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1
Now - Next - Future
A Roadmap for Services Companies
Twin Cities Product Camp - 2016
Peter Pascale
Vice President, Produ...
Participants wanting a free digital
copy should contact Peter Pascale
How do you:
… build product roadmaps to support the services business?
… drive product evolution to stay ahead of your mar...
Do you sell…
Product Service?
We sell…
Products
Service
Operations
Support
Content
Products
Service
Too much roadmap?
Products
Service
Too much roadmap?
Bankrupt
Products
Service
No roadmap?
Products
Service
Unscalable
No roadmap?
Pearson VUE - a service company powered by products
10
14million test delivered each year
in more than 20,000test centers
...
Pearson VUE - a service company powered by products
11
14million test delivered each year
Publishing
Tools
Candidate
Web
P...
Sell - Then - Build
12
Feature 1
Feature 2
Feature 3
Feature A
Feature B
Feature C
…
Feature 1
Feature 2b
Feature 3
Featur...
Sell - Then - Build
13
Feature 1
Feature 2
Feature 3
Feature A
Feature B
Feature C
…
Feature 1
Feature 2b
Feature 3
Featur...
If you don’t know where you’re going…
… any road will take you there.
— George Harrison
A
We are here
D
E
G
I
C
B F
H
J
L
...
Traditional Product Roadmap…
… Releases, milestones, progression
— Pragmatic Marketing, et al
A
We are here
D ECB
Roadmapping for a Services Business…
… Clear Trajectory, Uncertain Timelines
A
We are here
D
E
G
I
C
B F
H
J
L
O
Q
K
M
P
T...
Supporting Solution Evaluation
… Should we go to L?
A
We are here
J
L
P
X
Z
Supporting Solution Evaluation
… L no!
A
Proctor Unlock
J
L
P
X
Z
Proctor-Authorized
Time Extension
Photo Capture
Proctor ...
Not always sequential
… Sometimes you have to over-invest
A
We are here
J
P
X
Z
We are here
Prospect takes
you here
$
100M
Roadmap Development
“… Finding the resonance”
•Clients
•Pipeline - Prospects
•Market assessments (another form of P...
$
100M
Roadmap Development
Sales-focused. Not “what could be” but
“what is needed to make the next sale”
•Clients
•Pipelin...
Communicating Roadmap as a Direction
Now
Next
Future
Now Available in your products NOW
Next What the team is currently wo...
Defining timelines specific to your dev cycle
Now
Next
Future
Now Now. You can have it. You’re welcome.
Next
We will deliv...
24
Every Pearson VUE roadmap
presentation begins with the
reminder of Privileged Access
Now
Next
Now
Next
Future
Commercialization - Define the Box
Commercialized Custom
- Feature complete
- Operationally
supported
- Documented
- Onboa...
Differentiation is for Product Companies
Client Basic
Premium
Advanced
Features
Pearson VUE’s first draft IBT Integration ...
Differentiation is for Product Companies
Client Basic
Premium
Custom
Features
Poor Differentiation, Custom Everywhere
Differentiation for a Service Company
IBT
Integration
Custom
Clear, no false distinctions, easy to sell
Commercialization and Now - Next - Future
Now
Commercialized.
Done and Done.
Next/
Future
Not Available
Is Black and White too Harsh?
NO. You are always having a
conversation about business
commitments and your ability
to meet...
A Framework for Saying No
A J
L
P X
• Your defined roadmap is a wall against crazy ideas!
• The roadmap reinforces the ‘cra...
Now - Next - Future
•Enforces the ‘future directionality’ of roadmap
•Simple enough for salespeople!
•Enforces what is, an...
Roadmaps in a Services Business
Product Business Services Business
Roadmap
Sequential
Drives Sales
Directional
Supports Sa...
Discussion
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Now - Next - Future - Roadmaps for Services Companies

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By Peter Pascale at ProductCamp Twin Cities 2016

Building a roadmap for a product-led business is straightforward. But what if your business sells a service instead of a product, and uses products and platforms to deliver that service? How do you build product roadmaps to support the common 'sell then build' cycle of the services business? How do you drive product evolution to stay ahead of your market? How do you maintain a strategic focus for your products? This session offers practical tools you can employ to build product roadmaps for the service business that will keep you on the right road.

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Now - Next - Future - Roadmaps for Services Companies

  1. 1. 1 Now - Next - Future A Roadmap for Services Companies Twin Cities Product Camp - 2016 Peter Pascale Vice President, Product Management
  2. 2. Participants wanting a free digital copy should contact Peter Pascale
  3. 3. How do you: … build product roadmaps to support the services business? … drive product evolution to stay ahead of your market? … maintain a strategic focus for your products? … signal what you support? … say no to bad ideas?
  4. 4. Do you sell… Product Service?
  5. 5. We sell… Products Service Operations Support Content
  6. 6. Products Service Too much roadmap?
  7. 7. Products Service Too much roadmap? Bankrupt
  8. 8. Products Service No roadmap?
  9. 9. Products Service Unscalable No roadmap?
  10. 10. Pearson VUE - a service company powered by products 10 14million test delivered each year in more than 20,000test centers in 175countries for 450global clients with over 100using our test development services Pearson VUE delivers a test somewhere in the world every 2.2seconds
  11. 11. Pearson VUE - a service company powered by products 11 14million test delivered each year Publishing Tools Candidate Web Platform Test Dev Tools Test Driver(s) Results Processing Reporting Platform Digital Credentials (Acclaim)
  12. 12. Sell - Then - Build 12 Feature 1 Feature 2 Feature 3 Feature A Feature B Feature C … Feature 1 Feature 2b Feature 3 Feature A Feature B New C … Prospect wants: Business proposes:
  13. 13. Sell - Then - Build 13 Feature 1 Feature 2 Feature 3 Feature A Feature B Feature C … Feature 1 Feature 2b Feature 3 Feature A Feature B New C … Prospect wants: Business proposes: Enhance Feature 2, Build Feature C
  14. 14. If you don’t know where you’re going… … any road will take you there. — George Harrison A We are here D E G I C B F H J L O Q K M P T S V Y U X N W R Z
  15. 15. Traditional Product Roadmap… … Releases, milestones, progression — Pragmatic Marketing, et al A We are here D ECB
  16. 16. Roadmapping for a Services Business… … Clear Trajectory, Uncertain Timelines A We are here D E G I C B F H J L O Q K M P T S V Y U X N W R Z We’d like to go here valuable stops along the way
  17. 17. Supporting Solution Evaluation … Should we go to L? A We are here J L P X Z
  18. 18. Supporting Solution Evaluation … L no! A Proctor Unlock J L P X Z Proctor-Authorized Time Extension Photo Capture Proctor Unlock Event Codes Photo Capture Proctor Unlock Group Unlock Event Codes Photo Capture Proctor Unlock
  19. 19. Not always sequential … Sometimes you have to over-invest A We are here J P X Z We are here Prospect takes you here
  20. 20. $ 100M Roadmap Development “… Finding the resonance” •Clients •Pipeline - Prospects •Market assessments (another form of Prospects) •Industry •Parallels
  21. 21. $ 100M Roadmap Development Sales-focused. Not “what could be” but “what is needed to make the next sale” •Clients •Pipeline - Prospects •Market assessments •Industry •Parallels
  22. 22. Communicating Roadmap as a Direction Now Next Future Now Available in your products NOW Next What the team is currently working on Future Longer-term direction
  23. 23. Defining timelines specific to your dev cycle Now Next Future Now Now. You can have it. You’re welcome. Next We will deliver this capability in the next 3 - 9 months Future 12 - 18 months out pending no interuptions* * “This represents our future direction, but business priorities may insert themselves in the middle” VUE’s Definition
  24. 24. 24 Every Pearson VUE roadmap presentation begins with the reminder of Privileged Access
  25. 25. Now Next Now Next Future
  26. 26. Commercialization - Define the Box Commercialized Custom - Feature complete - Operationally supported - Documented - Onboarding - Not developed - Not fully supported - May be client- specific
  27. 27. Differentiation is for Product Companies Client Basic Premium Advanced Features Pearson VUE’s first draft IBT Integration ‘Service Line’
  28. 28. Differentiation is for Product Companies Client Basic Premium Custom Features Poor Differentiation, Custom Everywhere
  29. 29. Differentiation for a Service Company IBT Integration Custom Clear, no false distinctions, easy to sell
  30. 30. Commercialization and Now - Next - Future Now Commercialized. Done and Done. Next/ Future Not Available
  31. 31. Is Black and White too Harsh? NO. You are always having a conversation about business commitments and your ability to meet them.
  32. 32. A Framework for Saying No A J L P X • Your defined roadmap is a wall against crazy ideas! • The roadmap reinforces the ‘crazy loner’ idea for outliers. • Clients can pay for custom work. • Clients can pay to accelerate work on the timeline. Proctor Unlock Proctor-Authorized Time Extension Photo Capture Proctor Unlock Event Codes Photo Capture Proctor Unlock Group Unlock Event Codes Photo Capture Proctor Unlock
  33. 33. Now - Next - Future •Enforces the ‘future directionality’ of roadmap •Simple enough for salespeople! •Enforces what is, and is yet to be •Defines the landscape of delivery (and interuptability)
  34. 34. Roadmaps in a Services Business Product Business Services Business Roadmap Sequential Drives Sales Directional Supports Sales Communication Features and Timelines Futures and Capabilities Product Commercialization Tiers, Product Levels, Differentiation Supported vs. Custom Prioritization Product P&L Led Business Led
  35. 35. Discussion

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