Creating a technology innovation your customers and prospects not only need, but also want can be a significant challenge in today's business environment. To remain competitive, it is important to align the vision of future products with what your organization is capable of creating and sustaining using an efficient methodology. This session will introduce you to a better approach for creating and creating your next technology innovation. This approach will bring enhanced credibility to all your proposed innovation concepts. Key Takeaways • Why most technology innovations fail • Key ingredients of a compelling innovation • The right time to get stakeholders involved • A process for conceiving and creating an innovation • Assessing the impact of a proposed investment About the Speaker Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, contact Hector Del Castillo at hmdelcastillo[at]aipmm.com or at http://linkd.in/hdelcastillo. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

1. AIPMM Webinar Series
www.aipmm.com
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2. © AIPMM 2013
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3. The Hub Of All Things Product Management
Association of International Product Marketing and
Management
• With members in over 65 countries, the AIPMM is the
worldwide certifying body of product team professionals
• The only organization that addresses the entire product life
cycle (inception to obsolescence) throughout any industry
• Presently has offerings in North America, Europe, Middle East,
Australia and Southeast Asia
• Membership benefits include eligibility for the certification
programs, discounts to AIPMM events, and access to the
career center, peer forums, tools, templates and publications
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4. AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product Manager (CPM®)
• Certified Product Marketing Manager
(CPMM®)
• Agile Certified Product Manager (ACPM®)
• Certified Innovation Leader (CIL®)
• Certified Brand Manager (CBM®)
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5. Tweet!
Hector Del Castillo: @hmdelcastillo
AIPMM:
@AIPMM
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6. Participate and Win!
• One lucky winner will win a free copy of the
Guide to the Product Management and
Marketing Body of Knowledge (ProdBOK®)
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7. Today’s Speaker
Presenter:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
© AIPMM 2013
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8. Hector Del Castillo
linkd.in/hdelcastillo
© 2013 HDC & Associates
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9. What is the biggest barrier for innovation
within your company?
• Poor management
• Insufficient investment
• Lack of innovative people
• Inadequate planning
• Cannot afford the risk
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10. What We Will Discuss
1. Benefits of Innovation
2. Conceiving and Creating Your Next
Technology Innovation
3. Steps to Identify a Market Need
4. Assessing Risk and Return
5. Tips for Fostering Innovation
6. Key Takeaways
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11. Benefits of Innovation
Increased value
for customers
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Improved
profitability for
your company
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12. Where can innovation happen?
• Technology
• Methodologies
• Packaging
• Operations
• Tools
• Distribution
• Product Design
• Business Models
• Production
• Pricing
• Processes
• Marketing
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13. Well Defined
Incremental
Innovation
Basic
Research
Disruptive
Innovation
Not Well Defined
Problem Definition
Breakthrough
Innovation
Not Well Defined
Types of Innovation
Well Defined
Domain Definition
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14. Innovation Funnel
Ideas
• Generate
• Explore
• Analyze
• Synthesize
• Test
• Plan
Outcomes
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• Implement
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15. 1. Implement Innovation Process
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16. Creates Alignment
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17. Identify Key Resources
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18. Define Key Deliverables
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19. Reduces time to market
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20. 2. Know Market and Customers
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21. Identify Customer Segments
Needs; e.g.,
Problems/pain points
Applications/uses addressed
Key functionality/attributes
Degree of sophistication/quality/…
Drive Product/Solution Strategy
Demographics; e.g.,
Industry
Function
Geography
Age/gender/income
Other personal/business
characteristics
Drive Outreach Strategy
Behaviors and Attitudes; e.g.,
Risk appetite/adoption
Psychographics (lifestyle/personality)
Stated/unstated values
Usage patterns
Vendor/brand loyalty
Drive Adoption Strategy
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22. Know Your Competitive Environment
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23. Perform Business Analysis
Market
Strengths
Environment
Weaknesses
Capabilities
Business
Analysis
Production
Opportunities
Finance
Threats
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24. 3. Identify Right Problem To Solve
Needs
Wants
Information
Desires
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25. Define The Market Problem
What?
Why?
Who?
Market
Problem
How?
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When?
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26. Steps To Define Market Problem
Establish Need
Justify Need
Confirm Context
Define Market Problem
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27. 4. Define & Test Concept
Possible
Solutions
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Concept
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28. Align Strategy With Needs
Business
Objectives
Capabilities
Customer
Needs
Technology
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Market
Knowledge

29. Embed Technology In Solution
Attributes
Proposed
Solution
Benefits
Technology
Customer
Experience
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Augmented
Services

30. Maximize
Value
Leverage
Capabilities
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31. © 2013 HDC & Associates
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32. 5. Seek Multiple Revenue Streams
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33. Volatility
Predictability
Revenue
Stream
Return
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Risk
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34. Maximize
Revenue
Minimize
Risk
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35. © 2013 HDC & Associates
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36. 6. Get Customer Feedback Early
Defects
Feature
Requests
Feedback
Other
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38. © 2013 HDC & Associates
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39. © 2013 HDC & Associates
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40. TIPS FOR FOSTERING INNOVATION
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41. © 2013 HDC & Associates
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42. © 2013 HDC & Associates
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43. © 2013 HDC & Associates
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44. © 2013 HDC & Associates
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45. © 2013 HDC & Associates
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46. Key Takeaways
1
• Implement innovation process
2
• Know market and customers
3
• Identify the right problem to solve
4
• Define and test the concept
5
• Seek multiple revenue streams
6
• Get customer feedback early
© 2013 HDC & Associates
http://linkd.in/hdelcastillo

47. Free Consulting Session
• First ten people to submit information via
email
• Must include name, title, company name,
email address, phone number
• Include a brief description of the problem or
issue
© 2013 HDC & Associates
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48. Hector Del Castillo
• Senior consultant with over 15 years of experience transforming
products to wealth for technology companies
• AIPMM Body of Knowledge (ProdBOK®) Contributor
• Established companies
– Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
• Small companies and startups
– Nextone Communications, Smith Micro Software
• Launched 30+ Products for global deployment
– HW/SW, Telecom, Enterprise Mobility, Information Security
Services, Professional Development
• Certified PMP®, CPM® and CPMM®
• University of California at Santa Barbara, MS EE
• University of Texas at El Paso, MS EE, BS EE
48
© 2013 HDC & Associates
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49. Q&A
Presenter:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
© 2013 HDC & Associates
http://linkd.in/hdelcastillo

50. Please Join Us Again!
AIPMM Webinar Series:
Adopt Your Sales Team - Sales Enablement Essentials
Friday, Oct 25th, 12 pm ET
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