including the key notes · brainmates pty limited management mobile app products: an agile business
TRANSCRIPT
Gold Partners:Platin Partner:
How To Create Products Customers LoveMarty Cagan | Silicon Valley Product Group
From Innovation to Launch – A view from inside Google Product ManagementJonathan Rochelle | Sr. Director of Product Management, Google Apps, Google
DATESTutorial Days: 16 – 17 Sep 2013Conference Days: 18 – 19 Sep 2013
EXPECTED ATTENDEES250 – 300 international visitors
INCLUDING THE KEY NOTES
BOOK YOUR TICKET NOW: www.ProductManagementFestival.com
PRODUCT MANAGEMENT FESTIVAL 2013 | PROGRAMME | DAY 1 | WED 18 SEP www.ProductManagementFestival.com
PROGRAMME | DAY 1 | WED 18 SEP
Management
Caution – Hot! Business Model Generation and the
Unique Properties of Digital Business Models
––––––––––––––––––Barbara Hoisl
Strategy & Business Planning
Practical Experience
Software Product Management –
An Industry Evaluation––––––––––––––––––
Christof EbertVector Consulting Services
…
tba
Tools
The Product Canvas: A Tool for Creating
Innovative Products––––––––––––––––––
Roman Pichler Pichler Consulting
Time08.00 – 09.00
Track 1 Track 2Registration
Welcome Address
Track 3 Track + (Partner)
09.00 – 09.1009.10 – 10.00 Key Note 1
How To Create Products Customers LoveMarty Cagan | Silicon Valley Product Group
10.00 – 10.3010.30 – 11.15
Coffee Break & Exhibition
11.30 – 12.15 Management
Management of Software Product Lines
––––––––––––––––––Reto Kurmann and Lutz Müller
Phonak
Practical Experience
Product Structures and Their Impact on Strategies
and Organization––––––––––––––––––
Magnus BillgrenTolpagorni Product
Management
Career
Education for the Seasoned Software
Product Manager––––––––––––––––––
Prof. Dr. Markus Stolze Hochschule für Technik
Rapperswil
Tools
Product Roadmaps: Collaborating to Discover
and Deliver Value––––––––––––––––––
Ellen Gottesdiener EBG Consulting
12.15 – 13.45 Lunch Break & Exhibition
13.45 – 14.45 Key Note 2The Future of Product Management: Opinion Battle
Michael T. Eckhardt | Chasm Institute LLCSteven Haines | Sequent Learning Networks
Gabriel Steinhardt | Blackblot® – Product Management Expertise™
Marty Cagan | Silicon Valley Product Group
Management
Five Years of Agile Product Development
at Xing––––––––––––––––––
Martin RuschXing
Practical Experience
Building a New Product Management Organization––––––––––––––––––
Leon MalalelBlackblot
Market Study
Product Management: Trends, Insights and
Managerial Implications––––––––––––––––––
Dr. Teresa Mandl Zürcher Hochschule für
Angewandte Wissenschaften
Tools
Introducing Rapid Insight Design Studios – RAIDS
––––––––––––––––––Dave Slocombe Lastminute.com
Management
Product Management in Open Innovation
Contexts: Experiences and Challenges
––––––––––––––––––Krzysztof WnukLund University /
Sony Mobile Communication
Practical Experience
Towards Establishing Science and Practice of
SW Product Management––––––––––––––––––
Hans Bernd Kittlausand Samuel A. Fricker
ISPMA
…
tba
Process
The Agile Business Gap
––––––––––––––––––Nick Coster
Brainmates Pty Limited
Management
Mobile App Products: An Agile Business
––––––––––––––––––Christian Waldvogel
Netcetera
Practical Experience
Lean Product Management
––––––––––––––––––Gosia SchweizerFriendScout24
…
tba
Practical Experience
tba––––––––––––––––––
Ian ShuttlerTecan
14.45 – 15.15
16.40 – 17.00
16.15 – 16.35
15.15 – 16.00
Coffee Break & Exhibition
Starting 17.00 Aperitife & Exhibition
PRODUCT MANAGEMENT FESTIVAL 2013 | PROGRAMME | DAY 2 | THU 19 SEP www.ProductManagementFestival.com
PROGRAMME | DAY 2 | THU 19 SEP Time
08.00 – 09.00
Track 1 Track 2 Track 3
Registration & Exhibition
Welcome Address09.00 – 09.10
09.10 – 10.00 Key Note 3Lessons from Silicon Valley – Product Management Do’s and Don’ts
Michael T. Eckhardt | Chasm Institute LLC
10.00 – 10.10
10.10 – 10.30
Short Presentation of Hosts and Workshops
Coffee Break & Exhibition
Interactive Session
Lean Café––––––––––––––––––
Ellen GottesdienerEBG Consulting
Panel
How to hire and manage Product managers?
––––––––––––––––––tba
Ebay/Google
Presentation
tba
Workshop
Usage of three canvas models in early phases of agile Product Management
––––––––––––––––––Patrik Link
Hochschule Luzern
Presentation
tba
World Café
Product Manager – the best job in the world
––––––––––––––––––Ulrike Laubner
Laubner product & management
10.30 – 11.30
11.35 – 12.30
Panel
From Start-up to Entrepreneurship and Enterprise:
Going international with Your Product
––––––––––––––––––Nathalie Stockhammer
SecuTixPatrick Püntener
Colygon
Workshop
Product Management Misconceptions –
Debunked!––––––––––––––––––
Gabriel SteinhardtBlackblot® –
Product Management Expertise™
Workshop
How to Improve Financial and Business Expertise!
––––––––––––––––––Steven Haines
Sequent Learning Networks
14.00 – 15.00
12.30 – 14.00 Lunch Break & Exhibition
15.00 – 15.15 Coffee Break & Exhibition
16.00 End of Conference
15.15 – 16.00 Closing Key NoteFrom Innovation to Launch – A view from inside Google Product Management
Jonathan Rochelle | Sr. Director of Product Management, Google Apps, Google
PRODUCT MANAGEMENT FESTIVAL 2013 | TUTORIALS | MON 16 – TUE 17 SEP www.ProductManagementFestival.com
TUTORIALS
2 THE ESSENTIAL PRODUCT OWNER – CHAMPIONING SUCCESSFUL PRODUCTSEllen Gottesdiener | EBG Consulting
7KLV�FRXUVH�LV�WDUJHWHG�VSHFL¿�FDOO\�DW�• Product Owners• Champions and Managers• Business Analysts and Requirements Engineers• Release Managers• Agile Coaches
Engaged and passionate product owners balance strategic and tactical activities to ensure that the right product is built – and it is built right. Learn essential practices of agile product management needed to deliver high-value products. This one-day training equips you with knowledge and skills for discovering and analyzing your product EDFNORJ��PDNLQJ�GLI¿�FXOW�DQG�HIIHFWLYH�YDOXH�EDVHG�SODQQLQJ�GHFLVLRQV��DQG�FRQWLQXDOO\�UH¿�QLQJ�D�OHDQ�SURGXFW�EDFNORJ��<RX�OHDUQ�WR�UHFDVW�“requirements” by exploring product options to meet market, customer, business and technology needs.
In addition to the participant guide, you get a copy of the go-to book for agile / lean planning and analysis, Discover to Deliver: Agile Product Planning and Analysis by Ellen Gottesdiener and Mary Gorman.
Tutorial Content:• Agile and the Product Owner• Product Development the Agile Way• Context Matters• Discovering Product Needs• Allocating (Planning) for Agile Delivery Wrap
Ellen Gottesdiener, founder and Principal with EBG Consulting, is an internationally recognized facilitator, coach, trainer, and speaker. She is an expert in Agile product and project management practices, product envisioning and roadmapping, business analysis and requirements, retrospectives,
and collaboration. Ellen works with global clients and speaks at numerous industry conferences.
1 HOW TO CREATE PRODUCTS CUSTOMERS LOVE Marty Cagan | Silicon Valley Product Group
7KLV�FRXUVH�LV�WDUJHWHG�VSHFL¿�FDOO\�DW�• Product Owners• Product Managers• Product Designers• Product Architects
This 2-day course is designed for product professionals who want to learn the techniques of some of the most successful high-tech com-panies in the world. It will be an intense two days, but Marty’s intention is to provide the single best learning opportunity in the world for aspiring product leaders.
How is this workshop structured?The workshop is structured around 100 lessons in creating products customers love. Each lesson is a discussion about an issue, tool or technique that is proven to make a difference in your product. Many of the lessons will surprise you. All are full of examples to illustrate the point. Exercises throughout let you try out the skills and techniques in class. You will leave the course with 100 techniques you can immediately apply in your job.
Tutorial Content:• Product Organization Overview – Roles and Responsibilities• Product Planning – Deciding Which Opportunities to Pursue, Product Portfolio Management• Product Discovery – Discovering Products that are Valuable, Usable and Feasible
• Product Optimization – Optimizing The Effectiveness of Your Live Products• Product Development Process – To succeed with Agile Methods• Summary – The Keys To Innovation and Velocity
The course is designed to teach you everything you need to know to be D�FRQ¿�GHQW�DQG�FRPSHWHQW�SURGXFW�RZQHU�SURGXFW�OHDGHU�IRU�SURGXFWV�that make a difference.
Marty Cagan is the Founder and Managing Director of the Silicon Valley Product Group, where he works with and advises many of the leading technology teams in the world. Before founding SVPG to pursue his interests in helping others create successful products through his writing, speaking, investing and consulting,
Marty was most recently the original SVP of Product and Design for eBay, where he was responsible for creating and building the SURGXFW�DQG�GHVLJQ�RUJDQL]DWLRQV�DQG�GH¿�QLQJ�WKH�SURGXFWV�DQG�services for the company’s global e-commerce trading site. Marty began his career working for 10 years as a software developer at HP Labs, and then moved on to join a young Netscape Communications as their VP Platform and Tools. Marty is the author of INSPIRED: How To Create Products
Customers Love, and publishes a popular blog for product teams at www.svpg.com.
16 / 17 SEP | 2 DAYS
17 SEP | 1 DAY
PRODUCT MANAGEMENT FESTIVAL 2013 | TUTORIALS | MON 16 – TUE 17 SEP www.ProductManagementFestival.com
TUTORIALS
3 BLACKBLOT PROCEDURAL REQUIREMENTS MANAGEMENT™ (PRM)Gabriel Steinhardt | Blackblot – Product Management Expertise
7KLV�FRXUVH�LV�WDUJHWHG�VSHFL¿�FDOO\�DW�• Product Manager/Professional• Requirements Engineers• Product Owner• Lead Engineer/Architect
This one-day advanced course provides attendees with the knowledge, skills and tools to effectively identify and articulate market requirements. $PELJXRXV�PDUNHW�UHTXLUHPHQWV�OHDG�WR�À�DZHG�SURGXFWV�DQG�GLVVDWLV¿�HG�FXVWRPHUV��EXW�ZHOO�GH¿�QHG�PDUNHW�UHTXLUHPHQWV�DUH�WKH�EDVLV�IRU�a smooth development process and marketplace success. This seminar demonstrates effective practices that clearly identify and articulate market requirements. The outcome is a whole Market Requirements Document (MRD) that represents an intelligent commitment to customers.
Tutorial Content:• Learn to clearly identify and articulate high-quality, usable market and product requirements using the PRM methodology.• Learn to identify redundant or missing product features; and analyze and prioritize product features.• Learn the practical interface between Product Management and Development roles while using Waterfall or Agile.
Gabriel Steinhardt is Blackblot’s Managing Di-rector and a recognized international technology product management expert, author, lecturer and developer of practical tools and methodologies that increase product managers’ productivity.Visit Blackblot http://www.blackblot.com or get in contact [email protected]
4 THE PRODUCT MANAGER’S QUICK START PROGRAMSteven Haines | Sequent Learning Networks
Steven Haines, the world-renowned Product Management author and thought leader will deliver a one-day tutorial for people who:• Want to become a product manager• Are newer product managers who want to become more productive�� 3URGXFW�PDQDJHUV�ZKR�¿�QG�WKDW�WKH\�QHHG�WR�³UH�ERRW´�WKHLU�FDUHHU
Landing a job in Product Management can be likened to making a SDUDFKXWH�MXPS�LQWR�DQ�XQNQRZQ�¿�HOG��:LWKRXW�D�PDS�DQG�D�FRPSDVV��the paratrooper is disoriented and is exposed to unknown forces. It’s hard for anyone to adapt without a map or directions to get oriented and to spring into action. In Product Management, if you don’t quickly get the proper context of your role, your product, and your environment, you will feel a lot like the paratrooper, and in that case, others will create that context for you – and you’ll be driven by the urgent requests of others. With this perspective, newer product managers must rapidly gain the right context and quickly become productive.
After product managers join their company, they soon learn that their ¿�UP�RSHUDWHV�LQ�D�YHU\�G\QDPLF�PDUNHWSODFH��7KLV�PDUNHWSODFH�LV�GH¿�QHG�E\�WKH�LQGXVWU\�HQYLURQPHQW��WKH�FRPSHWLWLRQ�LW�IDFHV��DQG�WKH�customers who clamor for its products. To stay competitive, the compa-ny relies on product managers to rapidly adjust and adapt. In a nutshell, product managers are the business people who serve as market sentinels and product stewards. They are responsible to synchronize the work of others so that products can be planned, developed, launched, and managed in these dynamic markets.
This 1 day program is designed to help participants to understand their role so they can be as productive as possible, as fast as possible. Its content provides the wherewithal for newer product managers to assimi-late quickly and to produce recognizable contributions. It achieves this goal with active discussions and interactive exercises. At the conclusion of the workshop, participants will be able to approach their jobs with JUHDWHU�FRQ¿�GHQFH�DQG�SXUSRVH�
Tutorial Content:�� 'H¿�QLQJ�WKH�IXQFWLRQ�RI�3URGXFW�0DQDJHPHQW�DQG�WKH�UROH�RI�WKH� product manager• Understanding key product manager professional attributes required to be successful• Navigating the organization and developing organizational agility• Learning your product’s business; not just the product, but its position as a “business within a business”�� (DUQLQJ�FUHGLELOLW\�VR�\RX�FDQ�LQÀ�XHQFH�RWKHUV��EHFDXVH�SHRSOH�LQ�� � other functions don’t work directly for you• Mastering processes, because that’s how work gets done• Harnessing and managing product data, because your goal is to optimize the product’s performance and business contribution• Creating a 90 day action plan, because you need a roadmap of “things to do” to get to work when you leave this program
Steven Haines cares deeply about Product Management and has earned a global reputation as a Product Management thought leader. Steven founded Sequent Learning Networks (www.sequentlearning.com) in 2002 to provide advisory services and professional development programs for product managers and product
leaders. He also founded The Product Management Executive Board as a member-based organization for senior product executives. Steven’s passion for Product Management is HYLGHQFHG�E\�WKH�WKUHH�FDWHJRU\�GH¿�QLQJ�ERRNV�KH¶V�ZULWWHQ��These include: The Product Manager’s Desk Reference, Managing
Product Management, and The Product Manager’s Survival Guide. Prior to starting Sequent, Steven held leadership positions at Oracle and AT&T Bell Laboratories, and was an adjunct professor at the Rutgers University business school. He holds an under-graduate degree in Management Science and Organizational Behavior, and an MBA in Corporate Financial Management.
17 SEP | 1 DAY
17 SEP | 1 DAY
PRODUCT MANAGEMENT FESTIVAL 2013 | TUTORIALS | MON 16 – TUE 17 SEP www.ProductManagementFestival.com
TUTORIALS
5 LEAN PRODUCT MANAGEMENTRainer Grau | Zühlke Engineering AG
7KLV�FRXUVH�LV�WDUJHWHG�VSHFL¿�FDOO\�DW�• Product Manager/Professional,• Portfolio Manager,• Requirement Engineers• Product Owner• Business Focus
How is this workshop structured?This workshop is practise-oriented. The introduction of the theoretical background is intentionally kept brief and fragmentary, requiring a basic understanding of product management on the side of the participants. The theory introduces the foundations of agile product management and lean release trains and the transition from a sequenced project thinking PLQG�VHW�WRZDUGV�D�À�RZ�RULHQWDWHG�SURGXFW�PLQG�VHW�
$V�DQ�H[DPSOH�VHUYHV�WKH�¿�FWLRQDO�PHGLD�SXEOLVKLQJ�FRPSDQ\�2IDQWR��Ofanto intends to build a webshop to sell books and music downloads. Using group exercises, the participants successively develop the roadmap and release plan for the “Ofanto Online” product. The goal is to establish the release train in the company, embedding it both into the surrounding systems such as CRM, product management or accounting and into the organisation including product portfolio management and operations. Using modern approaches of knowledge management and collaboration, key elements of the workshop are self-directed group work under moderation, as well as feedback and discussions of group results. 7KH�WXWRULDO�IRUPDW�LWVHOI�LV�DJLOH�ZLWK�URRP�IRU�WDLORULQJ�WR�WKH�VSHFL¿�F�needs and state of knowledge of participants.
Tutorial Content:• What are the mind-set changes between a classical product management and a lean approach• How to apply lean and agile techniques and principles in concrete• Working with options instead of plans• Implementing a project based release train• Discussion pre-requisites• Collaboration of product management and portfolio management
Rainer Grau has been working in IT over 25 years. Starting as software engineer his career steps included project management, requirements engineering, process consultant, instructor, coach, mentor, evangelist and supporter of the community. Today he is member of the Executive Management Board at Zühlke in his responsibility
as distinguished engineer and strategic advisor with focus on lean and agile, portfolio and product management. Besides, he teaches Scrum, lean management, requirements engineering and product management at various universities, travels as a speaker at confe-rences, member of the executive board of the International Requirements Engineering Board IREB and board member of the International Software Product Management Association, ISPMA. Rainer Grau spends the remainder of his time with family, on UDFLQJ�RU�PRXQWDLQ�ELNHV��DQG�RFFDVLRQDOO\�ZLQG�VXU¿�QJ��URFN�climbing or reading the latest novels by T.C. Boyle and Haruki Murakami.
17 SEP | 1 DAY
PRODUCT MANAGEMENT FESTIVAL 2013 | AMBASSADORS www.ProductManagementFestival.com
AMBASSADORS
Australia
Adrienne TanBrainmates
Finland / Russia
Andrey MaglyasLappeenranta University of Technology
France
Sébastien SacardIterate Consulting
Germany
Barbara HoislStrategy & Business Planning
Germany
Hans-Bernd KittlausInnoTivum Consulting
Germany
Gerald WeithImmobilienScout GmbH
Israel
Leon MalalelBlackblot – Product Management Expertise™
Russia
Andrew YaroshevskyYandex
South Africa
Brett SteingoInternet Solutions
Sweden
Krzysztof WnukLund University/ Sony Mobile Communications
Switzerland
Rainer GrauZühlke Engineering AG
United Kingdom
Jock BusuttilProduct People
USA
Karthic S AthreyaForte HCM Inc, Kpoint Technologies
USA
Ellen GottesdienerEBG Consulting, Inc.
PRODUCT MANAGEMENT FESTIVAL 2013 | CONFERENCE BOARD www.ProductManagementFestival.com
CONFERENCE BOARD
Michael Beck
Head Software EngineeringThales Suisse
Patrick Brändli
Head of Product Management SoftwareAbraxas Informatik
Ken Chin
Group Product Manager EuropeEbay
Patrick Comboeuf
Director E-BusinessSBB
Samuel A. Fricker
Assistant ProfessorBlekinge Institute of TechnologyChairSoftware Product Management Association
Matthew Glotzbach
Managing Director and Sr. Director of Product ManagementYouTube /Google
Gerd Handke
Head of Product Management “Experience Manager”Adobe
Stefan Küffer
Director Special Projects CHCredit Suisse
Wendy Lauber
Head Global ServicesSwiss Reinsurance Company Ltd
Claudio Lehmann
Head of Channels & WorkbenchesUBS
Walter Schärer
Program Managersearch.ch AG
Patrick Schneider
Vice President Product ManagementBernina International
Ian Shuttler
Head of Product & Strategic MarketingTecan
Adrian Zwingli
CEOSwissQConference Chair
The Product Management Festival is organised on a honorary basis by the members of the Conference Board.
Product Management Festivalc/o SwissQ Consulting AGStadthaus-Quai 15CH-8001 Zürich
Fon +41 43 288 88 40Fax +41 43 288 88 39
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