Transcript PM Process - Tamkang University

Product Life Cycle Management
Nov 2002
Juliet Kuo
Ulead Systems, Inc.
Agenda
 Overview of Software Development Process
 Product Life Cycle Management at Ulead
 Core Value of PM and Key Successful Factors
 Case Study –
How Statistics is applied in Product Life Cycle
Management
1: Overview of Software Development
Process
 Market Demand
 Product Conceptual Development
 Project Analysis
 Development Plan
 Actual Implementation
 Product launch
 Product Life Cycle Analysis
2: Product Life Cycle Management
at Ulead



How is the Product Life Cycle working
Role of Product Manager
Phases breakdown


Processes introduction
Major Milestones
Product Life Cycle
Product Life Cycle is a management process that
divides the entire life of a product into series of phase
that identify what needs to be done, who’s
responsible, what decisions need to be made and
when/what gets delivered
Concept
Phase
Definition
Phase
Development
Phase
Testing &
Rollout
Phase
Launch &
Review
Phase
People Involved
Executive Managers
Configuration Engineer
PM
QA Engineer
Product Planner
Marketing
RD engineer
Production
Designer
Global Support Team

(Creative, Art Content,
and Web)
Tech Support
Technique Writer
Regional PMM
Localization Engineer
Sales Representative
General Product Development Flow
Product Planning
Product
strategy
Functional
specification
Product
planning
RD
Product Development
Product
marketing
Quality Assurance
Program
Management
Prototype Features Code
Alpha
build
frozen
complete build
Beta
build
Product
marketing
RC
RTM
build
Builder
Development
Creative Designer
Debugging
Writer
QA Engineer
Testing
Beta testing
Usability Engineer
/Outside Tester localization
Localization
Engineer
Role of Product Manager -1
Product Manager is responsible to drive project team to
release a successful product to the market at right
timing to generate revenue and profit for the company
Major responsibilities
Product Life Cycle Management
Market and Competition Analysis
Writing Plans and Proposal
Schedule control
Quality Control
Budget and Cost Control
Communication, Coordination and Collaboration
Inter-Team, Inter-Department,
Inter-Management, and Inter-company
Concept
Phase
Definition
Phase
Development
Phase
Testing &
Rollout
Phase
Product Management
Product Marketing
Manager
Sales & Marketing
Program Manager
Launch &
Review
Phase
Project
Development
Team
a: Product Life Cycle – Concept Phase
Objective
 Developing a product concept into a solid plan for
getting approval from Executive level
Input
 Collecting data for product concept, value
proposition, competition status, market analysis
and business opportunity assessment
Deliverable
 Business plan
 which clearly describes the product, opportunity,
analyses of competition, marketing objectives and
proposed product function.
Who
PM
Product Planner
RD Leader
ATC Leader
Concept
Phase
What &
How
Product Planning Process
Sample-Business Plan
Market Information




Business Information




Market Trend and Size Analysis
Product Positioning and Customer Profile
Competition Analysis
Revenue/Unit Shipments Forecast
Business Objective (Market Share)
Channel Strategy (Retail, OEM.)
Product Information


Key Features and Major Components
Product Model & Language support
Channel & Pricing
Resource Information

Budget Estimation/Manpower Allocation
Major milestones and product availability
Sample-Product Positioning and customer profile
Product Category
 Consumer Photo Editing
Product Positioning
 Photo Express 4.0 is photo-editing software that
provides a full suite of expandable photo editing,
creative and sharing tools for digital photo consumers
who have active, event-filled lifestyles full of picture
moments they want to share.
Customer Profile
 See imaging as home entertainment
 Age from 30-45+ years old
 Not a highly skilled computer user
 Probably owns a scanner, a digital camera or color
printer
b: Product Life Cycle – Definition Phase
Objective
 Defining the product from implementation aspect
based on Business Plan
Major Activities
 Planning and defining what does the product do,
what major features, components will be included
or what technology will be adopted
Deliverable
 Updated Business Plan
 A set of various plans and specification for the
product
Who
Concept
Phase
What &
How
PM/Product Planner
RD/ATC Leader
SQA Leader/TS
Usability/Legal
Regional PMM
Definition
Phase
1. Product Implementation
Planning Process
•
Business Plan
•
Product Marketing Plan
•
Program Master Plan
•
Product Master Plan
•
Requirements
2. Functional Specification Process
3. Legal Search Process(incl. Naming, Patent, Contract)
4. Usability Feedback Process
5. Customer Feedback Process
6. Bugbase Review Process(For FMR/NTBF)
Major Activities
Initiate Project
Propose Functional Specification Requirement
Develop Functional Spec: version 0.3, 0.5, 0.7, 0.9
Update Business Plan
Write plans and requirements for the product
development tasks
Hold Kick-off meeting to present the project vision and
scope to project teams
Set delivery milestones
Develop UI Prototyping
c: Product Life Cycle –
Development Phase
Objective
 Coordinate project teams to start developing the
product and marketing activities based on the
plans and specifications delivered in definition
phase
Major Activities
 Assign Project Teams and Responsibilities
 Internal Training for Project Team Members
 Regular Review Meeting
 Coordination and Schedule Control
Deliverable
 Updated Product Marketing Plan
 Implementation plan and delivery milestones
from project team leader
d: Product Life Cycle –
Testing & Rollout Phase
Objective

Program code complete and enter testing. Defining
product launch plans, marketing plan, sales, channel
strategies and production plan to maximize the impact of
the product roll-out
Major Activities

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Program Testing
Product Training, Review Meeting, Status Report, Project
management, Coordination, Communication,
Collaboration and Schedule Control
Beta Testing Program
Press Tour
Product Launch
Deliverable



Updated Product Marketing Plan, Launch and production
plans
Marketing materials
GM and production materials
PM/RD/IS
ATC/Usability
UI
Art Content
DOC/Config
Legal
Who
Concept
Phase
Definition
Phase
PM/RD/ATC/IS
UI/Art Content
Doc/LOC
Config/SQA
Creative/MarCom
Web
Regional PMM
Production/GST
Testing &
Development
Rollout
Phase
Phase
1. RD Development Process
What &
How
2. UI Design Process
3. Documentation Process
4. Art Content Design Process
5. Config Development Process
6. Testing Process
7. Localization Process
8. Legal Registration Process
9. Beta Release Process
10. Collateral Development Process
11. Web Development Process
12. Packaging Design Process
13. Legal Materials Development Process
14. Production & Shipping Process
e: Product Life Cycle –
Launch & Review Phase
Objective
 Product Shipping and keeping track of sales for
released products to examine whether the
business objectives have been achieved
Major Activities
 Presenting sales report, marketing, PRs activities,
and refining strategies to increase revenue
opportunities
 Collecting data and planning for next release
Deliverable
 Sales Analysis
 Updated Marketing Plans
 Updated Sales/Channel Plans
 Product Feedback/Market/Competition Analysis
PM
Regional PMM
Regional Sales
MarCom/PR
IS
Web
TS
GST/Production
Who
Concept
Phase
Definition
Phase
Testing &
Development
Rollout
Phase
Phase
1. Launch Process
What &
How
2.
3.
4.
5.
6.
7.
Launch &
Review
Phase
Tech Support Process
Patch Release Process
Customer Service Process
User Survey Process
Market & Customer Feedback Process
Monthly Sales Forecast Process
Delivery Major Milestones
Kick-off Meeting(Definition phase)
Alphas version release (Development phase)
Product enter SQA (Development phase)
Beta Version release (Testing &Rollout phase)
Packaging Prototyping (Testing & Rollout phase)
Release Candidate release (Testing & Rollout phase)
Release To Manufactory (Testing & Rollout phase)
Announcement Date (Testing & Rollout phase)
First Customer Shipment (Testing & Rollout phase)
Formal Announcement (Launch & Review phase)
3: Core Value of PM and Key Successful
Factors
Core Value Of Product Manager
Meet Targets
Needs
Cost
Effectiveness
Core
Value of
Product Manager
Time to the
Market
Key Successful Factors
Fully commitment to achieve the goal
Well Planning
Good Communication, Coordination and Collaboration
Great skill of

Schedule Control

Quality Control

Cost and Budget Control

Problem Solving
PM = Problem Management
4: Case Study- How Statistics is applied
in Product Life Cycle Management
Statistics is the science of collecting, organizing,
presenting, analyzing, and interpreting data to
assist in making mire effective decision
Testing phase for quality control
Startlight Project Status Report (11282002)..htm
Marketing Data Analysis

User Survey
Ulead-PM ProcessTraining-User Survey Example.ppt

Business Proposal and Analysis
Ulead-PM ProcessTraining-PAF Example.ppt

Marketing Promotion activities

Competition Analysis

Sales Analysis