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Products Not Projects:
Delivering Value with
Product Roadmaps
© EBG Consulting, 2013

19 November 2013

Ellen Gottesdiener...
Product not Projects:
Defining Value Through Product Roadmaps
Copyright © 2013 EBG Consulting, Inc.
This presentation is f...
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

3
tweet
@ellengott
#prodmgmt
#pmot
#agilepm
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDelive...
give-aways!

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

5
what roadmapping
& why
steps

agile
roadmapping
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverTo...
what
& why
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

7
project

“A temporary endeavor
undertaken to create a unique
product, service or result”.
~ A Guide to the Project Managem...
product
“At their core, products
are the sum of benefits
that satisfy a customer’s
need or desire…can be
[tangible] goods ...
product lifecycle

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

10
product roadmap
“An evolving plan of
product releases, with
brief descriptions of their
themes and features.
The roadmap i...
product roadmap
IS….

strategic
value driven
evolving
decision framework
shield against reactive product
development

(e.g...
product roadmap
IS NOT….
unilateral
static
a commitment

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.D...
examples…

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

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© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

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Source: http://prodpad.com/

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

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© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

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Source: http://scalingsoftwareagilityblog.com/
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToD...
why: roadmapping
funding
obtain money, people, other resources
enable balanced investments

alignment
shared focus on valu...
why: roadmapping
communication and collaboration
share vision and strategic intent
focus for shorter planning cycles

mark...
agile
roadmapping
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

21
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

22
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

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progressive elaboration

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

24
planning views
(time horizons)

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

25
continual planning
product
roadmap
release
plan
iteration
plan/WiP
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.c...
granularity by view

features
MMFs, epics,
stories
sliced stories
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.co...
in practice…
product
roadmap
release
plan
iteration
plan/WiP
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | w...
roadmap elements
What
Basic
Features, MMFs Reporting

Analytics

Visualization

Ad hoc 
query

Who
Market/
Market Segment
...
roadmapping
steps
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

30
roadmapping
2. Converse

4.Validate
3. Allocate

1. Context

or

5. Adapt

© EBG Consulting, 2013 | @ellengott
www.ebgcons...
roadmapping

1. Set context
2. Conduct structured conversations
3. Allocate features
4. Validate actual vs. anticipated va...
1. Set context
2.
3.
4.
5.
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

roadmapp...
ends and means

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

34
product partners:
roadmap builders
users,
buyers

project sponsor,
exec advisors,
biz/product mgmt,
strategic & tactical p...
value considerations
convenience,
cost,
speed…

ROI,
market fit,
time to market…

© EBG Consulting, 2013 | @ellengott
www....
value tools

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

37
1. context:
“ends”

outcomes

business & product strategy
market & competitive analysis
product vision, goals, objectives
...
roadmapping

1.
2. Conduct structured conversations
3.
4.
5.
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | w...
7 product dimensions
functional

nonfunctional

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverTo...
structured
conversation

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

41
assemble options
User

Interface

Action

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDelive...
roadmapping
workshop

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

43
scenes from
roadmapping workshops
(removed for public viewing)

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com ...
6 P’s for
collaboration workshops
purpose participants principles products

why
do we do
things?

who
is
involved?

•  goa...
2. converse:
vision [revised]

outcomes

high-value product options [features]
release acceptance criteria
supplemental an...
roadmapping

1.
2.
Allocate product options
3.
4.
5.
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.Disco...
value decisions

value
considerations
benefits
costs
risks
dependencies
© EBG Consulting, 2013 | @ellengott
www.ebgconsult...
3. allocate:

outcomes

roadmap (internal, external)
themes, key personas
technology roadmap
(architecture vision & goals)...
feature
groups

allocate
product
vision

release
theme
features

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com...
roadmapping

1.
2.
3.
4. Validate actual vs. anticipated value
5.
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.co...
validated learning
measure value

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

5...
4. validate:

outcomes

gap analysis
actions for adaptation
communication plan

© EBG Consulting, 2013 | @ellengott
www.eb...
roadmapping

1.
2.
3.
4.
5. Adapt the roadmap
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDe...
5. adapt:

outcomes
revised roadmap
communication plan

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.Di...
roadmapping

1. Set context
2. Conduct structured conversations
3. Allocate features
4. Validate actual vs. anticipated va...
roadmapping
2. Converse

4.Validate
3. Allocate

1. Context

or

5. Adapt

© EBG Consulting, 2013 | @ellengott
www.ebgcons...
wrap

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

58
disciplines

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

59
roadmapping
“goodness” checklist
q  adapted periodically
q  aligns to strategy
q  communicated across org
q  created c...
Products Not Projects
Delivering Value with Product Roadmaps

thanks!
email
twitter

ellen@ebgconsulting.com
@ellengott

©...
resources
www.discovertodeliver.com/resource.php
eNewsletter: www. ebgconsulting.com

(get “An Overview of Value Considera...
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Products Not Projects: Delivering Value with Product Roadmaps

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Presentation for Boston SPIN, Nov 2013 by Ellen Gottesdiener, EBG Consulting.

If you're managing your portfolio using projects—and not products—you may be missing the point. After all, the product-to-be is the basis for the vision, goals, and expected outcome.
A product roadmap articulates how you will continually deliver a valued product over a long time horizon and provides a framework for decision-making, focusing all stakeholders on the strategic view, guiding changes in the near-term plans.

Ellen Gottesdiener explains how product roadmaps give you a framework for ongoing decision making. Find out how using collaborative processes to create and evolve your roadmap allows you to re-envision and adapt your product to maximize each release.

Published in: Technology, Business, Design
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  • There are a lot of slides here that you probably said useful things about and it would have been nice to see a bit of annotation or explanation for those of us who simply looked at the electrons. There is probably some value and use in this, but I do not have the time to go into it and make all those discoveries myself.

    The idea of making products out of projects is a good one -- I have continued to take my Square Wheels cartoons from presentations into useful, stand-alone packages that others can use, for example. There are a lot of un-engaged workers out there who would benefit by being more involved and understood, which is our focus here.

    So many consultants focus on projects when those learnings and developmental concepts could be inexpensively packages for use by others. It took me 10+ years to figure that out... Is THAT what much of this is about?
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Transcript of "Products Not Projects: Delivering Value with Product Roadmaps"

  1. 1. Products Not Projects: Delivering Value with Product Roadmaps © EBG Consulting, 2013 19 November 2013 Ellen Gottesdiener www.ebgconsulting.com www.DiscoverToDeliver.com © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 1
  2. 2. Product not Projects: Defining Value Through Product Roadmaps Copyright © 2013 EBG Consulting, Inc. This presentation is for the personal use of attendees of Boston Spin, 2103.   No copies, in part or in whole, including but not limited to, hard copy, print, photocopy or any electronic media, may be made or used without express written permission of EBG Consulting, Inc.   © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 2
  3. 3. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 3
  4. 4. tweet @ellengott #prodmgmt #pmot #agilepm © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 4
  5. 5. give-aways! © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 5
  6. 6. what roadmapping & why steps agile roadmapping © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com wrap 6
  7. 7. what & why © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 7
  8. 8. project “A temporary endeavor undertaken to create a unique product, service or result”. ~ A Guide to the Project Management Body of Knowledge (PMBOK® Guide) – Fifth Edition © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 8
  9. 9. product “At their core, products are the sum of benefits that satisfy a customer’s need or desire…can be [tangible] goods or services...” ~ Guide to the Product Management and Marketing Body of Knowledge (ProdBok® Guide) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 9
  10. 10. product lifecycle © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 10
  11. 11. product roadmap “An evolving plan of product releases, with brief descriptions of their themes and features. The roadmap is intended to realize the product vision over time and satisfy goals and objectives.” ~ Gottesdiener and Gorman, Discover to Deliver © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 11
  12. 12. product roadmap IS…. strategic value driven evolving decision framework shield against reactive product development (e.g., sales promises, loudest voices, complaints, biggest hat) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 12
  13. 13. product roadmap IS NOT…. unilateral static a commitment © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 13
  14. 14. examples… © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 14
  15. 15. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 15
  16. 16. Source: http://prodpad.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 16
  17. 17. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 17
  18. 18. Source: http://scalingsoftwareagilityblog.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 18
  19. 19. why: roadmapping funding obtain money, people, other resources enable balanced investments alignment shared focus on value for evolving products common, continual decision framework backlogs teams and development structure © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 19
  20. 20. why: roadmapping communication and collaboration share vision and strategic intent focus for shorter planning cycles market understand customers and market shake up market promote customer, partner loyalty © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 20
  21. 21. agile roadmapping © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 21
  22. 22. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 22
  23. 23. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 23
  24. 24. progressive elaboration © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 24
  25. 25. planning views (time horizons) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 25
  26. 26. continual planning product roadmap release plan iteration plan/WiP © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 26
  27. 27. granularity by view features MMFs, epics, stories sliced stories © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 27
  28. 28. in practice… product roadmap release plan iteration plan/WiP © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 28
  29. 29. roadmap elements What Basic Features, MMFs Reporting Analytics Visualization Ad hoc query Who Market/ Market Segment Midsize NA Midsize EMEA Large NA Global partners How Technology Enablers Desktop SaaS SaaS Mobile © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com When Time 29
  30. 30. roadmapping steps © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 30
  31. 31. roadmapping 2. Converse 4.Validate 3. Allocate 1. Context or 5. Adapt © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 31
  32. 32. roadmapping 1. Set context 2. Conduct structured conversations 3. Allocate features 4. Validate actual vs. anticipated value 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 32
  33. 33. 1. Set context 2. 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com roadmapping 33
  34. 34. ends and means © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 34
  35. 35. product partners: roadmap builders users, buyers project sponsor, exec advisors, biz/product mgmt, strategic & tactical prod owner (champion) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com tech advisors, subset of delivery team 35
  36. 36. value considerations convenience, cost, speed… ROI, market fit, time to market… © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com readiness, cost, efficiency, testability 36
  37. 37. value tools © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 37
  38. 38. 1. context: “ends” outcomes business & product strategy market & competitive analysis product vision, goals, objectives product partners & value considerations architecture assessment (current & future) time horizon & cadence selected value techniques decision making rules © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 38
  39. 39. roadmapping 1. 2. Conduct structured conversations 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 39
  40. 40. 7 product dimensions functional nonfunctional © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 40
  41. 41. structured conversation © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 41
  42. 42. assemble options User Interface Action © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Data Control Environment Quality Attribute 42
  43. 43. roadmapping workshop © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 43
  44. 44. scenes from roadmapping workshops (removed for public viewing) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 44
  45. 45. 6 P’s for collaboration workshops purpose participants principles products why do we do things? who is involved? •  goals •  needs •  motivation •  people •  roles •  responsibilities how do we function? •  guidelines •  working what do we create? •  deliverables •  decisions agreements •  plans •  ground rules •  next steps © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com place process where when is it do we do located? what? •  venue •  logistics •  activities •  sequence 45
  46. 46. 2. converse: vision [revised] outcomes high-value product options [features] release acceptance criteria supplemental analysis models estimates risks, risk mitigation actions communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 46
  47. 47. roadmapping 1. 2. Allocate product options 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 47
  48. 48. value decisions value considerations benefits costs risks dependencies © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 48
  49. 49. 3. allocate: outcomes roadmap (internal, external) themes, key personas technology roadmap (architecture vision & goals) communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 49
  50. 50. feature groups allocate product vision release theme features © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 50
  51. 51. roadmapping 1. 2. 3. 4. Validate actual vs. anticipated value 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 51
  52. 52. validated learning measure value © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 52
  53. 53. 4. validate: outcomes gap analysis actions for adaptation communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 53
  54. 54. roadmapping 1. 2. 3. 4. 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 54
  55. 55. 5. adapt: outcomes revised roadmap communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 55
  56. 56. roadmapping 1. Set context 2. Conduct structured conversations 3. Allocate features 4. Validate actual vs. anticipated value 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 56
  57. 57. roadmapping 2. Converse 4.Validate 3. Allocate 1. Context or 5. Adapt © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 57
  58. 58. wrap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 58
  59. 59. disciplines © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 59
  60. 60. roadmapping “goodness” checklist q  adapted periodically q  aligns to strategy q  communicated across org q  created collaboratively q  incorporates validation mechanism q  used as ongoing decision framework q  visual © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 60
  61. 61. Products Not Projects Delivering Value with Product Roadmaps thanks! email twitter ellen@ebgconsulting.com @ellengott © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 61
  62. 62. resources www.discovertodeliver.com/resource.php eNewsletter: www. ebgconsulting.com (get “An Overview of Value Considerations”) & articles ~ podcasts ~ webinars learning ~ applying ~ coaching http://www.ebgconsulting.com © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 62

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