Products Not Projects: Delivering Value with Product Roadmaps

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. 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. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 3

4. tweet @ellengott #prodmgmt #pmot #agilepm © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 4

5. give-aways! © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 5

6. what roadmapping & why steps agile roadmapping © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com wrap 6

7. what & why © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 7

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. 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. product lifecycle © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 10

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. 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. product roadmap IS NOT…. unilateral static a commitment © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 13

14. examples… © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 14

16. Source: http://prodpad.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 16

18. Source: http://scalingsoftwareagilityblog.com/ © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 18

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. 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. agile roadmapping © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 21

24. progressive elaboration © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 24

25. planning views (time horizons) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 25

26. continual planning product roadmap release plan iteration plan/WiP © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 26

27. granularity by view features MMFs, epics, stories sliced stories © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 27

28. in practice… product roadmap release plan iteration plan/WiP © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 28

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. roadmapping steps © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 30

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. 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. 1. Set context 2. 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com roadmapping 33

34. ends and means © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 34

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. 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. value tools © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 37

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. roadmapping 1. 2. Conduct structured conversations 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 39

40. 7 product dimensions functional nonfunctional © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 40

41. structured conversation © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 41

42. assemble options User Interface Action © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Data Control Environment Quality Attribute 42

43. roadmapping workshop © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 43

44. scenes from roadmapping workshops (removed for public viewing) © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 44

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. 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. roadmapping 1. 2. Allocate product options 3. 4. 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 47

48. value decisions value considerations benefits costs risks dependencies © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 48

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. feature groups allocate product vision release theme features © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 50

51. roadmapping 1. 2. 3. 4. Validate actual vs. anticipated value 5. © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 51

52. validated learning measure value © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 52

53. 4. validate: outcomes gap analysis actions for adaptation communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 53

54. roadmapping 1. 2. 3. 4. 5. Adapt the roadmap © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 54

55. 5. adapt: outcomes revised roadmap communication plan © EBG Consulting, 2013 | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 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 57

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. 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. 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