TRACK 4 SESSIONS
Thursday, May 24, 2007

Extreme or Waterfall Development: A Practical Alternative
Peter Bongiorno, Director of Content Management Services, RR Donnelly e-Solutions

Is Extreme Programming too “extreme” and Waterfall development too much of a slow drip? By blending the best aspects of both development methods an effective alternative exists. This presentation discusses how RR Donnelley wrestled through both methods to define a practical approach that improved market responsiveness without losing site of our customers or our business objectives.

Mr. Bongiorno has combined 20 years of professional experience with a formal education in engineering and business to successfully lead new technology start-ups in consulting and solution development. As a Director of Content Management Services at RR Donnelley, he has led a strategic cross-functional e-Solutions initiative from business case through development and roll-out to the market. Today, e-Solutions is a strategic complement to Donnelley’s core print business providing a portfolio of web-based content management and publishing solutions for the mutual fund industry. Prior to joining RR Donnelly, Mr. Bongiorno was a Principal and consultant in IBM Global Solutions where he founded IBM’s Electronic Content Management (ECM) consulting practice. This practice established new methods for analyzing a customer’s content management and workflow needs and implemented emerging solutions to solve customer problems in a variety of industries. His earlier experience also includes a technology-focused background in product and project management, sales, and manufacturing. He received a BSME from Polytechnic University in 1984, and an MBA from Boston University in 1993.

Panel: Experiences with Software as a Service Pricing Model
Moderator: Jim Geisman, Founder, MarketShare, Inc.
Panelists: Richard Dym, Senior VP, Marketing and Business Development, OpSource
Conor Halpin, founder and CEO, LeCayla Technologies
Robert L. Krygowski, Director of Product Management,
Computer Sciences Corp., SaaS Business
Patrick Fetterman, Vice President of Marketing, Plexus Systems

The Software-as-a-Service (SaaS) pricing model has gained ground and technology buyers are expressing an increasing preference for it, over perpetual software licensing models. Product marketing and sales strategies need to reflect the shift. In this panel discussion, we explore the impact of SaaS on sales cycles, marketing objectives, packaging and delivery strategies. We will discuss what strategies and mediums for the message are working. Each panelist will make a brief presentation and from then on the session will be interactive with the audience. Bring questions!

Jim Geisman is Founder and Principal of MarketShare Inc. The firm was started in 1982 and, since 1987, has focused solely on software pricing. (More information can be found at the firm’s website, www.SoftwarePricing.com.) Jim is an acknowledged expert in software pricing and has helped several hundred companies develop effective pricing strategies. His company is helping a number of established and emerging software companies make the transition to the on demand pricing model. Jim has been a co-founder, director, advisor or mentor to early stage companies. He sits on the Board of the Professional Pricing Society and is an advisor to the Entreprenuerial Leadership Program at Tufts University. He holds BS and MSEE degrees from Tufts University and an MBA from Harvard Business School.

Mr. Dym brings to OpSource 25 years of successful marketing, business development, and technical operations experience gained from the senior executive positions he has held at fast-paced technology companies ranging from venture backed start-ups to global public enterprises. His broad experience includes active involvement in successful liquidity events including IPO, acquisitions, and sale.

Prior to re-joining OpSource, where he previously served as Chief Marketing Officer, he held the position of Executive Vice President and Chief Marketing Officer at AXS-One Inc., a leader in the records compliance management space. At AXS-One, Mr. Dym was responsible for Marketing, Technical Support, Documentation, QA, Training and IT. He has also served as Senior Vice President of Marketing for Metromedia Fiber Networks (now Abovenet); Senior Vice President of Marketing and Vice president of International Operations at ParcPlace; General Manager of the Multimedia Division at Autodesk; and Director, Graphics and Decision Support products for Ashton-Tate.

Prior to working with technology and technology-related services companies, Mr. Dym was a Senior Economist and regional manger with Chase Econometrics, Inc. (a subsidiary of Chase Manhattan Bank, N.A.), as well as a cofounder of Dym, Frank & Company, a quantitative money management firm.

Mr. Dym holds a B.A. in Economics from the Franklin & Marshall College and a M.A. in Economics from American University.

Bob Krygowski is the Director of Product Management for CSC's Managed Hosting Services group, and also runs the company's Software-as-a-Service program. Bob has over 17 years of experience in product management and finance in the high tech, telecommunications, and service industries, taking a wide variety of products and services to market, from DSL to managed security to SaaS.

Prior to CSC, Bob managed the security business for Genuity Solutions, and held a variety of product management and financial management positions throughout the rest of his career.

Conor Halpin is founder and CEO of LeCayla Technologies who provide the world’s first metering and billing solution for SaaS solutions. LeCayla offers the software equivalent of a utility meter allowing software vendors to measure and bill for usage on a per-use basis. Conor’s specific expertise is in software marketing and pricing. He has led the sales and marketing effort for a number of international software companies including eSpatial Solutions and Marrakech. Prior to that Conor was VP strategic alliances with IONA Technologies. He holds a degree in software engineering from Trinity College Dublin.

Patrick Fetterman is vice president of marketing at Plexus Systems, Inc, developers of Plexus Online, an on-demand performance system that integrates and manages all operations within a single facility or an entire manufacturing enterprise from anywhere, at anytime. As a member of the executive team at Plexus Systems, Fetterman has responsibility for all worldwide marketing and product management duties, as well as strategic partnerships, public relations and analyst relations.

Fetterman brings nearly 20 years of technology marketing experience to Plexus, including 10 years of experience in the “software as a service” market that is the strength of Plexus Online. Prior to joining Plexus Fetterman was with New York City-based Mi8 Corp., where he served as vice president of marketing and products from 2000 to 2005, and as president from 2005 to 2006. During Fetterman’s tenure with Mi8, the company built a reputation as a trailblazer in the software as a service (SaaS) market, and earned a position as the premium quality provider in the highly competitive market for on-demand Microsoft solutions.

Fetterman’s broad-ranging experience in the software industry includes strategic marketing positions at eGain Communications, NMS Communications, and Xyplex, Inc., among others.

How to Run a High-Impact Product Launch
Brian Lawley, President and Founder, 280 Group LLC

Companies spend months or even years building great products that meet the needs of their customers. Yet when it comes to bringing them to market effectively and getting the biggest possible return for their investment, companies often do not develop an effective plan or execute it well. A high-impact product launch can set a positive trajectory for your product's success for years to come. Do the launch right and you'll reap the benefits of significant early revenues, industry and competitive visibility and excellent press and PR coverage. This session will cover creating a plan, setting goals, budgeting, timing, positioning & messaging and other critical factors for maximizing your ROI.

With over 18 years of experience in Product Marketing and Product Management, Brian Lawley is a seasoned Consultant who helps companies in Silicon Valley and beyond to create breakthrough products and generate momentum in the marketplace. Throughout the course of his career Mr. Lawley has helped companies to define, launch and market over 25 award-winning, highly successful products.

As a Consultant Mr. Lawley has served as acting Vice President and acting Director of Marketing for clients, as well as working on a project basis. Prior to consulting he held several management positions with well-known companies in Silicon Valley, including Apple Computer, Symantec, Claris (now named FileMaker), Whistle Communications (acquired by IBM) and Digidesign (acquired by Avid). He frequently speaks on the topics of Marketing and Product Management, is editor of the 280 Insider newsletter and publishes articles in a variety of publications related to these topics. Mr. Lawley is the President of the Silicon Valley Product Management Association (SVPMA), was nominated for the 2006 Product Management Excellence Award for Thought Leadership by the AIPMM, has been featured on CNBC's World Business Review and has served on the Board of Directors for the California Coast Music Camp.

Mr. Lawley earned an MBA with honors from San Jose State University and a Bachelors Degree in Management Science from the University of California, San Diego with a Minor in Music and Computer Technology.

TRACK 4 SESSIONS
Friday, May 25, 2007

Transforming Product Management at Mitchell
Tom Baird, Former Senior VP Product Management, Marketing, & Business Development, Mitchell International

During 2006, product management and the role of product managers underwent significant change at Mitchell International. The Pragmatic Marketing framework was adopted and, over the course of the year, modified to suit the unique needs of Mitchell and our customers. While many aspects of the Pragmatic Framework fit the desired model at Mitchell perfectly, many years of legacy behavior, culture and practices presented significant roadblocks to implementation and adoption. Mr. Baird will describe the changes made at Mitchell, some of the tools used to force change and the adoption of policies and processes for Product Management, and will share some of the early returns they are reaping from the effort.

Tom Baird left Mitchell International in February to pursue acquisitions on behalf of a large private equity firm. While at Mitchell, he was the senior vice president product management, and marketing responsible for products delivering over $110 million annually. Tom joined Mitchell when ClaimIQ was acquired in September 2005. At the time of the acquisition, Tom was the president and chief executive officer of ClaimIQ. Prior to joining ClaimIQ, Tom served for a number of publicly held companies as the head of corporate strategy and mergers and acquisition.

Panel: Current Product Management Strategies
of Selected Software 500 Companies
Moderator: David Sommer, CompTIA
Panelists: Paul Dittmann, Pathfinder Associates
David Helinek, VFA
Michael Lester, Telelogic

Getting to the Software 500 ranking of the world’s largest software and service providers is a significant achievement. The list is perused by suppliers of software and services the world over to see who has gained, who might have slipped, what companies might be attractive acquisition targets and who are the leaders in the 30 categories of software and services tracked. In this panel discussion, executives of Software 500 companies advise on the product management strategies they are employing today to achieve success. Each panelist will make a brief presentation and from then on the session will be interactive with the audience. Bring questions!

David Sommer is vice president of e-business and software solutions for the Computing Technology Industry Association (CompTIA), the leading trade association representing the business interests of the global IT industry. He is responsible for developing and implementing worldwide initiatives by working with IT leaders to develop and promote business and technology standards for business-to-business transactions in the computing and electronics industries. Dave also is publisher of SoftwareCEO, an online resource for software executives and entrepreneurs. He has over 25 years experience in software, systems integration and consulting and has provided expert consultancy to a number of software start-ups on a wide range of marketing, sales, financial and software development issues.

Paul Dittman is Director of Sales and Business Development for Pathfinder Associates LLC. Pathfinder designs and develops software for ISVs and corporate enterprises. A Certified Public Accountant, Paul began his career as a “Big 5” auditor and has over 25 years of business and technology experience. Prior to joining Pathfinder, Paul served as a Principal and Managing Director in the technology practice of a Chicago-based CPA firm.

David Helinek serves as Director of Product Management at VFA. David has over 20 years of experience in product management and product marketing with engineering and management experience in semiconductor manufacturing, elearning applications, and enterprise real estate and capital management applications. Previously at CenterStone, Inc. he was responsible for product management of the company’s Integrated Solution for Managing Corporate Real Estate, Facilities & Operations. At x.hlp/Enlight, Inc., David managed the launch of the company’s eLearning suite in North America, and was instrumental in defining and managing the product roadmaps and release strategies across several markets releasing new products each year Worldwide.  David has a BSEE from the University of Pennsylvania and an MBA from the Olin Graduate School of Business at Babson College.

Michael Lester is a Senior Product Marketing Manager at Telelogic, where he focuses on product marketing for the product portfolio and requirements management product lines. Prior to Telelogic he was responsible for product portfolio management solutions in product management roles at Pacific Edge Software and Artemis International. At Pacific Edge, he introduced Agile Development concepts to the development organization in order to get the right features to market as quickly as possible. Prior to Pacific Edge Michael worked in a variety of management and technical positions at Buildnet Inc. and Franklin Covey.

Integrating the Agile Development Process
With the Pragmatic Marketing Framework
Jason Tanner, former product manager, Evident Software

The Agile Development Process provides a methodology to deliver products more efficiently; however, some aspects of the Pragmatic Marketing Framework are not always included in the implementation of Agile. Product management professionals can find a way to collaborate with engineering peers to embrace Agile while still maintaining established product management disciplines. This presentation offers a new product development process that combines Agile development and Pragmatic Marketing concepts into an integrated, end to end process that leverages the strengths of both frameworks. Implementation tips will also be explained as well as lessons learned based on successes and failures in adoption by one software company.

Jason Tanner is an independent product management, marketing and project management consultant. He spent six years at Evident Software where he managed implementation projects, drove product management processes, and managed a product line. Jason also managed an e-commerce network at MCI Worldcom and served as a Marine officer for over nine years.

For Product Managers: Making Sense of the Company Income Statement
Gudrun Granholm, MBA, CFP, Founder and President, Box One, Inc.

Why is the Income Statement so critically important? From top management to investors and lenders, it is the most closely watched set of numbers. As product managers you are a core part of the team driving financial performance on the Income Statement. This session uses financials from software and tech services companies to show you how to make better financial decisions, help you focus on the strategic areas of the Income Statement, analyze and evaluate your own and competitor Income Statements.

Gudrun Granholm, MBA, CFP is founder and president of Box One, Inc., a consulting firm providing both public and custom financial consulting and training for all management levels. Gudrun is a career CFO with 25 years of financial training experience. She has consulted and provided custom training for Cisco Systems, Ingram Micro, IBM/Sequent, Boeing, Tektronix, as well as UC Irvine, UC San Diego, UC Riverside, Portland State University and San Diego State University. Gudrun’s training expertise includes a specialty in technology-centered businesses, particularly service and software. She received her BA from Harvard University, her MBA from Stanford Business School.