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Products Not Projects: Delivering Value with Product Roadmaps

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Products Not Projects: Delivering Value with Product Roadmaps

Presentation for Boston SPIN, Nov 2013 by Ellen Gottesdiener, EBG Consulting.

If you're managing your portfolio using projects—and not products—you may be missing the point. After all, the product-to-be is the basis for the vision, goals, and expected outcome.
A product roadmap articulates how you will continually deliver a valued product over a long time horizon and provides a framework for decision-making, focusing all stakeholders on the strategic view, guiding changes in the near-term plans.

Ellen Gottesdiener explains how product roadmaps give you a framework for ongoing decision making. Find out how using collaborative processes to create and evolve your roadmap allows you to re-envision and adapt your product to maximize each release.

Presentation for Boston SPIN, Nov 2013 by Ellen Gottesdiener, EBG Consulting.

If you're managing your portfolio using projects—and not products—you may be missing the point. After all, the product-to-be is the basis for the vision, goals, and expected outcome.
A product roadmap articulates how you will continually deliver a valued product over a long time horizon and provides a framework for decision-making, focusing all stakeholders on the strategic view, guiding changes in the near-term plans.

Ellen Gottesdiener explains how product roadmaps give you a framework for ongoing decision making. Find out how using collaborative processes to create and evolve your roadmap allows you to re-envision and adapt your product to maximize each release.

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Products Not Projects: Delivering Value with Product Roadmaps

  1. 1. Products Not Projects: Delivering Value with Product Roadmaps © EBG Consulting, 2013 19 November 2013 Ellen Gottesdiener www.ebgconsulting.com www.DiscoverToDeliver.com © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 1
  2. 2. Product not Projects: Defining Value Through Product Roadmaps Copyright © 2013 EBG Consulting, Inc. This presentation is for the personal use of attendees of Boston Spin, 2103.   No copies, in part or in whole, including but not limited to, hard copy, print, photocopy or any electronic media, may be made or used without express written permission of EBG Consulting, Inc.   © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 2
  3. 3. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 3
  4. 4. tweet @ellengott #prodmgmt #pmot #agilepm © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 4
  5. 5. give-aways! © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 5
  6. 6. what roadmapping & why steps agile roadmapping © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com wrap 6
  7. 7. what & why © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 7
  8. 8. project “A temporary endeavor undertaken to create a unique product, service or result”. ~ A Guide to the Project Management Body of Knowledge (PMBOK® Guide) – Fifth Edition © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 8
  9. 9. product “At their core, products are the sum of benefits that satisfy a customer’s need or desire…can be [tangible] goods or services...” ~ Guide to the Product Management and Marketing Body of Knowledge (ProdBok® Guide) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 9
  10. 10. product lifecycle © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 10
  11. 11. product roadmap “An evolving plan of product releases, with brief descriptions of their themes and features. The roadmap is intended to realize the product vision over time and satisfy goals and objectives.” ~ Gottesdiener and Gorman, Discover to Deliver © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 11
  12. 12. product roadmap IS…. strategic value driven evolving decision framework shield against reactive product development (e.g., sales promises, loudest voices, complaints, biggest hat) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 12
  13. 13. product roadmap IS NOT…. unilateral static a commitment © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 13
  14. 14. examples… © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 14
  15. 15. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 15
  16. 16. Source: http://prodpad.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 16
  17. 17. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 17
  18. 18. Source: http://scalingsoftwareagilityblog.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 18
  19. 19. why: roadmapping funding obtain money, people, other resources enable balanced investments alignment shared focus on value for evolving products common, continual decision framework backlogs teams and development structure © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 19
  20. 20. why: roadmapping communication and collaboration share vision and strategic intent focus for shorter planning cycles market understand customers and market shake up market promote customer, partner loyalty © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 20
  21. 21. agile roadmapping © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 21
  22. 22. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 22
  23. 23. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 23
  24. 24. progressive elaboration © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 24
  25. 25. planning views (time horizons) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 25
  26. 26. continual planning product roadmap release plan iteration plan/WiP © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 26
  27. 27. granularity by view features MMFs, epics, stories sliced stories © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 27
  28. 28. in practice… product roadmap release plan iteration plan/WiP © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 28
  29. 29. roadmap elements What Basic Features, MMFs Reporting Analytics Visualization Ad hoc query Who Market/ Market Segment Midsize NA Midsize EMEA Large NA Global partners How Technology Enablers Desktop SaaS SaaS Mobile © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com When Time 29
  30. 30. roadmapping steps © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 30
  31. 31. roadmapping 2. Converse 4.Validate 3. Allocate 1. Context or 5. Adapt © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 31
  32. 32. roadmapping 1. Set context 2. Conduct structured conversations 3. Allocate features 4. Validate actual vs. anticipated value 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 32
  33. 33. 1. Set context 2. 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com roadmapping 33
  34. 34. ends and means © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 34
  35. 35. product partners: roadmap builders users, buyers project sponsor, exec advisors, biz/product mgmt, strategic & tactical prod owner (champion) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com tech advisors, subset of delivery team 35
  36. 36. value considerations convenience, cost, speed… ROI, market fit, time to market… © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com readiness, cost, efficiency, testability 36
  37. 37. value tools © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 37
  38. 38. 1. context: “ends” outcomes business & product strategy market & competitive analysis product vision, goals, objectives product partners & value considerations architecture assessment (current & future) time horizon & cadence selected value techniques decision making rules © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 38
  39. 39. roadmapping 1. 2. Conduct structured conversations 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 39
  40. 40. 7 product dimensions functional nonfunctional © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 40
  41. 41. structured conversation © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 41
  42. 42. assemble options User Interface Action © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Data Control Environment Quality Attribute 42
  43. 43. roadmapping workshop © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 43
  44. 44. scenes from roadmapping workshops (removed for public viewing) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 44
  45. 45. 6 P’s for collaboration workshops purpose participants principles products why do we do things? who is involved? •  goals •  needs •  motivation •  people •  roles •  responsibilities how do we function? •  guidelines •  working what do we create? •  deliverables •  decisions agreements •  plans •  ground rules •  next steps © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com place process where when is it do we do located? what? •  venue •  logistics •  activities •  sequence 45
  46. 46. 2. converse: vision [revised] outcomes high-value product options [features] release acceptance criteria supplemental analysis models estimates risks, risk mitigation actions communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 46
  47. 47. roadmapping 1. 2. Allocate product options 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 47
  48. 48. value decisions value considerations benefits costs risks dependencies © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 48
  49. 49. 3. allocate: outcomes roadmap (internal, external) themes, key personas technology roadmap (architecture vision & goals) communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 49
  50. 50. feature groups allocate product vision release theme features © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 50
  51. 51. roadmapping 1. 2. 3. 4. Validate actual vs. anticipated value 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 51
  52. 52. validated learning measure value © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 52
  53. 53. 4. validate: outcomes gap analysis actions for adaptation communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 53
  54. 54. roadmapping 1. 2. 3. 4. 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 54
  55. 55. 5. adapt: outcomes revised roadmap communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 55
  56. 56. roadmapping 1. Set context 2. Conduct structured conversations 3. Allocate features 4. Validate actual vs. anticipated value 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 56
  57. 57. roadmapping 2. Converse 4.Validate 3. Allocate 1. Context or 5. Adapt © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 57
  58. 58. wrap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 58
  59. 59. disciplines © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 59
  60. 60. roadmapping “goodness” checklist q  adapted periodically q  aligns to strategy q  communicated across org q  created collaboratively q  incorporates validation mechanism q  used as ongoing decision framework q  visual © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 60
  61. 61. Products Not Projects Delivering Value with Product Roadmaps thanks! email twitter ellen@ebgconsulting.com @ellengott © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 61
  62. 62. resources www.discovertodeliver.com/resource.php eNewsletter: www. ebgconsulting.com (get “An Overview of Value Considerations”) & articles ~ podcasts ~ webinars learning ~ applying ~ coaching http://www.ebgconsulting.com © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 62

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