Proficientz - Strategic Roadmaps vs. Product Roadmaps: Why You Need Both

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Examine the relationship between a strategic (portfolio) roadmap and the supporting product roadmaps. Learn the goals and content appropriate for each and how your product management team can use both to drive innovation and strategic planning while also simplifying the day-to-day grind in the trenches.

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Proficientz - Strategic Roadmaps vs. Product Roadmaps: Why You Need Both

  1. 1. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Strategic Roadmaps vs. Product Roadmaps Why You Need Both! John Mansour mansourja@proficientz.com
  2. 2. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Purpose of a Roadmap?  Communicate
  3. 3. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm What Should Roadmaps Communicate?  Why?
  4. 4. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Contents of a Typical Roadmap?  Features & dates
  5. 5. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Publishing Roadmaps That Contain Features & Dates...  is a good practice.  always makes a liar out of me.
  6. 6. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Do Features & Dates Completely Support the Communication Goals?  Why / why not?
  7. 7. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Through the Eyes of Our Target Customers Target Customer Organization Goals & Strategic Initiatives Department 4 Goals & Initiatives Department 5 Goals & Initiatives Department 3 Goals & Initiatives Department 2 Goals & Initiatives Department 1 Goals & Initiatives Activity 3 Activity 2 Activity 1 Task 1 Task 2 Task 3 Task 4 Market Dynamics Strategic Roadmap • Business Goals & Obstacles Product Roadmaps • Activities That Impact Business Goals
  8. 8. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm True or False?  I can publish roadmaps without any features and clearly communicate what the products will accomplish.
  9. 9. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Strategic Portfolio Roadmap Market Segment  Segment 1 Geographies  USA Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Strategic Objectives Addressed 1. My Organization’s Strategic Objectives Addressed 1. Year 1 Year 2
  10. 10. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Through the Eyes of Our Target Customers Target Customer Organization Goals & Strategic Initiatives Department 4 Goals & Initiatives Department 5 Goals & Initiatives Department 3 Goals & Initiatives Department 2 Goals & Initiatives Department 1 Goals & Initiatives Activity 3 Activity 2 Activity 1 Task 1 Task 2 Task 3 Task 4 Market Dynamics Strategic Roadmap • Business Goals & Obstacles Product Roadmaps • Activities That Impact Business Goals
  11. 11. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Supporting Product Roadmaps Features Are Optional! User Stories Date 1 Date 2 Date 3 Date 4 As a (role) I want to (perform a task) so that I can (receive a benefit) without (having a typical issue or challenge). x As a (role) I want to (perform a task) so that I can (receive a benefit) without (having a typical issue or challenge). x As a (role) I want to (perform a task) so that I can (receive a benefit) without (having a typical issue or challenge). x
  12. 12. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Through the Eyes of Our Target Customers Target Customer Organization Goals & Strategic Initiatives Department 4 Goals & Initiatives Department 5 Goals & Initiatives Department 3 Goals & Initiatives Department 2 Goals & Initiatives Department 1 Goals & Initiatives Activity 3 Activity 2 Activity 1 Task 1 Task 2 Task 3 Task 4 Market Dynamics Strategic Roadmap • Business Goals & Obstacles Product Roadmaps • Activities That Impact Business Goals
  13. 13. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Case Study  Strategic Objective  More predictable revenue streams  Operational Goal  Reduce the impact of weather on volume/revenue  The Business Solution  Subscription plans  Product Solution – multiple products
  14. 14. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Strategic Portfolio Roadmap Market Segment  Automatic Car Washes Geographies  USA Eliminate/reduce impact of weather 1. More consumers have real-time access to weather via smartphones Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Operational Goal 1. Obstacle 2. Obstacle 3. Obstacle Target-Customer Strategic Objectives Addressed 1. Create more predictable revenue streams. My Organization’s Strategic Objectives Addressed 1. Grow average revenue per existing customer. 2. Steal market share from competition. Year 1 Year 2
  15. 15. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Product Roadmaps Features Are Optional! User Stories Q1 Q2 Q3 Q4 As a (tunnel manager) I want to (match the license tag to the car and the subscriber) so that I can (expedite the wash line) without (having to stop the customer and take the time to validate their subscription). x As a (bookkeeper) I want to (notify customers when their credit card is about to expire) so that I can (collect monthly subscription fees) without (having to call the customer and update their information over the phone). x As a (customer) I want to (get the services I’ve subscribed to) so that I can (get my car cleaned) without (having to stop and tell the greeter who I am and verify my subscription). x
  16. 16. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Strategic Portfolio Roadmap Product 1 Roadmap/Backlog Product 2 Roadmap/Backlog Product 3 Roadmap/Backlog Strategic Roadmap to Product Roadmaps to Solutions Release/Sprint 1 Release/Sprint 2 Release/Sprint 3 S O L U T I O N S Business Solution Definition 3 Business Solution Definition 2 Business Solution Definition 1
  17. 17. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Features Are An Optional Component of Roadmaps...  because they________________!
  18. 18. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Strategic Roadmaps  The most lucrative destination for the portfolio (my organization)  “Where we’re going?”
  19. 19. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Product Roadmaps  Turn by turn directions  “How my organization will get there”
  20. 20. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm Elevating the Stature of Product Management  Know thy customer  Know their business top-to-bottom  If it’s not PM, who is it?
  21. 21. Copyright 2015 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com Deliver, Measure & Refine Deliver solutions. Measure results. Refine processes. Target Markets What markets segments are most conducive to my organization meeting its short and long term goals? Why? Segment Target Markets Analyze Portfolio S.W.O.T. Assess Competition Map Core Competencies to Target Markets Target Customer Goals What are the goals of organizations in my target markets and the biggest obstacles they face? Why? Research Markets & Interview Target Customers Determine Influential Market Dynamics, Target Customer Goals & Strategic Initiatives Determine Impact to Operational Business Functions, Activities, Processes & Workflows Identify Key Obstacles & Define Business Requirements Our Relevance What are the biggest obstacles my organization is most capable of removing? Why will we succeed? Identify High-Impact Operational Scenarios Evaluate Ideas for New Solutions (NPD) Evaluate Enhancements to Existing Products/Services (PLM) Quantify Top Market Opportunities Market & Sell Business Solutions Create Marketing Materials Deliver Sales Enablement Tools & Programs Execute Brand Awareness & Demand Generation Programs Create Product Roadmaps Create Product Plans or Backlogs Design, Validate, Build & Test Verify Market Readiness Deliver New Capabilities Prioritize Product Development Prioritize Investments in Existing Products/Services (PLM) Prioritize Investments in New Products/Services (NPD) Determine Products/Services to Retire Create Market Positioning Prioritize Market Awareness & Demand Generation Initiatives Our Portfolio Strategy Align product, marketing and sales initiatives to our organization’s goals and target-customer goals. Who are our target customers? Manage Products to Deliver High-Value Business Solutions! Build/buy partner for solutions we need. What are they trying to accomplish? Why? Obstacles? Highest value for target customers? Highest value for us? Market & sell solutions we have. Execute product, marketing and sales enablement initiatives.
  22. 22. Copyright 2015 Proficientz, Inc. All rights reserved. @proficientzppm The B2B Product Manager Magazine One Email per Month! Subscribe at: proficientz.com/product-management- resources.html

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