How to Use Landscape Maps and Route Maps to Drive Innovation

Product & Technology Roadmapping
for Future Growth:
Linking Markets, Products and Technology
(Extracts)
A Management Roundtable Executive Workshop
www.ManagementRoundtable.com
Boston, Massachusetts
Dr. Jay Paap, PhD
1-617-332-4721
jaypaap60@alum.mit.edu
www.jaypaap.com

Copyright © 2012 Jay Paap
What Does a Roadmap Look Like?
 Often it is asked: what does a roadmap look like – what
comes out of the end of the process?
 The answer is not a single format, the CFTP®
roadmapping approach is a framework in which to collect
relevant information, distill it into the critical dimensions
needed to plan (the landscape map) and then use it to
drive informed decisions about where to invest in
products and technologies. The route map summarizes
those decisions
 The following pages, extracted from the two day course
sponsored by Management Roundtable, explains the
different purposes of roadmaps and gives a few examples
of the two main outputs.
 Note: your output will likely differ, depending on your
purposes, existing planning frameworks, and type of
mapping activity pursued.

Maps come in all different types
Map of features on the moon
Map to buried treasure
A roadmap may refer to:
A map of roads, and possibly other features, to aid in
navigation
A plan, e.g. road map for peace; technology roadmap
The Free Dictionary by Farlex, May 2010

Technology Roadmaps
 Roadmaps visually link product/service targets and
technology investment implications - over time.
 Three types of roadmaps:
 Industry roadmap: forecasted technology path
developed by industry members
 Landscape map: shows links between technical
capabilities, business drivers, and competitors over time
 Route map: shows the chosen direction over time for an
organization’s products and technology base given
external conditions and the organization’s objectives
 This course will focus on the second two.

Industry Roadmaps
Source: A roadmap for mobile and
wireless systems beyond 3G, Euroscom
web site
Figure 2: Technology roadmap for systems
beyond 3G
Traditionally done by cross
organizational teams, often
sponsored by government or
industry associations, they provide
an inventory of available
technologies in an area of interest.
these can be useful inputs into he
roadmapping processes used by
organizations for themselves
If lacking, you may want to
develop these as adjuncts to your
planning

AAA® Map Types
They review and screen vast
amounts of information on roads,
sites, lodging, etc. and
summarize the most relevant
factors into easy to use area
maps
You can use these summaries to
identify options and select ones
meeting your goals, resources, and
time to plan your trip; the results
are summarized in a TripTik®
To understand landscape and route maps consider what AAA does.

Technology Landscape Maps
 This is the part where innovation takes place
 Landscape maps link together market and technology
factors addressing current and future products and
services:
 What product or service characteristics affect purchase/use decisions –
what do your customers value and why?
 How can technology be used to provide or improve these characteristics
– what is the role of technology?
 How mature are the needs and technologies – are there opportunities
for disruptions?
 Profile the competitors capabilities – can you gain an advantage?
 A generic CFTP® landscape map follows – it collects into one graphic
all the critical information needed to drive informed decisions about
what is possible; selection requires additional information that is
covered separately.

CFTP® Map Example 1: CI Case
Ingredient Technologies Process Technologies Competitors
Performance
Characteristic
Importance
Industry
Leverage Sweeteners
Fats and
substitutes
Shelf life
enhancers
Flavorings Formulation Mixing
Flavor 1 M ++ + ++ + +
Appearance 2 L + + ++ o ++ +
Fat Content 3 H o ++ o o o o
Texture/
Mouthfeel
4 H + ++ + ++ + +
Price 5 M o + + + ++ ++
Calories 6 L ++ + o o o o
Constar Inc.       10% share
Competitor
Profile
A       30% share
B       40% share
Relative Maturity G E G G M G
+
Market: Consumer
Product Class: Convenience desserts
++ --
B A CI
B A CI
B CI A
A B/CI
B A CI
A/B/CI

The Route Map
 This is the part of roadmapping most people see.
 The ‘Route Map’ is a summary of the planned
migration of products, services and technologies over
time in response to expected shifts in the market.
 Major components:
 We plan to acquire this particular technical expertise
 Using these means (development, license, alliance, etc)
 In this time frame
 To enable us to provide these operational, product or
service features
 To meet these customer needs
 It is developed after the Landscape Map

Varieties of Route Maps
Grossman, “Putting
Technology on the Road”,
RTM March, 2004
Project Focused: General Motors
www.ecgmbh.eu/ (2010)
Product Focused: Liteon
Capability Focused: SCE
www.sce.com/aci (2011)
Route maps reflect decisions
and are used to communicate
and coordinate
Hint: be flexible,
but consistent

Rethinking NPD* Planning
Voice of the customer
Technology input
Roadmaps
Ideas
Selection (hard numbers)
Project plans
Enhanced NPD An innovation friendly view
Customer Insight / Technology / Comp Intel
Landscape Roadmap
Ideas
Route Roadmaps
Project plans
Selection (NOMMAR™)
(Technology
Strategy)
* New Product Development
The CFTP® framework provides a way to collect, agree upon, and
distill critical information on customers, technology, and the external
environment before ideas are generated.

How to Use Landscape Maps and Route Maps to Drive Innovation

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