PSUBA311 Summer, 02

1
Product Launch ProcessThe Product Manager
Perspective

• Derek FineProduct Manager, WebTrends
• NetIQ Corporation
• August 13, 2002

2
Agenda

• What is a Product Manager?
• Definition of a successful product launch
• PMs role in the launch process
• Product messaging
• Product positioning
• Key PM launch deliverables
• Simplified engineering milestones
• Other departments
• Putting it all together

3
Who is this guy?

• 17 years in high technology
• Companies
• Loral Defense Systems, Mentor Graphics, InFocus,
  EasyStreet Online Services, NetIQ/WebTrends
• Background in Engineering, Technical Support,
  Marketing Product Management
• BS in Electrical Engineering
• State University of New York at Stony Brook
• Marketing education on the job and on airplanes

4
What is a Product Manager?

• CEO of a Product or Business Line
• Coordinates cross-functional teams - engineering,
  marketing, sales, support, manufacturing, etc.
• Go-to person for all product issues
• Except, no real authority
• Combines business savvy with a technical acumen
• Creates product definitions requirements
• Spokesperson in company for product market

5
What is a Product Manager?

• Product Manager vs. Marcom Manager
• PM knows the market in business technical
  detail
• Marcom manager knows how to do marcom
• Product Manager vs. Engineering Manager
• PM prioritizes the problems that needs to be
  solved
• Engineering knows how to solve the problems

6
Launch Process Problem

• Aligning Engineering, Sales and Marketing to
  Maximize Product Revenue

7
Time to Revenue

• Different from time to market
• When the product is ready-
• Are the marketing materials complete and
  shipped/posted to the right places?
• Are the ads placed and is PR hitting?
• Can the sales people (and/or channel) sell it?
• Can support actually support it?
• Can customers actually buy it?
• Or, is everything ready but the product?

8
Definition of a Successful Product Launch

• Engineering completes product on time
• Meeting milestones along the way
• Product ships on time
• And at cost, with appropriate quantities
• Ads placed / PR hits at right time
• Marketing materials available on time
• Posted and printed, with appropriate quantities
• Sales ready to sell
• Support ready to support
• Accounting ready to accept orders

9
Product Managers Role in the Launch Process

• The one person accountable for successful launch
• Drives the cross-functional team (CFT)
• Go-to person for issue escalation/resolution
• Sets objectives and success measurements up-front
• Develops launch plan and checklist
• Defines product requirements
• Sets price creates forecast
• Responsible for messaging positioning
• Content provider

10
Product Messaging

• Product messaging
• Features and benefits
• Features are feeds/speeds
• Benefits solve problems
• There is a time for each
• Examples automobiles, projectors, MP3 players
• These should be signed off and agreed to early on
• Build in some flexibility for change

11
Product Positioning

• Positioning vs. other company products
• Finds the right product for the buyer
• Reduces sales/prospect confusion
• Keep it simple at first glance
• Use the geek-sheet where appropriate
• Positioning vs. other vendors
• Typically speeds feeds
• But, are all benefits met by other vendor?
• What is unique relevant about your product?
• Company/financial data is important too

12
Key PM Launch Deliverables

• Sales Enablement Guide
• The source for just about everything
• Customer Presentations
• Contain messaging in approved format
• Sales Training
• Includes target buyers and pain points
• Case studies / testimonials
• Ensures messaging is credible
• Internal Launch Announcement
• Gets entire company on-board

13
Simplified Engineering Milestones

• Alpha phase
• Preview version - demo-able product
• Marketing Commence collateral - photo shoots,
  screen shots,
• Use for sales support training, basic marketing
  materials
• Beta phase
• Feature complete and should be thoroughly tested
• Used to get testimonials and get market feedback
• Also used for sales pipeline
• Marketing long-lead press tour, finalize
  messaging
• Release to manufacturing
• Formal handoff from development to manufacturing
• Production begins and product is ready to ship

14
Other Departments

• Accounting / Finance
• Part number creation
• Update price lists
• Update CRM system
• Legal
• License agreements and contracts
• Patents and trademarks
• Manufacturing
• Ordering parts/supplies
• Designing production environment
• Ramp up to build in quantity
• Regulatory
• Working with regulatory agencies (if applicable)

15
Putting it all together

• Launch day comes
• Web site goes live
• Press release hits the wire
• First hits come in
• Articles online
• People see your ads
• Web site traffic spikes
• The phones are ringing
• You get your first order
• Customer gets the product

16
Questions?