B356-PR

July 11–13, 2011 / Washington, DC

Product Strategy & Management Training Develop an Intelligent, Market-Driven Strategy with a Balanced and Responsive Product Portfolio

p to u n r a E E 12 CP ! ts Credi

Assess your Product Portfolio for Market Gaps and Opportunities Identify market, customer and product performance strengths and weaknesses

Implement Product Portfolio Objectives That Drive Your Products toward Corporate Goals Create measurable and actionable objectives to close your determined product gaps

Develop a Strategic Product Roadmap that Delivers against your Portfolio Objectives Manage specific programs and resource allocation for optimum efficiency and visibility

Create an Ongoing Product Management Process that Provides Business Agility Continuously monitor market dynamics and product metrics to ensure rapid adjustments to changing conditions

In Association with:

www.ASMIweb.com/Strategy

Product Strategy & Management Training

A MESSAGE FROM OUR

PRODUCT MANAGEMENT Trainer Dear Product Strategy and Management Professionals,

Who Should Attend: C-Suite Executives (CEO, CFO, COO, CMO)

Directors, Managers & VPs of: Marketing Product Management New Product Development/Design Product Planning & Development

Are you wrestling with the prioritization of too many features to direct your product development team? Are you making progress on delivering truly impactful features and products to market? Do you have a resourced product roadmap to help achieve corporate objectives? Is your product management team driving the product strategy to address market opportunities and gaps? This training will address all of these strategic imperatives and provide you with the knowledge and skills to successfully achieve a highly distinguished competitive advantage by augmenting your product strategy and management capabilities.

This 2011 Product Strategy & Management Training will allow you to engage in hands-on and highly interactive sessions that are pertinent to the viability of the product strategy and management functions across all organizations — regardless of industry, sector or customer. You will learn various techniques for assessing your strategic options, identifying your major product gaps and spotting opportunities driven from market trends. You will also develop a competitive assessment to drive your current product performance and develop prioritization methods for selecting your top potential solutions, generating your product roadmap and assessing necessary deliverables to get you where you want to go. Our goal is to provide you with a framework to identify ongoing processes that will enable your organization to continuously adjust your plan to ever-changing market dynamics.

JOIN US as we acquire the skills and tools to drive market-driven product results and achieve product strategy and management excellence!

R&D

Corporate Planners Project & Program Managers Note: Recommended for professionals with 3 years or more experience in new product planning and/or product management

5 Reasons to Attend: 1. LEARN how to link corporate and product strategies to drive your company’s business results

2. IMPROVE your ability to plan and deliver impactful market-piercing product offerings

3. DEVELOP a collaborative process for assessing market needs and planning appropriate responses

4. CREATE a portfolio planning process that allows you to effectively allocate resources to your prioritized product development projects

Best Regards, Don Vendetti Founder & Principal, Product Arts 2 | www.ASMIweb.com/Strategy

5. IMPLEMENT a product roadmap that gets the ball rolling on delivering strategic projects

1

DAY

Monday, July 11, 2011

8:30

Conference Registration & Continental Breakfast

9:00

MORNING SESSION: Overview: Product Strategy and Management • Review key concepts of product and market strategies • Understand the challenges and trade-offs in developing product strategy • Learn common frameworks used to assess and develop product strategies EXERCISE: Map your products relative to strategic frameworks. Are you near a transition?

Product and Project Portfolio Planning • Learn the components of a balanced product/project portfolio • Linking your portfolio to business objectives • Scoring and analysis models for portfolio management EXERCISE: Map your current product portfolio resource allocations

12:00

Lunch Break

1:00

AFTERNOON SESSION: Product Features, Benefits and Value Proposition • Identify your core customer and their market need • Understand methods for determining value drivers (Kano/Ulwick) • Establish core value drivers and the value proposition EXERCISE: Create your value prop for your target segment

Assess Your Current Situation • Identify segment characteristics and market trends related to your products • Assess competitor and alternative solutions to your products • Analyze your current product performance for strengths and weaknesses • Perform an overall SWOT Analysis for your product or portfolio EXERCISE: Create your own SWOT

4:30

Day One Adjourns

www.ASMIweb.com/Strategy | 3

DAY

2

Tuesday, July 12, 2011

8:30

Continental Breakfast

9:00

MORNING SESSION: Define Where You Want to Go • Assess the impact, urgency and strategic alignment of your SWOT outcomes • Identify measurable product objectives addressing issues and opportunities • Develop a scoring matrix for your product objectives priorities EXERCISE: Create your own product objectives and priority matrix

Closing the Gap — Identifying Solution Opportunities • Ideation and solution identification with stakeholders • Assessing Business Value and Attractiveness • Assessing Effort, Uncertainty and Risk • Scoring and selecting your project opportunities EXERCISE: Create and rate your project portfolio opportunities

12:00

Lunch Break

1:00

AFTERNOON SESSION: Building the Plan — Your Product Roadmap • Overview of product roadmaps • Identifying themes, timeframes and releases • Pinpoint specific deliverables and resource requirements EXERCISE: Create your internal feature roadmap

Develop your Technology Implementation Roadmap • Map major platform and activities to your feature roadmap • Managing resource allocation per release EXERCISE: Create your implementation roadmap

4:30

Day Two Adjourns

4 | www.ASMIweb.com/Strategy

DAY

3

Wednesday, July 13, 2011

8:30

Continental Breakfast

9:00

MORNING SESSION:

DON VENDETTI is a co-lead

Product Strategy and Roadmap is a Team Sport

instructor at the University of Washington

• Identifying key stakeholders and roles • Socializing and gaining support • Communicating your Strategy and Roadmap • Formal methods for portfolio planning and reviews

Professional and Continuing Education

DISCUSSION: Methods for managing your portfolio and roadmap

from Colorado State University. He

About the Trainer:

program in Software Product Management. He holds an MBA from the University of Washington and BSEE also is a Certified Product Manager,

Roadmap Validation and Concept Testing

Certified Product Marketing Manager

• Addressing risk and uncertainty • Mockups, Prototypes and Requirements • Methods for validation and testing

and Agile Certified Product Manager

DISCUSSION: Methods for concept testing and market validation

through the Association of International Product Marketing and Management.

Don is also the founder and principal of Product Arts Consulting, specializing in product strategy and implementation.

12:00

Lunch Break

He has an extensive background in high tech product development for

1:00

AFTERNOON SESSION:

software, mobile services and embedded

Beyond Development — Going to Market

systems. He has held executive and

• The other 3P’s of Marketing • Planning and coordinating the internal rollout • Betas and Pilots • Assessing launch readiness

senior management roles in the creation

DISCUSSION: Going to Market issues and guidelines

Monitoring the Market and the Product • Establishing a Product Dashboard • Keeping abreast of the market dynamics and competitors • Sharing information throughout the organization DISCUSSION: How to stay on top of everything

and launch of major products and their ongoing support. His background includes executive and senior level roles in product management, program management, product marketing and engineering in both Fortune 100 and start-up companies. Don is highly skilled in both strategic and tactical deliverables. His consulting engagements have included portfolio strategy and roadmaps, product planning and requirements, product management

Program Close

processes and toolkits, competitive assessment and positioning, pricing,

4:30

Training Adjourns

marketing materials and training.

www.ASMIweb.com/Strategy | 5

In-House Training & Customization

One of the more popular vehicles for accessing the American Strategic Management Institute’s educational offerings is the delivery of on-site trainings and management facilitations. Bringing a training or facilitation in-house gives you the opportunity to customize a program that addresses your exact challenges and provides a more personal learning experience, while virtually eliminating travel expenses. Whether you require training for your department or for an organization-wide initiative, the advanced learning methods employed by ASMI will create an intimate training atmosphere that maximizes knowledge transfer to enhance the talent within your organization.

CUSTOMIZATION We realize that not all obstacles can be overcome by applying an “off-the-shelf” solution. While many training providers will offer you some variation of their standard training, ASMI’s subject matter experts will work with you and your team to examine your programs and determine your exact areas of need. The identification of real life examples will create a learning atmosphere that resonates with participants while at the same time providing immediate return on your training investment. Using interactive exercises that employ actual projects or scenarios from your organization, instructors can address specific challenges and align the curriculum of each session to your objectives. While the majority of on-site trainings are focused on smaller groups, ASMI also has the ability to accommodate organization-wide training initiatives.

Utilizing multiple instructors, the Institute has the capacity to deliver courses to groups of up to 300 participants per day.

AREAS OF EXPERTISE On-site delivery of single courses, certification programs and entire packages of specialized courses are available in the following areas: • Strategic Planning • Lean Six Sigma • Performance-Based Contracting • Administrative Management

• Performance Measurement • Workforce Management • Performance Reporting • Leadership and Change

• Project Management • Performance-Based Budgeting • Program Evaluation

For more information about in-house training and certification options, please contact Jennifer Mueller at 202-739-9619 or email her at Jennifer.Mueller@ASMIweb.com

SPONSORSHIP OPPORTUNITIES As a conference and training provider, ASMI is an expert in bringing together leaders to share and discuss best practices and innovations. We connect decision-makers with respected solutions providers. The Institute offers four different predesigned sponsorship packages: • Event Co-Sponsor • Luncheon Sponsor

• Session Sponsor • Exhibit Booth Sponsor

FOR MORE INFORMATION ON TRAINING, EXHIBITING & SPONSORSHIPS, please contact: Andrew Goodwin at 202-739-9707 or email him at Andrew.Goodwin@ASMIweb.com

6 | www.ASMIweb.com/Strategy

Venue & Hotel

CPE CREDITS — EARN UP TO 12 CPE S !

VENUE & HOTEL Product Strategy & Management Training will be held at The

Thompson Media Group is registered with

Performance Learning Center in Washington DC. The Learning Center is

the National Association of State Boards of

just a few blocks from the Gallery-Place China Town metro which services

Accountancy (NASBA) as a sponsor of continuing

the red, yellow and green lines. If you plan on driving, a public parking

professional education on the National Registry of

garage is located inside of the building. You can access the parking

CPE Sponsors. State boards of accountancy have final authority

garage on K Street and the parking is $18.00 a day.

on the acceptance of individual courses for CPE credit. Complaints regarding sponsors may be addressed to the National Registry

The Performance Institute Learning Center 901 New York Ave, NW, 3rd Floor, Washington, DC 20001 202-524-8041 Please note: The building elevators do not allow delegates up into the Learning Center until 8:30am.

of CPE Sponsors, 150 Fourth Avenue North, Nashville, TN 372192417. Website: www.nasba.org Sponsor Organization Name and Sponsor ID Number: Thompson Media Group 109435 Delivery Method: Group-live Program Level: Basic Prerequisites/Preparation: None CPE Credits: 13

A limited number of rooms have been reserved at the Washington Marriott at Metro Center at the prevailing rate of $211. This rate is based on the Government Per Diem and the discounted rate is only secured up until 3 weeks prior to the start of the event. Therefore, please call the hotel 3 weeks prior to secure the rate. When calling the hotel please reference the Performance Institute and the name of the event “Product Strategy” when making reservations to get the discounted rate. The hotel is conveniently located on the red, orange and blue line (at the Metro Center Metro stop) and it is located only a few blocks from The Performance Learning Center.

Washington Marriott at Metro Center 775 12th Street NW, Washington, DC 20005 1-800-266-9432/1-506-474-2009 (International) * To register online, please visit https://resweb.passkey.com/Resweb.do?mode=welcome_ei_ new&eventID=3411784 and click on the Venue and Hotel tab.

The tuition rate for Product Strategy & Management Training is as follows:

Early Bird

Regular Rate

*

$1199

Conference

ASMI strives to provide you with the most productive and effective educational experience possible. If after completing the course you feel there is some way we can improve, please write your comments on the evaluation form provided upon your arrival. Should you feel dissatisfied with your learning experience and wish to request a credit or refund, please submit it in writing no later than 10 business days after the end of the training to: The American Strategic Management Institute: Quality Assurance 805 15th Street, NW, 3rd Floor, Washington, DC 20005 Note: As speakers are confirmed six months before the event, some speaker changes or topic changes may occur in the program. ASMI is not responsible for speaker changes, but will work to ensure a comparable speaker is located to participate in the program. If for any reason ASMI decides to cancel this conference, The American Strategic Management Institute accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors and guests.

DISCOUNTS

TUITION & GROUP DISCOUNTS

Offerings

CANCELLATIONS & QUALITY ASSURANCE

* For the Early Bird Rate or for more information on group discounts please contact:

• All ‘Early Bird’ Discounts must require payment at time of registration and before the cut-off date in order to receive any discount.

• Any discounts offered by ASMI (including team discounts) must also require payment at the time of registration.

• All discount offers cannot be combined with any other offer.

• Discounts cannot be applied retroactively • Payment must be secured prior to the conference. If payment is not received by the conference start date, a method of payment must be presented at the time of registration in order to guarantee your participation at the event.

Paul Rogers at 858-737-4122 or email him at Paul.Rogers@ASMIweb.com www.ASMIweb.com/Strategy | 7

Registration Form

CALL:

FAX FORM TO:

VISIT US ONLINE:

877-992-9522

866-234-0680

www.ASMIweb.com/Strategy

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Please make checks payable to: The American Strategic Management Institute CANCELLATION POLICY: The American Strategic Management Institute will provide a full refund less a $399 administration fee for cancellations requested four weeks prior to the event start date unless cancellation occurs within two weeks prior to the event start date. If a cancellation is requested less than two weeks prior to the event start date, no refund will be issued. Registrants who fail to attend and do not cancel prior to the event will be charged the entire registration fee. All cancellations must be requested through the cancellation link found in your attendance confirmation email. Please note that cancellation is not final until you receive a cancellation confirmation email.

I have read and accepted the Cancellation Policy above.

ACKNOWLEDGED AND AGREED By: ______________________________________________________________________________________________ Date: _______________________________________ Priority Code: B356-PR

8 | www.ASMIweb.com/Strategy