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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
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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
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© EBG Consulting, 2013 | @ellengott
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4.
tweet
@ellengott
#prodmgmt
#pmot
#agilepm
© EBG Consulting, 2013 | @ellengott
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5.
give-aways!
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6.
what roadmapping
& why
steps
agile
roadmapping
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wrap
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7.
what
& why
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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
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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
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product lifecycle
© EBG Consulting, 2013 | @ellengott
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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
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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
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13.
product roadmap
IS NOT….
unilateral
static
a commitment
© EBG Consulting, 2013 | @ellengott
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examples…
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Source: http://prodpad.com/
© EBG Consulting, 2013 | @ellengott
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Source: http://scalingsoftwareagilityblog.com/
© EBG Consulting, 2013 | @ellengott
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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
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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
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agile
roadmapping
© EBG Consulting, 2013 | @ellengott
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23.
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progressive elaboration
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planning views
(time horizons)
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continual planning
product
roadmap
release
plan
iteration
plan/WiP
© EBG Consulting, 2013 | @ellengott
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granularity by view
features
MMFs, epics,
stories
sliced stories
© EBG Consulting, 2013 | @ellengott
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in practice…
product
roadmap
release
plan
iteration
plan/WiP
© EBG Consulting, 2013 | @ellengott
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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
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When
Time
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30.
roadmapping
steps
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31.
roadmapping
2. Converse
4.Validate
3. Allocate
1. Context
or
5. Adapt
© EBG Consulting, 2013 | @ellengott
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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
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33.
1. Set context
2.
3.
4.
5.
© EBG Consulting, 2013 | @ellengott
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roadmapping
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ends and means
© EBG Consulting, 2013 | @ellengott
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product partners:
roadmap builders
users,
buyers
project sponsor,
exec advisors,
biz/product mgmt,
strategic & tactical prod owner
(champion)
© EBG Consulting, 2013 | @ellengott
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tech advisors,
subset of delivery
team
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value considerations
convenience,
cost,
speed…
ROI,
market fit,
time to market…
© EBG Consulting, 2013 | @ellengott
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readiness,
cost,
efficiency,
testability
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value tools
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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
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39.
roadmapping
1.
2. Conduct structured conversations
3.
4.
5.
© EBG Consulting, 2013 | @ellengott
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7 product dimensions
functional
nonfunctional
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structured
conversation
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assemble options
User
Interface
Action
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Data
Control
Environment
Quality
Attribute
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roadmapping
workshop
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scenes from
roadmapping workshops
(removed for public viewing)
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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
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place
process
where when
is it do we do
located? what?
• venue
• logistics
• activities
• sequence
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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
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47.
roadmapping
1.
2.
Allocate product options
3.
4.
5.
© EBG Consulting, 2013 | @ellengott
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value decisions
value
considerations
benefits
costs
risks
dependencies
© EBG Consulting, 2013 | @ellengott
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3. allocate:
outcomes
roadmap (internal, external)
themes, key personas
technology roadmap
(architecture vision & goals)
communication plan
© EBG Consulting, 2013 | @ellengott
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50.
feature
groups
allocate
product
vision
release
theme
features
© EBG Consulting, 2013 | @ellengott
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51.
roadmapping
1.
2.
3.
4. Validate actual vs. anticipated value
5.
© EBG Consulting, 2013 | @ellengott
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validated learning
measure value
© EBG Consulting, 2013 | @ellengott
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4. validate:
outcomes
gap analysis
actions for adaptation
communication plan
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com
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54.
roadmapping
1.
2.
3.
4.
5. Adapt the roadmap
© EBG Consulting, 2013 | @ellengott
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5. adapt:
outcomes
revised roadmap
communication plan
© EBG Consulting, 2013 | @ellengott
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55

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.
roadmapping
2. Converse
4.Validate
3. Allocate
1. Context
or
5. Adapt
© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com
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wrap
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disciplines
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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
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61.
Products Not Projects
Delivering Value with Product Roadmaps
thanks!
email
twitter
ellen@ebgconsulting.com
@ellengott
© EBG Consulting, 2013 | @ellengott
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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
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