The 280 Group provides product management and product marketing consulting, contractors, training, and templates to help companies with product definition, launches, and marketing. They have over 200 years of collective experience across a wide range of industries. Their services include interim contractors, project-based consulting, training courses to develop skills and certifications, and professional templates.

1. 28OGroup
The Product Marketing & Product Management Experts™
Consulting • Contractors • Training • Certification • Templates
"The 280 Group consultants
were very experienced and came
T he 280 Group helps companies deliver better products and market them more effectively.
We provide Product Marketing and Product Management Consultants, Contractors,
in and hit the ground running.
They helped us by prioritizing Training, Certification and Templates to help companies with product definition, launches
across a variety of development
and marketing. Whether you need a high-level consultant to plan your product strategy, a
projects, streamlining our inter-
nal processes and also helped us seasoned veteran to run an industry-changing product launch, a team of experts to optimize
to build a compelling roadmap." your product management function of process or a mid-level Product Manager to write a
market requirements document, the 280 Group can provide you with expert, professional
Ram Krishnan
Sr. VP Marketing talent to help you get the job done right. We can also help you and your employees improve
GuardianEdge your effectiveness on the job by providing proven training and professional templates.
Since 1998, the 280 Group has helped tens of thousands of companies bring new products
to market successfully, quickly build revenue momentum and implement best practices. The
“Performance on these 280 Group has been featured on CNBC’s World Business Review, the Silicon Valley Business
projects was exceptional…
Report, Seth Godin’s BullMarket book and was ranked in the top 10 consulting firms by the
deliverables were high-quality,
on schedule, and within bud- Silicon Valley Business Journal.
get…very efficient, profes-
sional, and a pleasure to work Brian Lawley is the CEO and Founder of the 280 Group and former President of the Silicon
with…” Valley Product Management Association (www.svpma.org). During his twenty five year
career in Product Management and Product Marketing he has defined, launched and
Gary Ellis
Group Director, marketed over fifty successful products. He is the Author of the best-selling books “Expert
Product Marketing Product Management” and “The Phenomenal Product Manager”. In 2008 and 2009 he won
Netcom the Product Management Excellence Award for Thought Leadership by the Association of
International Product Marketing & Management. Mr. Lawley is a Certified Product Manager
(CPM) and Certified Product Marketing Manager (CPMM). He earned an MBA with honors
from San Jose State University and Bachelors Degree in Management Science from the
“The 280 Group did a fantastic
job of helping us to finalize the University of California at San Diego.
product and bring it to market.
We were very pleased with the The 280 Group team of trainers and consultants have over 200 years of collective high-tech
work they did for SEMI, and Product Management and Product Marketing experience spanning a wide range of software
highly recommend them if you
and hardware markets and products. Our trainers and consultants are experts in the realm of
need assistance with product
launches or general product high-tech product management and marketing, and have extensive real-world experience
marketing and product man- and examples that they draw on to make the training and consulting as effective as possible.
agement"
280 Group clients range from startups to Fortune 500 companies including Adobe, Toshiba,
Tom Salmon
Palm, eTrade, Nokia, Cisco, SAP, Hewlett Packard, Symantec and many others. The 280
Dir. of Business Development
SEMI Group methodology, training, toolkits, certifications and templates are used worldwide and
licensed companies such as Intel and Microsoft.

2. Templates, On-Demand Training & Certifications
Certified Product Manager® Self-Study Course
The complete self-study course to thoroughly prepare to become an AIPMM industry
standard Certified Product Manager (CPM) and Certified Product Marketing Manager (CPMM).
Includes four self-paced training modules, study guide & practice exam.
Topics include:
• Product Life Cycle Products • Buyer
• Services • Value Chain
• Branding • Pricing
• Strategy • Launches & Roadmaps
• Marketing Mix • Roles, Processes & Requirements
Agile Certified Product Manager® Self-Study Course
The complete self-study course to thoroughly prepare to become an AIPMM industry standard
Agile Certified Product Manager (ACPM).
Includes nine narrated training modules, study guide & practice exam.
Topics covered: Advanced topics touched on include:
• Benefits of Agile • Product launches
• A look at Scrum • Roadmapping
• Release management • Organizing for success
• Release planning • How to work with distributed teams
• Documentation • How to organize larger projects using multiple teams
• Organizing around Agile • Integrating Agile within a traditional product process
• XP and Lean
Product Management Office® Professional
The Product Management Office Professional version 2.0 is a collection of over best practices 180 tem-
plates and self-paced training include all seven 280 Group toolkits.
• Product Roadmap Toolkit™ • Five training presentations
• Product Launch Toolkit™ • 183 templates
• Product Manager's Toolkit™ • White Papers
•
•
Beta Program Toolkit™
Product Review Program Toolkit™
•
•
Samples
Guidelines
PMOffice TM
• Competitive Analysis Toolkit™
• Developer Program Toolkit™
280 Group Books

3. Consulting & Contractors
We provide both interim contractors (Product Managers, Product Marketing Managers, Directors & Vice
Presidents) as well as doing work on a project basis. Our work spans the entire product lifecycle.
Product Management Product Marketing Marketing
Market Analysis Product Launches Positioning & Messaging
Developing Business Cases Sales Tools Websites
Profit & Loss Analysis Positioning Collateral
Customer & Market Research Pricing Presentations & Sales Tools
MRDs & PRDs White Papers Increased Web Traffic
Product Roadmaps Reviewer’s Guides Search Engine Optimization (SEO)
Working with Engineering Teams Product Demos Google AdWords Campaigns
Reviewing Functional Specs Competitive Comparisons Demand Generation Programs
Finalizing Product Requirements Customer Testimonials Direct Mail/Email Marketing
Prioritizing Feature Sets Success Stories Print advertising
Feature, Schedule, Cost Tradeoffs Features & Benefits/USPs Search Engine & Banner Ads
Competitive Analysis Press Tours & Materials Corporate & Product Branding
Running Beta Programs Presentations Customer Surveys & Feedback
Product Management Process Development & Optimization
We can help your company develop and/or optimize your product process, allowing you to bring better
products to market faster and increase your revenues. Whether you need a process designed completely
from scratch or you have a process that needs to be tuned up and optimized we have a complete set of
tools and methodology to provide you with an assessment, recommendations and coaching/training to
ensure buy-in and adoption in your organization.
PM Fast Track™ Training Course
The PM Fast Track is the most practical and effective training course available. It gives Product Manag-
ers and Product Marketers thorough, in-depth and instantly applicable knowledge of every phase of
the product lifecycle. This four day course is ideal for new PM’s or mid-level and Senior PMs who want to
brush up on best practices. Included are three courses with certification exams, the Product Manager’s
Toolkit™, content retention tools and Product Manager’s Toolkit Book.
Strategic Product Marketing and Management™
An intensive two-day interactive course covering the
foundation of Product Management & Product Marketing.
Based on the Product Manager’s Toolkit ( PMTK) Action
Model, a reference framework that outlines the process
and stages of performing and correlating product market-
ing tasks with product planning tasks.
Procedural Requirements Management™
Learn how to deliver well-defined and effective require-
ments to guide your team and development efforts.
Business and Market Planning Protocols™
Learn how to formulate plans that prioritize and evaluate
business opportunities and guide marketing efforts such
as writing a business case and marketing plan.

4. Agile Product Management Excellence™ Training Course
Learn the theory, practice, and tools to unleash your team’s potential and deliver winning products to market in record time.
This one day, live training seminar for product managers teaches the necessary practices for working in an Agile environ-
ment. The course covers multiple Agile development methods (Scrum, XP and Lean) and is focused on practical application
to make participants more effective the moment they return to their desks. The course prepares participants for the industry
standard AIPMM Agile Certified Product Manager (ACPM®) exam.
If you or your team are new to Agile or struggling with adjusting to working with an Agile development team, you will learn
how Agile is going to make your life easier, how the development team now builds software, and how to adjust your work to
support your team and achieve Agile Excellence.
Topics Covered:
1. Accelerate time to market for their products
2. Manage risk and adapt to emerging requirements at an entirely new level of effectiveness
3. Amplify market learning through shorter feedback loops
4. Structure your time across multiple iterations or Sprints
5. Collaborate and communicate with stakeholders
6. Plan, manage, and track an Agile release
7. Prioritize features
8. Create and maintain a product backlog
9. Convey requirements as user stories with acceptance tests
10. Organize for large projects and distributed teams
Course Syllabus: Hands-On Activities:
◊ Release Planning
I. Why Agile is good for PM ◊ Writing User Stories
II. A look at Scrum ◊ Story Mapping
III. Release management ◊ Value Stream Mapping
IV. Release planning
V. Documentation
VI. Organizing around Agile
VII. Starting out Learn about the theory, practice and tools to unleash your team’s potential and
VIII. XP and Lean deliver winning products to market in record time. Includes a copy of the book Agile
IX. Wrap-up Excellence for Produt Managers and two chances to pass the Agile Certified Product
Manager online exam.
Full Day, Half Day & Webinar Training Courses
The 280 Group also offers a variety of full day, half-day and webinar training courses. Based on your situation we can put
together training to address virtually any area that you need covered.
Topics include:
◊ Market Value Pricing™ ◊ Creating Compelling Product Roadmaps
◊ Interactivity & Communication™ ◊ How to Get Phenomenal Product Reviews
◊ Critical Decision Making ◊ How to Tear Apart Your Competition
◊ Effective Market Research ◊ Planning & Executing Successful Product Launches
◊ Personal Strategic Planning ◊ Running Effective Beta Programs
◊ Delivering Great Demos™ ◊ Doubling Product Management Productivity
www.280group.com • contact@280group.com • 408.834.7518
280 Group LLC • 1350 Dell Avenue • Suite 105 • Campbell • California • 95008
© Copyrig h t 2 0 1 0 , 2 8 0 Gro u p, L L C . A l l R i g h t s R e s e r ve d .
280 Group logo, 280 Group Toolkits, PM Office, and PM Fast Track are trademarks of 280 Group LLC. CPM and ACPM are trademarks of AIPMM.
Product Manager’s Toolkit is a trademark of BlackBlot. All other trademarks and logos are the property of their respective owners.