Date post: | 18-Jul-2015 |
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Marketing |
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Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
How to Create One
Strategic Roadmap to
Drive All Product
Roadmaps
John [email protected]
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
Purpose of a Roadmap?
Communicate
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
What Should Roadmaps
Communicate?
Customers will be able to
accomplish...
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
Contents of a Typical
Roadmap?
Features & dates
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
Publishing Roadmaps That Contain
Features & Dates...
is a good practice.
always makes a liar out of me.
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
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
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
True or False?
I can publish roadmaps without any
features and clearly communicate
what the products will accomplish.
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
Strategic Portfolio Roadmap
Market Segment Segment 1
Geographies USA
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Strategic Objectives
Addressed
1.
My Organization’sStrategic Objectives
Addressed
1.
Year 1 Year 2
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
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
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)
As a (role) I want to (perform a task) so that I can (receive a benefit)
As a (role) I want to (perform a task) so that I can (receive a benefit)
without (having a typical issue or challenge).
without (having a typical issue or challenge).
without (having a typical issue or challenge).
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
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
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
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
Strategic Portfolio Roadmap
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 Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
Target-Customer Operational Goal
1. Obstacle2. Obstacle3. Obstacle
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
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
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).
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
Strategic Portfolio Roadmap
Product 1 Roadmap/Backlog
Product 2 Roadmap/Backlog
Product 3 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
Business Solution Definition 2
Business Solution Definition 1
Who? What? Why? How?
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
Features Are An Optional Component
of Roadmaps...
because they________________!
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
Strategic Roadmaps
The most lucrative destination for the
portfolio (my organization)
“Where we’re going?”
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
Product Roadmaps
Turn by turn directions
“How my organization will get there”
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
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
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
Elevating the Stature of
Product Management
Know thy customer
Know their business top-to-bottom
If it’s not PM, who is it?
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
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
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
Through the Eyes of Our Target CustomersMarket Focus!
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
Copyright 2015 Proficientz, Inc. All rights reserved @proficientz www.proficientz.com
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.
Copyright 2015 Proficientz, Inc. All rights reserved. @proficientz
How to Manage Products
to Deliver Solutions
• Atlanta June 3-4
• Boston June 17-18
• Orange County, CA July 7-8