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TheVision Roadmap
1 of 2 in
Roadmaps for Startups
Taylor Wescoatt
Entrepreneur in Residence
Seedcamp
1	
  
2	
  
Global
Some of my experience
Visual Design
Product is “Connecting the User to the Business”
Product
Interaction Design
the Business
Engineering
3	
  
User Research
User Experience
Marketing
The User
Traditional Product Roadmaps don’t work for Startups
4	
  
What a Roadmap Should Do
ü  Path to theVision
ü  What We are Doing
ü  What Engineering Builds
ü  What Users Get
What Feature Roadmaps dont do
q  Unclear Business Impact
q  Immediately out-of-date
q  Doesn’t work w/ Lean Startup
q  Not What Users Want
Feature-Focused
Product Roadmaps
Make the Product Users Really Want to Use
It Might not be WhatYou Think
5	
  
TheVision Roadmap is built of sequential “Propositions”
To	
  this	
  segment We	
  want	
  to	
  be	
  perceived	
  as	
  follows	
  (our	
  “Proposi;on”)
Period	
  _______ Period	
  ______ Period	
  ______
Name	
  Segment	
  1	
   	
  
Who	
  are	
  we	
  to	
  
them	
  now?
	
  
Who	
  are	
  we	
  to	
  
them	
  now?
	
  
Who	
  are	
  we	
  to	
  
them	
  now?	
  
Name	
  Segment	
  2	
   	
  
proposition proposition
	
  
proposi7on	
  
Name	
  Segment	
  3 	
  
proposition
	
  
Proposi7on	
  
	
  
proposi7on	
  
6	
  
ü  Path	
  to	
  the	
  Vision	
  
ü  What	
  We	
  are	
  Doing	
  
ü  Impac7ng	
  the	
  Business	
  
ü  What	
  Users	
  Want	
  
Hogwash – “We’ll take care of your car top-to-bottom”
7	
  
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	
  targeBng	
  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	
  liDle	
  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	
  7me	
  as	
  you	
  grow	
  your	
  
range	
  of	
  services,	
  geographical	
  and	
  7me	
  coverage,	
  trust,	
  and	
  
fulfillment	
  of	
  their	
  diverse	
  needs.	
  It	
  migrates	
  toward	
  your	
  Vision.	
  
8	
  
From Proposition to User Behaviour
9	
  
Busy	
  Professional	
  
“Hogwash	
  is	
  a	
  convenient	
  way	
  
to	
  get	
  the	
  occasional	
  last-­‐
minute	
  sparkle	
  on	
  my	
  car”	
  
To	
  achieve	
  the	
  Proposi7on,	
  
you	
  need	
  to	
  understand	
  the	
  
Behaviours	
  that	
  get	
  the	
  
customer	
  there	
  
What’s next?
•  In the next series (The Behavioural Roadmap)
we take the ‘Proposition’ target and look at
how to turn that into a list of things to build,
measure, and learn
Thank you
10	
  

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Vision Roadmap for Startups

  • 1. TheVision Roadmap 1 of 2 in Roadmaps for Startups Taylor Wescoatt Entrepreneur in Residence Seedcamp 1  
  • 2. 2   Global Some of my experience
  • 3. Visual Design Product is “Connecting the User to the Business” Product Interaction Design the Business Engineering 3   User Research User Experience Marketing The User
  • 4. Traditional Product Roadmaps don’t work for Startups 4   What a Roadmap Should Do ü  Path to theVision ü  What We are Doing ü  What Engineering Builds ü  What Users Get What Feature Roadmaps dont do q  Unclear Business Impact q  Immediately out-of-date q  Doesn’t work w/ Lean Startup q  Not What Users Want Feature-Focused Product Roadmaps
  • 5. Make the Product Users Really Want to Use It Might not be WhatYou Think 5  
  • 6. TheVision Roadmap is built of sequential “Propositions” To  this  segment We  want  to  be  perceived  as  follows  (our  “Proposi;on”) Period  _______ Period  ______ Period  ______ Name  Segment  1     Who  are  we  to   them  now?   Who  are  we  to   them  now?   Who  are  we  to   them  now?   Name  Segment  2     proposition proposition   proposi7on   Name  Segment  3   proposition   Proposi7on     proposi7on   6   ü  Path  to  the  Vision   ü  What  We  are  Doing   ü  Impac7ng  the  Business   ü  What  Users  Want  
  • 7. Hogwash – “We’ll take care of your car top-to-bottom” 7  
  • 8. 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  targeBng  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  liDle  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  7me  as  you  grow  your   range  of  services,  geographical  and  7me  coverage,  trust,  and   fulfillment  of  their  diverse  needs.  It  migrates  toward  your  Vision.   8  
  • 9. From Proposition to User Behaviour 9   Busy  Professional   “Hogwash  is  a  convenient  way   to  get  the  occasional  last-­‐ minute  sparkle  on  my  car”   To  achieve  the  Proposi7on,   you  need  to  understand  the   Behaviours  that  get  the   customer  there  
  • 10. What’s next? •  In the next series (The Behavioural Roadmap) we take the ‘Proposition’ target and look at how to turn that into a list of things to build, measure, and learn Thank you 10