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January 9 -10, 2012 / San Diego, CA

Product Strategy & Portfolio Management Achieve Market-Driven Strategies that Drive Product Performance

Develop a Product Roadmap that Aligns with Business and Product Strategy Prioritize your product objectives to ensure long-term performance

Earn up to 14 CPE Crediitts!

Gain Expert Insight on How to Optimize Your Product Marketing Mix Identify market, customer, and product performance strengths and weaknesses

Obtain Creative Tips for Developing a Balanced Product Portfolio Review scoring and analysis models that will better manage product performance

Incorporate Leading Practices for Effectively Monitoring the Product and the Market Create an ongoing product management process that provides business agility

In Association with:

Product Strategy & Portfolio Management




Dear Product Strategy and Portfolio Management Professionals,

Who Should Attend: C-Suite Executives (CEO, CFO, COO, CMO)

Directors, Managers & VPs of: Marketing Product Management New Product Development/Design Product Planning & Development

Are you wrestling with the prioritization of too many features to direct your product development team? Are you making progress on delivering truly impactful features and products to market? Do you have a resourced product roadmap to help achieve corporate objectives? Is your product management team driving the product strategy to address market opportunities and gaps? This workshop will address all of these strategic imperatives and provide you with the knowledge and skills to successfully achieve a highly distinguished competitive advantage by augmenting your product strategy and management capabilities. This 2012 Product Strategy & Portfolio Management Workshop will allow you to engage in hands-on and highly interactive sessions that are pertinent to the viability of the product strategy and management functions across all organizations— regardless of industry, sector or customer. You will learn various techniques for assessing your strategic options, identifying your major product gaps, and spotting opportunities driven from market trends. You will also develop a competitive assessment to drive your current product performance and develop prioritization methods for selecting your top potential solutions, generating your product roadmap, and assessing necessary deliverables to get you where you want to go. Our goal is to provide you with a framework to identify ongoing processes that will enable your organization to continuously adjust your plan to ever-changing market dynamics.

JOIN US as we acquire the skills and tools to drive market-driven product results and achieve product strategy and management excellence!

Best Regards, Don Vendetti Founder & Principal, Product Arts 2 |


Corporate Planners Project & Program Managers Note: Recommended for professionals with 3 years or more experience in new product planning and/or product management

5 Reasons to Attend: 1. LEARN how to link corporate and product strategies to drive your company’s business results

2. IMPROVE your ability to plan and deliver impactful market-piercing product offerings

3. DEVELOP a collaborative process for assessing market needs and planning appropriate responses

4. CREATE a portfolio planning process that allows you to effectively allocate resources to your prioritized product development projects

5. IMPLEMENT a product roadmap that gets the ball rolling on delivering strategic projects



Monday, January 9, 2012


Conference Registration & Continental Breakfast


MORNING SESSION: Overview: Product Strategy and Management • Review key concepts of product and market strategies • Understand the challenges and trade-offs in developing product strategy • Learn common frameworks used to assess and develop product strategies EXERCISE: Map your products relative to strategic frameworks. Are you near a transition?

Product and Project Portfolio Planning • Learn the components of a balanced product/project portfolio • Linking your portfolio to business objectives • Scoring and analysis models for portfolio management EXERCISE: Map your current product portfolio resource allocations


Lunch Break


AFTERNOON SESSION: Product Features, Benefits, and Value Proposition • Identify your core customer and their market need • Understand methods for determining value drivers (Kano/Ulwick) • Establish core value drivers and the value proposition EXERCISE: Create your value proposition for your target segment

Assess Your Current Situation • Identify segment characteristics and market trends related to your products • Assess your competitors and alternative solutions to your products • Analyze your current product performance for strengths and weaknesses • Perform an overall SWOT Analysis for your product or portfolio EXERCISE: Create your own SWOT and prioritize it


Day One Adjourns | 3



Tuesday, January 10, 2012


Continental Breakfast


MORNING SESSION: Define Where You Want to Go • Assess the impact, urgency, and strategic alignment of your SWOT outcomes • Identify measurable product objectives addressing issues and opportunities • Develop a scoring matrix for your product objectives and priorities EXERCISE: Create your own product objectives and priority matrix

Closing the Gap — Identifying Solution Opportunities • Ideation and solution identification with stakeholders • Assessing Business Value and Attractiveness • Assessing Effort, Uncertainty and Risk • Scoring and selecting your project opportunities EXERCISE: Create and rate your project portfolio opportunities

Building the Plan – Your Product Roadmap • Overview of product roadmaps • Identifying themes, timeframes, and releases EXERCISE: Create your internal feature roadmap


Lunch Break


AFTERNOON SESSION: Resourcing your Product Roadmap • Pinpoint specific deliverable and resource requirements • Jumpstart your roadmap by creating next steps • Manage resource allocation per release EXERCISE: Create your resource plan and next steps

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Tuesday, January 10, 2012

Product Strategy and Roadmap is a Team Sport

About the Trainer:

• Identifying key stakeholders and roles • Socializing and gaining support • Communicating your strategy and roadmap • Formal methods for portfolio planning reviews EXERCISE: Methods for managing your portfolio and roadmap

Roadmap Validation and Concept Testing • Addressing risk and uncertainty • Mockups, prototypes, and requirements • Methods for validation and testing EXERCISE: Methods for concept testing and market validation

Monitoring the Market and the Product • Establishing a product dashboard • Keeping abreast of the market dynamics and competitors • Sharing information throughout the organization


Training Adjourns

DEVELOP a Product Strategy that CONNECTS Business Strategy to the Product ROADMAP

DON VENDETTI is a co-lead instructor at the University of Washington Professional and Continuing Education program in Software Product Management. He holds an MBA from the University of Washington and BSEE from Colorado State University. He also is a Certified Product Manager, Certified Product Marketing Manager and Agile Certified Product Manager through the Association of International Product Marketing and Management. Don is also the founder and principal of Product Arts Consulting, specializing in product strategy and implementation. He has an extensive background in high tech product development for software, mobile services and embedded systems. He has held executive and senior management roles in the creation and launch of major products and their ongoing support. His background includes executive and senior level roles in product management, program management, product marketing, and engineering in both Fortune 100 and start-up companies. Don is highly skilled in both strategic and tactical deliverables. His consulting engagements have included portfolio strategy and roadmaps, product planning and requirements, product management processes and toolkits, competitive assessment and positioning, pricing, marketing materials, and training. | 5

In-House Training & Customization

One of the more popular vehicles for accessing the American Strategic Management Institute’s educational offerings is the delivery of on-site trainings and management facilitations. Bringing a training or facilitation in-house gives you the opportunity to customize a program that addresses your exact challenges and provides a more personal learning experience, while virtually eliminating travel expenses. Whether you require training for your department or for an organization-wide initiative, the advanced learning methods employed by ASMI will create an intimate training atmosphere that maximizes knowledge transfer to enhance the talent within your organization.

CUSTOMIZATION We realize that not all obstacles can be overcome by applying an “off-the-shelf” solution. While many training providers will offer you some variation of their standard training, ASMI’s subject matter experts will work with you and your team to examine your programs and determine your exact areas of need. The identification of real life examples will create a learning atmosphere that resonates with participants while at the same time providing immediate return on your training investment. Using interactive exercises that employ actual projects or scenarios from your organization, instructors can address specific challenges and align the curriculum of each session to your objectives. While the majority of on-site trainings are focused on smaller groups, ASMI also has the ability to accommodate organization-wide training initiatives. Utilizing multiple instructors, the Institute has the capacity to deliver courses to groups of up to 300 participants per day.

AREAS OF EXPERTISE On-site delivery of single courses, certification programs, and entire packages of specialized courses are available in the following areas: • Strategic Planning • Lean Six Sigma • Performance-Based Contracting • Administrative Management

• Performance Measurement • Workforce Management • Performance Reporting • Leadership and Change

• Project Management • Performance-Based Budgeting • Program Evaluation

For more information about in-house training and certification options, please contact Jennifer Mueller at 202-739-9619 or email her at

SPONSORSHIP OPPORTUNITIES As a conference and training provider, ASMI is an expert in bringing together leaders to share and discuss best practices and innovations. We connect decision-makers with respected solutions providers. The Institute offers four different predesigned sponsorship packages: • Event Co-Sponsor • Luncheon Sponsor

• Session Sponsor • Exhibit Booth Sponsor

FOR MORE INFORMATION ON TRAINING, EXHIBITING & SPONSORSHIPS, please contact: Andrew Goodwin at 202-739-9707 or email him at

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Venue & Hotel



Product Strategy & Portfolio Management will be held at The Westin San Diego. A limited number of rooms have been reserved at the The Westin San Diego at the prevailing rate of $131. This rate is based on Government Per Diem and the discounted rate is only secure up until 3 weeks prior to the start of the event. When calling the hotel please reference the Performance Institute and the name of the event “Product Strategy” when making reservations to get the discounted rate.

Thompson Media Group is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Nashville, TN 372192417. Website: Sponsor Organization Name and Sponsor ID Number: Thompson Media Group 109435 Delivery Method: Group-live Program Level: Basic Prerequisites/Preparation: None CPE Credits: 14

The Westin San Diego 400 West Broadway | San Diego, CA 92101 Phone: (619) 239-4500


* To register online, please visit: and click on the Venue and Hotel tab.

ASMI strives to provide you with the most productive and effective educational experience possible. If after completing the course you feel there is some way we can improve, please write your comments on the evaluation form provided upon your arrival. Should you feel dissatisfied with your learning experience and wish to request a credit or refund, please submit it in writing no later than 10 business days after the end of the training to:

TUITION & GROUP DISCOUNTS The tuition rate for Product Strategy & Portfolio Management is as follows: Pricing

Expires 11/14

Expires 12/9






For more information on Pricing & Group Discounts please contact: Peter Scourby at 202.739.9591 or email him at

The American Strategic Management Institute: Quality Assurance 805 15th Street, NW, 3rd Floor, Washington, DC 20005 Note: As speakers are confirmed six months before the event, some speaker changes or topic changes may occur in the program. ASMI is not responsible for speaker changes, but will work to ensure a comparable speaker is located to participate in the program. If for any reason ASMI decides to cancel this conference, The American Strategic Management Institute accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors and guests.





• All ‘Early Bird’ Discounts must require payment at time of registration and before the cut-off date in order to receive any discount. • Any discounts offered by ASMI (including team discounts) must also require payment at the time of registration. • All discount offers cannot be combined with any other offer. • Discounts cannot be applied retroactively •P Payment must be secured prior to the conference. If payment is not re received by the conference start date, a method of payment must b be presented at the time of registration in order to guarantee your p participation at the event. | 7

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Please make checks payable to: The American Strategic Management Institute CANCELLATION POLICY: The American Strategic Management Institute will provide a full refund less a $399 administration fee for cancellations requested four weeks prior to the event start date unless cancellation occurs within two weeks prior to the event start date. If a cancellation is requested less than two weeks prior to the event start date, no refund will be issued. Registrants who fail to attend and do not cancel prior to the event will be charged the entire registration fee. All cancellations must be requested through the cancellation link found in your attendance confirmation email. Please note that cancellation is not final until you receive a cancellation confirmation email. I have read and accepted the Cancellation Policy above.

ACKNOWLEDGED AND AGREED By: ______________________________________________________________________________________________ Date: _______________________________________

Priority Code: B371-WEB

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Earn up to 14 CPE Credits!Cre edddiiittttssss!!!!C January 9 -10, 2012 / San Diego, CA Develop a Product Roadmap that Aligns with Business a...

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