Product & Technology Roadmapping
for Future Growth:
Linking Markets, Products and Technology
(Extracts)
A Management Roundtable Executive Workshop
www.ManagementRoundtable.com
October 25-26, 2017
Cambridge, Massachusetts
Dr. Jay Paap, PhD 1-617-332-4721
www.jaypaap.com
Copyright © 2012 Jay Paap
What Does a Roadmap Look Like?
Often it is asked: what does a roadmap look like – what
comes out of the end of the process?
The answer is not a single format, the CFTP®
roadmapping approach is a framework in which to collect
relevant information, distill it into the critical dimensions
needed to plan (the landscape map) and then use it to
drive informed decisions about where to invest in
products and technologies. The route map summarizes
those decisions
The following pages, extracted from the two day course
sponsored by Management Roundtable, explains the
different purposes of roadmaps and gives a few examples
of the two main outputs.
Note: your output will likely differ, depending on your
purposes, existing planning frameworks, and type of
mapping activity pursued.
Copyright © 2012 Jay Paap
Maps come in all different types
Map of features on the moon
Map to buried treasure
A roadmap may refer to:
A map of roads, and possibly other features, to aid
in navigation
A plan, e.g. road map for peace; technology
roadmap The Free Dictionary by Farlex, May 2010
Copyright © 2012 Jay Paap
Technology Roadmaps
Roadmaps visually link product/service targets and
technology investment implications - over time.
Three types of roadmaps:
Industry roadmap: forecasted technology path
developed by industry members
Landscape map: shows links between technical
capabilities, business drivers, and competitors over time
Route map: shows the chosen direction over time for an
organization’s products and technology base given
external conditions and the organization’s objectives
This course will focus on the second two.
Copyright © 2012 Jay Paap
Industry Roadmaps
Source: A roadmap for mobile and
wireless systems beyond 3G, Euroscom
web site
Figure 2: Technology roadmap for systems beyond 3G
Traditionally done by cross
organizational teams, often sponsored by government or industry associations, they provide an inventory of available technologies in an area of interest. these can be useful inputs into he roadmapping processes used by organizations for themselves If lacking, you may want to develop these as adjuncts to your planning
Copyright © 2012 Jay Paap
AAA® Map Types
They review and screen vast amounts of information on roads, sites, lodging, etc. and summarize the most relevant factors into easy to use area maps
You can use these summaries to identify options and select ones
meeting your goals, resources, and time to plan your trip; the results
are summarized in a TripTik®
To understand landscape and route maps consider what AAA does.
Copyright © 2012 Jay Paap
Technology Landscape Maps
This is the part where innovation takes place
Landscape maps link together market and technology
factors addressing current and future products and
services:
What product or service characteristics affect purchase/use decisions –
what do your customers value and why?
How can technology be used to provide or improve these characteristics
– what is the role of technology?
How mature are the needs and technologies – are there opportunities
for disruptions?
Profile the competitors capabilities – can you gain an advantage?
A generic CFTP® landscape map follows – it collects into one graphic
all the critical information needed to drive informed decisions about
what is possible; selection requires additional information that is
covered separately.
Copyright © 2012 Jay Paap
CFTP® Map Example 1: CI Case
Ingredient Technologies Process Technologies Competitors
Performance
Characteristic Importance
Industry
Leverage Sweeteners Fats and
substitutes
Shelf life
enhancers Flavorings Formulation Mixing
Flavor 1 M ++ + ++ + +
Appearance 2 L + + ++ o ++ +
Fat Content 3 H o ++ o o o o
Texture/
Mouthfeel 4 H + ++ + ++ + +
Price 5 M o + + + ++ ++
Calories 6 L ++ + o o o o
Constar Inc. l 10% share
Competitor
Profile A l l l l 30% share
B l l l 40% share
Relative Maturity G E G G M G
+
Market: Consumer
Product Class: Convenience desserts
++ --
B A CI
B A CI
B CI A
A B/CI
B A CI
A/B/CI
Copyright © 2012 Jay Paap
Copyright © 2012 Jay Paap
The Route Map
This is the part of roadmapping most people see.
The ‘Route Map’ is a summary of the planned
migration of products, services and technologies over
time in response to expected shifts in the market.
Major components:
We plan to acquire this particular technical expertise
Using these means (development, license, alliance, etc)
In this time frame
To enable us to provide these operational, product or
service features
To meet these customer needs
It is developed after the Landscape Map
Copyright © 2012 Jay Paap
Varieties of Route Maps
Grossman, “Putting
Technology on the Road”,
RTM March, 2004
Project Focused: General Motors
www.ecgmbh.eu/ (2010)
Product Focused: Liteon
Capability Focused: SCE
www.sce.com/aci (2011)
Route maps reflect decisions
and are used to communicate
and coordinate
Hint: be flexible,
but consistent
Copyright © 2012 Jay Paap
Rethinking NPD* Planning
Voice of the customer
Technology input
Roadmaps
Ideas
Selection (hard numbers)
Project plans
Enhanced NPD An innovation friendly view
Customer Insight / Technology / Comp Intel
Landscape Roadmap
Ideas
Route Roadmaps
Project plans
Selection (NOMMAR™)
(Technology Strategy)
* New Product Development
The CFTP® framework provides a way to collect, agree upon, and
distill critical information on customers, technology, and the external
environment before ideas are generated.
