ProductCamp Minnesota

Pcamp 2009


The economy is finally bouncing back and firms are hiring again. Why should anyone hire you?
Use the Pragmatic Marketing Framework to manage your job search, focusing on how you are the ideal solution to the hiring manager’s problems. And use the framework in interviewing to make sure that the job you get is the job you want.
Manage Your Job Hunt

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Presenter: Steve Johnson is a recognized thought-leader on the strategic role of product management and marketing. Broadly published and a frequent keynote speaker, Steve has been a Pragmatic Marketing instructor for more than 10 years and has personally trained thousands of product managers and hundreds of company senior executive teams on strategies for creating products that people want to buy.
Steve is a popular keynote speaker at forums throughout North America and author of many articles on technology product management. His ebook on product management has been downloaded thousands of times. He also blogs on the topic at


Title: “Personas 101: How to REALLY get started”
There is no dispute that Personas are a useful tool for product managers and marketers. But, if you’ve never created one, getting started can seem overwhelming. Learn how to take the first steps in the iterative process to make user and buyer personas work for your needs…easily.
Personas 101

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Presenter: Jennifer Doctor (twitter: @jidoctor; web site:

Title: “Product Management Leadership – Converting Theory into Action ”
Whether you lead a team of product management professional’s, find yourself as the “lone” product manager, or recently inherited a team, the impact you and your team has on the business is critical. As a leader, do you have repeatable and sustainable methods in place? Does your team understand and use them? Does development, marketing and sales know understand how you execute and why? Do you struggle with fighting fires and one-off request from executive management?
This interactive session will involve each participant as we identify and stage an actionable product management team and a simple process to make it all happen. We’ll discuss the impact of organizational alignment and skills, company goals, and politics that influence execution in many companies. I’ll share some tips and techniques and get you started on converting theory into action.
PRESENTER: Jim Holland (twitter: @Jim_Holland)

Title: “Intellectual Property 101″
I am a former product manager turned Patent Attorney, so I thought I would present on “Intellectual Property 101.” As a product manager for various high technology companies I had varying degrees of involvement in developing intellectual property assets. A bit more knowledge about potential avenues of creating competitive advantages through intellectual property would have been quite useful.
In my presentation I will provide an overview on how to protect your company’s intellectual assets through the use of Trademarks, Copyright, Patents, and Trade Secrets. The presentation will provide some background into what each mechanism of protection is best suited to protect and what is involved in obtaining the protection.

PRESENTER: Greg Stark – Registered Patent Attorney

Title: “Productizing your Website”
I certainly don’t have answers, and probably have more questions than answers. I’d use my experience in trying to brand three Websites (,, into one, and trying to get my team to understand and treat them (it) as one product. So I’d present a little and then ask a lot of questions.
Website As A Product Product Camp Mn

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PRESENTER: Mike Ellsworth

Title: “Capturing the Voice of the Community: how PLATO is crowdsourcing feature prioritization.”
PLATO Product Management has a simple and direct answer every time a salesperson asks, “Why aren’t you building X?” We simply say, “did you put it in Ideas? How many votes did it get?” PLATO is leveraging the Ideas module of to capture and quantify internal feedback on product development priorities. This presentation will focus on how we launched Ideas and how we maintain the community with a focus on what’s worked and what hasn’t.

PRESENTER: Andy Frost, Director of Product Management, PLATO Learning (twitter: @andyfrost)

Title: “Strategy: Just another four-letter word”
Many organizations start the year–or even the next release of a product–by asking “what’s our strategy?”. Often, what they are asking for as a “strategy” is often quite different. Some might really be asking for a vision. Others are looking for “the big idea.” And others just want to know what their priorities are.
In this session, I’d like to dialogue with participants about how they break down what it means to have a strategy, ways of approaching its creation, and discuss tools that help teams decide what to work on first. As a part of the discussion, I’d like to demo a tool called MileMarker that helps organizations capture and prioritize ideas, making it easier to know where to start.
Strategy: Just another four-letter word, for PcampMN, 01/30/10

View more presentations from Bill Galfano.

PRESENTER: Bill Galfano, Co-Founder Kerei

Title: “Logistics Cost 2010”
How a manufacturing or distribution organization addresses (or doesn’t address) its supply chain is critical to its basic well being. This has never been truer than it is today. Logistic Costs — the amount of money associated with the purchase, transport, storage and distribution of goods — are an unavoidable part of the supply chain process. Logistic Service – the satisfactory performance of the suppliers it selects for purchasing, transport storage and distribution – is an equally unavoidable element. Over the past months many companies have not maintained diligence with these issues. They think they will be ready when the economy returns even though they have not invested in their supply chain. They have not considered cost components, such as fuel, drivers and new regulation, adequately. When the economy comes back they will not be able to compete because cost AND service will soar out of control. The inadequate performance within its supply chain will make it hard, if not impossible to grow, and will also challenge the ability to introduce new products or services. If you are involved in presenting products to the customer (B2B or B2C), your financial and corporate success may depend on how well you are aware of your options.

PRESENTER: Bill Driscoll – President DLW Solutions; and an affiliate of Rock Ledge Resources

Title: “Productizing web 2.0 solutions for serious industries”
There are many legacy industries that would benefit from innovative use of web 2.0 solutions. However, many buyers and users are either amused or resentful over the idea of Facebook or Wikipedia making their business or research look ridiculous. In addition, many of these industries are incredibly wealthy, like pharmaceuticals, making them a great opportunity for new businesses. How do you engage them for becoming buyers and users by market-driven product management tactics? This is a new thing I’ve been working on for the past 6 months, so I would like the session to be as interactive as possible while sharing all the experiences and practices I have developed during this time.

PRESENTER: Rauha Tulkki-Wilke, Product Manager, CRF Health,


Title: “Girl Scout Cookies: A Product Tradition Innovating for Almost 100 Years”
People are very passionate about their favorite Girl Scout cookie. It is estimated that there are over 200 million boxes of cookies sold each year. But, Girl Scout cookies are more than just a way to generate revenue. Using Girl Scout Cookies as a case study, learn about some of the behind the scenes successes and challenges and the many “voices” that help the Girl Scouts continue to evolve. The session will include a discussion of technologies and social media in use (MySpace, Facebook, Twitter and YouTube) and suggestions for the future.
Girl Scouts Cookies: Cookies with a Mission

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PRESENTER: Rhoda Bernstein
Title: “Wait! Does Agile redefine product management?”
Companies are embracing agile development methods for the improvements in time-to-market and better visibility. Does it seem that agile development methods have redefined the role of product management? Is product management only what the developers need? Or is it more?
This session will explore the intersection between the role of product management and the role of product owner with guidelines for how these two roles can co-exist and support one another.
PRESENTER: Steve Johnson, Pragmatic Marketing
Title: “Rabbitducks and Pickup Trucks: Maintaining Product Vision in Agile Environments”

Agile is the method of the moment and all teams are in Scrum mode today: but is that a guarantee of product success? A lot of people succeed and fail with both — and many more are just swapping fake waterfall development processes for fake agile processes. Good teams are vital components of success in either case — as is maintaining a strong product vision throughout the development life-cycle. This session will consist of a short 20-slide Pecha Kucha-style presentation on Agile Product Management and then evolve into a discussion of best practices for preserving and refining product vision regardless of development processes and how, in particular, to define and project product visions in agile environments.
PRESENTER: Joel Hernandez is currently Interactive Director at Riley Hayes Advertising, where he is head of their enterprise UI/UX practice and lead social media application architect. He has previously lead product development for several companies in the ERP, Web Portal, and Benefits Management software industries.
Title: Being evaluated on P&L when the price is FREE!
Wise software product managers must be aware of all revenue-generating models to bring in the cash to keep their business thriving. Most of us are evaluated on the Profit and Loss for our products and as such are well versed in the mechanics of determining the optimal price point. What happens when that price point is free? Research shows that .5-2% of consumers actually pay for their software, which leaves 98-99.5% using the software for nothing.
So, how does one make money on “Free”? Learn about proven no-charge business models that can pay off quickly using minimal in-house resources and generate the cash or traffic you need to survive in this down economy.
This presentation covers many of the free models, including try and buy, freemium, ad-supported, and cross-subsidy or save-and-shave, and open up discussion on any additional models that the audience has used. Much of the information will come from the experiences at W3i, who delivers software to nearly 10 million users a month – all for free and from the many discussions occurring since the release of Chris Anderson’s book “Free- The Future of a Radical Price”.
Being evaluated on P&L when the price is FREE!

View more presentations from w3ikristin.
PRESENTER: Kristin Oberhaus, Product Manager at W3i (