Adrienne Tan, CEO,

Brainmates.

SUMMARYCONTENTS

Building the Brainmates StoryOur ClientsOur ServicesThe TeamConsulting Case StudiesTraining Case StudiesOur FrameworkDid You Know?

I.II. III.IV.V.

VI.VII.VIII.

BUILDING THE BRAINMATESSTORY

Brainmates is a boutique Australian professional services firm.

We specialise in Product Management.

Aussies love innovative Products and Services - that work well.

Brainmates provide outsourced Product Management expertise to Australian companies seeking help in this area.

Through comprehensive training courses Brainmates set benchmark standards for Product Management as a discipline within Australian organisations.

23

1

HOW IS BRAINMATES

BUILDING A BETTER

AUSTRALIA?

12

3

We have a hand picked, clever, passionate and professional team working towards achieving your goals.

We pioneer the field of Product Management in Australia. We speak, write and contribute to the overall Product Management discussion.

And we measure our success through the success of your products.

HOW WE STAND OUT FROM THE

CROWD?

‘Product Management Creates Customer Value & Delivers

Measurable Business Benefits’

INSIGHT #1

OURCLIENTS

Deliver long term, measurable benefits through product innovation.

Create an efficient Product Delivery process.

Minimise the risk of products and services failing to satisfy the market.

Increase the pace with which their teams deliver products to market.

Create, train and nurture high performing Product Management Teams.

Design an exceptional customer experience without compromising business objectives.

123456

OUR CLIENTS HIRE US

TO...

‘Customer FirstBusiness Second

With This, Comes Rewards’

INSIGHT #2

OURSERVICES

PROCESS

Our people work closely with yours to cultivate high performing teams and instill thought leadership in the field of Product Management.

Hundreds of people across numerous industries have attended our specialist training and actively use the Brainmates’ Product Management methodology in their day to day roles.

The discipline of product performance management relies heavily on an understood, repeatable process and a journey of continuous process review and improvement.

The Brainmates team review, help refine and document your organisation’s Product Management processes ensuring industry best practice is maintained in the management of your product portfolio.

PEOPLE

PRODUCTSProduct lies at the heart of every business. Product strategy, performance and, ultimately product success, are key outcomes of our market analysis and customer research.

The Brainmates team are here to help you develop new products, enhance existing products and retire end-of-life products.

We help organisations boost their...

‘Great Product Management Takes Practice’

INSIGHT #3

THETEAM

HonestGenuineMeaningfulCollaborativeStraight Forward

At Brainmates we are...

NICKCOSTERNick Coster, co-founder and Head of Training Services at Brainmates, is passionate about the benefits of building products and services that delight the buyer and the user. He has been developing and managing products for over 16 years at companies including Telstra BigPond, Excite@Home, Optus, Westpac and eBay.

He has proven to be an exceptional training facilitator who loves his job of training product managers from different industries and working with them to help them deliver market-driven product innovation.

Nick brings life to the Brainmates Product Delivery Framework through sharing his personal experiences as a practitioner of Product Management.

He spends Saturday nights online learning about Complex and Non-Linear systems at the Sante Fe Institute to better understand the world around him.

ADRIENNETAN

In 2004 Adrienne Tan co-founded Brainmates with Nick Coster. As the Brainmates CEO, Adrienne draws on 20 years of senior Product Management experience gained at the Microsoft Network, Telstra BigPond and AUSTAR.

Adrienne has a Masters of Economics (Social Science) with distinction from The University of Sydney. She majored in Industrial Relations in her undergraduate degree. Her other academic pursuits include lecturing at the University of Technology Sydney in Information and Interaction Design and co-authoring a chapter in the book Digital Experience Design.

Adr ienne recent ly cont r ibu ted to two Produc t Management Books; 42 Rules of Product Management and 42 Rules of Product Marketing.

Something you didn’t knowShe is small but mighty. She can lift her own weight at the gym.

NICKTYLERNick’s passion is Digital Media and he has more than 19 years’ experience in the multi-media business both nationally and internationally. He loves creating innovative digital products and has successfully delivered digital content, video, live and interactive products across multiple devices and platforms.

As Senior Consultant Nick recently managed the mobile and tablet service quality team for one of the Big 4 financial institutions. Prior to joining Brainmates Nick held senior management roles in Channel Ten’s Digital division as well as media production for Telstra Bigpond.

Nick holds a Masters of Business & Technology from the University of New South Wales. He is a long serving Board Member on the Australian Interactive Media Industry Association (AIMIA), VCAM - Victory Group of Colleges, and the Brainmates Advisory Comittee.

Nick spent part of his childhood years in Jamaica and is a mad surfer.

NATALIEYAN-

Natalie Yan-Chatonsky is the Head of Consulting Practice at Brainmates. She has consulted to clients in a broad range of industries including Tourism Australia, Cochlear, Telstra Bigpond, Stryker, News Limited and AUSTAR. Her first degree was a Bachelor of Arts (Asian Studies) at the University of Sydney, with her final year as a university exchange student at Hosei University, Tokyo, Japan.

Prior to consulting at Brainmates, Natalie had an extensive career in Product Management and marketing, with technology giants IBM and Yahoo!. In parallel with her day-job, launching digital and mobile products, she went on to broaden her horizons to define and design experiential products and spaces that interact with the five human senses. She carried out her postgraduate studies in Design at the University of Technology and the vocational-based course in Interior Design at the Sydney Institute of Design, TAFE.

CHATONSKY

She doesn’t cook but has mastered 3 languages; Japanese, French and Cantonese.

Something you didn’t know

SURF AT OWN RISK

KITMACGILLIVRAY

He is continuously trying to justify the investment in his plant ecology degree. He’s very slowly getting better at it.

LISASIMONS

Lisa works with the Brainmates team to deliver documentation defining the business and functional requirements on client projects.

Lisa’s approach to requirements capture is based on many years of writing requirements across a range of industries including digital media and software. She has produced world-class requirements for companies with complex stakeholder matrices including Telstra BigPond, OTEN, BHP, Sydney Water, GEC Alstom, Sky and Western Power. Behind Lisa’s experience is solid training – she has 2 engineering degrees and has attended many courses on UML and OO topics.

She has solid experience with agile methodologies; trying out concepts from DSDM and XP, as well as more traditional approaches. She’s comfortable adapting her approach to any project methodology that the client employs in her projects.

She loves a good quote. Her favourite quote is from ‘Shakespeare in Love’:

Philip Henslowe: Mr. Fennyman, allow me to explain about the theatre business. The natural condition is one of insurmountable obstacles on the road to imminent disaster. Hugh Fennyman: So what do we do? Philip Henslowe: Nothing. Strangely enough, it all turns out well. Hugh Fennyman: How? Philip Henslowe: I don’t know. It’s a mystery.

Something you didn’t know

A pioneer in the arena of digital product development and location-based services, Kit Macgillivray has been at the forefront of this field over the last 10 years. He is passionate about the accelerating convergence of the digital and physical world, and brings a track record of successful innovation and hands-on management to Brainmates.

He began his career working with Geographic Information Systems in the ecological and social sciences before focusing on web technologies. After driving the product strategy and implementation for a series of start-ups, Kit moved to Telmap, a leading mobile satellite navigation provider, where he established their London-based operations and development. As an internal change agent within Telmap, in 2007 Kit launched and grew the Telmap Direct business unit, developing web and mobile products and services.

ROYMcBURNEYRoy is a seasoned manager of product portfolios worth a total excess of one hundred million dollars in annualised margins. His business acumen, technical knowledge and ability to execute strategy make Roy a key influencer whose opinion is sought by senior business leaders aiming to build successful product solutions.

Roy has held a number of leadership roles including Director of Global Infrastructure and Director of International Carrier Product Marketing at Emirates Integrated Telecommunications Company.He led diverse teams, including procurement of international networks plus he had accountability for voice and data portfolios generating one billion dirhams in high margin revenue per annum.

He is a Jack Black addict and has watched the movie “Nacho Libre” at least 20 times.

BRIANNARAGEL

For over 10 years, Brianna has been devising and implementing transformational product and marketing strategies for leading B2B and B2C companies across media, publishing and automotive industries.

Brianna specialises in assisting her clients develop effective marketing strategies and campaigns. Her clients include British Airways, Louis Vuitton, Ernst & Young, Alex Perry, and Lexis Nexis.

Brianna has completed an MBA from the Australian Graduate School of Management, with a distinction average. She holds a BA in Media and Communications, majoring in Political Science and New Media.

Brianna was a wannabe pop star growing up and sang Supremes songs on request. Perhaps that explains her secret love of talent shows like the Voice.

Something you didn’t know

ELISSABRAMLEY

Elissa has been working in Product Management and marketing for over 15 years, 10 of those developing, managing and growing innovative digital properties.

Elissa developed, launched and operated some of Telstra’s most commercially successful websites including Bigpond Shopping. The scope of her responsibilities included defining the digital roadmap strategy to make it commercially successful, the day-to-day site operations, site catalogue and strategy, direct marketing, SEO/SEM and all elements of marketing and promotion.

Elissa’s role as a Marketing Project Manager at an IT&T agency has given her strong project skills. Her financial astuteness comes from previous roles as a Bid Manager, Marketing Strategist in financial services, as well as her most recent role as a sole trader managing two gift e-commerce sites.

She moved to Canada for a year so she could see Aerosmith anytime she wanted and has interviewed Nikki Sixx and His Infernal Majesty :-)She is a fan, never a groupie !!

Something you didn’t know

‘Product Management is Leadership’

INSIGHT #4

CONSULTINGCASESTUDIES

Tony Mitchell,General Manager

The greatest value Brainmates adds to Austar is their ability to take a product brief and develop documentation from marketrequirements through to fullproduct specifications, withminimal oversight and variable cost.

““

Brainmates was commissioned by regional Australian subscription TV provider AUSTAR (2009) to create a new interactive website. We were asked to capture the market and stakeholder needs, prepare a project vision, articulate and validate the market requirements as well as plan the product and content requirements for their website.

The purpose of the project was to deliver a compelling site to help increase the number of TV subscriptions.

AUSTAR engaged Brainmates for 7 years until it was purchased by FOXTEL in 2012.

OUTCOMESDuring this project, Brainmates:

Scoped out the Project Vision, based on input from a diverse group of stakeholders.Defined three key markets that buy subscription TV in regional Australia.Developed the information architecture and wireframes for the website.Worked in conjunction with the AUSTAR development user experience teams to define the functional specifications in the form of a working prototype.Refined the market and functional specifications after usability testing of the prototype.Delivered the project on time and within budget.

Brainmates have been incredible contributors to theproject. I look forward to working with Brainmates again on futureprojects and highly recommend their work to other organisations that need Product Management resources.

““

Julian Delany,General Manager

Brainmates was commissioned by The Weather Channel (2008) to prepare a Project Plan for a new Interactive TV application. The purpose of the Project Plan was to obtain funding and approval from the Board of Directors to proceed with development of a new Weather application on the Channel.

OUTCOMESDuring this project we engaged with numerous internal and external stakeholders and shareholders to gather business requirements for the Project Plan. To overcome some of the challenges of managing differing goals and objectives across the various groups. Brainmates: Articulated the project vision.Acted collaboratively and ensured that each group had an opportunity to state their intentions for the project and the final product.Maintained impartiality in our dealings with each stakeholder.Made and substantiated recommendations for the final Project Plan.

We’ve had a flood of good feedback from some key people in the business. Couldn’t have done it without my super Brainmates.

““

Chris Ventura,Online Product Manager

Brainmates was commissioned by Think Education (2011) to replicate existing student registration, enrolment and re-enrollment processes online.

The purpose of the project was to increase business efficiency and reduce administrative costs.

OUTCOMESAfter completing our research and analysis of current student administrative processes, Brainmates:

Prepared a detailed Product Specification for the various product components including all the college rules governing student registration, enrolment and re-enrolment.Designed the online process flows to determine how the student moved from screen to screen. Developed wireframes of the user interface for Think Education to see a visual representation of the screens and experience a prototype of the final product.

Veda Advantage appreciatesthe effort and commitment that Brainmates have shown to our team and product. It is refreshing to see suchpassion and drive.

““

Ann Boulton,General Manager

Brainmates was commissioned by VEDA (2011) to identify and segment a complex market for a Personal Property Security Register (PPSR) product.

The purpose of the project was to enhance VEDA’s revenue streams associated with the new product.

OUTCOMESDuring this project, Brainmates:

Identified different target audiences and the needs of each group.Created customer personae that represented the main characteristics of the target audience.Mapped the product features that delivered a benefit to each target audience’s needs.Prepared a sales kit that uniquely marketed the product to each target group.

This project has been a really useful exercise to show VicTrack that a structured and methodical approach is valuable and thatit is actually possible to define products well.

““

Adam Fry,Product Manager,

Technology and Strategic Planning

OUTCOMESDuring this project, Brainmates:

Delivered a market synopsis including public/private sector security players, suppliers, community polling on personal safety and privacy.Issued a Client Capability Statement.Developed new security concepts targeting potential market needs that were currently under-served by competitors.Prepared a Business Case detailing the delivery costs of a new security service, market sizing and projected 5 year revenues.

Brainmates was commissioned by VicTrack (2010), a Victorian Government Department to find new market opportunities for its existing security assets and capabilities.

The purpose of the project was to utilise VicTrack’s existing assets to increase its security revenue stream.

Brainmates are creative, resourceful and take appropriate initiatives and decisions when required. Not only does Brainmates bring field experience and lots of ideas, but they also have a sense of enthusiasm for everything they do. You can count on them to make things move forward.

““

Fred Fellague,Head of Marketing

Brainmates has been providing services to Visiware, a French games development company since 2005.

Visiware engaged Brainmates to increase the number of their games subscriptions in this region.

OUTCOMESPart of our ongoing service to Visiware is the regular preparation of an annual Marketing plan to promote and increase the uptake of Visiware games in the Australia and New Zealand region. The annual Marketing Plan is followed by a series of marketing activities that Brainmates initiates over the course of the year.

Some of these marketing activities include:

Co-branding of Visiware games with a range of TV Channels. Above the line marketing efforts (Magazine).Below the line marketing efforts (eDM). Call Centre initiatives. Outbound telemarketing campaigns.

TRAININGCASESTUDIES

‘Product Management Answers Two Questions

- Who Is It for?- What Problem Does It Solve?’

INSIGHT #5

The Brainmates Business Case Masterclass was a circuit breaker, creating a new baseline for the rate of which successful products have been initiated through the Business Case process and launched into the right markets. My team learnt how to hone in on what projects would be of value to deliver to our industry, and communicate it succinctly to stakeholders. As a result, the amount of approved project funding within the year following the Masterclass, was equivalent to the total amount approved during the previous 5 years. Furthermore, many of the digital talent in the team went on to more senior roles within CBA and externally, having shown a track record of initiating a project and taking a product to market.

““

Adam Farraway,Executive Manager Online Channel

Development

In 2001 Brainmates was commissioned to train the Commonwealth Bank Online Channel Development Team on how to standardise and accelerate the development of Business Cases that describe ideas worth investing in.

OUTCOMESThe Online Channel Development Team learnt and currently practice the following as a result of their training session:

The steps required to take an idea from conception to business approval.Identifying the market potential for new ideas and determine the business’ opportunity.Determining inputs required for a good Business Case including business capability and the organisational risks associated with delivering the new product or service.How to review Business Cases to determine when to proceed with product delivery.Presenting Business Cases to stakeholders in a succinct and informative way.

Great to get some proper training for Product Management. Excellent presentation by Nick. Thoroughly recommended.

“ “Mark Borton,

Head of Trade Finance Product,Supply Chain Finance,

Brainmates was commissioned by NAB (2010) to develop and deliver training to all Product Managers and Heads of Product in the Working Capital Services Group.

OUTCOMESOver 40 product professionals learnt the following during their training session:

Understanding the different roles in Product Management.Understanding ‘Market-Driven’ Product delivery strategies.How to identify valid market opportunities that deliver value to the customer and profit to the business.Developing a marketing message that describes differentiation and value to the customer.Prepare supporting documentation including: Competitor Analysis Product Comparisons User Case Description Business Case Market Requirements Document

Good to focus on customer needs.

The templates & structure will be useful to make sure the ideas are worthwhile & to work through it all, step by step, to get the desired outcome.

“ “Kate Leach,

Westpac Banking Corporation

Brainmates was commissioned by Westpac (2008) to develop custom training material and facilitate training to all Product Managers.

OUTCOMESAfter completing analysis of Westpac’s product management processes, Brainmates:

Defined the roles and responsibilities of positions within the Westpac Product Management team.Developed a succinct and comprehensive Westpac Product Management manual.Rolled out a Westpac Product Management training course to support staff who use the manual.

OURFRAMEWORK

Trigger, capture and gather ideas that will have an impact in the market and align with business objectives.

Understand the customers and their experiences and define solutions that will delight them.

Pull together product build, marketing and launch activities to deliver product experiences that customers will love.

• Innovate

• Design

• Implement

THE BRAINMATESPRODUCT MANAGEMENTFRAMEWORK

INNOVATE PHASE

Product innovation starts with great ideas that deliver new value to a market place. Yet it can be difficult to translate high level ideas into financial language required to make a business investment.

Ideas can come from anywhere. They can be sourced from any function within the organisation or outside the organisation, including competitive influences, trends and customer feedback.

The Innovate Phase provides a simple, 3 stage process for generating and capturing ideas, prioritising them and converting them into business justification for investment.

• Ideate • Explore

• Focus Outcome: Draft Business Case.

Generate and rank ideas.

Validate the ideas against the external marketplace.

Determine if the business should invest to develop ideas into a product.

A Business Case rarely contains enough detail to immediately develop a solution.

By focusing on understanding the target customers and their behaviour in their real world environment at a greater level of detail, several product solutions may be defined that successfully solve valuable problems in the market place.

The Design Phase does this in 2 distinct stages focusing first on Customer Problem definition before describing the solution alternatives.

• Immerse

• Define

Outcomes: Baseline Business Case, Solution Design, Product Requirements.

DESIGN PHASE

A deep exploration of the customer via the use of Personas and their experiences as they interact with current and alternate solutions to achieve their goals.

Describe and prioritise potential solution alternatives that will address the most important customer pain points and support the overall business objectives.

IMPLEMENT PHASE

The best ideas are worthless unless they are implemented effectively.

To build the solution, Product Management works closely with Product Development teams to deliver the product or product change to ensure it satisfies the target market’s problem and the business objectives. The product also needs to be communicated and launched to the market.

The Implement Phase aligns these activities to ensure that the product enters the market effectively and has the business support to succeed in the market over its projected lifecycle.

• Build

• Prepare

• Launch

Outcomes: A working product, Marketing Plan, Launch Plan.

Oversee the development of the product via the appropriate methodology.

Describe how the product’s value will be communicated to the external market.

Ensure that the internal business resources are ready to support the product’s launch into the market.

DAY TO DAY PRODUCT MANAGEMENT

PRODUCT

PRICE

PROMOTION

PLACEMENT

PHYSICAL ENVIRONMENT

MONITOR

MANAGE

RESPOND

5 KEY AREAS

‘Project Management Must Be Bold And Brave!’

INSIGHT #6

In 2009 we kicked off Product Talks, a free event bringing Product Managers together to network and learn.

In 2012 we started an Executive Breakfast series for Senior Product Professionals.

It’s no secret that we LOVE Product Management. So we write and talk a lot about it.

We have a team of 12 with a heap of education, experience (see our bios), passion and tenacity.

We don’t always have all the answers so in 2011 we created an Advisory Board to guide us.

We enjoy making friends and have many globally; The 280 Group, AIPMM, Tolpagarni, Start Up Product Talks, Sequent Learning, Blackblot, Actuation Consulting, and many others.

We like healthy numbers and have been profitable since the inception of the business.

We VALUE hard work, intelligence and logic over fads, quick fixes and ‘silver bullet’ promises.

Our most unusual project was developing a ‘non-emergency’ patient transport service.

DID YOUKNOW?

The Brainmates consulting business started in a Sydney kitchen in 2004 with a laptop, mobile phone and a whole lot of bravado.

As the business grew, we moved to an office above a coffee shop in Cammeray.

Needless to say many meetings were conducted at that Cammeray coffee shop.

In our first year of operation, we were lucky to gain a French client in media who flew us to Paris.

Our first business plan consisted of a graph and a few comments on a whiteboard.

Our first strategy meeting was held beneath a tree at the Botanical gardens with 2 staff members who dreamed BIG things for Brainmates and Product Management.

As we grew up, Brainmates moved into the city to be closer to our clients. We’ve walked up and down Pitt Street from Chinatown to Circular Quay many times for catch ups and meetings.

In 2007 we added a new product to our portfolio, Product Management training.

Connect with Brainmates

Brainmates Group

Facebook.com/Brainmates

@Brainmates #BMtalk

www.brainmates.com.au info@brainmates.com.au

+ 61 (2) 9232 8147