Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)

Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz

How to Create One

Strategic Roadmap to

Drive All Product

Roadmaps

John [email protected]


Purpose of a Roadmap?

Communicate


What Should Roadmaps

Communicate?

Customers will be able to

accomplish...


Contents of a Typical

Roadmap?

Features & dates


Publishing Roadmaps That Contain

Features & Dates...

is a good practice.

always makes a liar out of me.


Do Features & Dates

Completely Support the

Communication Goals?

Why / why not?

Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com

Through the Eyes of Our Target Customers

Target Customer Organization

Goals & Strategic Initiatives

Department 4

Goals &

Initiatives

Department 5

Goals &

Initiatives

Department 3

Goals &

Initiatives

Department 2

Goals &

Initiatives

Department 1

Goals &

Initiatives

Activity

3

Activity

2Activity 1

Task 1

Task 2

Task 3

Task 4

Market Dynamics

Strategic

Roadmap

• Business Goals &

Obstacles

Product

Roadmaps

• Activities That

Impact Business

Goals


True or False?

I can publish roadmaps without any

features and clearly communicate

what the products will accomplish.


Strategic Portfolio Roadmap

Market Segment Segment 1

Geographies USA

Target-Customer Operational Goal

1. Obstacle2. Obstacle3. Obstacle











Target-Customer Strategic Objectives

Addressed

1.

My Organization’sStrategic Objectives

Addressed

1.

Year 1 Year 2





Department 4

Goals &

Initiatives

Department 5

Goals &

Initiatives

Department 3

Goals &

Initiatives

Department 2

Goals &

Initiatives

Department 1

Goals &

Initiatives

Activity

3

Activity

2Activity 1

Task 1

Task 2

Task 3

Task 4

Market Dynamics

Strategic

Roadmap


Obstacles

Product

Roadmaps

• Activities That

Impact Business

Goals


Supporting Product RoadmapsFeatures Are Optional!

User Stories Release Date

As a (role) I want to (perform a task) so that I can (receive a benefit)



without (having a typical issue or challenge).







Department 4

Goals &

Initiatives

Department 5

Goals &

Initiatives

Department 3

Goals &

Initiatives

Department 2

Goals &

Initiatives

Department 1

Goals &

Initiatives

Activity

3

Activity

2Activity 1

Task 1

Task 2

Task 3

Task 4

Market Dynamics

Strategic

Roadmap


Obstacles

Product

Roadmaps

• Activities That

Impact Business

Goals


Case Study

Strategic Objective

More predictable revenue streams

Operational Goal

Reduce the impact of weather on volume/revenue

The Business Solution

Subscription plans

Product Solution – multiple products



Market Segment Automatic Car

Washes

Geographies USA

Eliminate/reduce impact of weather

1. More consumers have real-time access to weather via smartphones











Target-Customer Strategic Objectives

Addressed

1. Create more predictable revenue streams.

My Organization’sStrategic Objectives

Addressed

1. Grow average revenue per existing customer.

2. Steal market share from competition.

Year 1 Year 2


Product RoadmapsFeatures Are Optional!

User Stories Release Date

As a (tunnel manager) I want to (match the license tag to the car and

the subscriber) so that I can (expedite the wash line) without (having

to stop the customer and verify their subscription).

As a (bookkeeper) I want to (notify customers when their credit card

is about to expire) so that I can (collect monthly subscription fees)

without (having to call the customer).

As a (customer) I want to (get the services I’ve subscribed to) so that I

can (get my car cleaned) without (having to stop and tell the greeter

who I am).



Product 1 Roadmap/Backlog



Strategic Roadmap to Product Roadmaps to Solutions

Release/Sprint 1

Release/Sprint 2

Release/Sprint 3

S

O

L

U

T

I

O

N

S

Business Solution Definition 3



Who? What? Why? How?


Features Are An Optional Component

of Roadmaps...

because they________________!


Strategic Roadmaps

The most lucrative destination for the

portfolio (my organization)

“Where we’re going?”


Product Roadmaps

Turn by turn directions

“How my organization will get there”


The Number One Impediment to

Product, Marketing & Sales

Execution?

Priorities change too often

Low-fidelity definition of needs

People don’t do what they’re supposed to

Not enough people


Elevating the Stature of

Product Management

Know thy customer

Know their business top-to-bottom

If it’s not PM, who is it?


Momentum Killer!

My Organization's

Goals

Product 4

Direction

Product 5

Direction

Product 3

Direction

Product 2

Direction

Product 1

Direction

Compete for R&D, Marketing

& Sales Resources


Through the Eyes of Our Target CustomersMarket Focus!



Department 4

Goals &

Initiatives

Department 5

Goals &

Initiatives

Department 3

Goals &

Initiatives

Department 2

Goals &

Initiatives

Department 1

Goals &

Initiatives

Activity

3

Activity

2Activity 1

Task 1

Task 2

Task 3

Task 4

Market Dynamics


Deliver, Measure & Refine

Deliver solutions.

Measure results.

Refine processes.

Target Markets

What markets segments are most

conducive to my organization meeting

its short and long term goals?

Why?

Segment Target Markets

Analyze Portfolio S.W.O.T.

Assess Competition

Map Core Competencies to

Target Markets

Target Customer Goals

What are the goals of

organizations in my target

markets and the biggest

obstacles they face?

Why?

Research Markets & Interview

Target Customers

Determine Influential Market

Dynamics, Target Customer Goals

& Strategic Initiatives

Determine Impact to Operational

Business Functions, Activities,

Processes & Workflows

Identify Key Obstacles & Define

Business Requirements

Our Relevance

What are the biggest

obstacles my organization is

most capable of removing?

Why will we succeed?

Identify High-Impact Operational

Scenarios

Evaluate Ideas for New

Solutions (NPD)

Evaluate Enhancements to Existing

Products/Services (PLM)

Quantify Top Market Opportunities

Market & Sell Business Solutions

Create Marketing Materials

Deliver Sales Enablement

Tools & Programs

Execute Brand Awareness &

Demand Generation Programs

Create Product Roadmaps

Create Product Plans or Backlogs

Design, Validate, Build & Test

Verify Market Readiness

Deliver New Capabilities

Prioritize Product Development

Prioritize Investments in Existing

Products/Services (PLM)

Prioritize Investments in New

Products/Services (NPD)

Determine Products/Services

to Retire

Create Market Positioning

Prioritize Market Awareness &

Demand Generation Initiatives

Our Portfolio Strategy

Align product, marketing

and sales initiatives to our

organization’s goals and

target-customer goals.

Who are our

target

customers?

Manage Products to Deliver High-Value Business Solutions!Build/buy

partner for

solutions we

need.

What are

they trying to

accomplish?

Why?

Obstacles?

Highest

value for

target

customers?

Highest

value for us?

Market & sell

solutions we

have.

Execute

product,

marketing

and sales

enablement

initiatives.


How to Manage Products

to Deliver Solutions

• Atlanta June 3-4

• Boston June 17-18

• Orange County, CA July 7-8

Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)

Marketing

goals initiativesdepartment

goals initiativesactivity

communication goals

features dates copyright

typical roadmap

typical issue

proficientzpublishing

impact business goalscopyright