries

4. Product Management (PdM) as a Profession

A calling requiring specialized knowledge and often long and intensive academic preparation (Merriam-Webster)

In process

Complete

Legend


5. Who is AIPMM?

• Association of International Product Marketing & Management

• Founded in 1998

• Goal – Support Development of the Product Management Profession

• Strategy – Provide an international association to advance the profession of Product

Management across all industries

– Develop the Product Management Framework (PdMF) to standardize the product management Body of Knowledge (ProdBOK) for all industries

– Provide Global Certification of Product Management (distinct from training course certificates)

– Work with academic institutions to develop undergrad/graduate level product management programs


6.1 What is a Framework?

• Scaffolding

– Manpower

– Raw materials

• Enables construction of wide variety of projects


6.2 What is the AIPMM PdMF? • Cross-industry standard framework for managing products

• Created by AIPMM - a non-profit association

• Conceptual outline for Product Management BOK (ProdBOK)

• X-Y matrix mapping key parameters over time – Inputs, processes, outputs required to bring products to market

– Key parameters unique to product management profession

KE

Y P

AR

AM

ET

ER

S TIME


6.3 AIPMM PdMF Matrix

5 Major Knowledge Areas (KA)

4 unique to Prod. Mgmt: Business, Customer, Product, Market

Product

X-Axis: Product Management Life Cycle (PMLC)

Y-Axis: Product Mgmt Knowledge Areas

Project/

Program

1 overlap w/ Proj / Prog Mgmt: Organization (cross-functional matrix projects & programs)


6.4 PdMF Spreadsheet Tool Product Management Life Cycle (PMLC)

Pro

du

ct

Man

ag

em

en

t K

no

wle

dg

e A

reas

• Simple structure – not rocket science – easy to copy

• You can do it yourself or use an AIPMM tool


7. Why is PdMF Useful? • Simple

– X-axis = time, Y-axis = knowledge areas

• Comprehensive, Concise – WHAT activities are required, and WHEN – Independent of WHO

• Common lexicon – Commonly accepted terms for activities, deliverables, milestones to allow product

teams to effectively communicate efforts

• Universal – Cross industry standard for managing goods & services over entire lifecycle – Independent of company size – Indisputable – Expandable

• Tool development – Provides training industry w/ common terminology to foster development of tools

to help product teams deliver profitable, quality products

• Professional – Promotes product management as a recognized profession on par w/ doctors,

lawyers, project managers, …


• Product Management (PdM), Project Management (PjM) & Program Management (PgM) are all critical functions required to bring products to market profitably and successfully

• Each impacts the Profit/Loss Statement for the product

• Product Managers maximize Profit

• Project/Program Mgrs minimize risk and thus Loss

8.1 How does PdM relate to PjM?


8.2 Project Management (PjM) Framework*

• 10 Knowledge Areas (KA): Integration, Scope, Time, Cost, Quality, HR, Comm, Risk, Procure, Stakeholder

• Multiple Projects roll up into Programs * Source: PMI PMBOK®)


8.3 Product vs Project Framework

Time

Kn

ow

led

ge A

rea

Product, Project, Program Mgmt Frameworks all based

on the same structure: X-axis: Time , Y-axis: KA


8.4 Product Management vs. Project Management

5 Major Knowledge Areas (KA)

Product & Project Mgmt common: Organization

Product Mgmt unique: Business, Customer, Product, Market

AIPMM PRODBOK® Product

Management Framework (PdMF)

AIPMM framework is a superset of the PMI framework

PMI PMBOK®

Framework


9. Who Should Use the PdMF?

• Product Management Professionals – Enable industry standard, recognized certification for Product Mgmt professionals – Expand opportunities across industries for certified Product Mgmt professionals

• Project Management Professionals – Provide growth path for Project Mgmt professionals

• Product Team Members – Common set of planning, measurement and implementation tools to help product

teams deliver quality products to market • Training vendors

– Increase demand for training thu universal, standard Product Mgmt framework • Company Executives

– Increase quality, effectiveness of product management professionals – Increase quality, predictability of product development efforts – Provide clarity - anticipate uncertainty, avoid disjointedness – Provide accountability - clear understanding of roles, responsibilities & deliverables. – Increase credibility - provide predictable results

• Academics – Provide standardized undergrad/grad course material across all industries – Provide practical “how to”, process education to increase student’s hiring chances – Provide pragmatic subset of MBA knowledge areas to PM professionals


10. When/Where should PdMF be used?

• At every point in the product development lifecycle – Conceive, Plan, Develop, Qualify Launch, Deliver, Retire

– Logical structure for new product development

– Orientation tool for products already under development

– Avoid losing track of products once announced

– Retire with continuity

• By all cross functional groups & departments impacting product creation and deployment – Use to communicate with all cross functional groups

– Use to inform all stakeholders of project/product progress


In Closing… • Product Management Framework (PdMF)

– Provides Simple, comprehensive framework for managing products

– Avoids wasting time reinventing the (process) wheel

– Universal framework across all industries, all size companies

– Simplifies, empowers product mgmt

• To Quote Dr. W. Edwards Demming (1982): “ Use standards (guidelines/processes) as the liberator that relegates

the problems that have already been solved to the field of the routine, and leaves the creative faculties free for the problems that are still unsolved.”

• Thus, PdMF can empower innovation in 5 dimensions of organization, business, customer, product and market to provide powerful competitive advantages


Call to Action • How you can help promote the use of PdMF:

– Join AIPMM

– Join AIPMM Ambassador Group

– Adopt and promote PdMF to your colleagues

• To join AIPMM, go to www.aipmm.com

– Networking opportunities, Training, Ambassador Program, On-line forums, PM data base

– Product Management certification

• If interested in the PdMF Excel Spreadsheet tool:

– Available free to members

– First of many such PdMF tools

http://www.aipmm.com/


Agenda Recap/”Cliff Notes version” 1. What is Product Management (PdM)?

Cross-functional discipline in an organization Management of a product thru its entire lifecycle, including Planning, Realization, Marketing

2. The state of Product Management (PdM) Little/no recognition of product management as a profession

3. The Definition of a Profession A calling requiring specialized knowledge and often long and intensive academic preparation

4. How PdM Stands up as a Profession Work in progress

5. Who is AIPMM? Non-profit Association dedicated to advancement of the Product Management profession

6. What is PdMF? Standard framework for Product Management Body of Knowledge (ProdBOK)

7. Why is PdMF useful? Establish common activities, deliverables: all industries, all size companies Improve ability to develop profitable products Establish Product Management as a recognized, respected profession

8. How does PdM relate to PjM? Project Management is a subset of the Product Management Organization KA

9. Who should use the PdMF? PM, PMM, Project mgrs, Trainers, Dev Managers

10.When/Where should the PdMF be used? Entire product development lifecycle All groups & departments impacting product creation or deployment


Useful Links

• Main web page: www.aipmm.com

• PdMF Whitepaper: www.aipmm.com/pmf

• Articles: www.aipmm.com/html/newsletter/article.php

• Blogs: www.aipmm.com/anthropology/

• Webinars: www.aipmm.com/aipmm_webinars/

• Certification: www.aipmm.com/html/certification/

• PdMF Brochure: www.aipmm.com/brochures/AIPMM_PMF.pdf

http://www.aipmm.com/

http://www.aipmm.com/pmf

http://www.aipmm.com/html/newsletter/article.php

http://www.aipmm.com/anthropology/

http://www.aipmm.com/aipmm_webinars/

http://www.aipmm.com/html/certification/

http://www.aipmm.com/brochures/AIPMM_PMF.pdf

Leadership & Management

Introducing the AIPMM PdMF V4