Creating a Compelling Vision for Your Product Roadmap


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How well are you communicating your company's product strategy?

This presentation discusses different ways of organizing your product roadmap and presenting a compelling vision to different audiences. We will discuss how to group your initiatives into themes. We will discuss processes for prioritizing what gets on to the roadmap and getting buy-in from executives and other stakeholders. Jim Semick shares insights and tips for creating a compelling product roadmap vision.

About the Speaker:
Jim Semick is co-founder of ProductPlan, Web-based software for developing and communicating your strategic product roadmap. Jim speaks frequently about market validation and the new product development process. He was part of the founding team at AppFolio, a business SaaS company that has raised over $30M in venture funding. Jim previously led market validation and wrote the first product requirements for well-known software products including Citrix GoToMyPC and GoToMeeting.

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Creating a Compelling Vision for Your Product Roadmap

  1. 1. © AIPMM 2014
  2. 2. © AIPMM 2014
  3. 3. © AIPMM 2014 Follow: @AIPMM @ProdMgmtTalk Use: #AIPMM #ProdBOK Tweet!
  4. 4. © AIPMM 2014 Participate and Win! Must be present to win! One lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
  5. 5. © AIPMM 2014 Moderator: Cindy F. Solomon, CPM, CPMM Host, Global Product Management Talk Today’s Speakers Presenter: Jim Semick Co-Founder, ProductPlan @jimsemick
  6. 6. © AIPMM 2014 Creating a Compelling Vision for Your Product Roadmap
  7. 7. How well are you communicating your company’s product strategy?
  8. 8. Signs of Roadmap Chaos • Strategic objectives not clear • Confusion about current roadmap • Lack of transparency into decisions • Roadmaps disjointed across org • Execs not on board or lost in weeds
  9. 9. Poll: How often do you meet with the executive / management team to review the product roadmap?
  10. 10. Consider Your Audience Executives? Engineers? Sales? Customers?
  11. 11. Align your roadmap with goals Keep your initiatives high level Tell a compelling story
  12. 12. Group features into themes that deliver value
  13. 13. Prioritizing Your Roadmap Costs: Implementation effort, support costs, risk Benefits: revenue, growth, customer satisfaction, strategic value Kano Model Product Effort versus Customer Delight
  14. 14. The conversation matters as much as the score
  15. 15. Ways to Organize Your Roadmap • Product Line • Product Category (e.g. Web, Mobile, Platform) • Markets Served • Strategic Initiative (e.g. monetization, growth) • Team • Outcomes, Goals • Sales Channel • Status
  16. 16. Poll: What are the primary elements you use to organize your product roadmap? (Choose more than one)
  17. 17. Roadmap Samples
  18. 18. Typical Executive Facing Roadmap Product Lines or Categories Long-term Timeframe Strategic Goals Details: Value, Features, Risk
  19. 19. Poll: What tool are you using to share your strategic roadmap document today?
  20. 20. Engaging Executives • Tell the story – be visual • Be transparent about your process - involve them • Align decisions with Goals and KPIs • Give them access to the roadmap
  21. 21. Sign up for a free trial at Thank You!
  22. 22. © AIPMM 2014 Moderator: Cindy F. Solomon, CPM, CPMM @cindyfsolomon Q & A Presenter: Jim Semick, Co-Founder, ProductPlan 805-618-2975
  23. 23. © AIPMM 2014 Join AIPMM! For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here:
  24. 24. © AIPMM 2014 Upcoming Courses June 16-17 - McLean, VA AIPMM is offering several scholarships to these courses to reach those who are serious about learning these skills but have budget constraints. For more information visit:
  25. 25. © AIPMM 2014 Upcoming Courses Course & Location Dates Days Time CPM® Certification Prep Course & Exam McLean, VA June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA June 11-12, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam McLean, VA June 13, 2014 F 8:30 am – 5 pm For more information, visit: Transform Your Career.
  26. 26. © AIPMM 2014 Upcoming Courses Athens, Greece Belgrade, Serbia Athens, Greece Follow the links above for more information, or contact:
  27. 27. © AIPMM 2014 Please Join Us Again! Mastering Product Positioning May 30th AIPMM Webinar Series: Global Product Management Talk Call For Speakers: Topic Suggestions: Announcements: LinkedIn: Membership: Certification: