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Integrated Product Management. SVPMA March 5, 2003 Darlene K. Mann, CEO Siperian [email protected] Speaker Background. Personal data Sales and Marketing for 12+ years VC for 6+ years CEO for 1+ month Siperian Inc. Customer data management solutions

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integrated product management

Integrated Product Management

SVPMA March 5, 2003

Darlene K. Mann, CEO Siperian

[email protected]

speaker background
Speaker Background
  • Personal data
    • Sales and Marketing for 12+ years
    • VC for 6+ years
    • CEO for 1+ month
  • Siperian Inc.
    • Customer data management solutions
    • Unique composite object technology
    • “Aware Applications” offering a single point of interaction for customer-centric activities
agenda
Agenda
  • What is “integrated” product management
  • What do Board of Directors (BOD) care about?
  • Why would product management attract BOD attention?
  • How does product management speak to the BOD
integrated product management4
Integrated Product Management
  • Executive management sets the business plan
  • Board of Directors approves business plan and oversees results
  • Product management is key to execution of the business plan
    • Do you understand the product assumptions driving the plan?
slide5

Business Plan “Model”

Market

Problem

Buyer

Transaction

Opportunity

(Discover)

slide6

Business Plan “Model”

Technology

Product

Product

Company

Business

Execution

(Implement)

slide7

Business Plan “Model”

Market

Problem

Buyer

Transaction

Opportunity

(Discover)

Vision

Value

Proposition

Operating

Model

Financial

Model

Strategy

(Design)

Technology

Product

Product

Company

Business

Execution

(Implement)

what do bods care about
What do BODs care about?
  • Is the company operating well today?
    • Revenue
    • Cost Structure
    • Profitability
  • Will it continue to do well in the future?
    • Market opportunities
    • Competitive Advantage
slide9

Business Plan Concerns

Market

Problem

Buyer

Transaction

Opportunity

(Discover)

Vision

Value

Proposition

Operating

Model

Financial

Model

Strategy

(Design)

Technology

Product

Product

Company

Business

Execution

(Implement)

Problems: Missed revenue/profits indicate execution issues, if no strategic cause

operational problems
“Operational” Problems
  • Revenue model cannot support the necessary cost structure
    • Customer acquisition costs too high
    • Channel costs too high
    • Operating expenses or COGS increase substantially (e.g. cost of labor, materials, etc.)
    • Poor expense controls (shameful!)
slide11

Business Plan Concerns

Market

Problem

Buyer

Transaction

Opportunity

(Discover)

Vision

Value

Proposition

Operating

Model

Financial

Model

Strategy

(Design)

Technology

Product

Product

Company

Business

Execution

(Implement)

Problems: Product misalignment or market saturation create strategic issues

value proposition problems
“Value Proposition” Problems
  • Problem isn’t big enough to matter
    • Market was never big enough
    • Market now saturated
  • Product inadequate for problem
    • Poor execution
    • Poor vision
  • Competitive price pressure
    • Value undermined
slide13

Business Plan Concerns

Market

Problem

Buyer

Transaction

Opportunity

(Discover)

Vision

Value

Proposition

Operating

Model

Financial

Model

Strategy

(Design)

Technology

Product

Product

Company

Business

Execution

(Implement)

Problems: Market disruption creates strategic issue

vision problems
“Vision” Problems
  • New technologies
    • Better, faster, cheaper
    • Direct competitor or substitute
  • M&A events
    • Channel strength
    • Product line completeness
    • Critical mass effects
why would product management attract bod attention
Why would Product Management attract BOD attention?
  • Missed revenues or profitability? Inspect:
    • Channel
      • Direct/Indirect sales metrics
      • Contribution across channels
    • Product
      • Evaluation of market opportunity
      • Feature/functionality/fit analysis
    • Underlying cost structures
      • Structural changes to cost
      • Poor management
why would product management attract bod attention16
Why would Product Management attract BOD attention?
  • Value proposition under fire
    • Customer adoption
    • Competitive pressure
      • Out-selling
      • Better product
      • Price pressure
        • True cost advantage
        • Buying share
        • Lousy competitor
why would product management attract bod attention17
Why would Product Management attract BOD attention?
  • Overcome by disruptive technology
  • Industry structure change
  • Too early
how should product management speak to the bod
How should Product Management speak to the BOD?
  • Financial expressions of issues
    • Quantify it when possible
  • Data-driven, clear about sources
    • Explain what and how you know
  • High level
    • Relevant to the big issues
  • Place/Process/Progress
    • Where did you start, what is your goal
    • How will you get there
    • Where are you now
summary
Summary
  • From the BOD perspective, everything nets to financial performance
  • In tough times, understanding the expected business model behavior is essential for financial success
  • If your product line is not conforming to the model, understand why and what can be done
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