1. TODAYS AGENDA Purpose & Need Developing a CompellingValue of the Product Business Case How Product Managers are involvedProduct Business Case The ideal Product Business Case Plan ElementsA Demand Using the Product Business CaseMetric & AIPMM Summary WebinarPresenter: Jerry Rackley, Chief Analyst jerry@demandmetric.com 2012 Demand Metric Research Corporation. All Rights Reserved.

2. Win!Participate, ask questions and stay until the end to be entered into a drawing to winone AIPMM Premium Membership (worth $175/year) that includes; DemandMetric premium level membership for 1 year (includes access to AIPMM ProdBOK Productivity Tools) Eligibility for AIPMM Certification Exams Discounts from AIPMM partners Access to private AIPMM LinkedIn group Eligibility to participate in Mentor Matching AIPMM Ambassador Council and more 2012 Demand Metric Research Corporation. All Rights 3. Todays Speakers Moderator: Cindy F. Solomon, CPM, CPMM Global Product Management Talk , Startup Product Talks, Startup ProductSummit Twitter: @cindyfsolomon @prodmgmttalk @startupproduct Presenters: Jerry Rackley, Chief Analyst, Demand Metric John Follett, Chief Marketing Officer, Demand Metric@AIPMM 2012 Demand Metric Research Corporation. All Rights http://www.aipmm.com 4. Featured Presentation@AIPMM 2012 Demand Metric Research Corporation. All Rights http://www.aipmm.com 5. The Product Business CaseAn objective, fact-based document that justifies a new product development effort. Provides the basis for investment. Articulates findings of market research. Quantifies the risks. Provides a financial model. 2012 Demand Metric Research Corporation. All Rights 6. Why do I need a Product Business Plan?To achieve the preferred future for a product. It is a map that keeps you from straying. There are limited resources and it is an internal competition for them the best plan wins! 2012 Demand Metric Research Corporation. All Rights 7. The value of a Product Business PlanMinimizes risk.A well-researched and documented Product Business Plan will: Force you to see any critical flaws in your product idea. Expose the plan to extensive internal review, creating confidence and buy-infor the idea. 2012 Demand Metric Research Corporation. All Rights 8. How Product Managers are involved Authors Contributors Editors Researchers Critics 2012 Demand Metric Research Corporation. All Rights 9. The ideal Product Business Case Addresses upside & downside Is conservative Is clear & concise Is well-researched Is a living document 2012 Demand Metric Research Corporation. All Rights 10. Questions your plan should answer 1. Which needs are we solving? 2. Who are the potential customers that need it? 3. Why should we do this now? 4. What alternatives are available? 5. Why will they buy it from you? 6. How will we measure success? 7. How will you reach these potential customers? 8. Where will you get the financial resources you need for success? 9. What is the recommendation? 2012 Demand Metric Research Corporation. All Rights 11. Product Business Case elements Executive Summary Market Need & Solution Product Business Objective Market Customer Program Financial Analysis Recommendations & Conclusion 2012 Demand Metric Research Corporation. All Rights 12. Executive SummaryWhat problem does this business case solve?Discuss: Cost-savings Revenue growth Write this section last after all Increased customer satisfactionother sections are complete. Better product management Higher retention, employee growth & development Pain points for your organization 2012 Demand Metric Research Corporation. All Rights 13. Market need & solutionRefer to your MRD, if available, for this section.Discuss: Market opportunity Key Success Factors Budget Resources Skills Time Sponsorship 2012 Demand Metric Research Corporation. All Rights 14. ProductRefer to your PRD, if available, for this section.State the positioning for this product and address each of these elements: Place Promotion Price People Process Physical evidence Your product position should recognize and exploit your differentiation. 2012 Demand Metric Research Corporation. All Rights 15. Business objectivesWhat will the product achieve when launched?Identify objectives for the product that are: Consistent with corporatestrategy & vision. Appropriate for where the productis in its lifecycle. Complementary to the productpositioning. http://www.businessmodelgeneration.com/canvas 2012 Demand Metric Research Corporation. All Rights 16. MarketCritical Success Factors: competition and market position. Whats the competitive landscape? Competitors Competing products How does the proposed positioning exploit the products strengths and competitive weaknesses? Use the Demand Metric Competitive Analysis tool. 2012 Demand Metric Research Corporation. All Rights 17. CustomerKnow thy customer. Segment who are the ideal customers? Profile what do they look like? Use the Demand Metric: Market Segmentation & Analysis tool. Customer Profile template. 2012 Demand Metric Research Corporation. All Rights 18. ProgramRisks & contingency plans. Project scope. Project schedule. Key activities. Key resources. Project development cost & benefit analysis. Use the Demand Metric Product Development Charter template. 2012 Demand Metric Research Corporation. All Rights 19. Financial AnalysisPotential & financial viability timetable. Profit & Loss projection. Risk assessment. Use the Demand Metric: Break Even Analysis tool Risk Assessment tool 2012 Demand Metric Research Corporation. All Rights 20. Using the Product Business CasePre-product development: Use it to gain commitment to the project. Use it to secure necessary resources.After development begins: Use it to stay on course. Keep it updated with current market data, financials, projections and competitive information. Refer to the plan when distractions or temptations arise to pull you off course. 2012 Demand Metric Research Corporation. All Rights 21. Summary A well-researched Product Business Case is the catalyst to successful product development. Product managers are heavily involved in all phases of developing a Product Business Case. Use the Product Business Case template and associated tools to simplify the task of creating one.Questions? 2012 Demand Metric Research Corporation. All Rights 22. Please Join Us Again!AIPMM Webinar Series Fridays Oct 26 Digital Teens: The Drivers of Digital Behavior Nov 2Accelerate Your Job Search With the AIPMM Career PathfinderProduct Talk Podcast & Twitter Chat #ProdMgmtTalk Mondays Oct 22 Sink The Competition: Torpedo Product Marketing w/ Bill Reed @Aventigroup Listen http://www.blogtalkradio.com/prodmgmttalk More http://www.prodmgmttalk.comNewsletter:http://www.aipmm.com/subscribeLinkedIn:http://www.linkedin.com/company/aipmmMembership:http://www.aipmm.com/join.phpCertification:http://aipmm.com/html/certification/ @AIPMM 2012 Demand Metric Research Corporation. All Rights http://www.aipmm.com 23. The end 2012 Demand Metric Research Corporation. All Rights