roadmap – the way to do it successfully
DESCRIPTION
Roadmap is built on market insight. A good one is a combination of short term operational goals, understand of the coming market needs and your product vision.TRANSCRIPT
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Roadmap – The Way to Do It Successfully
Harri Pendolin, Prodman
Market Insight conference
13th of November 2014, Stockholm
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“A product roadmap is a
high-level plan that
shows how a product is
likely to evolve.”
Roman Pichler, agile product management and Scrum expert
“An artefact that
communicates the direction
you’ll be going in order to fulfill
the product vision.”
Janna Bastow, Co-Founder, ProdPad
“An evolving plan of product releases, with brief
descriptions of their themes and features. The
roadmap is intended to realize the product
vision and satisfy goals and objectives.”
Gottesdiener and Gorman,
Discover to Deliver
2014 Roadmap - The Way to Do It Successfully
What Is a Roadmap?
Where Will It Take You?
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“If you don't know where you are
going, any road will get you there.”
Lewis Carroll, writer of Alice in Wonderland
2014 Roadmap - The Way to Do It Successfully
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Three horizons planning framework
Roadmap - The Way to Do It Successfully 2014
Horizon 1
Horizon 2
Horizon 3 Operative targets
Strategic themes
or focus areas
Vision
Time
Money
Three horizons - three different needs for market insight!
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Horizon 1 – Can we deliver what we planned? P
rod
uct
1 Release 1.1
Release 1.2
Release 2.0
Mark
eti
ng
Advisory boards
Launches
Events
Pro
du
ct
2
Cloud 1.0
Asian version
Cloud beta
3Q/15 2Q/15 1Q/15 4Q/14 3Q/14
2014 Roadmap - The Way to Do It Successfully
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Outcome over Output
Roadmap - The Way to Do It Successfully 2014
Operational efficiency Customer satisfaction
Interoperability requirements, user
experience, attraction, price,
adoption rate, positioning,
packaging…
Market Insight
Project time table and deadlines
Budget
Quality
Process requirements
Operational goals
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Three things to keep in mind in Horizon 1
1. Customers before processes
2. Customer insight is not the same than
market insight
3. Every market and product has its finite
lifecycle
2014 Roadmap - The Way to Do It Successfully
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2010 2011 2012 2013
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Horizon 2 – Are we working on the right
solutions?
Justin Musica Smart phone without phone
GigaP The best screen on the market place
Traditional Affordable MP3
player for kids
Laggard Me too phone for big masses
Police Durable basic version
for authorities
The Last Mohican For conservative PC
users
Conqueror First version of the
Android tab
No name Very small version
for athletes
Hip All colors for young
adults
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My roadmap used to look like this…
Roadmap - The Way to Do It Successfully 2014
Release 1.2
• Feature 1
• Feature 2
• Feature 3
• And lot more small
features customers
and sales guys had
asked
Release 1.3
• Feature 31
• Feature 32
• Feature 33
• And the rest of the
features R&D
though they could
squeeze in
Release 2.0
• Faster feature 1
• Unclear feature 2
• Great internal idea 3
• All the features our
competitors had
• Feature 4 Gartner
thought would be
needed
• And every other
feature anyone had
ever requested
1Q/02 2Q/02 3Q/02 4Q/02 1Q/03 2Q/03 3Q/03 4Q/03 1Q/04 2Q/04
Release 1.21
• Some bug fixes
which we already
knew will be
needed because of
the too tight
schedule Horizon 2
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The Challenge with Horizon 2 -
Customers don’t know what they will
need!!
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Pretotypes and MVP’s
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Lean Startup
Roadmap - The Way to Do It Successfully 2014
Ideas
Build
Product
Measure
Data
Learn
Market Insight
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Even Apple keeps testing all the time!
Roadmap - The Way to Do It Successfully 2014
It's a process where they discover the product
through constantly creating new iterations. A lot
of companies will do six or seven prototypes of a
product, because each one takes time and money.
Apple will do a hundred -- that's how many they
did of the Macbook. Steve Jobs doesn't wake up one
morning and there's a vision of an iPhone floating in
front of his face. He and his team discovered it
through this exhaustive process of building
prototype after prototype.
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Horizon two roadmap shall consist of
strategic themes based on market
insight and the chosen strategy.
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Horizon 3 – Do we have vision about future
markets?
2020 World leading provider of - 3D printing ecosystem utilization - Autonomous vehichles - Virtual personal assistants .
2019 Steady growth continuous in areas of - Prescriptive analytics - Sw-defined this and that - 3D bioprinting
2018 Applications for big data utilization - Enterprise 3D printing – aaS - Cloud computing for 3rd world thru mobile
2017 Start of the new era: - Data gathering capabilities for big data. - Consumer 3D printing - aaS - Cloud computing apps
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“If everything you do needs to work on a
three-year time horizon, then you are
competing against a lot of people. But if
you're willing to invest on a seven-year time
horizon, you're now competing against a
fraction of those people, because very few
companies are willing to do that.”
Jeff Bezos, CEO of Amazon
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What do these companies have in common?
Roadmap - The Way to Do It Successfully 2014
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Product management today …
Roadmap - The Way to Do It Successfully 2014
Product
Marketing
Product
Planning Buyer User
Our
company
Eco-system
(partners) Business
modeling
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Roadmap - The Way to Do It Successfully 2014
How to create a roadmap
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The onion model
Roadmap - The Way to Do It Successfully 2014
Vision
Product
Strategy
Tactics
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Roadmapping is team work
Roadmap - The Way to Do It Successfully 2014
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Getting started
Roadmap - The Way to Do It Successfully 2014
1. Describe the current product
Picture by Prodpad
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Getting started
Roadmap - The Way to Do It Successfully 2014
1. Describe the current product
2. Gather needs and
ideate
Picture by Prodpad
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Getting started
Roadmap - The Way to Do It Successfully 2014
1. Describe the current product
2. Gather needs and
ideate
3. Group the ideas
to themes
4. Prioritize and create
your roadmap
Picture by Prodpad
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Continuous and iterative process
Roadmap - The Way to Do It Successfully 2014
Vision (Yearly)
Strategy (quarterly)
Tactics (continuously)
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A good roadmap…
is…
Value-driven
Evolving
An informative
communication tool
A shield against reactive
product development
(sales promises, loudest
voice, “higher orders”,
complaints)
is NOT…
Commitment
Project/release plan
A wish list
Out-dated
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Roadmap presents the insight YOU provide to
the company
Roadmap - The Way to Do It Successfully 2014
Strategic
Operative
Developers
Leadership team
Sales and Marketing
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Roadmap - The Way to Do It Successfully 1
Roadmap - The Way to Do It Successfully 2014
Listen to your
customers!
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Roadmap - The Way to Do It Successfully 2
Roadmap - The Way to Do It Successfully 2014
Test your
assumptions!
Picture by Mikko Jäppinen, Palmu Inc.
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Roadmap - The Way to Do It Successfully 3
Roadmap - The Way to Do It Successfully 2014
Find the right
problems!
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2014 Roadmap - The Way to Do It Successfully
Kiitos!
Tack!
Thank You!
Harri Pendolin
www.prodman.fi