CREATING,	MAINTAINING	AND	PRIORITIZING
A	PRODUCT	ROADMAP
Mentor:	Raviv	Turner
@ravivturner
The	Product	Mentor
Dec	6,	2013
ABOUT	ME
13YR	of	Product	Management	Experience
VP	Product,	TapInfluence	
Co-Founder	&	CEO,	Guerillapps
CEO,	NYKB
Executive...
PRODUCT	ROADMAP:	INSIDE-OUT
WHY	CREATE	A	ROADMAP?
A	strategic	communication	tool
Deliver	a	product	strategy		
Achieve	business	goals
Prioritize	custom...
HOW	TO	CREATE	A	ROADMAP?
Customer	Contact
Customer	Interviews	
Community	Forums	
Customer	Support	(ZenDesk)
In-Product	Fee...
MAINTAIN	A	ROADMAP	

Source:	Atlassian	April	2013
MAINTAIN	A	ROADMAP	(CONT.)

Source:	Atlassian	April	2013
VALUE/	EFFORT	=	PRIORITY

Source:	Bruce	McCarthy,	Reqqs,	June		2012
PRIORITIZE	BY	BUSINESS	GOALS:	AARRR
Acquisition	-	features	to	win	new	users
Activation	-	features	to	convert	users	(paid,	...
PRIORITIZE	BY	3X	FEATURE	BUCKETS
Customer	Requests
Metrics	Movers
Customer	delight
PRIORITIZE:	THE	KANO	MODEL
THE	KANO	MODEL	-	BASIC	FEATURES
THE	KANO	MODEL	-	PERFORMANCE	FEATURES
THE	KANO	MODEL	-	DELIGHT	FEATURES
THE	KANO	MODEL	-	KEY	TAKEAWAYS
Get	the	basics	right	first
Invest	in	performance	for	the	right	users	(your	target
customers...
ROADMAP	EXAMPLES
ROADMAP	EXAMPLES	(CONT.)
PUBLIC	VS.	PRIVATE	ROADMAP
PUBLIC	VS.	PRIVATE	ROADMAP	(CONT.)
Transparency	vs.	confidentiality
Plan	vs.	commitment
Blue	Ocean	vs.	Red	Ocean
Qualifyin...
DISCUSSION
Thank	You!
@ravivturner
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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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