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Roadmap – The Way to Do it Successfully

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Roadmap – The Way to Do it Successfully

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Roadmap is built on market insight. A good one is a combination of short term operational goals, understand of the coming market needs and your product vision.

Roadmap is built on market insight. A good one is a combination of short term operational goals, understand of the coming market needs and your product vision.

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Roadmap – The Way to Do it Successfully

  1. 1. Roadmap – The Way to Do It Successfully Harri Pendolin, Prodman Market Insight conference 13th of November 2014, Stockholm
  2. 2. “A product roadmap is a high-level plan that shows how a product is likely to evolve.” Roman Pichler, agile product management and Scrum expert “An artefact that communicates the direction you’ll be going in order to fulfill the product vision.” Janna Bastow, Co-Founder, ProdPad “An evolving plan of product releases, with brief descriptions of their themes and features. The roadmap is intended to realize the product vision and satisfy goals and objectives.” Gottesdiener and Gorman, Discover to Deliver 2014 Roadmap - The Way to Do It Successfully What Is a Roadmap? Where Will It Take You?
  3. 3. “If you don't know where you are going, any road will get you there.” Lewis Carroll, writer of Alice in Wonderland 2014 Roadmap - The Way to Do It Successfully
  4. 4. Three horizons planning framework Roadmap - The Way to Do It Successfully 2014 Horizon 1 Horizon 2 Horizon 3 Operative targets Strategic themes or focus areas Vision Time Money Three horizons - three different needs for market insight!
  5. 5. Horizon 1 – Can we deliver what we planned? Product 1 Release 1.1 Release 1.2 Release 2.0 Marketing Advisory boards Launches Events Product 2 Cloud 1.0 Asian version Cloud beta 3Q/15 2Q/15 1Q/15 4Q/14 3Q/14 2014 Roadmap - The Way to Do It Successfully
  6. 6. Outcome over Output Roadmap - The Way to Do It Successfully 2014 Operational efficiency Customer satisfaction Interoperability requirements, user experience, attraction, price, adoption rate, positioning, packaging… Market Insight Project time table and deadlines Budget Quality Process requirements Operational goals
  7. 7. Three things to keep in mind in Horizon 1 1.Customers before processes 2.Customer insight is not the same than market insight 3.Every market and product has its finite lifecycle 2014 Roadmap - The Way to Do It Successfully
  8. 8. 2010 2011 2012 2013 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Horizon 2 – Are we working on the right solutions? Justin Musica Smart phone without phone GigaP The best screen on the market place Traditional Affordable MP3 player for kids Laggard Me too phone for big masses Police Durable basic version for authorities The Last Mohican For conservative PC users Conqueror First version of the Android tab No name Very small version for athletes Hip All colors for young adults 2014 Roadmap - The Way to Do It Successfully
  9. 9. My roadmap used to look like this… Roadmap - The Way to Do It Successfully 2014 Release 1.2 •Feature 1 •Feature 2 •Feature 3 •And lot more small features customers and sales guys had asked Release 1.3 •Feature 31 •Feature 32 •Feature 33 •And the rest of the features R&D though they could squeeze in Release 2.0 •Faster feature 1 •Unclear feature 2 •Great internal idea 3 •All the features our competitors had •Feature 4 Gartner thought would be needed •And every other feature anyone had ever requested 1Q/02 2Q/02 3Q/02 4Q/02 1Q/03 2Q/03 3Q/03 4Q/03 1Q/04 2Q/04 Release 1.21 •Some bug fixes which we already knew will be needed because of the too tight schedule Horizon 2
  10. 10. The Challenge with Horizon 2 - Customers don’t know what they will need!! 2014 Roadmap - The Way to Do It Successfully
  11. 11. Pretotypes and MVP’s Roadmap - The Way to Do It Successfully 2014
  12. 12. Lean Startup Roadmap - The Way to Do It Successfully 2014 Ideas Build Product Measure Data Learn Market Insight
  13. 13. Even Apple keeps testing all the time! Roadmap - The Way to Do It Successfully 2014 It's a process where they discover the product through constantly creating new iterations. A lot of companies will do six or seven prototypes of a product, because each one takes time and money. Apple will do a hundred -- that's how many they did of the Macbook. Steve Jobs doesn't wake up one morning and there's a vision of an iPhone floating in front of his face. He and his team discovered it through this exhaustive process of building prototype after prototype.
  14. 14. Horizon two roadmap shall consist of strategic themes based on market insight and the chosen strategy. 2014 Roadmap - The Way to Do It Successfully
  15. 15. Horizon 3 – Do we have vision about future markets? 2020 World leading provider of - 3D printing ecosystem utilization - Autonomous vehichles - Virtual personal assistants . 2019 Steady growth continuous in areas of - Prescriptive analytics - Sw-defined this and that - 3D bioprinting 2018 Applications for big data utilization - Enterprise 3D printing – aaS - Cloud computing for 3rd world thru mobile 2017 Start of the new era: - Data gathering capabilities for big data. - Consumer 3D printing - aaS - Cloud computing apps 2014 Roadmap - The Way to Do It Successfully
  16. 16. “If everything you do needs to work on a three-year time horizon, then you are competing against a lot of people. But if you're willing to invest on a seven-year time horizon, you're now competing against a fraction of those people, because very few companies are willing to do that.” Jeff Bezos, CEO of Amazon 2014 Roadmap - The Way to Do It Successfully
  17. 17. What do these companies have in common? Roadmap - The Way to Do It Successfully 2014
  18. 18. Product management today … Roadmap - The Way to Do It Successfully 2014 Product Marketing Product Planning Buyer User Our company Eco-system (partners) Business modeling
  19. 19. Roadmap - The Way to Do It Successfully 2014 How to create a roadmap
  20. 20. The onion model Roadmap - The Way to Do It Successfully 2014 Vision Product Strategy Tactics
  21. 21. Roadmapping is team work Roadmap - The Way to Do It Successfully 2014
  22. 22. Getting started Roadmap - The Way to Do It Successfully 2014 1. Describe the current product Picture by Prodpad
  23. 23. Getting started Roadmap - The Way to Do It Successfully 2014 1. Describe the current product 2. Gather needs and ideate Picture by Prodpad
  24. 24. Getting started Roadmap - The Way to Do It Successfully 2014 1. Describe the current product 2. Gather needs and ideate 3. Group the ideas to themes 4. Prioritize and create your roadmap Picture by Prodpad
  25. 25. Continuous and iterative process Roadmap - The Way to Do It Successfully 2014 Vision (Yearly) Strategy (quarterly) Tactics (continuously)
  26. 26. A good roadmap… is… Value-driven Evolving An informative communication tool A shield against reactive product development (sales promises, loudest voice, “higher orders”, complaints) is NOT… Commitment Project/release plan A wish list Out-dated Roadmap - The Way to Do It Successfully 2014
  27. 27. Roadmap presents the insight YOU provide to the company Roadmap - The Way to Do It Successfully 2014 Strategic Operative Developers Leadership team Sales and Marketing
  28. 28. Roadmap - The Way to Do It Successfully 1 Roadmap - The Way to Do It Successfully 2014 Listen to your customers!
  29. 29. Roadmap - The Way to Do It Successfully 2 Roadmap - The Way to Do It Successfully 2014 Test your assumptions! Picture by Mikko Jäppinen, Palmu Inc.
  30. 30. Roadmap - The Way to Do It Successfully 3 Roadmap - The Way to Do It Successfully 2014 Find the right problems!
  31. 31. 2014 Roadmap - The Way to Do It Successfully Kiitos! Tack! Thank You! Harri Pendolin harri.pendolin@prodman.fi www.prodman.fi

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