1. Introducing the AIPMM
Product Management
Framework (PMF)
© AIPMM

2. Agenda
1. What is Product Management?
2. The State of Product Management
3. The Definition of a Profession
4. Product Management as a Profession
5. Who is AIPMM?
6. What is the PMF?
7. Why is PMF useful?
8. Product vs Project Management
9. Who should use the PMF?
10. When/Where should the PMF be used?
Product Management Framework (PMF) © AIPMM 1998 - 2011

3. 1 ‐ What is Product Management?
• Boundary/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 no all companies have Product Manager titles
Product Management Framework (PMF) © AIPMM 1998 - 2011

4. 2 ‐ The State of Product Management
• 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
Product Management Framework (PMF) © AIPMM 1998 - 2011

5. 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
Product Management Framework (PMF) © AIPMM 1998 - 2011

6. 4 ‐ Product Management as 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
Legend
3. Extensive period of education ‐ Undergraduate, graduate
4. Testing of competence ‐ Certification
Complete
5. Institutional training ‐ Continuing professional education
6. Indeterminacy of knowledge ‐ acquired thru experience, apprenticeships In process
7. Mobility ‐ Standardized across industries
Product Management Framework (PMF) © AIPMM 1998 - 2011

7. 5.1 ‐ Who is AIPMM?
• Association of International Product Management & Marketing
• Non‐profit
• 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 (PMF) 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
Product Management Framework (PMF) © AIPMM 1998 - 2011

8. 6.1 ‐ What is a Framework?
• Scaffolding
– Manpower
– Raw materials
• Enables construction of wide variety of projects
Product Management Framework (PMF) © AIPMM 1998 - 2011

9. Time Axis: Product Management Life Cycle Gap Analysis
Product Management Framework (PMF) © AIPMM 1998 - 2011

10. Time Axis: Product Management Life Cycle Gap Analysis
Consistent
Standard
Total Life Cycle
Product Management Framework (PMF) © AIPMM 1998 - 2011

11. 6.2 ‐ What is the AIPMM PMF?
• Cross‐industry, cross‐boundary scaffolding to manage 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
TIME
KEY PARAMETERS
Product Management Framework (PMF) © AIPMM 1998 - 2011

12. 6.3 ‐ AIPMM PMF Matrix
X‐Axis: Product Management Life Cycle (PMLC)
Y‐Axis:
Project/
Product Program
Mgmt
Knowledge Product
Areas
5 Major Knowledge Areas (KA)
4 unique to Prod. Mgmt: Business, Customer, Product, Market
1 overlap w/ Proj / Prog Mgmt: Organization (cross-functional matrix projects & programs)
Product Management Framework (PMF) © AIPMM 1998 - 2011

13. 6.4 ‐ PMF Spreadsheet Tool
Product Management Life Cycle (PMLC)
Product Management Knowledge Areas
AIPMM PMF Tool
• Simple structure – not rocket science – easy to copy
• You can do it yourself or use an AIPMM tool
Product Management Framework (PMF) © AIPMM 1998 - 2011

14. 7 ‐ Why is PMF 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 Framework (PMF) © AIPMM 1998 - 2011

15. 8.1 ‐ How do Product & Project Mgmt Relate?
• Product, Project, Program Managers 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
Product Management Framework (PMF) © AIPMM 1998 - 2011

16. 8.2 ‐ PMI Project Mgmt Body of Knowledge (PMBOK®)
Time
Key Parameters
• 9 Knowledge Areas (KA):
Integration, Scope, Time, Cost, Quality, HR, Comm, Risk, Procure
• Multiple Projects roll up into Programs
Product Management Framework (PMF) © AIPMM 1998 - 2011

17. 8.3 ‐ Product vs Project Frameworks Time
Knowledge Area
Product, Project, Program Mgmt
Frameworks all based on the same
structure: X-axis: Time , Y-axis: KA
Product Management Framework (PMF) © AIPMM 1998 - 2011

18. 9 ‐ Who Should Use the PMF?
• 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
Product Management Framework (PMF) © AIPMM 1998 - 2011

19. 10 ‐ When should the PMF be used? By Whom?
• Organization Tool for new Product Development
– Define KA, PMLC to lay out product
• Orientation Tool for existing Product Development
– ID PMLC phase, ID remaining activities/deliverables
• At every point in the product development lifecycle
– Conceive, Plan, Develop, Qualify Launch, Deliver, Retire
– 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
Product Management Framework (PMF) © AIPMM 1998 - 2011

20. In Closing…
• Product Management Framework (PMF)
– 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, PMF can empower innovation in 5 dimensions of
organization, business, customer, product and market to
provide powerful competitive advantages
Product Management Framework (PMF) © AIPMM 1998 - 2011

21. Call to Action
• How you can help promote the use of PMF:
– Join AIPMM
– Join AIPMM Ambassador Group
– Adopt and promote PMF 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 PMF Excel Spreadsheet tool:
– Available free to members
– First of many such PMF tools
Product Management Framework (PMF) © AIPMM 1998 - 2011

22. Agenda Recap/”Cliff Notes version”
1. What is Product Management?
Cross‐functional discipline in an organization
Management of a product thru its entire lifecycle, including Planning, Realization, Marketing
2. The state of Product Management
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 PM 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 PMF?
Standard framework for Product Management Body of Knowledge (ProdBOK)
7. Why is PMF 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 PMF relate to Project Mgmt?
Project Management is a subset of the Product Management Organization KA
9. Who should use the PMF?
PM, PMM, Project mgrs, Trainers, Dev Managers
10.When/Where should the PMF be used?
Entire product development lifecycle
All groups & departments impacting product creation or deployment
Product Management Framework (PMF) © AIPMM 1998 - 2011

23. Useful Links
• Main web page: www.aipmm.com
• PMF 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/
• PMF Brochure: www.aipmm.com/brochures/AIPMM_PMF.pdf
* Italics require update on the web site
Product Management Framework (PMF) © AIPMM 1998 - 2011

24. Backup
Product Management Framework (PMF) © AIPMM 1998 - 2011

25. Knowledge
Areas,
Activities,
Deliverables
unique to
Product
Management
See next slide
Product Management Framework (PMF) © AIPMM 1998 - 2011

26. See previous slide
Knowledge
Areas,
Activities,
Deliverables
unique to
Product
Management
Product Management Framework (PMF) © AIPMM 1998 - 2011

27. PMF Mapping Tool
Product Management Framework (PMF) © AIPMM 1998 - 2011