Slides from a webinar hosted by Ryma's Grandview PMV (product management view) team. Recording of the session is available at http://grandview.rymatech.com/2011/186-value-of-insights-as-intellectual-property.html

1. Insights… …as intellectual property Product Management View 2011-03-23 Scott Sehlhorst, Tyner Blain 1 Ryma’s Grandview PMV page includes a recording of this webinar http://webinars.rymatech.com/webinars/20110323/20110323_Value_of_Insights_as_Intellectual_Property.pdf and a downloadable version of these slides (pdf format) Thanks to Val and Bradley and the team for inviting me to present this for them! Search Twitter for #PMV to keep up with what they are doing every week, and follow me on twitter (@sehlhorst). Thanks for reading

2. Insights… …as intellectual property Product Management View 2011-03-23 Scott Sehlhorst, Tyner Blain 2

3. About the Author 3 Founded Tyner Blain 2005 agile Product Manager / Product Owner 13 Years in Software Product / Program Management / Ownership Business Architecture / Analysis Technical Consulting & Consulting Mgmt Developer, Architect, Pre-sales 8 Years as an Electromechanical Design Engineer BSME Carnegie Mellon 1990 (yes, I’m old) @sehlhorst on Twitter

4. The Old Intellectual Property 4

5. The New Intellectual Property……for Product Managers Understanding Your Market Understanding Your Customers Understanding Your Competitors Understanding Your Trends Understanding Your Business 5

6. Market Models 6

7. Ex: Customer Model - Trust Pyramid 7

8. Problems & Personas For Whom Is Each Problem Important? 8

9. Problems & Personas The Nature of the Problem for each persona 9

10. Ex: Competitive Analysis Dashboard 10

11. Trends 11

12. Ex: Revenue Model 12

13. Ex: Revenue Model – On The Wall 13

14. Incremental Investment This Is a Lot of Work It Is Not Big Up Front Requirements (BUFR) Build as you Go 14

15. The New Intellectual Property……for Product Managers Understanding Your Market Understanding Your Customers Understanding Your Competitors Understanding Your Trends Understanding Your Business Capture Those Insights – That is Your IP Useful to You & Your Team Incremental Investment 15

16. Thanks Very Much! Any Questions? Scott Sehlhorst, Tyner Blain http://tynerblain.com/blog/ @sehlhorst 16

17. References Kano Analysis Webinar and Slides http://grandview.rymatech.com/2009/163-kano-analysis.html http://www.slideshare.net/ssehlhorst/kano-analysis20090923 Zen Agile http://zenagile.wordpress.com/2010/03/06/the-flow-of-agile-requirements-artefacts/ Images http://www.sxc.hu/index.phtml http://www.flickr.com/photos/monkeypuzzle/2754137841/sizes/o/in/photostream/ 17