Product Life Cycle Management
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
Product Life Cycle
People Involved
Executive Managers
PM
Product Planner
RD engineer
Designer
(Creative, Art Content, and Web)
Technique Writer
Localization Engineer
Configuration Engineer
QA Engineer
Marketing
Production
Global Support Team
Tech Support
Regional PMM
Sales Representative
General Product Development Flow
Role of Product Manager -1
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.
Sample-Business Plan
Market Information
Market Trend and Size Analysis
Product Positioning and Customer Profile
Competition Analysis
 Business Information
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
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
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
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
Ulead Product Management Flow
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
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
4: Case Study- How Statistics is applied in Product Life Cycle Management
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