Nov 2002Nov 2002

Juliet KuoJuliet KuoUlead Systems, Inc.Ulead Systems, Inc.

Product Life Cycle Product Life Cycle Management Management

AgendaAgenda

Overview of Software Development Overview of Software Development ProcessProcess

Product Life Cycle Management at Product Life Cycle Management at UleadUlead

Core Value of PM and Key Successful Core Value of PM and Key Successful FactorsFactors

Case Study – Case Study – How Statistics is applied in Product Life Cycle How Statistics is applied in Product Life Cycle

ManagementManagement

1: Overview of Software 1: Overview of Software Development ProcessDevelopment Process

Market DemandMarket Demand

Product Conceptual DevelopmentProduct Conceptual Development

Project AnalysisProject Analysis

Development PlanDevelopment Plan

Actual ImplementationActual Implementation

Product launchProduct launch

Product Life Cycle AnalysisProduct Life Cycle Analysis

How is the Product Life Cycle working How is the Product Life Cycle working Role of Product ManagerRole of Product Manager Phases breakdownPhases breakdown Processes introductionProcesses introduction Major MilestonesMajor Milestones

2: Product Life Cycle 2: Product Life Cycle Management Management at Uleadat Ulead

Product Life CycleProduct Life Cycle

Product Life Cycle is a management process Product Life Cycle is a management process that divides the entire life of a product into that divides the entire life of a product into series of phase that identify what needs to series of phase that identify what needs to be done, who’s responsible, what decisions be done, who’s responsible, what decisions need to be made and when/what gets need to be made and when/what gets delivereddelivered

ConceptPhase

DefinitionPhase

DevelopmentPhase

Testing & Rollout Phase

Launch & Review

Phase

People InvolvedPeople Involved

Executive ManagersExecutive Managers

PMPM

Product PlannerProduct Planner

RD engineerRD engineer

Designer Designer (Creative, Art Content, (Creative, Art Content,

and Web)and Web)

Technique WriterTechnique Writer

Localization EngineerLocalization Engineer

Configuration Configuration EngineerEngineer

QA EngineerQA Engineer

MarketingMarketing

ProductionProduction

Global Support Team Global Support Team

Tech SupportTech Support

Regional PMMRegional PMM

Sales RepresentativeSales Representative

Productstrategy

Functionalspecification

Development

Debugging

Testing

Features frozen

Prototypebuild

Codecomplete

Alpha build

Betabuild

RC build

RTM

Beta testing

localization

Product Planning Product Development Quality Assurance

General Product Development General Product Development FlowFlow

Productplanning

RD

Program Management

Productmarketing

QA Engineer

Builder

Usability Engineer/Outside Tester

Productmarketing

Creative Designer

Localization Engineer

Writer

Role of Product Manager Role of Product Manager -1-1

Product Manager is responsible to drive project Product Manager is responsible to drive project team to release a successful product to the team to release a successful product to the market at right timing to generate revenue and market at right timing to generate revenue and profit for the companyprofit for the company

Major responsibilities Major responsibilities Product Life Cycle ManagementProduct Life Cycle ManagementMarket and Competition AnalysisMarket and Competition AnalysisWriting Plans and Proposal Writing Plans and Proposal Schedule controlSchedule controlQuality ControlQuality ControlBudget and Cost ControlBudget and Cost ControlCommunication, Coordination and CollaborationCommunication, Coordination and Collaboration

Inter-Team, Inter-Department, Inter-Team, Inter-Department,

Inter-Management, and Inter-companyInter-Management, and Inter-company

Product MarketingManager

Program Manager

Project Development

TeamSales & Marketing

ConceptPhase

DefinitionPhase

DevelopmentPhase

Testing & Rollout Phase

Launch & Review

PhaseProduct ManagementProduct Management

a: Product Life Cycle – a: Product Life Cycle – Concept Concept PhasePhase

ObjectiveObjective Developing a product concept into a solid Developing a product concept into a solid

plan for getting approval from Executive plan for getting approval from Executive levellevel

InputInput Collecting data for product concept, value Collecting data for product concept, value

proposition, competition status, market proposition, competition status, market analysis and business opportunity analysis and business opportunity assessmentassessment

DeliverableDeliverable Business planBusiness plan

which clearly describes the product, which clearly describes the product, opportunity, analyses of competition, opportunity, analyses of competition, marketing objectives and proposed product marketing objectives and proposed product function.function.

ConceptPhase

PMProduct PlannerRD LeaderATC Leader

Product Planning ProcessProduct Planning Process

WhoWho

What &What &HowHow

Sample-Sample-Business PlanBusiness PlanMarket InformationMarket Information

Market Trend and Size AnalysisMarket Trend and Size Analysis Product Positioning and Customer ProfileProduct Positioning and Customer Profile Competition AnalysisCompetition Analysis

  Business InformationBusiness Information Revenue/Unit Shipments ForecastRevenue/Unit Shipments Forecast Business Objective (Market Share)Business Objective (Market Share) Channel Strategy (Retail, OEM.)Channel Strategy (Retail, OEM.)

  Product InformationProduct Information Key Features and Major ComponentsKey Features and Major Components Product Model & Language supportProduct Model & Language support

Channel & PricingChannel & PricingResource InformationResource Information

Budget Estimation/Manpower AllocationBudget Estimation/Manpower AllocationMajor milestones and product availabilityMajor milestones and product availability

Sample-Sample-Product Positioning and customer Product Positioning and customer profileprofile

Product Category Product Category Consumer Photo EditingConsumer Photo Editing

Product Positioning Product Positioning Photo Express 4.0 is Photo Express 4.0 is photo-editing softwarephoto-editing software that provides that provides

a full suite of expandable photo editing, creative and a full suite of expandable photo editing, creative and sharing tools for sharing tools for digital photo consumers who have digital photo consumers who have active, event-filled lifestyles full of picture moments they active, event-filled lifestyles full of picture moments they want to sharewant to share..

Customer Profile Customer Profile See See imaging as home entertainmentimaging as home entertainment Age Age from from 330-0-45+45+ years old years old Not Not a highly skilled computer usera highly skilled computer user Probably Probably owns a scanner, a digital camera or color printerowns a scanner, a digital camera or color printer

b: Product Life Cycle – b: Product Life Cycle – Definition Definition PhasePhase

ObjectiveObjective Defining the product from implementation Defining the product from implementation

aspect based on Business Planaspect based on Business Plan

Major ActivitiesMajor Activities Planning and defining what does the Planning and defining what does the

product do, what major features, product do, what major features, components will be included or what components will be included or what technology will be adoptedtechnology will be adopted

DeliverableDeliverable Updated Business PlanUpdated Business Plan A set of various plans and specification for A set of various plans and specification for

the productthe product

WhoWho

What &What &HowHow

PM/Product PlannerRD/ATC LeaderSQA Leader/TSUsability/LegalRegional PMM

1. Product Implementation Planning Process

• Business Plan• Product Marketing Plan • Program Master Plan • Product Master Plan • Requirements

2. Functional Specification Process3. Legal Search Process(incl. Naming, Patent, Contract)4. Usability Feedback Process5. Customer Feedback Process6. Bugbase Review Process(For FMR/NTBF)

1. Product Implementation Planning Process

• Business Plan• Product Marketing Plan • Program Master Plan • Product Master Plan • Requirements

2. Functional Specification Process3. Legal Search Process(incl. Naming, Patent, Contract)4. Usability Feedback Process5. Customer Feedback Process6. Bugbase Review Process(For FMR/NTBF)

ConceptPhase

DefinitionPhase

Major ActivitiesMajor ActivitiesInitiate ProjectInitiate Project

Propose Functional Specification RequirementPropose Functional Specification Requirement

Develop Functional Spec: version 0.3, 0.5, 0.7, 0.9Develop Functional Spec: version 0.3, 0.5, 0.7, 0.9

Update Business PlanUpdate Business Plan

Write plans and requirements for the product Write plans and requirements for the product development tasksdevelopment tasks

Hold Kick-off meeting to present the project vision andHold Kick-off meeting to present the project vision and scope to project teamsscope to project teams

Set delivery milestonesSet delivery milestones

Develop UI Prototyping Develop UI Prototyping

c: Product Life Cycle – c: Product Life Cycle – Development PhaseDevelopment Phase

ObjectiveObjective Coordinate project teams to start developing the Coordinate project teams to start developing the

product and marketing activities based on the product and marketing activities based on the plans and specifications delivered in definition plans and specifications delivered in definition phasephase

Major ActivitiesMajor Activities Assign Project Teams and ResponsibilitiesAssign Project Teams and Responsibilities Internal Training for Project Team MembersInternal Training for Project Team Members Regular Review MeetingRegular Review Meeting Coordination and Schedule ControlCoordination and Schedule Control

DeliverableDeliverable Updated Product Marketing PlanUpdated Product Marketing Plan Implementation plan and delivery milestones from Implementation plan and delivery milestones from

project team leaderproject team leader

d: Product Life Cycle – d: Product Life Cycle – Testing & Testing & Rollout PhaseRollout Phase

ObjectiveObjective Program code complete and enter testing. Defining product Program code complete and enter testing. Defining product

launch plans, marketing plan, sales, channel strategies and launch plans, marketing plan, sales, channel strategies and production plan to maximize the impact of the product roll-production plan to maximize the impact of the product roll-outout

Major ActivitiesMajor Activities Program Testing Program Testing Product Training, Review Meeting, Status Report, Project Product Training, Review Meeting, Status Report, Project

management, Coordination, Communication, Collaboration management, Coordination, Communication, Collaboration and Schedule Control and Schedule Control

Beta Testing ProgramBeta Testing Program Press Tour Press Tour Product Launch Product Launch

DeliverableDeliverable Updated Product Marketing Plan, Launch and production Updated Product Marketing Plan, Launch and production

plansplans Marketing materials Marketing materials GM and production materialsGM and production materials

WhoWho

What &What &HowHow

PM/RD/ATC/ISUI/Art ContentDoc/LOCConfig/SQACreative/MarComWebRegional PMMProduction/GST

PM/RD/ISATC/UsabilityUIArt ContentDOC/ConfigLegal

1. RD Development Process2. UI Design Process3. Documentation Process4. Art Content Design Process5. Config Development Process6. Testing Process7. Localization Process8. Legal Registration Process9. Beta Release Process10. Collateral Development Process11. Web Development Process12. Packaging Design Process13. Legal Materials Development Process14. Production & Shipping Process

1. RD Development Process2. UI Design Process3. Documentation Process4. Art Content Design Process5. Config Development Process6. Testing Process7. Localization Process8. Legal Registration Process9. Beta Release Process10. Collateral Development Process11. Web Development Process12. Packaging Design Process13. Legal Materials Development Process14. Production & Shipping Process

ConceptPhase

DefinitionPhase

DevelopmentPhase

Testing & Rollout Phase

e: Product Life Cycle –e: Product Life Cycle – Launch & Launch & Review PhaseReview Phase

ObjectiveObjective Product Shipping and keeping track of sales Product Shipping and keeping track of sales

for released products to examine whether for released products to examine whether the business objectives have been achievedthe business objectives have been achieved

Major ActivitiesMajor Activities Presenting sales report, marketing, PRs Presenting sales report, marketing, PRs

activities, and refining strategies to increase activities, and refining strategies to increase revenue opportunitiesrevenue opportunities

Collecting data and planning for next releaseCollecting data and planning for next release

DeliverableDeliverable Sales AnalysisSales Analysis Updated Marketing PlansUpdated Marketing Plans Updated Sales/Channel PlansUpdated Sales/Channel Plans Product Feedback/Market/Competition Product Feedback/Market/Competition

AnalysisAnalysis

WhoWho

What &What &HowHow

ConceptPhase

DefinitionPhase

DevelopmentPhase

Testing & Rollout Phase

Launch & Review

Phase

PMRegional PMMRegional Sales MarCom/PRISWebTS GST/Production

1. Launch Process2. Tech Support Process3. Patch Release Process4. Customer Service Process5. User Survey Process6. Market & Customer Feedback Process7. Monthly Sales Forecast Process

1. Launch Process2. Tech Support Process3. Patch Release Process4. Customer Service Process5. User Survey Process6. Market & Customer Feedback Process7. Monthly Sales Forecast Process

Delivery Major MilestonesDelivery Major Milestones

Kick-off Meeting(Definition phase) Kick-off Meeting(Definition phase) Alphas version release (Development phase)Alphas version release (Development phase)Product enter SQA (Development phase)Product enter SQA (Development phase)Beta Version release (Testing &Rollout phase)Beta Version release (Testing &Rollout phase)Packaging Prototyping (Testing & Rollout phase)Packaging Prototyping (Testing & Rollout phase)Release Candidate release (Testing & Rollout Release Candidate release (Testing & Rollout phase)phase)Release To Manufactory (Testing & Rollout phase)Release To Manufactory (Testing & Rollout phase)Announcement Date (Testing & Rollout phase)Announcement Date (Testing & Rollout phase)First Customer Shipment (Testing & Rollout phase)First Customer Shipment (Testing & Rollout phase)Formal Announcement (Launch & Review phase)Formal Announcement (Launch & Review phase)

3: Core Value of PM and Key 3: Core Value of PM and Key Successful FactorsSuccessful Factors

Core Value Of Product Core Value Of Product ManagerManager

CoreValue of

Product Manager

Meet TargetsNeeds

Time to theMarket

Cost Effectiveness

Key Successful FactorsKey Successful Factors

FullyFully commitment to achieve the goalcommitment to achieve the goal

Well Planning Well Planning

Good Communication, Coordination and Good Communication, Coordination and Collaboration Collaboration

Great skill of Great skill of

Schedule ControlSchedule Control

Quality ControlQuality Control

Cost and Budget ControlCost and Budget Control

Problem SolvingProblem Solving

PM = Problem ManagementPM = Problem Management

4: Case Study- 4: Case Study- How Statistics is How Statistics is applied in Product Life Cycle Managementapplied in Product Life Cycle Management

Statistics is the science of collecting, Statistics is the science of collecting, organizing, presenting, analyzing, and organizing, presenting, analyzing, and interpreting data to assist in making mire interpreting data to assist in making mire effective decision effective decision

Testing phase for quality control Testing phase for quality control

StartlightStartlight Project Status Report (11282002)..htm Project Status Report (11282002)..htm

Marketing Data AnalysisMarketing Data Analysis

User SurveyUser Survey

Ulead-PM Ulead-PM ProcessTrainingProcessTraining-User Survey -User Survey Example.pptExample.ppt

Business Proposal and AnalysisBusiness Proposal and Analysis

Ulead-PM Ulead-PM ProcessTrainingProcessTraining-PAF -PAF Example.pptExample.ppt

Marketing Promotion activities Marketing Promotion activities

Competition AnalysisCompetition Analysis

Sales Analysis Sales Analysis