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Products Not Projects: Delivering Value with Product Roadmaps
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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. ...

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.

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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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    Products Not Projects: Delivering Value with Product Roadmaps Products Not Projects: Delivering Value with Product Roadmaps Presentation Transcript

    • 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
    • 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
    • © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 3
    • tweet @ellengott #prodmgmt #pmot #agilepm © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 4
    • 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.DiscoverToDeliver.com wrap 6
    • 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 Management Body of Knowledge (PMBOK® Guide) – Fifth Edition © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 8
    • 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
    • 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 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
    • 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
    • product roadmap IS NOT…. unilateral static a commitment © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 13
    • examples… © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 14
    • © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 15
    • Source: http://prodpad.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 16
    • © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 17
    • Source: http://scalingsoftwareagilityblog.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 18
    • 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
    • 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
    • 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 23
    • 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.com | www.DiscoverToDeliver.com 26
    • granularity by view features MMFs, epics, stories sliced stories © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 27
    • in practice… product roadmap release plan iteration plan/WiP © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 28
    • 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
    • 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.ebgconsulting.com | www.DiscoverToDeliver.com 31
    • 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
    • 1. Set context 2. 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com roadmapping 33
    • 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 prod owner (champion) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com tech advisors, subset of delivery team 35
    • 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
    • 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 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
    • roadmapping 1. 2. Conduct structured conversations 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 39
    • 7 product dimensions functional nonfunctional © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 40
    • 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.DiscoverToDeliver.com Data Control Environment Quality Attribute 42
    • 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 | www.DiscoverToDeliver.com 44
    • 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
    • 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
    • roadmapping 1. 2. Allocate product options 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 47
    • value decisions value considerations benefits costs risks dependencies © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 48
    • 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
    • feature groups allocate product vision release theme features © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 50
    • roadmapping 1. 2. 3. 4. Validate actual vs. anticipated value 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 51
    • validated learning measure value © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 52
    • 4. validate: outcomes gap analysis actions for adaptation communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 53
    • roadmapping 1. 2. 3. 4. 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 54
    • 5. adapt: outcomes revised roadmap communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 55
    • 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
    • roadmapping 2. Converse 4.Validate 3. Allocate 1. Context or 5. Adapt © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 57
    • 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 collaboratively q  incorporates validation mechanism q  used as ongoing decision framework q  visual © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 60
    • 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
    • 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