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Product Roadmap: An 8 Step Process to Create and Effective and Compelling Roadmap for Your Product

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Product Roadmap - An 8 step process for creating effective and compelling product roadmaps. Includes multiple types of roadmaps and product roadmap best practices.

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Product Roadmap: An 8 Step Process to Create and Effective and Compelling Roadmap for Your Product

  1. 1. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Narrated version of this presentation is available with >75 templates in the Product Roadmap Toolkit™ at https://280group.com/products/toolkits/product-roadmap-toolkit/ Product Roadmap An 8 Step Process for Creating an Effective Product Roadmap Product Roadmap Toolkit™ ©2006-2014 280 Group LLC.
  2. 2. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission About This Webinar • Teaches best practices for creating roadmaps • Included in 280 Group Product Roadmap Toolkit™ • Additional templates & files in the Toolkit: – 14 types of Roadmaps – 75 roadmap templates • Quarterly • Yearly • Combined – Feature prioritization matrix – Project prioritization matrix – Solution component matrix – Best practices white paper • $99 single user license
  3. 3. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission • $399 PM Office Pro license • Eight Toolkits - $99 per single user license – Product Management Lifecycle Toolkit™ – Product Launch Toolkit™ – Product Roadmap Toolkit™ – Feature Prioritization Toolkit™ – Beta Program Toolkit™ – Developer Program Toolkit™ – Product Reviews Toolkit™ – Competitive Analysis Toolkit™ • Contents – Templates and Samples – Narrated presentations – White papers Product Management Office™
  4. 4. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Get Social With Us… Hashtags: #280group #prodmgmt 280 LinkedIn Product Management Group: 32k members www.linkedin.com/groups/280-Group-Product-Management-Product-2193 Twitter: @the280group @brianlawley www.facebook.com/the280group
  5. 5. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Today’s Speaker Presenter: Brian Lawley CEO & Founder @brianlawley contact@280group.com www.280group.com +1.408.834-7518
  6. 6. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Agenda • About the 280 Group • What is a Roadmap? • Types of Roadmaps & Uses • 8 Step Process to Create a Product Roadmap • Prioritizing Multiple Projects • Best Practices • All examples in presentation are fabricated • Templates for all roadmaps available in 280 Group Product Roadmap Toolkit at www.280group.com
  7. 7. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Brian Lawley: CEO & Founder Thought Leadership in Product Management Award
  8. 8. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission The 280 Group Silicon Valley Innovation
  9. 9. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Mission We transform organizations and individuals to perform highly effective Product Management based on our innovative and easily adopted Optimal Product Process™ framework.
  10. 10. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Optimal Product Process™ • >200 years experience • Any development methodology • Flexible & customizable • Strategic/Tactical • All companies • Any industry Approval to fund business planning Approval to fund development Product ready for field testing Product and organization ready On-going marketing ready New version or retire completely Marketing Plan End of Life PlanLaunch Plan Beta Plan Market Strategy Document Roadmap Document Product Description Document Market Needs Document Business Case Document PM + Engineering(Agile,Hybrid,Waterfall) PlanConceive Qualify Run Beta/Pilot program Write launch plan Release product, gather feedback Write marketing plan Discover opportunities Develop Launch Maximize Validate product/ market fit Create roadmap and strategy Solidify business plans Solidify develop plans Write beta plan Support sales Communicate EOL Retire Plan sunset or replacement Perform post mortem Deliver final documents Plan EOL and next release Develop preliminary documents Perform post mortem Test messaging and positioning Final feature list Run/monitor marketing Phases and Activities Exit Criteria Marketing Product Product Management EXECUTIONSTRATEGY The OPPframework is completely customizable and flexible,making it easily adopted by any company regardless of size,maturity,or development methodology. Development –Agile,Hybrid,Waterfall Documentation – None,Lightweight,Formal Maturity – Startup,Small/Medium,Enterprise Optimal Product Process™ (OPP) Optimal Product Process Methodology © 280 Group,2011-2014 Source:Conceive to Retire fromAIPMM Product Management Body of Knowledge® (ProdBOK® ) Optimizing Product Management™
  11. 11. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Complete solutions to make you a great Product Manager and advance your career in every phase
  12. 12. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission • Assessments & Custom Optimization Plans • Consulting & Contractors • Training • Coaching • Certifications • Templates Comprehensive Solutions for Optimizing PM Teams
  13. 13. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Why a Product Roadmap? • Problems – Internal groups make unreasonable demands – Sales losing a large deal – Analysts/press question company direction – Engineering needs guidance – Executives pitching investors • Uses for Roadmaps – Communicate vision, plans & credibility – Assist with internal planning & setting priorities – Selling tool for customers & partnerships – Create FUD in marketplace – Obtain funding We Need a Product Road Map!
  14. 14. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission The Product Roadmap Challenge • Wide variation in definitions • Even wider variation in uses • Often created reactively not proactively • Source of much trouble if not careful • Formats – PowerPoint – Excel – Word – Visio – MS Project – html
  15. 15. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission What is a Product Roadmap? n 1: a detailed plan or explanation to guide you in determining a course of action; Often used to support strategic or long-term planning n 2: a high-level sketch of where the company’s products are going to give internal and external constituents the ability to plan accordingly Product Roadmap
  16. 16. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Types Of Product Roadmaps • Market & Strategy • Visionary • Technology • Platform • Product Roadmap – Internal – External
  17. 17. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Market & Strategy Product Roadmap Year One Year Two Markets Healthcare Financial Manufacturing Partner XYZ Company Build In- House 2.X Release Acquire Data analytics
  18. 18. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Visionary Product Roadmap Retail Music Stores Vanishing All Media From Anywhere Complete Digital Living Room VisionOfTheFutureIndustryTrends Peer to Peer Sharing Ipod & portable video devices 2006 2007 2008 Movies & TV available on demand Wi Fi & Connectivity Widely Available Major Labels Disappear 3G Networks Pervasive Ipod Hi Fi & DVR
  19. 19. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Technology Product Roadmap Vista QuickTime 8 Windows Media 10 External/Industry Factors InternalTechnology Development Vista-UI components DirectX 10 MPEG5 Custom codec Maintenance/XP rev Vista Optimized Product Re-architected foundation 2006 2007 2008
  20. 20. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Technology Across Products 2006 2007 2008 Product 1 Codec New Architecture Product 2 Codec Vista UI Product 3 Vista UI New Architecture Product 4 Codec New Architecture
  21. 21. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Platform Product Roadmap 2006 2007 2008 Platform Products Tools * Vista B1 * Vista B2 * Vista FCS * Office Vista * Office Online * Vista SDK 1 * Vista SDK 2 * Visual Basic * Briefings
  22. 22. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Product Roadmaps Internal External
  23. 23. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Eight Step Process for Creating a Product Roadmap 1. Decide detail level & time to spend 2. Assess competitive moves, market and tech trends 3. Gather & prioritize requirements 4. Decide on the timeframe 5. Choose organizing strategy 6. Build Internal Roadmap 7. Get buy-in, finalize 8. Create External Roadmap
  24. 24. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Step 1: Detail Level & Time to Spend • How much time do you want to spend? • What is the shelf life • How important is the roadmap? (loose plan or firm commitment) • Choose appropriate method: – Quick & Dirty – Mid-Level Analysis – Full PLC solution (FeaturePlan, Accept, Telelogic, Vistarr)
  25. 25. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Step 2: Competitive, Market, Tech Trends 2007 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q Competitive Market Tech Trends * Competitor 1 expected release * Competitor 2 expected release Early Adopter Phase Widespread adoption * New technology available to leverage * New technology available to leverage * New technology available to leverage
  26. 26. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Step 3: Gather & Prioritize Requirements • Ideally have MRD/PRD/Backlog for next release • Gather additional requirements • Goal is to capture the universe of possibilities • Scorecard/Prioritization Matrix • Other techniques
  27. 27. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Feature Prioritization Matrix
  28. 28. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Other Product Roadmap Prioritization Techniques • Kano Analysis • Four Quadrant • Buy a Feature • MosCOw • Value Cost See 280 Group Feature Prioritization Toolkit™ to learn about these techniques and others
  29. 29. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Step 4: Decide on Timeframe • Quarterly • Yearly – One – Two – Three – Four – Five • Combination
  30. 30. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Step 5: Choose Organizing Strategy • Themes • Golden Feature • Timed Releases
  31. 31. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Theme Strategy • Find logical groupings of high scoring items • Give groupings a “Theme” name • Example: Performance – Launch time – Screen refresh or data retrieval – Time to update database – UI responsiveness • Bug fixes/clean up can be a theme • Themes help resist feature creep • May want to use sub-themes, but it weakens the strategy
  32. 32. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Theme-Based Internal Product Roadmap Code Name 200820072006 Code Name Code Name Theme •Feature 1 •Feature 2 •Feature 3 •Feature 4 •Feature 5 Theme •Feature 1 •Feature 2 •Feature 3 •Feature 4 •Feature 5 Theme •Feature 1 •Feature 2 •Feature 3 •Feature 4 •Feature 5
  33. 33. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Golden Feature Strategy • Choose one major feature per release as the “Golden Feature” • Can’t ship without the Golden Feature • All Marketing and development focus is around this • Minor bug fixes and features can be added but are optional/nice to have • Examples: – Revamped UI – Launch performance – Automatic save/recovery of documents • Golden Feature also helps resist feature creep
  34. 34. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission “Golden Feature” Internal Product Roadmap Code Name 200820072006 Code Name Code Name Golden Feature •Minor Feature 1 •Minor Feature 2 •Minor Feature 3 •Minor Feature 4 •Minor Feature 5 Golden Feature •Minor Feature 1 •Minor Feature 2 •Minor Feature 3 •Minor Feature 4 •Minor Feature 5 Golden Feature •Minor Feature 1 •Minor Feature 2 •Minor Feature 3 •Minor Feature 4 •Minor Feature 5
  35. 35. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Timed Release Strategy • Driven by dates, not features • Every quarter or six months • Gather requirements, prioritize, include as many as realistic • If features miss a release they go with the next one • Helps focus the team and relieve pressure to put every feature into the “Next” release • More difficult to include new features that require significant effort
  36. 36. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Quarterly Timed Release Internal Product Roadmap 2006 2007 1Q 2Q 3Q 4Q Q1 Release •Feature 1 •Feature 2 •Feature 3 •Feature 4 •Feature 5 Q2 Release •Feature 1 •Feature 2 •Feature 3 •Feature 4 •Feature 5 Q3 Release •Feature 1 •Feature 2 •Feature 3 •Feature 4 •Feature 5 Q4 Release •Feature 1 •Feature 2 •Feature 3 •Feature 4 •Feature 5
  37. 37. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Two Year Matrix Internal Product Roadmap Q1 2007 Q2 2007 Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Code Name or Product Name Target Market Major Features or Theme Technology Trends Competitor’s Products
  38. 38. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Step 7: Fine Tune & Get Buy-In • Compare against: – Competitive – Market – Technology • Internal customers – Meeting needs – Timing & priorities correct • Engineering – Feasibility & completeness – Match for resources – Vision • Sales – Customer needs – Competitive • Management – Vision – Financials – MBOs • Support – Top issues & customer satisfaction
  39. 39. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Step 8: Create External Product Roadmap • Use Internal Roadmap as basis • Remove features – Leave Theme names or Golden Features – Possibly keep next release features • Put appropriate caveats – Confidential – Plans may change • May not want to put specific dates
  40. 40. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Project Code Name 2006 Project Code Name 2007 Project Code Name 2008 Theme •Possible Feature 1 (be vague) •Possible Feature 2 (be vague) •Possible Feature 3 (be vague) Theme •Feature 1 (be vague) •Feature 2 (be vague) •Feature 3 (be vague) Theme Company Confidential: Not for Distribution Note: this is a forward-looking roadmap for product plans as of 3.2006 that may change over time Three Year “Theme-Based” External Product Roadmap
  41. 41. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Multiple Product Line Roadmaps • Use 8 step procedure for each product line • Gather information about all projects • Rank projects using matrix • Determine where the cutoff line is • New projects/significant changes: rank again
  42. 42. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Prioritizing Multiple Projects
  43. 43. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Multiple Product Lines (With Acquisition & End of Life) 2006 2007 Foxtrot 3.0 FoxAcq 4.0 FoxAcq 4.1 Acquired Prod 7.2 Legacy Prod 11.1 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q EOL
  44. 44. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Using Multiple Roadmaps Together • Start with Visionary • Develop Competitive, Market & Tech Trends • Create Internal • Create External • Compare to ensure internal & external are consistent with the assumption in the others
  45. 45. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Product Roadmap Best practices • Collaborate early with team • Always use code names • Release as uneditable PDF file • Internal = More Specific • External = More Vague • Don’t forget: – International – Minor dot releases
  46. 46. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Summary • Background • What is a Product Roadmap? • Types of Product Roadmaps & Uses • 8 Step Process to Create a Product Roadmap • Best Practices
  47. 47. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Presenter: Brian Lawley CEO & Founder @brianlawley contact @280group.com www.280group.com +1.408.834-7518 x1 Q&A
  48. 48. ©2006 280 Group LLC. All rights reserved. May not be distributed without prior written permission Questions? (408) 834-7518 contact @280group.com www.280group.com

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