This document outlines how to create an effective product roadmap for entrepreneurs. It discusses what a roadmap is, its key ingredients like goals, timeframes, and priorities. It provides an example quarterly roadmap with goals and initiatives assigned to each quarter. The roadmap is meant to align near-term goals with long-term vision, build consensus around initiatives, and identify the most impactful priorities. The document stresses the importance of prioritizing features based on effort, customer value, and demand from multiple customers. It also notes that roadmaps are living documents that should be updated over time.

1. Product Roadmap for Entrepreneurs:
How to Make Something People Love
Vanessa Ferranto
Senior Manager, Product and Experience

2. Agenda
● Roadmap Overview
● Identify your Priorities
● Build your roadmap
● Resources

3. Overview

4. What is a
Roadmap?
● Plan that aligns near-term goals
with long-term vision
● Builds consensus in an
organization around a common set
of initiatives
● Identifies the most impactful
initiatives that are strategic for
your organization
● Nearer term has a higher degree of
certainty
● Roadmaps are a living, breathing
business direction

5. Main Ingredients
● Organizational Goals
● Timeframe for delivery of Value to
Customers
● KPI’s, or success metrics
● High-level feature information
● Clear set of priorities
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6. What does some of this look like?
Goal
Customer Acquisition through
digital Growth
Timeframe Q4 2016
KPI’s Reach $1mm in sales revenue

7. Why does this matter?
● Be Near-sighted versus Short-sighted
● Understand Opportunity Cost/Cost of Delay
● Measure your success
● Know what you need in order to identify “how”

8. Identify your Priorities

9. Start with your feature list
List out all of the features you
want to include in your product

10. Determine the Priority
Ask the following questions:
● What is the effort involved in
delivering this feature?
● How valuable will this be to the
customer?
● Does more than one customer want
this?

11. Rank your feature list

12. Build your Roadmap

13. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4

14. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm

15. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%

16. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%
Decrease CPA by 10%

17. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%
Launch post-purchase
survey
Decrease CPA by 10%

18. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%
Launch post-purchase
survey
Decrease CPA by 10% Social Media Campaign

19. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Increase NPS by 10%
Launch post-purchase
survey
Decrease CPA by 10% Social Media Campaign

20. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Decrease CPA by 10% Social Media Campaign

21. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool

22. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Digital Wallet
integration
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool

23. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Digital Wallet
integration
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Loyalty discounts for
previous customer
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool

24. Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Digital Wallet
integration
“Featured Products”
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Loyalty discounts for
previous customer
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool

25. Questions?