The 280 Group is a Product Management and Product Marketing consulting and training �rm located in Silicon Valley, CA. Founded in 1998, the 280 Group helps companies deliver products that delight their customers and produce massive pro�ts. Products and services include consulting, contractors, training, certi�ca-tions, coaching, templates and books. The 280 Group’s methodology is based on worldwide standards and is used by tens of thousands of customers across the world.

Clients include small and medium-sized companies as well as Fortune 500 companies such as Adobe, SAP, Cisco, Intel, eTrade, Symantec, Dell, Hewlett Packard and others. The 280 Group was ranked in the top 10 consulting �rms by the Silicon Valley Business Journal and has won the AIPMM award for Thought Leadership in Product Management. They have been featured on World Business Review, the Silicon Valley Business Report and have several books in the top 150 business books on Amazon.com.

The 280 Group consultants were very experienced and came in

and hit the ground running. They helped us by prioritizing across a variety of development projects,

streamlining our internal processes and also helped us to

build a compelling roadmap.

- Ram Krishnan, Sr. VP Marketing,GuardianEdge

The 280 Group is theONLY company that:

Has the world’s leading team of experts and thought leaders

in Product Management

Can help your company createand execute a CUSTOM plan to

transform Product Management and take it to the next level

Has a comprehensive solutionfar beyond just training for

every phase of an individual’sProduct Management career

Plan Conceive

Qualify Run Beta/Pilot

Write launch plan

Release product,gather feedback

Perform post mortem

Writemarketing plan

Roadmap

Generate and prioritize ideas

Develop Launch Market

Validate concepts

Create roadmapand strategy

Solidify plans for product

Deliver �nal documents

Developproduct

Update documentsand �nalize feature list

Write beta plan Support sales

Communicate EOL

E X E C U T I O NS T R A T E G Y

Retire

ProductManagement

Phases andActivities

ProductMarketing

Exit Criteria

Plan EOL and next release

Test messaging and pricing

Develop preliminary documents

Plan sunsetor replacement

Perform post mortem

Run/monitormarketing

MARKET STRATEGY DOCUMENT

Beta Plan

Launch Plan

Business Case Document

Market Needs Document

Product Description Document

Roadmap Document

Market Strategy Document

Product readyfor shipping

New version or retire completely

End Of Life Plan Marketing Plan

Approval to fund planning

Approval to fund development

Product ready for testing

Ready for on-going marketing

280 Group Optimal Product Process™

Optimal Product Process:280 GroupConceive to Retire:AIPMM Product Management Body of Knowledge (ProdBOK )© ©

Optimal ProductManagement Assessment

To help you dramatically improve Product Management at your company the 280 Group offers an Optimal Product Management Assess-ment. This is a service where we assess the Product Management function at your company (process, people & tools), provide concrete recommendations for dramatically improving its effectiveness and assist you with implementing key changes. By working with the 280 Group you can ensure that you are implementing best practices and that Product Management will help drive your company’s overall success.

Consulting& Contractors

Whether you need a high-level seasoned consul-tant to help you with your product strategy, your next industry-changing launch, or an acting interim Product Manager, the 280 Group can provide you with the right talent. We take on both small, short-term, highly focused projects as well as providing longer-term contracting talent that can become part of your team for up to several months if need be.

Typical projects include:

Product Management

Market AnalysisDeveloping Business CasesProfit & Loss AnalysisCustomer ResearchMarket ResearchMRDs & PRDsProduct Roadmaps

Working withEngineering TeamsReviewing Functional SpecsFinalizing Product RequirementsPrioritizing Feature SetsFeature, Schedule& Cost TradeoffsCompetitive AnalysisRunning Beta Programs

Product MarketingCompetitive ComparisonsCustomer TestimonialsSuccess StoriesFeatures & Benefits/USPsPress Tours & MaterialsPresentationsTraining Materials

Product LaunchesSales ToolsPositioningPricingWhite PapersReviewer's GuidesProduct Demos

We chose the 280 Group because we needed to launch a product very quickly. They had an experienced team of people that we could hire immediately. - Rob Zajac, General Manager,Duel Systems, Inc.

Training & CertificationThe 280 Group offers seven training courses that are available through our public training, private onsite training or as a self-study curriculum:

Agile Excellence for Product Managers™This one day in-person course teaches students how to be dramatically more effective with teams using Agile development methods (Scrum, XP, Lean). Includes extensive hands-on exercises and handouts that prepare you to become an industry-standard Agile Certified Product Manager. This course is also available in a self-study format.

Optimal Product Management & Product Marketing™This three day in-person course covers the entire Product Lifecycle. It teaches you how to manage any product at any stage in the lifecycle effectively and includes the Product Management Lifecycle Toolkit with corresponding productivity templates.

How to be a Phenomenal Product Manager™This one day in-person course is based on the best-selling book The Phenomenal Product Manager. It is the only course in the world that teaches you how to dramatically increase your effectiveness and productivity as a Product Manager. Through hands-on exercises and lecture students spend the day learning critical skills and developing a corresponding action plan.

Certified Product Manager™ Exam Intensive PrepThis two day in-person course consists of a day and a half of class time followed by the Certifica-tion Exam on the afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the exam to earn the Association of International Product Marketing and Management (AIPMM) prestigious Certified Product Manager (CPM) credential. This course is also available in a self-study format.

Intro to Product ManagementThis course is a subset of the three-day Optimal Product Management and Product Marketing Training Course. It covers some of the same topics, though not at the same level of depth.

Certified Product Marketing Manager™ Exam Intensive PrepThis two day in-person course consists of a day and a half of class time followed by the Certifica-tion Exam on the afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the exam to earn the Association of International Product Marketing and Management (AIPMM) prestigious Certified Product Marketing Manager (CPMM) credential. This course is also available in a self-study format.

Leadership for Product Managers™This one day in-person course will help transform you into a highly effective and dynamic Product Management leader in your company. Through a combination of lecture and extensive hands-on exercises you will learn to apply your specific strengths as a leader to exert more influence.

Toolkits & Templates 280 Group Press Books

Coaching

The 280 Group’s methodology is available in a series of toolkits, which contain templates and narrated training presentations that help you deliver more effective documents in significantly less time. There are eight toolkits in all:

The toolkits are also bundled together in the PM Office Professional, which includes all seven toolkits at a discounted price. Toolkits and the PM Office are all single user license – volume licenses are available.

The 280 Group's coaching program helps Product Managers excel in their job and careers through expert guidance. Let our expert coaches guide you through a skills assessment, help you build a plan and keep you on track and accountable.

@ Copyright 2014, 280 Group, LLC. All rights reserved.

280 Group, 280 Group logo, Product Management LifeCycle Toolkit, Product Roadmap Toolkit,Product Launch Toolkit and all other toolkits and book names are trademarks of the 280 Group LLC.

All other trademarks and logos are the property of their respective owners.

Product Management Lifecycle Toolkit™Product Roadmap Toolkit™Product Launch Toolkit™Competitive Analysis Toolkit™Beta Program Toolkit™Product Reviews Toolkit™Developer Program Toolkit™Feature Prioritization Toolkit™

www.280group.comcontact@280group.com

+1.408.834.7518

280 Group LLC1901 South Bascom Avenue

Suite 1460

Campbell, CA 95008

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Optimal Product Management™ Assessment Program Let us help you take your company’s Product Management to the next level

Product Management is one of the most important strategic functions in a company. Great Product Management leads to more successful and more profitable products, happier customers and long-term winning strategies to conquer markets. It also ensures that your company doesn’t waste money developing, marketing and selling products that don’t meet customer needs and should not have been built in the first place.

Optimal Product Management requires that you have the following elements in place:

An effective Product Process (as lightweight as possible for your culture) A great team who understands their role and is trained to perform at a high level of competence Excellent standardized tools and templates to ensure that deliverables can be created quickly Systems in place for ongoing company improvements/learning and leveraged collaboration

To help you take Product Management to the next level at your company the 280 Group offers an Optimal Product Management Assessment. This is a service where we assess the Product Management function at your company (process, people & tools), provide concrete recommendations for dramatically improving its effectiveness and assist you with implementing key changes. By working with the 280 Group you can ensure that you are implementing best practices and that Product Management will help drive your company’s overall success.

To perform the assessment the 280 Group assigns a team of senior consultants to interface with your company. The assessment can be completed fairly rapidly, and follows the steps below.

Process used to perform the 280 Group Optimal Product Management Assessment

The deliverable for the assessment is a presentation to stakeholders and/or executive staff covering the following:

Summary of findings Recommendations In-depth plans for additional work to execute the recommendations.

For more information on how the 280 Group can help you assess and optimize Product Management and Product Marketing at your company visit www.280group.com or contact us at contact@280group.com.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

Interviews Surveys Gap AnalysisPresent 

Findings: Gain Agreement

Present Recommendations

Implementation: Phase II

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518www.280group.com Course Catalog 2014 contact@280group.com

Course CatalogTHE WORLD'S MOST EFFECTIVE PRODUCT MANAGEMENT &

PRODUCT MARKETING TRAININGTM

2014

About The 280 Group

The 280 Group is a Product Management and Product Marketing consulting and training firm located in Silicon Valley, CA. Founded in 1998, the 280 Group helps companies deliver products that delight their customers and produce massive profits. Products and services include consulting, contractors, training, certifications, templates and books. The 280 Group’s methodology is based on worldwide standards and is used by tens of thousands of customers across the world.

Clients include small and medium-sized companies as well as Fortune 500 companies such as Adobe, SAP, Cisco, Intel, eTrade, Symantec, Dell, Hewlett Packard and others. The 280 Group was ranked in the top 10 consulting firms by the Silicon Valley Business Journal and has won the AIPMM award for Thought Leadership in Product Management. They have been featured on World Business Review, the Silicon Valley Business Report and have several books in the top 150 business books on Amazon.com.

For more information go to www.280group.com, call (408) 834-7518 or email contact@280group.com.

Course Listing & Pricing

Courses are taught publicly at a number of locations worldwide. All courses can also be delivered privately on-site and customized for your company's needs.

Optimal Product Management & Product Marketing™

Three-day course covering the entire Product Lifecycle. Teaches you how to manage any product at any stage in the lifecycle effectively and includes the Product Management Lifecycle Toolkit with corresponding productivity templates. Prepares you to take the exam to become an industry-standard Certified Product Manager or Certified Product Marketing Manager.

$1,995 per person for public training

$2,995*

per person for private training

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518 www.280group.com Course Catalog 2014 contact@280group.com

Certified Product Manager (CPM™) Exam Intensive Prep Course

This two-day course consists of a day and a half of class time followed by the Certification Exam on the afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the exam to earn the Association of International Product Marketing & Management (AIPMM) prestigious Certified Product Manager (CPM) credential. It is appropriate for those who have extensive Product Management experience and/or who have taken the 280 Group’s Optimal Product Management & Product Marketing three-day in-person course. Students review the key concepts and terminology used in the exam as well as strategy for answering the exam questions and a Q&A for anything else they want to review (includes $395 exam.) This course is also available in a self-study format.

$1,495 per person for public training

$1,695*

per person for private training

Certified Product Marketing Manager™ Exam Intensive Prep Course

This two-day course consists of a day and a half of class time followed by the Certification Exam on the afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the exam to earn the Association of International Product Marketing & Management (AIPMM) prestigious Certified Product Marketing Manager (CPMM) credential. It is appropriate for those who have extensive Product Marketing experience and/or who have taken the 280 Group’s Optimal Product Management & Product Marketing three day in-person course. Students review the key concepts and terminology used in the exam as well as strategy for answering the exam questions and a Q&A for anything else they want to review (includes $395 exam.) This course is also available in a self-study format.

$1,495 per person for public training

$1,695*

per person for private training

Agile Excellence for Product Managers™ with Certification Exam

This one-day course teaches students how to be dramatically more effective with teams using Agile development methods (Scrum, XP, Lean). Includes extensive hands-on exercises, handouts and includes a copy of the best-selling eBook Agile Product Management Excellence from the 280 Group. Prepares you to take the exam (included - $395 value) to become an industry-standard Agile Certified Product Manager. This course is also available in a self-study format.

$1,295

per person for public training

$1,495*

per person for private training

How to be a Phenomenal Product Manager™

This one-day course is based on the best-selling book The Phenomenal Product Manager by Brian Lawley, 280 Group CEO & Founder, this is the only course in the world that teaches you how to dramatically increase your effectiveness and productivity as a Product Manager. Through hands-on exercises and lecture students spend the day learning critical skills and developing a corresponding action plan to apply in their jobs. Topics covered include the role of Product Management, how to work more effectively with sales and engineering, negotiation/mediation, productivity, career advancement and more.

$695

per person for public training

$995*

per person for private training

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518 www.280group.com Course Catalog 2014 contact@280group.com

Leadership for Product Managers

This one-day course will help transform you into a highly effective and dynamic Product Management leader in your company. Through a combination of lecture and extensive hands-on exercises you will learn to apply your specific strengths as a leader to exert more influence.

$995

per person for public training

$1,295*

per person for private training

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5 Want More Information?

Help Me Decide What's Right for Me

Course Listing and Pricing

Self-Study Courses

Training Calendar

Certifications

Private Custom Training

Intro to Product Management

This one-day course is a subset of the three-day Optimal Product Management and Product Marketing training course. It covers some of the same topics, though not at the same level of depth.

$695

per person for public training

$995*

per person for private training

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518 www.280group.com Course Catalog 2014 contact@280group.com

280 Group Private Workshops, Webinars & Seminars The 280 Group also offers custom private workshops, training seminars and webinars at companies for Product Management and Product Marketing teams to help them become more effective. The individual modules listed below under each category are each approximately one hour in length, and can be delivered for $2,000 each, or can be combined to create a four module half-day ($6,000) or an eight module full-day ($10,000).

Executive Seminars

• The Seven Phase Standard Optimal Product Process • Building Insanely Great Products Through Optimal Product Management • How Product Management Can Make or Break Your Company

Getting the Job Done

• Compelling Product Roadmaps • High-impact Product Launches • Successful Beta Programs • Phenomenal Product Reviews • How to Tear Apart Your Competition • Optimal Product Process and

Product Life Cycle • Market Research • Competitive Analysis • Market Strategy

• Conceive • Business Cases • Requirements • Roadmaps • Forecasting • Pricing • Beta Program • Launches • Marketing • End of life

Soft Skills

• The Role (and Non-role) of Product Management

• Product Management Productivity • Negotiation and Mediation for

Product Managers • Working More Effectively with Your

Engineering Team

• Getting Sales People on Your Side • Accelerating Your Product

Management Career • Becoming a Phenomenal Product

Manager

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518 www.280group.com Course Catalog 2014 contact@280group.com

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Optimal Product Management and Product Marketing™ Training Course and Seminar Course Description Optimal Product Management & Product Marketing™ is a three-day course that teaches students the foundation, knowledge and skills that are necessary to be an effective Product Manager or Product Marketing Manager. Through a combination of lecture, discussion and intensive hands-on exercises, attendees will learn about all aspects of how to effectively manage products throughout the entire Product Lifecycle and how it applies to their current and future roles. The course is appropriate for both new Product Managers and Product Marketing Managers who need to learn the foundational skills and knowledge of their profession as well as more senior Product Managers and Product Marketers who want to brush up on their knowledge of the profession and want to learn about the most current trends, best practices and up-to-date methodology.

The course and its methodology are built upon three fundamental concepts:

Association of International Product Marketing & Management (www.aipmm.com) Seven Phase Worldwide Standard Product Lifecycle

280 Group Product Management Lifecycle Toolkit™ 280 Group Optimal Product Process™

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

AIPMM Framework The AIPMM Seven Phase Lifecycle is a vendor independent worldwide Product Management and Product Marketing standard that takes into account best practices used in a wide range of companies and industries. This ensures that the most modern and up-to-date challenges faced in Product Management and Product Marketing are addressed for today’s environment. The framework is part of the AIPMM Product Management Body of Knowledge (ProdBOK®) that was developed with the input from over fifty experts and endorsed by over half a dozen training and consulting companies. The framework includes seven distinct product phases, from Conceive to End of Life, and covers all aspects during the entire Product Lifecycle (See the Phases and Activities graphic above for each of the seven phases).

Product Management Lifecycle Toolkit The 280 Group Product Management Lifecycle Toolkit™ is a set of corresponding templates that map to the AIPMM Seven Phase Lifecycle. The toolkit is designed to provide a foundation for all students to use as they manage their products throughout the lifecycle. Students learn the skills and knowledge required within each phase, while utilizing the corresponding templates allowing for immediate application of these newly learned skills upon completion of the training.

The nine core templates (plus over 25 additional supplemental templates) available in the 280 Group Product Lifecycle Toolkit™ ensure that:

Every critical aspect of the product is thought through both strategically and tactically There is no duplication of content when documenting the critical product decisions and

recommendations Plans and decisions can be documented with as much or as little detail as the company and team

situation requires Students become very productive as they do not have to create their own templates or documents The organization gains a way of doing ongoing learning and continuous improvement to ensure they

become closer to excellence with every release

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Optimal Product Process The Optimal Product Management & Product Marketing™ course combines the AIPMM Lifecycle and 280 Group Product Management Lifecycle Toolkit™ to teach what is called the 280 Group Optimal Product Process™. The process builds extensively upon the AIPMM Framework and 280 Group templates to provide a comprehensive learning experience and ensures that students have a flexible and powerful process that can be applied to their specific situation. Each phase of the lifecycle that Product Management and Product Marketing are responsible for is explained thoroughly, the corresponding templates and deliverables that map to the lifecycle are then used as working exercises in the class with relevant examples presented.

Course Learning Objectives

Obtain a deep understanding of how great companies do Product Management and Product Marketing Learn skills and knowledge necessary to be an excellent Product Manager and/or Product Marketing

Manager in ANY company or industry Effectively manage and market any product at any stage in the lifecycle Apply the Product Management process effectively for a specific product Provide a basic foundation of knowledge for taking the industry-standard Certified Product Manager and

Certified Product Marketing Manager exams to earn the credentials

After Completion of This Course Students Will:

Work much more effectively with your team and stakeholders Have a thorough understanding of worldwide standards and how to apply them for current and future

situations Increase your career opportunities and ability to advance your career Achieve credibility with your team and stakeholders by having a complete understanding of the entire

Product Lifecycle Obtain the knowledge and the skills with the corresponding tools to be far more productive and effective Understand how to effectively manage any product at any phase in the Product Lifecycle

Course Agenda

DAY 1: Foundation DAY 2: Product Management DAY 3: Product Marketing

Introduction Conceive Beta Programs

Overview Business Case Product Launches

Process and Product Lifecycle Requirements Marketing

Market Research Roadmaps End of Life

Competitive Analysis Strategy Wrap Up

Forecasting

Pricing

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

What’s Included Each attendee receives the following:

Printed copies of all materials and slides used in the course Optimal Product Process™ handbook (a reference book with more in-depth information for each

lifecycle phase) Certificate of completion for “Optimal Product Management and Product Marketing” Single user license for the Product Lifecycle Toolkit™, which includes the nine core templates that cover

both Strategy and Execution

Pricing $1,995 per person for public training $2,995 per person for private training*

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.

Seating is very limited. Reserve your space now before the next session sells out.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Intro to Product Management Learn the fundamental concepts of Product Management

Introduction to Product Management is a one-day course for new Product Managers, those interested in moving into the profession or executives or others who want to understand more about it. Through a combination of lecture and hands-on exercises, attendees get a complete overview of the Product Management role and corresponding strategic and tactical responsibilities. Attendees will leave the class with a clear understanding of the role and its importance to business, learn the basic tasks and overall Product Lifecycle that every Product Manager should follow and gain a foundation for success in the role.

Course Description This course is a subset of the three-day Optimal Product Management and Product Marketing Training Course. It covers some of the same topics, though not at the same level of depth.

Students in this course will learn about the following:

The rising importance of Product Management in great companies What the role of Product Management is (and isn’t) How Product Management relates to other company functions The Product Lifecycle and Optimal Product Process™ Typical goals and tasks in each phase of the Product Lifecycle

The course outline covers the following topics at a high level:

Overview of Product Management Roles and Responsibilities Product Lifecycle Optimal Product Process Market Research Competitive Analysis Business Case Roadmaps Strategy Pricing Beta Programs End of Life

Taught by senior 280 Group trainers and consultants, this course provides the foundational knowledge necessary to understand Product Management and be setup for success.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

What’s Included Each attendee receives the following:

Printed copies of all materials and slides used in the course Certificate of completion for “Introduction to Product Management” 280 Group eBook copy of the Optimal Product Process™

Pricing $695 per person for public training $995 per person for private training*

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.

Seating is very limited. Reserve your space now before the next session sells out.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518 280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Certified Product Manager Exam Intensive Prep Training Course Become a Certified Product Manager: Stand out from the crowd and prove mastery of Product Management

This two-day in-person course consists of a day and a half of class time followed by the Certification Exam on the afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the exam to earn the Association of International Product Marketing and Management (AIPMM) prestigious Certified Product Manager (CPM) credential. It is appropriate for those who have extensive Product Management experience and/or have taken the 280 Group’s Optimal Product Management and Product Marketing three-day in-person course. Students review the key concepts and terminology used in the exam as well as strategy for answering the exam questions and a Q&A for anything else they want to review:

Become a Certified Product Manager!

Demonstrate a thorough understanding of theoretical and practical Product Management concepts, principles and terminology

Establish additional credibility with your team and peers Stand out from the crowd when looking for your next job opportunity

Course Description Make a commitment to becoming a better Product Manager by taking the intensive prep course and earning the Certified Product Manager (CPM) credential. It’s an investment that will pay off for the rest of your career.

The CPM certification crosses both industry and national barriers making those holding the credential uniquely qualified to lead any product wherever it may be in its lifecycle.

This course helps attendees review the key concepts and terminology used in the Certified Product Manager exam. The instructor will discuss how to answer exam questions and lead a Q&A session of any content needing to be reviewed. After a day and a half of review the certification exam will then be administered to the attendees.

Who Should Attend?

The course is appropriate for those who have at least three years of Product Management experience and/or who have taken the 280 Group’s Optimal Product Management three-day course.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Topics Covered:

What is Product Management Product Lifecycle Understanding Goods and Services Product Decisions Strategic Planning and Useful Tools Marketing Mix Product Positioning Value Creation

About The Certified Product Manager (CPM) Credential

CPM certification is based upon worldwide best practices determined by analysis of actual practitioners in the field, and continues to evolve with the profession. It indicates a comprehensive understanding of the functions responsible for championing new products throughout the Product Lifecycle, from idea through to end of life. CPM focuses on the functions that orchestrate internal activities and ensure the best possible outcome for the product.

Becoming a CPM demonstrates that you understand both the strategic and the tactical functions of Product Management. AIPMM developed the Product Management Certification program to focus on best practices that break through industry barriers to set the standard with proven methods and processes. The CPM course will cultivate the core knowledge and skills that apply to any product at any time during any phase of the Product Lifecycle.

What’s Included Each attendee receives the following:

Intensive preparation course for Certified Product Manager Exam Online Exam ($395 value included in the price and administered second half of day two) Q&A session with sample questions and strategies for answering exam questions effectively eBook copies of The Phenomenal Product Manager, Product Management Excellence and Optimal

Product Process™ Printed copies of all materials and slides used in the course

Pricing $1,495 per person for public training $1,695 per person for private training* AIPMM membership (required to take the exam): $125

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.

Seating is very limited. Reserve your space now before the next session sells out.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

AIPMM Certified Product Manager

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Certified Product Marketing Manager Exam Intensive Prep Training Course Become a Certified Product Marketing Manager: Stand out from the crowd and prove your mastery of Product Marketing

This two-day in-person course consists of a day and a half of class time followed by the certification exam on the afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the exam to earn the Association of International Product Marketing and Management (AIPMM) prestigious Certified Product Marketing Manager (CPMM) credential. It is appropriate for those who have extensive Product Marketing experience and/or who have taken the 280 Group’s Optimal Product Management and Product Marketing three-day in-person course. Students review the key concepts and terminology used in the exam as well as strategy for answering the exam questions and a Q&A for anything else they want to review.

Become a Certified Product Marketing Manager!

Show an in-depth understanding of theoretical and practical Product Marketing methods Gain additional credibility with your peers and team Stand out from the crowd and open up a new career opportunities

Course Description Make a commitment to becoming a better Product Marketing Manager by taking the intensive prep training course and earning the Certified Product Marketing Manager (CPMM) credential. It’s an investment that will pay off for the rest of your career.

The Certified Product Marketing Manager credential shows that you can:

Understand processes and key roles to discover customer insights Identify market trends Create demand for a company’s goods and services in the marketplace Assess licensing opportunities Determine appropriate enhancements to goods or services Make recommendations for mergers and acquisitions, or withdrawing the goods or services from the

portfolio

Attendees review the key concepts and terminology used in the exam. The instructor will discuss how to answer exam questions and lead a Q&A session of any content needing to be reviewed.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Topics Covered:

1. Optimizing Commercialization 2. Developing Strategic Marketing Functions Throughout the Product Lifecycle 3. Creating and Executing the Marketing Plan and Budget 4. Managing Deliverables and Campaigns 5. Driving Customer Acquisition and Revenue 6. Assessing the Market, Competition and Trends 7. Translating Insights into Compelling Business Opportunities

Course Outline:

1. Introduction 2. Product Marketing 3. Marketing Mix 4. Seven Phase Product Management Framework 5. Understanding Goods and Services 6. Understanding Brands 7. Strategy 8. Market Research 9. Buyer Behavior 10. Marketing Process 11. Marketing Communications 12. Integrated Marketing Communications 13. Distribution Channels 14. Certification Exam

Who Should Attend?

It is appropriate for those who have extensive Product Marketing experience and/or who have taken the 280 Group’s Optimal Product Management and Product Marketing three-day course. For those with less than three years of experience, we recommend attending this three-day course prior.

About The Certified Product Marketing Manager Credential

The CPMM® certification differs from an educational or methodology designation in that it is based upon global best practices that have been determined by analysis of actual practitioners in the field, and, therefore, continue to evolve with the profession. The CPMM credential indicates a thorough understanding of the functions responsible for championing products throughout the back end of the Product Lifecycle, from launch to end of life. The CPMM focuses on “go-to” functions that orchestrate internal activities and ensure the best possible outcome for the product.

The CPMM® certification crosses both industry and national barriers making those holding the credential uniquely qualified to lead any product wherever it may be in the lifecycle.

AIPMM Certified Product Marketing Manager

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

AIPMM Certification Exam

The AIPMM certification exam assesses the Product Marketing Manager’s expertise in understanding processes and key roles to discover customer insights, identify market trends, and create demand for a company’s goods and services in the marketplace. The ability to assess licensing opportunities, goods or service enhancements, make recommendations for mergers and acquisitions or withdrawing the goods or services from the portfolio is also measured. The certification exam is comprised of 120 multiple-choice and essay questions that measure Product Marketing skills and knowledge in the following key areas:

1. Tools and Measurements [5%] 2. Strategy [10%] 3. New Product Development Methodology [10%] 4. Teams, People and Organizational Issues [15%] 5. Marketing Research, Business Plans and Documentation Processes [25%] 6. PLM with an Emphasis on Effective, Real-World Decision-Making [35%]

The CPMM® certification exam is two hours long. A score of 85% or higher is required to pass. The certification exam will be administered at the end of the last day of this course.

What’s Included Each attendee receives the following:

Intensive preparation course for the Certified Product Marketing Manager Exam Online Exam ($395 value included in the price and administered second half of day two) Q&A session with sample questions and strategies for answering exam questions effectively eBook copies of The Phenomenal Product Manager, Product Management Excellence and Optimal

Product Process™ Printed copies of all materials and slides used in the course

Pricing $1,495 per person for public training $1,695 per person for private training* AIPMM membership (required to take the exam): $125

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.

Seating is very limited. Reserve your space now before the next session sells out.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Agile Product Management Excellence™

Become a Certified Agile Product Manager: Learn how to be highly effective with Agile development teams

Course Overview This one-day course teaches the necessary practices for working in an Agile environment. The course covers multiple Agile development methods (Scrum, XP and Lean) and is focused on practical application to make participants more effective the moment they return to their desks. This course will prepare participants for the industry standard AIPMM Agile Certified Product Manager (ACPM®) exam. A testing time may be scheduled upon completion of this course for those participants interested in receiving certification. Material covered and schedule:

Why Agile is Good for Product Management (Part 1) - covers the benefits of Agile and what to expect. Learn why Agile can work better than waterfall and what’s in it for you.

A Look at Scrum (Part 2) – covers how Scrum (a popular Agile method) works, the development team’s process, and your role as a Product Manager.

Agile Release Management (Part 3) – covers how to take advantage of Agile visibility to track the progress of your release and adjust as new requirements emerge.

Agile Release Planning (Part 4) – covers how to move from a high-level product vision and break it down into releases and development iterations.

Agile Documentation (Part 5) – covers how to convey requirements in Agile using story cards. Organizing Around Agile (Part 6) – covers different strategies for team organization from small, co-

located teams to large distributed teams. Starting Out with Agile (Part 7) – brings the previous sessions together with practical tips on how to

start out with Agile and set your team up for success. XP and Lean (Part 8) – covers two other Agile methods, Extreme Programming and Lean Software

Development, which provide further perspectives on Agile thinking. Wrap-up (Part 9) – looks at Agile in the context of traditional process models and traditional serial

development. Agile Release Planning Workshop (Part 10) – a hands-on workshop to introduce the Agile technique

of Story Mapping as a way to plan and visualize a release.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

What’s Included Each attendee receives the following:

Printed copies of all materials and slides used in the course $395 exam and the ability to take the Agile Certified Product

Manager Exam (online exam is scheduled by the student at a later date)

A copy of Greg Cohen’s Agile Excellence for Product Managers eBook

Certificate of completion for “Agile Product Management Excellence”

About the Author

Greg Cohen, Principal Consultant and Trainer for the 280 Group, is a 15 year Product Management veteran with extensive experience and knowledge of Agile development, a member of the Agile Alliance and former President of the Silicon Valley Product Management Association. He has worked and consulted to venture start-ups and large companies alike and has trained Product Managers on Agile development methods across the country. As a practitioner and frequent commentator on Product Management issues, he has written and spoken on varied topics such as embracing Agile development, the benefits of open sourcing your product, and recession proofing your Product Management career.

Greg has a background in B2B software and Software-as-a-Service (SaaS) including spend analysis, business analytics, contract management, network security, and medical technology. Prior to consulting, he managed over a dozen products from concept through deployment and end of life for Silicon Valley Companies such as Instill (acquired by iTradeNetworks,) Idealab!, and Pandesic (a joint venture between Intel and SAP.)

Greg earned an MBA with honors from Babson College and a Bachelor of Science in Mechanical Engineering with second major in Electrical Engineering from Tufts University. Greg is also an AIPMM Agile Certified Product Manager.

Pricing $1,295 per person for public training $1,495 per person for private training* AIPMM membership (required to take the exam): $125

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.

Seating is very limited. Reserve your space now before the next session sells out.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

The 280 Group is an Agile Alliance Corporate Member

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

How to Be a Phenomenal Product Manager

Learn the people, communication, productivity, negotiation and other soft skills you need to be highly effective as a Product Manager

Course Overview Have you ever wondered what makes one Product Manager good, yet another one truly phenomenal? Have you noticed that in many organizations there seem to be one or two Product Managers that stand out FAR above the crowd? What is it that they do that is different than their peers? And as a Product Manager, or a manager with a team of Product Managers, how can you understand the key to rising above the crowd and significantly increasing the influence you have over your product’s success?

How to Be a Phenomenal Product Manager is an intensive one-day hands-on seminar based on the best-selling book that teaches you how to be dramatically more effective and productive as a Product Manager.

Key Skills Learned

Create earned authority Effectively prioritize your time Tailor messages for each stakeholder Develop excellent influencing and negotiation skills

This set of key skills will help you create great outcomes for your product and your company.

The course consists of 11 modules, each with lectures, extensive discussions and hands-on exercises. Additionally, throughout the day, students will be creating an action plan for how to apply what they have learned when they leave the course. The result is that they have the skills and plan in place to immediately be more effective in their day-to-day Product Management work.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Topics that are covered include: 1. The Role (and Non-Role) of Product Management 2. Achieving Excellent Results as a Product Manager 3. Becoming a Phenomenal Product Manager 4. Influence and Negotiation for Product Managers 5. Working More Effectively with Your Engineering Team 6. Getting Sales People on Your Side 7. Leadership and Making a Difference for the Executive Team 8. Accelerating Your Product Management Career

What You Get From the Course

Intensive lectures with real-world examples from experienced instructors Tips to avoid common mistakes and leverage solutions and approaches that have already been

developed and proven to succeed Hands-on exercises, role plays and in-class development of personal action plans A plan of action to apply your new skills and continue improving in critical areas after the class Highly-interactive, small classes with extensive feedback from the instructor and other students An increased level of confidence about how to do your job, along with concrete and specific strategic

and tactical action items to apply

Course Syllabus

Module One The Role of Product Management

Develop an in-depth understanding of the importance of the role of Product Management, how it relates to other roles, and how to create an effective distribution of tasks to increase accountability and deliver tangible results.

Module Two Product Management Productivity: How to Get Twice as Much Done in Half the Time

The nature of Product Management is that there is always too much to do. However, by focusing on what is really important and changing the way they work, Product Managers can get more done with less stress. It requires a transformation to think about their time as a critical resource that needs to be focused on company-critical work. Then they have more time to focus on improving the quality of their work, thinking and decisions.

Module Three Foundation PM Skills for Influence and Leadership

Product Managers are the leaders of tomorrow. For them, the link between the hard and soft skills is very important. They will achieve much better outcomes when they combine the quality of their task-based work with specific interpersonal skills and organizational awareness. In this section, we emphasize those skills that will make the most difference to the quality of their work overall, with a focus on the soft skills aspect.

Modules Four and Five Communications and Challenging Situations

The first section is a review of the key communication skills they may have learned elsewhere, specifically focused on improving outcomes by adding more emotional content into active listening. This is followed by a discussion of how change often generates stress and discomfort in others. Understanding underlying causes of stress will make Product Managers more comfortable making difficult decisions.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Module Six Stakeholders

A Product Manager’s role involves many, many stakeholders. Here we work to identify stakeholders and develop a process for building collaborative relationships with them by understanding their point of view.

Module Seven Influence and Negotiation

Product Managers rely on indirect authority. Here the instructor breaks down the steps in developing influence, and the process and underpinnings of successful negotiations. Using this knowledge and the in-class exercises, Product Managers find that they are more capable of creating a positive environment for product development and innovation with their teams. Their teams are able to allocate resources more efficiently and with less conflict.

Module Eight Working More Effectively with Your Engineering Team

The Product Manager’s relationship with his or her engineering team is key to being effective and bringing out successful products. The role play allows Product Managers to experiment with new skills learned earlier in the class.

Module Nine How to Work More Effectively with Your Sales Team

Next to engineering, the most important relationships for Product Managers are with members of the sales force. However, different skills are needed for working with the sales force than with engineering. The role play encourages Product Managers to get inside the heads of sales people.

Module Ten Leadership and Working with Executives

To advance in their careers, Product Managers need to learn how to be leaders. By discussing appropriate leadership styles and how best to work with leaders in their organization, they will begin the process of becoming leaders. By understanding how their executives look at the world and the best methods of communicating with them, Product Managers will set up winning career paths for themselves.

Module Eleven Personal Brand and Plan for the Future

Students will integrate an understanding of who they are, their growth goals and the key markers of their future success. This planning process forms the basis of future excellence.

What’s Included Each attendee receives the following:

Printed copies of all materials and slides used in the course Certificate of completion for “How to Be a Phenomenal Product Manager” Electronic copy of the Amazon Top 50 business book, The Phenomenal Product Manager

Pricing $695 per person for public training $995 per person for private training*

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

Leadership for Product Managers Leading your teams and stakeholders to achieve maximum success

This one-day course will help transform you into a highly effective and dynamic Product Management leader in your company. Through a combination of lecture and extensive hands-on exercises you will learn to apply your specific strengths as a leader to exert more influence in your organization. You’ll learn how to more effectively lead those you have no formal authority over and you’ll leave the course with a concrete plan of action to apply what you have learned.

Course Objectives

Understand how leadership can be more effectively applied based on your unique situation, using insights about yourself, your stakeholders and the overall Product Management system and function at your company

Learn foundational leadership techniques that you can immediately apply to be more effective in your role

Develop a plan for how you are going to utilize your specific leadership strengths and how you will be extending your knowledge and skills to be a better leader and accelerate your career

Who Should Attend?

Any Product Manager who wants to learn how to lead more effectively Product Management Managers, Directors and Vice Presidents who wish to increase their leadership

capacity and skills

Course Agenda

The Critical Importance of Product Management to Your Company’s Success Leadership Defined Leadership Challenges Specific to Product Management Outcome Creation from Self

Exercise 1: Identifying Your Limiting Beliefs and Reactive Tendencies Exercise 2: Identifying Your Passion and Strengths

Outcome Creation from Stakeholders Exercise 1: Creating Ownership and Alignment with a Difficult Stakeholder Exercise 2: Leadership Presence

Finding Leverage in the System Finalizing Your Leadership Plan Course Summary

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518

280 group LLC. 155 East Campbell Avenue • Suite 279 • Campbell CA 95008 (408) 834-7518

What’s Included Each attendee receives the following:

Printed copies of all materials and slides used in the course Course workbook for creating a personal leadership plan Certificate of completion for “Leadership for Product Managers”

Pricing $995 per person for public training $1,295 per person for private training*

*Pricing is dependent on the number of students and client commitment.

Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.

Seating is very limited. Reserve your space now before the next session sells out.

280 Group LLC. 1901 South Bascom Avenue • Suite 1460 • Campbell CA 95008 +1.408.834.7518