The document outlines a process for creating a behavioural roadmap for startups. It discusses mapping out customer journeys and identifying key behaviours at different stages that a company wants to target. The roadmap helps align teams, prioritize development based on important behaviours, and translate a company's vision into specific features to build through an iterative process of testing and learning.

1. The Behavioural Roadmap
2 of 2 in
Roadmaps for Startups
Taylor Wescoatt
Entrepreneur in Residence
Seedcamp
1

2. Hogwash – “We’ll take care of your car top-to-bottom”
2
recap

3. Hogwash:TheVision Roadmap
To
this
segment We
want
to
be
perceived
as
follows
(our
“Proposi;on”)
At
Launch 6
months
in Next
Year
Busy
Professionals
“Hogwash
is
a
convenient
way
to
get
the
occasional
last-­‐minute
sparkle
on
my
car”
“Hogwash
keeps
my
car
presentable,
and
they
have
some
other
services
I
occasionally
try”
“Hogwash
takes
care
of
everything
for
my
car,
including
maintenance
and
insurance”
Suburban
Families
n/a
(not
targe@ng
them
yet)
“Hogwash
makes
sure
my
car
is
clean
on
the
weekends”
“Hogwash
deals
with
our
car
needs
all
week
long”
Individual
Car
Washers
“Hogwash
is
a
cool
new
way
to
pick
up
a
liBle
bit
of
work
in
Central
London”
“My
end-­‐of-­‐week
work
is
all
Hogwash
and
now
I
even
get
jobs
in
my
neighborhood”
“Hogwash
keeps
my
schedule
full
not
just
with
washing
but
other
car-­‐
related
tasks
as
well”
You
mean
different
things
to
different
people
What
you
mean
to
them
changes
over
me
as
you
grow
your
range
of
services,
geographical
and
me
coverage,
trust,
and
fulfillment
of
their
diverse
needs.
It
migrates
toward
your
Vision.
3
recap

4. From Proposition to User Behaviour
4
Busy
Professional
“Hogwash
is
a
convenient
way
to
get
the
occasional
last-­‐
minute
sparkle
on
my
car”
To
achieve
the
Proposion,
you
need
to
understand
the
Behaviours
that
get
the
customer
there
recap

5. Your Funnel is only a subset of the key Behaviours
5
Visit
Site
Sign
Up
Schedule
Pay
What
happens
before?
What
happens
aNer?
Why
the
fallout
here?
“Hogwash
is
a
convenient
way
to
get
the
occasional
last-­‐
minute
sparkle
on
my
car”

6. Instead you want the full User Journey “Behaviours”
6
Schedule
again
Chat
w
Colleagues
Google
“local
wash”
Visit
Hogwash
Site
Read
User
Reviews
Look
at
Prices
Sign
up
Schedule
Appointment
Talk
to
Partner
Pays
Has
Wash
Show
Friend
Visit
Site
Sign
Up
Schedule
Buy
“Hogwash
is
a
convenient
way
to
get
the
occasional
last-­‐
minute
sparkle
on
my
car”

7. Understanding User Behaviour = Competitive Advantage
7
Repeat
Purchase
Chat
w
Colleagues
Google
“local
wash”
Visit
Hogwash
Site
Read
User
Reviews
Look
at
Prices
Sign
up
Schedule
Appointment
Talk
to
Partner
Pay
Have
Wash
Show
Friend
Each
of
these
“Behaviours”
is
an
Acon
with
a
Movaon
and
an
expected
Reward
intermediate
steps
or
players
can
contribute
to
Funnel
fallout.
Once
idenfied,
you
can
address
with
Product
Final
step
is
what
achieves
your
Proposion

8. Key Behaviours make your Behavioural Roadmap
Good
For:
• Finding
PM-­‐fit
• Orients/Unlocks
your
team
• Captures
unplanned
acvity
• Works
with
Lean
Startup
• Idea
X
• Idea
Y
• Idea
…
• Idea
Z
90
day
Roadmap
Keep
in
Mind:
• Park
non-­‐cricals
in
the
Oppty
Cloud
• Assume
Iteraon
bug-­‐fixing
me
• You’re
a
startup,
new
things
come
up
KPI
ß
Behaviour
ß
Features
+
Opportunity
Cloud
ü Most
Important
Behaviour
ü 2nd
Important
Behaviour
8

9. From Behavioural Roadmap to Delivery Plan
• Feature
Idea
A1
• Feature
Idea
A2
• Feature
Idea
A3
• Feature
Idea
A4
• Feature
Idea
A5
• Feature
Idea
A6
• Feature
Idea
A…n
ü Feature
Idea
A1
2w
ü Feature
Idea
A3
1w
ü Feature
Idea
A5
2d
q Feature
Idea
A2
2w
q Feature
Idea
A4
6w
q Feature
Idea
A6
2d
MVP
Tests
Opportunity
Cloud
1.
Brainstorm
2.
Scope,
Rank,
Limit
*
3.
Build,
Measure,
Learn
*
Pandora
model
9

10. Translating yourVision into what to Build
10
Next
90
days
• Behaviour
A
• Behaviour
B
Vision
Roadmap
Customer
Journey
Behavioural
Roadmap
1 2 3 4
Proposion
MVP
Tests
Your
Vision
Brainstorm
Features
• Align
team
on
the
path
to
your
Vision
• Orient
on
the
User
• Understand
the
enre
User
Journey
• Behaviours
drive
KPIs
• Target
Behaviours
not
Features
• “How
Might
We”
brainstorm
• Priorise
• Build,
Measure,
Learn