Download - Product Life Cycle Management
Nov 2002Nov 2002
Juliet KuoJuliet KuoUlead Systems, Inc.Ulead Systems, Inc.
Product Life Cycle Product Life Cycle Management Management
AgendaAgenda
Overview of Software Development Overview of Software Development ProcessProcess
Product Life Cycle Management at Product Life Cycle Management at UleadUlead
Core Value of PM and Key Successful Core Value of PM and Key Successful FactorsFactors
Case Study – Case Study – How Statistics is applied in Product Life Cycle How Statistics is applied in Product Life Cycle
ManagementManagement
Market DemandMarket Demand
Product Conceptual DevelopmentProduct Conceptual Development
Project AnalysisProject Analysis
Development PlanDevelopment Plan
Actual ImplementationActual Implementation
Product launchProduct launch
Product Life Cycle AnalysisProduct Life Cycle Analysis
How is the Product Life Cycle working How is the Product Life Cycle working Role of Product ManagerRole of Product Manager Phases breakdownPhases breakdown Processes introductionProcesses introduction Major MilestonesMajor Milestones
2: Product Life Cycle 2: Product Life Cycle Management Management at Uleadat Ulead
Product Life CycleProduct Life Cycle
Product Life Cycle is a management process Product Life Cycle is a management process that divides the entire life of a product into that divides the entire life of a product into series of phase that identify what needs to series of phase that identify what needs to be done, who’s responsible, what decisions be done, who’s responsible, what decisions need to be made and when/what gets need to be made and when/what gets delivereddelivered
ConceptPhase
DefinitionPhase
DevelopmentPhase
Testing & Rollout Phase
Launch & Review
Phase
People InvolvedPeople Involved
Executive ManagersExecutive Managers
PMPM
Product PlannerProduct Planner
RD engineerRD engineer
Designer Designer (Creative, Art Content, (Creative, Art Content,
and Web)and Web)
Technique WriterTechnique Writer
Localization EngineerLocalization Engineer
Configuration Configuration EngineerEngineer
QA EngineerQA Engineer
MarketingMarketing
ProductionProduction
Global Support Team Global Support Team
Tech SupportTech Support
Regional PMMRegional PMM
Sales RepresentativeSales Representative
Productstrategy
Functionalspecification
Development
Debugging
Testing
Features frozen
Prototypebuild
Codecomplete
Alpha build
Betabuild
RC build
RTM
Beta testing
localization
Product Planning Product Development Quality Assurance
General Product Development General Product Development FlowFlow
Productplanning
RD
Program Management
Productmarketing
QA Engineer
Builder
Usability Engineer/Outside Tester
Productmarketing
Creative Designer
Localization Engineer
Writer
Role of Product Manager Role of Product Manager -1-1
Product Manager is responsible to drive project Product Manager is responsible to drive project team to release a successful product to the team to release a successful product to the market at right timing to generate revenue and market at right timing to generate revenue and profit for the companyprofit for the company
Major responsibilities Major responsibilities Product Life Cycle ManagementProduct Life Cycle ManagementMarket and Competition AnalysisMarket and Competition AnalysisWriting Plans and Proposal Writing Plans and Proposal Schedule controlSchedule controlQuality ControlQuality ControlBudget and Cost ControlBudget and Cost ControlCommunication, Coordination and CollaborationCommunication, Coordination and Collaboration
Inter-Team, Inter-Department, Inter-Team, Inter-Department,
Inter-Management, and Inter-companyInter-Management, and Inter-company
Product MarketingManager
Program Manager
Project Development
TeamSales & Marketing
ConceptPhase
DefinitionPhase
DevelopmentPhase
Testing & Rollout Phase
Launch & Review
PhaseProduct ManagementProduct Management
ObjectiveObjective Developing a product concept into a solid Developing a product concept into a solid
plan for getting approval from Executive plan for getting approval from Executive levellevel
InputInput Collecting data for product concept, value Collecting data for product concept, value
proposition, competition status, market proposition, competition status, market analysis and business opportunity analysis and business opportunity assessmentassessment
DeliverableDeliverable Business planBusiness plan
which clearly describes the product, which clearly describes the product, opportunity, analyses of competition, opportunity, analyses of competition, marketing objectives and proposed product marketing objectives and proposed product function.function.
ConceptPhase
PMProduct PlannerRD LeaderATC Leader
Product Planning ProcessProduct Planning Process
WhoWho
What &What &HowHow
Sample-Sample-Business PlanBusiness PlanMarket InformationMarket Information
Market Trend and Size AnalysisMarket Trend and Size Analysis Product Positioning and Customer ProfileProduct Positioning and Customer Profile Competition AnalysisCompetition Analysis
Business InformationBusiness Information Revenue/Unit Shipments ForecastRevenue/Unit Shipments Forecast Business Objective (Market Share)Business Objective (Market Share) Channel Strategy (Retail, OEM.)Channel Strategy (Retail, OEM.)
Product InformationProduct Information Key Features and Major ComponentsKey Features and Major Components Product Model & Language supportProduct Model & Language support
Channel & PricingChannel & PricingResource InformationResource Information
Budget Estimation/Manpower AllocationBudget Estimation/Manpower AllocationMajor milestones and product availabilityMajor milestones and product availability
Sample-Sample-Product Positioning and customer Product Positioning and customer profileprofile
Product Category Product Category Consumer Photo EditingConsumer Photo Editing
Product Positioning Product Positioning Photo Express 4.0 is Photo Express 4.0 is photo-editing softwarephoto-editing software that provides that provides
a full suite of expandable photo editing, creative and a full suite of expandable photo editing, creative and sharing tools for sharing tools for digital photo consumers who have digital photo consumers who have active, event-filled lifestyles full of picture moments they active, event-filled lifestyles full of picture moments they want to sharewant to share..
Customer Profile Customer Profile See See imaging as home entertainmentimaging as home entertainment Age Age from from 330-0-45+45+ years old years old Not Not a highly skilled computer usera highly skilled computer user Probably Probably owns a scanner, a digital camera or color printerowns a scanner, a digital camera or color printer
ObjectiveObjective Defining the product from implementation Defining the product from implementation
aspect based on Business Planaspect based on Business Plan
Major ActivitiesMajor Activities Planning and defining what does the Planning and defining what does the
product do, what major features, product do, what major features, components will be included or what components will be included or what technology will be adoptedtechnology will be adopted
DeliverableDeliverable Updated Business PlanUpdated Business Plan A set of various plans and specification for A set of various plans and specification for
the productthe product
WhoWho
What &What &HowHow
PM/Product PlannerRD/ATC LeaderSQA Leader/TSUsability/LegalRegional PMM
1. Product Implementation Planning Process
• Business Plan• Product Marketing Plan • Program Master Plan • Product Master Plan • Requirements
2. Functional Specification Process3. Legal Search Process(incl. Naming, Patent, Contract)4. Usability Feedback Process5. Customer Feedback Process6. Bugbase Review Process(For FMR/NTBF)
1. Product Implementation Planning Process
• Business Plan• Product Marketing Plan • Program Master Plan • Product Master Plan • Requirements
2. Functional Specification Process3. Legal Search Process(incl. Naming, Patent, Contract)4. Usability Feedback Process5. Customer Feedback Process6. Bugbase Review Process(For FMR/NTBF)
ConceptPhase
DefinitionPhase
Major ActivitiesMajor ActivitiesInitiate ProjectInitiate Project
Propose Functional Specification RequirementPropose Functional Specification Requirement
Develop Functional Spec: version 0.3, 0.5, 0.7, 0.9Develop Functional Spec: version 0.3, 0.5, 0.7, 0.9
Update Business PlanUpdate Business Plan
Write plans and requirements for the product Write plans and requirements for the product development tasksdevelopment tasks
Hold Kick-off meeting to present the project vision andHold Kick-off meeting to present the project vision and scope to project teamsscope to project teams
Set delivery milestonesSet delivery milestones
Develop UI Prototyping Develop UI Prototyping
ObjectiveObjective Coordinate project teams to start developing the Coordinate project teams to start developing the
product and marketing activities based on the product and marketing activities based on the plans and specifications delivered in definition plans and specifications delivered in definition phasephase
Major ActivitiesMajor Activities Assign Project Teams and ResponsibilitiesAssign Project Teams and Responsibilities Internal Training for Project Team MembersInternal Training for Project Team Members Regular Review MeetingRegular Review Meeting Coordination and Schedule ControlCoordination and Schedule Control
DeliverableDeliverable Updated Product Marketing PlanUpdated Product Marketing Plan Implementation plan and delivery milestones from Implementation plan and delivery milestones from
project team leaderproject team leader
ObjectiveObjective Program code complete and enter testing. Defining product Program code complete and enter testing. Defining product
launch plans, marketing plan, sales, channel strategies and launch plans, marketing plan, sales, channel strategies and production plan to maximize the impact of the product roll-production plan to maximize the impact of the product roll-outout
Major ActivitiesMajor Activities Program Testing Program Testing Product Training, Review Meeting, Status Report, Project Product Training, Review Meeting, Status Report, Project
management, Coordination, Communication, Collaboration management, Coordination, Communication, Collaboration and Schedule Control and Schedule Control
Beta Testing ProgramBeta Testing Program Press Tour Press Tour Product Launch Product Launch
DeliverableDeliverable Updated Product Marketing Plan, Launch and production Updated Product Marketing Plan, Launch and production
plansplans Marketing materials Marketing materials GM and production materialsGM and production materials
WhoWho
What &What &HowHow
PM/RD/ATC/ISUI/Art ContentDoc/LOCConfig/SQACreative/MarComWebRegional PMMProduction/GST
PM/RD/ISATC/UsabilityUIArt ContentDOC/ConfigLegal
1. RD Development Process2. UI Design Process3. Documentation Process4. Art Content Design Process5. Config Development Process6. Testing Process7. Localization Process8. Legal Registration Process9. Beta Release Process10. Collateral Development Process11. Web Development Process12. Packaging Design Process13. Legal Materials Development Process14. Production & Shipping Process
1. RD Development Process2. UI Design Process3. Documentation Process4. Art Content Design Process5. Config Development Process6. Testing Process7. Localization Process8. Legal Registration Process9. Beta Release Process10. Collateral Development Process11. Web Development Process12. Packaging Design Process13. Legal Materials Development Process14. Production & Shipping Process
ConceptPhase
DefinitionPhase
DevelopmentPhase
Testing & Rollout Phase
ObjectiveObjective Product Shipping and keeping track of sales Product Shipping and keeping track of sales
for released products to examine whether for released products to examine whether the business objectives have been achievedthe business objectives have been achieved
Major ActivitiesMajor Activities Presenting sales report, marketing, PRs Presenting sales report, marketing, PRs
activities, and refining strategies to increase activities, and refining strategies to increase revenue opportunitiesrevenue opportunities
Collecting data and planning for next releaseCollecting data and planning for next release
DeliverableDeliverable Sales AnalysisSales Analysis Updated Marketing PlansUpdated Marketing Plans Updated Sales/Channel PlansUpdated Sales/Channel Plans Product Feedback/Market/Competition Product Feedback/Market/Competition
AnalysisAnalysis
WhoWho
What &What &HowHow
ConceptPhase
DefinitionPhase
DevelopmentPhase
Testing & Rollout Phase
Launch & Review
Phase
PMRegional PMMRegional Sales MarCom/PRISWebTS GST/Production
1. Launch Process2. Tech Support Process3. Patch Release Process4. Customer Service Process5. User Survey Process6. Market & Customer Feedback Process7. Monthly Sales Forecast Process
1. Launch Process2. Tech Support Process3. Patch Release Process4. Customer Service Process5. User Survey Process6. Market & Customer Feedback Process7. Monthly Sales Forecast Process
Delivery Major MilestonesDelivery Major Milestones
Kick-off Meeting(Definition phase) Kick-off Meeting(Definition phase) Alphas version release (Development phase)Alphas version release (Development phase)Product enter SQA (Development phase)Product enter SQA (Development phase)Beta Version release (Testing &Rollout phase)Beta Version release (Testing &Rollout phase)Packaging Prototyping (Testing & Rollout phase)Packaging Prototyping (Testing & Rollout phase)Release Candidate release (Testing & Rollout Release Candidate release (Testing & Rollout phase)phase)Release To Manufactory (Testing & Rollout phase)Release To Manufactory (Testing & Rollout phase)Announcement Date (Testing & Rollout phase)Announcement Date (Testing & Rollout phase)First Customer Shipment (Testing & Rollout phase)First Customer Shipment (Testing & Rollout phase)Formal Announcement (Launch & Review phase)Formal Announcement (Launch & Review phase)
Core Value Of Product Core Value Of Product ManagerManager
CoreValue of
Product Manager
Meet TargetsNeeds
Time to theMarket
Cost Effectiveness
Key Successful FactorsKey Successful Factors
FullyFully commitment to achieve the goalcommitment to achieve the goal
Well Planning Well Planning
Good Communication, Coordination and Good Communication, Coordination and Collaboration Collaboration
Great skill of Great skill of
Schedule ControlSchedule Control
Quality ControlQuality Control
Cost and Budget ControlCost and Budget Control
Problem SolvingProblem Solving
PM = Problem ManagementPM = Problem Management
4: Case Study- 4: Case Study- How Statistics is How Statistics is applied in Product Life Cycle Managementapplied in Product Life Cycle Management
Statistics is the science of collecting, Statistics is the science of collecting, organizing, presenting, analyzing, and organizing, presenting, analyzing, and interpreting data to assist in making mire interpreting data to assist in making mire effective decision effective decision
Testing phase for quality control Testing phase for quality control
StartlightStartlight Project Status Report (11282002)..htm Project Status Report (11282002)..htm
Marketing Data AnalysisMarketing Data Analysis
User SurveyUser Survey
Ulead-PM Ulead-PM ProcessTrainingProcessTraining-User Survey -User Survey Example.pptExample.ppt
Business Proposal and AnalysisBusiness Proposal and Analysis
Ulead-PM Ulead-PM ProcessTrainingProcessTraining-PAF -PAF Example.pptExample.ppt
Marketing Promotion activities Marketing Promotion activities
Competition AnalysisCompetition Analysis
Sales Analysis Sales Analysis