The Dirty Dozen
Roadmap Roadblocks
Roadmapping 312
Bruce McCarthy
Chief Product Person, Reqqs
www.reqqs.com
Bruce McCarthy
What is a Roadmap?
A good roadmap
inspires
It keeps you on
course when
storm clouds
threaten
“Is this more important than what’s
already on the roadmap?”
The Dirty Dozen
1. Being Too Agile
2. Prioritizing on Gut
3. Over- or Underestimating
4. No Strategic Goals
5. Inside-out ...
1. Being Too Agile
Dwight D. Eisenhower, 1957
“Plans are worthless, but
planning is everything.”
2. Prioritizing on Gut
Value / Effort
= Priority
Effort
Value
High
High
Low
Low
3. Over- or Underestimating
4. No Strategic Goals
Ask yourself:
“Why are we
doing this product
in the first place?”
Deriving Product Goals from
Company Goals
Improve
Student
Outcomes
Serve
Large
Districts
Improve
Customer
Satisfaction
Inc...
5. Inside-out Thinking
A roadmap
demonstrates your
commitment to
solving problems
for a specific
market
6. Trying Too Hard to Please
Roadmaps are
not a popularity
contest
7. Focusing on Features
Keep Things Simple
High-level, few words
"Streamlined workflow" > "fewer steps in the check-in, check-
out process"
Roll u...
8. No Buffer
9. Playing Catch-up
1. Be a category
of one
2. Analyze your
losses
3. Scare yourself
10. Not Getting Buy-in
Shuttle diplomacy
Eng
UX
Marketing
Services
Sales
HR
Finance
BD
Customers
Partners
Analysts
Your Boss
C-Suite
Other
PMsTech
Lead
Architects
...
11. Being Too Secretive
12. One Size Fits All
Roadmaps should
come in flavors for
different markets,
but all made from
the same basic
ingredients
13. No Story
Your roadmap
should tell the
story of how you
will make people
(and yourself)
successful
The Dirty Dozen
13. No story
1. Being Too Agile
2. Prioritizing on Gut
3. Over- or Underestimating
4. No Strategic Goals
5...
H1‘14 H2’14 2015 2016
Benefit A
Likely Feature 1
Likely Feature 2
Likely Feature 3
Benefit B Benefit D
Benefit E,
Phase II...
H1‘14 H2’14 2015 2016
Indestruct-
ible hose
20’ length
Easy connections
No-kink armor
Delicate
Flower
Management
Putting G...
I Help Product People
Team coaching via UpUp Labs
Tools: Reqqs - the smart roadmap tool
for product people
Blog: ProductPo...
The Dirty Dozen Roadmap Roadblocks (Bruce McCarthy) ProductCamp Boston 2014
The Dirty Dozen Roadmap Roadblocks (Bruce McCarthy) ProductCamp Boston 2014
The Dirty Dozen Roadmap Roadblocks (Bruce McCarthy) ProductCamp Boston 2014
The Dirty Dozen Roadmap Roadblocks (Bruce McCarthy) ProductCamp Boston 2014
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The Dirty Dozen Roadmap Roadblocks (Bruce McCarthy) ProductCamp Boston 2014

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You’re about to show the product roadmap you’ve slaved over to your executives, your key customers or your sales team. What could possibly go wrong?

In the sequel to the most popular session at PCamp Boston 2013, Bruce McCarthy, Chief Product Person at UpUp Labs, Vice President and Chief Evangelist for the BPMA, and popular speaker, will explore the myriad mistakes product people make when developing product roadmaps.

He’ll explore what happens when you:

* Focus on features
* Try too hard to please
* Don't get buy-in
* Prioritize on gut
* Fail to tell a story

And he'll tell you what you can do to avoid the dirty dozen roadmap roadblocks.

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The Dirty Dozen Roadmap Roadblocks (Bruce McCarthy) ProductCamp Boston 2014

  1. 1. The Dirty Dozen Roadmap Roadblocks Roadmapping 312 Bruce McCarthy Chief Product Person, Reqqs www.reqqs.com
  2. 2. Bruce McCarthy
  3. 3. What is a Roadmap?
  4. 4. A good roadmap inspires
  5. 5. It keeps you on course when storm clouds threaten
  6. 6. “Is this more important than what’s already on the roadmap?”
  7. 7. The Dirty Dozen 1. Being Too Agile 2. Prioritizing on Gut 3. Over- or Underestimating 4. No Strategic Goals 5. Inside-out Thinking 6. Trying Too Hard to Please 7. Focusing on Features 8. No Buffer 9. Playing Catch-up 10. Not Getting Buy-in 11. Being Too Secretive 12. One Size Fits All
  8. 8. 1. Being Too Agile
  9. 9. Dwight D. Eisenhower, 1957 “Plans are worthless, but planning is everything.”
  10. 10. 2. Prioritizing on Gut
  11. 11. Value / Effort = Priority
  12. 12. Effort Value High High Low Low
  13. 13. 3. Over- or Underestimating
  14. 14. 4. No Strategic Goals
  15. 15. Ask yourself: “Why are we doing this product in the first place?”
  16. 16. Deriving Product Goals from Company Goals Improve Student Outcomes Serve Large Districts Improve Customer Satisfaction Increase New Sales & Yield Improve Engagemen t X X X Measure Usage X X Show Results X X X X
  17. 17. 5. Inside-out Thinking
  18. 18. A roadmap demonstrates your commitment to solving problems for a specific market
  19. 19. 6. Trying Too Hard to Please
  20. 20. Roadmaps are not a popularity contest
  21. 21. 7. Focusing on Features
  22. 22. Keep Things Simple High-level, few words "Streamlined workflow" > "fewer steps in the check-in, check- out process" Roll up details "Quicker access to your data" > a list of access points and time stats Make the benefit obvious "Match your branding" > "Support millions of colors."
  23. 23. 8. No Buffer
  24. 24. 9. Playing Catch-up
  25. 25. 1. Be a category of one 2. Analyze your losses 3. Scare yourself
  26. 26. 10. Not Getting Buy-in
  27. 27. Shuttle diplomacy
  28. 28. Eng UX Marketing Services Sales HR Finance BD Customers Partners Analysts Your Boss C-Suite Other PMsTech Lead Architects Legal
  29. 29. 11. Being Too Secretive
  30. 30. 12. One Size Fits All
  31. 31. Roadmaps should come in flavors for different markets, but all made from the same basic ingredients
  32. 32. 13. No Story
  33. 33. Your roadmap should tell the story of how you will make people (and yourself) successful
  34. 34. The Dirty Dozen 13. No story 1. Being Too Agile 2. Prioritizing on Gut 3. Over- or Underestimating 4. No Strategic Goals 5. Inside-out Thinking 6. Trying Too Hard to Please 7. Focusing on Features 8. No Buffer 9. Playing Catch-up 10. Not Getting Buy-in 11. Being Too Secretive 12. One Size Fits All
  35. 35. H1‘14 H2’14 2015 2016 Benefit A Likely Feature 1 Likely Feature 2 Likely Feature 3 Benefit B Benefit D Benefit E, Phase II Benefit C Benefit E, Phase I Benefit F Weaselly Safe Harbor Statement Product X is focused on solving problem Y best for market Z
  36. 36. H1‘14 H2’14 2015 2016 Indestruct- ible hose 20’ length Easy connections No-kink armor Delicate Flower Management Putting Green Evenness for Lawns Infinite Extensibility Severe Weather Handling Extended Reach Permanent Installations Weaselly Safe Harbor Statement The Wombat Garden Hose is focused on perfecting the landscapes of affluent Americans
  37. 37. I Help Product People Team coaching via UpUp Labs Tools: Reqqs - the smart roadmap tool for product people Blog: ProductPowers.com Twitter: @d8a_driven Email: bruce@reqqs.com Want to chat?: sohelpful.me/brucemccarthy
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