A small presentation inspired by Roman Pichler's work aiming to start a discussion about what product vision, strategy and roadmap are, why to use them and how to take advantage of them.

1. Product Vision
& Strategy
Vagelis Antoniadis

2. Product Vision
“The product vision is the overarching goal you
are aiming for, the reason for creating the
product. It provides a continued purpose in an
ever-changing world, acts as the product’s true
north, provides motivation when the going
gets tough, and facilitates effective
collaboration.”

3. Why to build a product
vision
Why you build the
product and why you
like to work on it
Purpose
What change the
product will bring to
the people
Positive change
Guides everyone
involved t o make a
successful product
Alignment

4. How to Build a product vision
Tips
This is strategy and roadmap
You can change strategy to
achieve the same goal
Not a plan
Product
Vision
Easy to memorize and
communicate
Keep it short
So to inspire and engage people.
So it can support strategy changes
Think Big
When in doubt ask if it’s
according to your vision
It’s your guide

5. • A tool to guide you express your product vision and strategy in one page.
• A point of reference everytime you feel your strategy is not aligned with your vision
• A chart depicting our common understanding about our product goals

6. TARGET GROUP
Which market or market segment does the
product address?
Who are the target customers and users?
NEEDS
Which problem does the product solve?
What benefit does it provide?
PRODUCT
What product is it?
What makes it stand out?
Is it feasible to develop the product?
BUSINESS GOALS
How is the product going to benefit the company?
What are the business goals?
VISION
What is your purpose for creating the product?
Which positive change should it bring about?
COMPETITORS
Who are your main competitors?
What are their strengths and weaknesses?
REVENUE STREAMS
How can you monetise your product and
generate revenues?
COST FACTORS
What are the main cost factors to develop,
market, sell, and service the product?
CHANNELS
How will you market and sell your product?
Do the channels exist today?

7. Product Strategy
“Product strategy is about imagining the future
of your product: What offering will it become?
Who will it bene
fi
t? How will it create value? It’s
a high-level plan that helps you realise your
vision or overarching goal.”

8. Elements of product
strategy
Business Goals
How the product will bene
fi
t your company
Revenue, cross sell, reduce cost, brand awareness etc
It will bind your product performance with your comapny goals (OKRs KPIs)
Key Features
Describe 2-5 features that make the difference
They should differentiate your product
Not a backlog or features list
Market and Needs
Discover the need and the target market, the who and why
Most probably a few iteration will be needed here
Describe them in a high level
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9. Product Lifecycle
•Strategy is not static, it changes as the product grows
•It needs an update maybe even 4 times a year
•Different strategy for every product lifecycle stage

10. Product Roadmap
“A product roadmap is a high-level, strategic
plan, which describes how the product is likely
to evolve over the coming months.”

11. Product Roadmap
A Plan
Not a backlog
Not
fi
ne-grained features
Not a commitement but a plan
Sets expectations
Aligns teams
Facilitates prioritization
Provides reassuarance to the customer

12. Goal Oriented Roadmap
Date Name Goal Features Metrics
Coarse-grained
Hard deadlines
How realistic it is
Commitment
Version or
Friendly name
Outcomes
Value to create
Why invest
Biz goals
Output
Means to an
end
Limit to 3
Not stories or
epics
Desired value
Measurable

13. GO Product Roadmap

14. The whole model
Vision Strategy Roadmap Backlog
Purpose
Positive change
Needs
Market
Key features
Biz goals
Product goals
Dates
Features
Metrics
Epics, stories
Mockups
NFRs

15. • It’s a bidirectional cyclic process. Every step provides feedback to the next and
affects the previous ones
• It’s a collaborative work so everyone participates and ready to implement
• It needs the right people and de
fi
nitely one product manager

16. Vagelis Antoniadis
CEO, Cytech Mobile
www.cytechmobile.com
twitter.com/vanton_
www.linkedin.com/in/vanton
vanton@cytech.gr
www.cytechmobile.com
Science and Technology Park of Crete, Heraklion, Greece
Phone: +30.2810.314127 - Email: info@cytechmobile.com
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