The document outlines the 'onion model' for strategic roadmaps, emphasizing their role in visually communicating product strategy across different organizational levels and target groups. It details various types of roadmaps, including technology, platform, portfolio, and product roadmaps, focusing on strategic alignment, product lifecycle management, and actionable strategies. Additionally, the document discusses the importance of adapting roadmaps to meet the needs of diverse audiences in a corporate environment.

1. The onion model for strategic roadmaps
How to use roadmaps to communicate product
strategy top-down for various target groups with
different needs
By Harri Pendolin & Markku Nurmela –
Strateginen tarjooman hallinta

2. Roadmaps are effective tools, they
 … are a graphical depiction and communication
tool of the product plan and strategy
 … include key enhancements and plans for current
products and shows future unannounced
products or architectures
 … take into account market, technology, strategy
and resourcing
 … may have different views and detail level to
meet the needs of the target group
 … help to manage product life cycle
Harri Pendolin & Markku Nurmela 2012 2

3. Strategy
Roadmap Onion Model
Corporate level
Platform
Visionary and market driven Technology roadmap
Strategy and portfolio Supported environments
aligned Platform level components and
capabilities
Portfolio
Product Product lines and families
Product vision and strategy Product portfolio alignment
Product releases and features
Roadmapping
Product life cycle visualization
Release plan
Actions required to launch
Backlog Business use cases
Product requirements / Launch date Project planning
user stories
Mgmt
Sprint
User stories
PM Iteration plan
Development
Harri Pendolin & Markku Nurmela 2012 3

4. Strategy roadmap
The Next Big Thing
Bravo
Improve Profitability
 Next generation product
Oscar  …
Gain Market Share
 New pricing model
Zebra  ….
Standardize
 Proviced as Service
Tango  …
 Improved integration ”A good strategy is actionable”
 …
• A vision how to execute the strategy
• For the entire corporation
• Market and product strategies combined
2012 2013 2014 2015
Harri Pendolin & Markku Nurmela 2012 4

5. Platform roadmap
2012 2013 2014 2015
UI A
(GUI) accept input via devices such as computer keyboard and
Platform A
mouse and provide output by generating web pages. “The Chip”
AMD based hardware solution (64-bit
architecture), which is backwards-
Library A compatible both with Platform A and B.
References in a program or library module are stored in a relative
or symbolic form and combined with position-independent code
Platform C
”Platforms define the product life cycle ”
API A
API implements the SOME and Web 2.0
• Visualization of the technology and platform strategy
interfaces with FB.
• For internal Connector B.3
use
• Shows the influence of platform and technology Unified IO
Java-based technology solution for connecting application
Platform B
servers and EIS.
selections to product and portfolio roadmapsImplements the APIs with FB, SMTP and
Component B.1 Component B.2 SAP.
COM is an interface technology defined and .NET is an interface technology defined and
implemented as standard in MSF. implemented as standard in MSF.
API B
API implements the common STMP protocols.
Harri Pendolin & Markku Nurmela 2012 5

6. Portfolio roadmap
2008 2009 2010 2011
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
“Technology Demo” “Enter the Ecosystem” “Dedicated Devices”
MP3 players
“Basic”
“Standard”
”Different products for different
Not-so-smart-phone
Verified touch screen
market segments”
technology and UX • Product lines and families Smartphone+
prioritized
Ecosystem
• Mainly for internal use Appstore
• Shows when and how different market Video players
segments will be covered
Ecosystem
“Premium” for film
freaks
Content creation tools
Partnerships
Harri Pendolin & Markku Nurmela 2012 6

7. Product roadmap
1H / 2012
“Barcelona”
 MVP
 Stand-alone
2H / 2012
“Juventus”
 Freemium
 Networked
1H / 2013
 Improved “Mancester City”
conversion
rate  Team edition
2H / 2013 2014
 Monthly fee  Extended “Porto” “Rosenborg”
”Know where you are and where you want to go”
reporting
 Management  Enterprise
• Drives the development efforts and market strategy dashboard
 Integration w
 Gamification UX
 3rd party service
• Internal and external variants salesforce.com providers
• Many different audiences from development to sales
and from management to investors
Harri Pendolin & Markku Nurmela 2012 7

8. Project planning (not roadmapping)
”A schedule for project deliverables”
• Defines the project related actions
• For the internal project stakeholders
• Project or development driven,
influences by product management
Release plan
Actions required to launch
Backlog Business use cases
Product requirements / Launch date Project planning
user stories
Mgmt
Sprint
User stories
PM Iteration plan
Development
Harri Pendolin & Markku Nurmela 2012 8