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INCLUDING THE KEY NOTES How To Create Products Customers Love Marty Cagan | Silicon Valley Product Group

From Innovation to Launch – A view from inside Google Product Management Jonathan Rochelle | Sr. Director of Product Management, Google Apps, Google

DATES Tutorial Days: 16 – 17 Sep 2013 Conference Days: 18 – 19 Sep 2013

EXPECTED ATTENDEES 250 – 300 international visitors

BOOK YOUR TICKET NOW: www.ProductManagementFestival.com Platin Partner:

Gold Partners:

PROGRAMME | DAY 1 | WED 18 SEP Time

Track 1

Track 2

Track 3

08.00 – 09.00

Registration

09.00 – 09.10

Welcome Address

09.10 – 10.00

Key Note 1 How To Create Products Customers Love Marty Cagan | Silicon Valley Product Group

10.00 – 10.30

Coffee Break & Exhibition

10.30 – 11.15

11.30 – 12.15

Track + (Partner)

Management

Practical Experience

Tools

Caution – Hot! Business Model Generation and the Unique Properties of Digital Business Models –––––––––––––––––– Barbara Hoisl Strategy & Business Planning

Software Product Management – An Industry Evaluation –––––––––––––––––– Christof Ebert Vector Consulting Services

The Product Canvas: A Tool for Creating Innovative Products –––––––––––––––––– Roman Pichler Pichler Consulting

…

Management


Tools

Career

Management of Software Product Lines –––––––––––––––––– Reto Kurmann and Lutz Müller Phonak

Product Structures and Their Impact on Strategies and Organization –––––––––––––––––– Magnus Billgren Tolpagorni Product Management

Product Roadmaps: Collaborating to Discover and Deliver Value –––––––––––––––––– Ellen Gottesdiener EBG Consulting

Education for the Seasoned Software Product Manager –––––––––––––––––– Prof. Dr. Markus Stolze Hochschule für Technik Rapperswil

12.15 – 13.45

Lunch Break & Exhibition

13.45 – 14.45

Key Note 2 The Future of Product Management: Opinion Battle Michael T. Eckhardt | Chasm Institute LLC Steven Haines | Sequent Learning Networks Gabriel Steinhardt | Blackblot ® – Product Management Expertise™ Marty Cagan | Silicon Valley Product Group

14.45 – 15.15


15.15 – 16.00

16.15 – 16.35

16.40 – 17.00

Starting 17.00

tba

Management


Tools

Market Study

Five Years of Agile Product Development at Xing –––––––––––––––––– Martin Rusch Xing

Building a New Product Management Organization –––––––––––––––––– Leon Malalel Blackblot

Introducing Rapid Insight Design Studios – RAIDS –––––––––––––––––– Dave Slocombe Lastminute.com

Product Management: Trends, Insights and Managerial Implications –––––––––––––––––– Dr. Teresa Mandl Zürcher Hochschule für Angewandte Wissenschaften

Management


Process

…

Product Management in Open Innovation Contexts: Experiences and Challenges –––––––––––––––––– Krzysztof Wnuk Lund University / Sony Mobile Communication

Towards Establishing Science and Practice of SW Product Management –––––––––––––––––– Hans Bernd Kittlaus and Samuel A. Fricker ISPMA

The Agile Business Gap –––––––––––––––––– Nick Coster Brainmates Pty Limited

tba

Management



…

Mobile App Products: An Agile Business –––––––––––––––––– Christian Waldvogel Netcetera

Lean Product Management –––––––––––––––––– Gosia Schweizer FriendScout24

tba –––––––––––––––––– Ian Shuttler Tecan

tba

Aperitife & Exhibition

PRODUCT MANAGEMENT FESTIVAL 2013 | PROGRAMME | DAY 1 | WED 18 SEP

www.ProductManagementFestival.com

PROGRAMME | DAY 2 | THU 19 SEP Time

Track 1

Track 2

Track 3

08.00 – 09.00

Registration & Exhibition

09.00 – 09.10

Welcome Address

09.10 – 10.00

Key Note 3 Lessons from Silicon Valley – Product Management Do’s and Don’ts Michael T. Eckhardt | Chasm Institute LLC

10.00 – 10.10

Short Presentation of Hosts and Workshops

10.10 – 10.30


10.30 – 11.30

Interactive Session

Presentation

Presentation

tba

tba

Panel

Workshop

World Café

How to hire and manage Product managers? –––––––––––––––––– tba Ebay/ Google

Usage of three canvas models in early phases of agile Product Management –––––––––––––––––– Patrik Link Hochschule Luzern

Product Manager – the best job in the world –––––––––––––––––– Ulrike Laubner Laubner product & management

Lean Café –––––––––––––––––– Ellen Gottesdiener EBG Consulting

11.35 – 12.30

12.30 – 14.00 14.00 – 15.00

Lunch Break & Exhibition Panel

Workshop

Workshop

From Start-up to Entrepreneurship and Enterprise: Going international with Your Product –––––––––––––––––– Nathalie Stockhammer SecuTix Patrick Püntener Colygon

Product Management Misconceptions – Debunked! –––––––––––––––––– Gabriel Steinhardt Blackblot ® – Product Management Expertise™

How to Improve Financial and Business Expertise! –––––––––––––––––– Steven Haines Sequent Learning Networks

15.00 – 15.15


15.15 – 16.00

Closing Key Note From Innovation to Launch – A view from inside Google Product Management Jonathan Rochelle | Sr. Director of Product Management, Google Apps, Google

16.00

End of Conference

PRODUCT MANAGEMENT FESTIVAL 2013 | PROGRAMME | DAY 2 | THU 19 SEP


TUTORIALS

1 HOW TO CREATE PRODUCTS CUSTOMERS LOVE Marty Cagan | Silicon Valley Product Group

• • • •

Product Owners Product Managers Product Designers Product Architects

16 / 17 SEP | 2 DAYS • 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

This 2-day course is designed for product professionals who want to learn the techniques of some of the most successful high-tech companies 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

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 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.

2 THE ESSENTIAL PRODUCT OWNER – CHAMPIONING SUCCESSFUL PRODUCTS Ellen Gottesdiener | EBG Consulting

• • • • •

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

“requirements” by exploring product options to meet market, customer, business and technology needs.

17 SEP | 1 DAY 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.

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.

PRODUCT MANAGEMENT FESTIVAL 2013 | TUTORIALS | MON 16 – TUE 17 SEP


TUTORIALS

3 BLACKBLOT PROCEDURAL REQUIREMENTS MANAGEMENT™ (PRM) Gabriel Steinhardt | Blackblot – Product Management Expertise

• • • •

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.

17 SEP | 1 DAY

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 Director 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]

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.

4 THE PRODUCT MANAGER’S QUICK START PROGRAM Steven 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

Landing a job in Product Management can be likened to making a 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

customers who clamor for its products. To stay competitive, the company 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 assimilate 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

17 SEP | 1 DAY Tutorial Content: 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” 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 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 undergraduate degree in Management Science and Organizational Behavior, and an MBA in Corporate Financial Management.



TUTORIALS

5 LEAN PRODUCT MANAGEMENT Rainer Grau | Zühlke Engineering AG

• • • • •

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

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. needs and state of knowledge of participants.

17 SEP | 1 DAY 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 conferences, 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 climbing or reading the latest novels by T.C. Boyle and Haruki Murakami.



AMBASSADORS Australia

Finland / Russia

France

Adrienne Tan Brainmates

Andrey Maglyas Lappeenranta University of Technology

Sébastien Sacard Iterate Consulting

Germany

Germany

Germany

Barbara Hoisl Strategy & Business Planning

Hans-Bernd Kittlaus InnoTivum Consulting

Gerald Weith ImmobilienScout GmbH

Israel

Russia

South Africa

Leon Malalel Blackblot – Product Management Expertise™

Andrew Yaroshevsky Yandex

Brett Steingo Internet Solutions

Sweden

Switzerland

United Kingdom

Krzysztof Wnuk Lund University/ Sony Mobile Communications

Rainer Grau Zühlke Engineering AG

Jock Busuttil Product People

USA

USA

Karthic S Athreya Forte HCM Inc, Kpoint Technologies

Ellen Gottesdiener EBG Consulting, Inc.

PRODUCT MANAGEMENT FESTIVAL 2013 | AMBASSADORS


CONFERENCE BOARD The Product Management Festival is organised on a honorary basis by the members of the Conference Board.

Michael Beck

Patrick Brändli

Head Software Engineering Thales Suisse

Head of Product Management Software Abraxas Informatik

Ken Chin

Patrick Comboeuf

Samuel A. Fricker

Group Product Manager Europe Ebay

Director E-Business SBB

Assistant Professor Blekinge Institute of Technology Chair Software Product Management Association

Matthew Glotzbach

Gerd Handke

Stefan Küffer

Managing Director and Sr. Director of Product Management YouTube / Google

Head of Product Management “Experience Manager” Adobe

Director Special Projects CH Credit Suisse

Wendy Lauber

Claudio Lehmann

Walter Schärer

Head Global Services Swiss Reinsurance Company Ltd

Head of Channels & Workbenches UBS

Program Manager search.ch AG

Patrick Schneider

Ian Shuttler

Adrian Zwingli

Vice President Product Management Bernina International

Head of Product & Strategic Marketing Tecan

CEO SwissQ Conference Chair

PRODUCT MANAGEMENT FESTIVAL 2013 | CONFERENCE BOARD


CONTACT US: [email protected] www.ProductManagementFestival.com

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Product Management Festival c/o SwissQ Consulting AG Stadthaus-Quai 15 CH-8001 Zürich Fon +41 43 288 88 40 Fax +41 43 288 88 39

Friends and Associates: Canton of Zurich Department for Economic Affairs Office for Economy and Labour