Optimal Product Process

A Flexible Framework for Highly Effective Product Management and Product Marketing Across the Entire Product Lifecycle. The Optimal Product Process Is the Most Up-to-date and Easily Adopted Product Management Process Available.

The Optimal Product Process™ (OPP) was created by our team of consultants and trainers with over 150 years of combined Product Management and Product Marketing experience. Our process and framework is designed to be flexible and customizable. It can be easily adapted for any company regardless of its development methodology, size or maturity.

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The Optimal Product Process:

  • Covers all phases of the Product Lifecycle
  • Supports and builds on an industry-standard seven phase lifecycle
  • Has corresponding vendor-neutral certifications
  • Can be completely customized for any company and development methodology
  • Provides for continuous improvement of Product Management
  • Leverages work and skills across teams as well as companies and industries


Book Description

This book describes the seven phases of the Optimal Product Process: Conceive, Plan, Develop, Qualify, Launch, Maximize and Retire. It also covers the roles, responsibilities, tasks and documents associated with each phase. The Optimal Product Process is built on the worldwide-standard Association of International Product Marketing and Management (AIPMM) seven-phase framework. The seven-phase framework defines the Product Lifecycle’s seven phases and corresponding tasks that every product or service encounters from conceive to end-of-life.

280 Group Product Management Framework

280 Group Optimal Product Process Framework

Roles and responsibilities are defined for Product Management (primarily inbound – planning of great new products) and Product Marketing (primarily outbound – messaging, positioning, pricing, launch and marketing to customers). The tasks that must be done by each of the roles during each phase are also clearly identified

Nine Core Optimal Product Process Documents

Optimal Product Process| Nine Key Product Decision Documents

The Optimal Product Process uses nine key documents corresponding to each phase in the Product Management lifecycle separated into five for strategy and four for execution. These key documents provide a foundation to ensure all critical product considerations are taken into account. OPP templates are available in the Product Management Lifecycle Toolkit.


Brian Lawley, Founder, 280 Group

Table of Contents

A Flexible Product Process for the Entire Product Lifecycle
The Seven Phase Optimal Product Process

  • Phase I: Conceive
  • Phase II: Plan
  • Phase III: Develop
  • Phase IV: Qualify
  • Phase V: Launch
  • Phase VI: Maximize
  • Phase VII: Retire

Roles and Responsibilities in the Optimal Product Process
Product Management and Other Team Members
Answering the Product Questions at the Right Time
Achieving Continuous Improvement
The Future of Product Management
Appendix A: Optimal Product Process Training
Appendix B: Creators of the Optimal Product Process
Appendix C: Other 280 Group Press Books
Appendix D: The Nine Key Optimal Product Process Documents

  • Business Case Table of Contents
  • Market Needs/Requirements Table of Contents
  • Product Description/Requirements Table of Contents
  • Roadmap Table of Contents
  • Market Strategy Table of Contents
  • Beta Program Table of Contents
  • Launch Plan Table of Contents
  • Marketing Plan Table of Contents
  • End of Life Plan Table of Contents