Creating, Maintaining & Prioritizing a Roadmap

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Slides Raviv Turner recently used in his discussion w/ mentees of The Product Mentor.

The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.

Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.

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Creating, Maintaining & Prioritizing a Roadmap

  1. 1. CREATING, MAINTAINING AND PRIORITIZING A PRODUCT ROADMAP Mentor: Raviv Turner @ravivturner The Product Mentor Dec 6, 2013
  2. 2. ABOUT ME 13YR of Product Management Experience VP Product, TapInfluence Co-Founder & CEO, Guerillapps CEO, NYKB Executive Producer, IDT Entertainment Product Manager, Zoe Interactive MPS, New York University ITP
  3. 3. PRODUCT ROADMAP: INSIDE-OUT
  4. 4. WHY CREATE A ROADMAP? A strategic communication tool Deliver a product strategy Achieve business goals Prioritize customer and business value Align product stakeholders
  5. 5. HOW TO CREATE A ROADMAP? Customer Contact Customer Interviews Community Forums Customer Support (ZenDesk) In-Product Feedback (Qualaroo) Usage Data - are customers using the features you've developed? Health metrics (Evergage) Product Strategy - your long-term strategic vision for the product
  6. 6. MAINTAIN A ROADMAP Source: Atlassian April 2013
  7. 7. MAINTAIN A ROADMAP (CONT.) Source: Atlassian April 2013
  8. 8. VALUE/ EFFORT = PRIORITY Source: Bruce McCarthy, Reqqs, June 2012
  9. 9. PRIORITIZE BY BUSINESS GOALS: AARRR Acquisition - features to win new users Activation - features to convert users (paid, upgrade) Retention - features to bring users back Revenue - features to monetize users Referral - features for users to refer new users *Recommended reading: Dave McClure's Startup Metrics 4 Pirates
  10. 10. PRIORITIZE BY 3X FEATURE BUCKETS Customer Requests Metrics Movers Customer delight
  11. 11. PRIORITIZE: THE KANO MODEL
  12. 12. THE KANO MODEL - BASIC FEATURES
  13. 13. THE KANO MODEL - PERFORMANCE FEATURES
  14. 14. THE KANO MODEL - DELIGHT FEATURES
  15. 15. THE KANO MODEL - KEY TAKEAWAYS Get the basics right first Invest in performance for the right users (your target customers) Providing delight requires a very good understanding of your customers through research Continuous assesment - customer expectation constantly changes and increases
  16. 16. ROADMAP EXAMPLES
  17. 17. ROADMAP EXAMPLES (CONT.)
  18. 18. PUBLIC VS. PRIVATE ROADMAP
  19. 19. PUBLIC VS. PRIVATE ROADMAP (CONT.) Transparency vs. confidentiality Plan vs. commitment Blue Ocean vs. Red Ocean Qualifying the right customers *My advice: keep two versions, share only the vision if you must
  20. 20. DISCUSSION Thank You! @ravivturner

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