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How To Define Your
Product Roadmap!
Dan Olsen June 29, 2017!
does your company have!
a product roadmap?!
does your company have!
a product roadmap?!
do you feel good about
your company’s!
product roadmap?!
n  Book	giveaway	on	Twi.er	
n  Tweet:	include	@danolsen	
n  Photos	of	slides	are	great	
n  Hashtags	
#growth	
#prodmgmt	
T...
why do so few companies
have a good product
roadmap?!
why do so few companies
have a good product
roadmap?!
two main reasons:!
•  Focus on the short term!
•  Lack of a good fra...
What	is	a	Product	Roadmap?	
n  Your	plan	for	what	you	need	to	do	to	win	
n  Informed	by	compeLLve	analysis	
n  Looks	at	lo...
Copyright	©	2017	@danolsen
Copyright	©	2017	@danolsen
What	is	a	Product	Roadmap?	
n  Your	plan	for	what	you	need	to	do	to	win	
n  Informed	by	compeLLve	analysis	
n  Looking	at	...
Kano	Model	
Copyright	©	2017	@danolsen
Kano	Model	
Need	
not	met	
Need	
fully	met	
Copyright	©	2017	@danolsen
Kano	Model	
User	SaLsfacLon	
User	DissaLsfacLon	
Performance	
(more	is	be.er)	
Delighter	(wow)	
Need	
not	met	
Need	
fully...
Product	Strategy	Grid	
Step	1:	List	customer	benefits,	one	per	row	
	
Must	Have	Benefit	1	
Performance	Benefit	1	
Performance...
Product	Strategy	Grid	
Step	2:	Add	compeLtors,	one	per	column	
	
Compe&tor	A	 Compe&tor	B	 You	
Must	Have	Benefit	1	
Perfor...
Product	Strategy	Grid	
Step	3:	Rate	your	compeLtors	
	
Compe&tor	A	 Compe&tor	B	 You	
Must	Have	Benefit	1	 Y	 Y	
Performanc...
Step	4:	Define	Your	Product	Strategy	
Compe&tor	A	 Compe&tor	B	 You	
Must	Have	Benefit	1	 Y	 Y	
Performance	Benefit	1	 High	 ...
n  Which	user	benefits	are	you	providing?	
n  How	will	you	be	be.er	than	compeLtors?	
	 Compe&tor	A	 Compe&tor	B	 You	
Must...
“People	think	focus	means	saying	yes	
to	the	thing	you've	got	to	focus	on.	
	
But	that's	not	what	it	means	at	all.	
	
It	m...
How	to	Create	a	Roadmap	
1.  Define	Lmeframe	for	roadmap	(e.g.,	18	months)	
2.  IdenLfy	themes	(from	product	strategy)	
Cop...
Roadmap	Template	
Theme	1	
Theme	2	
Theme	3	
...	
Time	
Copyright	©	2017	@danolsen
How	to	Create	a	Roadmap	
1.  Define	Lmeframe	for	roadmap	(e.g.,	18	months)	
2.  IdenLfy	themes	(from	product	strategy)	
3. ...
How	to	Create	a	Roadmap	
1.  Define	Lmeframe	for	roadmap	(e.g.,	18	months)	
2.  IdenLfy	themes	(from	product	strategy)	
3. ...
How	to	Create	a	Roadmap	
1.  Define	Lmeframe	for	roadmap	(e.g.,	18	months)	
2.  IdenLfy	themes	(from	product	strategy)	
3. ...
Roadmap	Template	
Theme	1	
Theme	2	
Theme	3	
...	
Feature	
chunk	1.1	
Feature	
chunk	1.2	
Feature	
chunk	1.3	
Feature	
chu...
Roadmap	Example	
n  Product	was	similar	to	Yammer	or	Cha.er	
n  Timeframe:	Q4	
n  Themes:	
1.  Enable	Users	to	Communicate...
Theme:	Enable	Users	to	Communicate	Be.er	
n  Knew	we	wanted	to	build	Groups	funcLonality	
n  We	broke	down	how	to	get	ther...
1. Enable Users
to Communicate
Better
2. Improve UI
& Usability
3. Better & More
Dynamic
Content
1-to-many:
Ability to sel...
Product	Roadmap	Summary	
n  Think	about	long-term	and	big	rocks	
n  Use	Kano	model	to:		
n Analyze	your	compeLtors	
n Defin...
“How	to	Use	Analy&cs	to	Op&mize	
Your	Product	and	Business”	
	
June	27th	at	Intuit,	Mountain	View	
hJp://meetup.com/lean-p...
Questions?!
@danolsen	
h.p://dan-olsen.com	
dan@olsensoluLons.com	
	
	
	
I’ll	contact	the	lucky	book	
winner	on	Twi.er	
	
...
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How to Define Your Product Roadmap by Dan Olsen

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I gave this talk at the B2B Growth Marketing Conference on June 29, 2107. In it, I share a framework for defining your product strategy and a process for how to create your product roadmap.

Veröffentlicht in: Business
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How to Define Your Product Roadmap by Dan Olsen

  1. 1. How To Define Your Product Roadmap! Dan Olsen June 29, 2017!
  2. 2. does your company have! a product roadmap?!
  3. 3. does your company have! a product roadmap?! do you feel good about your company’s! product roadmap?!
  4. 4. n  Book giveaway on Twi.er n  Tweet: include @danolsen n  Photos of slides are great n  Hashtags #growth #prodmgmt That’s Why I Wrote Copyright © 2017 @danolsen
  5. 5. why do so few companies have a good product roadmap?!
  6. 6. why do so few companies have a good product roadmap?! two main reasons:! •  Focus on the short term! •  Lack of a good framework!
  7. 7. What is a Product Roadmap? n  Your plan for what you need to do to win n  Informed by compeLLve analysis n  Looks at long-term vs. short-term n  Big picture: large rocks vs. sand Copyright © 2017 @danolsen
  8. 8. Copyright © 2017 @danolsen
  9. 9. Copyright © 2017 @danolsen
  10. 10. What is a Product Roadmap? n  Your plan for what you need to do to win n  Informed by compeLLve analysis n  Looking at long-term vs. short-term n  Big picture: large rocks vs. sand n  The implementaLon of your strategy Copyright © 2017 @danolsen
  11. 11. Kano Model Copyright © 2017 @danolsen
  12. 12. Kano Model Need not met Need fully met Copyright © 2017 @danolsen
  13. 13. Kano Model User SaLsfacLon User DissaLsfacLon Performance (more is be.er) Delighter (wow) Need not met Need fully met Must Have Needs & features migrate over Lme Copyright © 2017 @danolsen
  14. 14. Product Strategy Grid Step 1: List customer benefits, one per row Must Have Benefit 1 Performance Benefit 1 Performance Benefit 2 Performance Benefit 3 Delighter Benefit 1 Delighter Benefit 2 Copyright © 2017 @danolsen
  15. 15. Product Strategy Grid Step 2: Add compeLtors, one per column Compe&tor A Compe&tor B You Must Have Benefit 1 Performance Benefit 1 Performance Benefit 2 Performance Benefit 3 Delighter Benefit 1 Delighter Benefit 2 Copyright © 2017 @danolsen
  16. 16. Product Strategy Grid Step 3: Rate your compeLtors Compe&tor A Compe&tor B You Must Have Benefit 1 Y Y Performance Benefit 1 High Low Performance Benefit 2 Low High Performance Benefit 3 Med Med Delighter Benefit 1 Y - Delighter Benefit 2 - - Copyright © 2017 @danolsen
  17. 17. Step 4: Define Your Product Strategy Compe&tor A Compe&tor B You Must Have Benefit 1 Y Y Performance Benefit 1 High Low Performance Benefit 2 Low High Performance Benefit 3 Med Med Delighter Benefit 1 Y - Delighter Benefit 2 - - Copyright © 2017 @danolsen n  Which user benefits are you providing? n  How will you be be.er than compeLtors?
  18. 18. n  Which user benefits are you providing? n  How will you be be.er than compeLtors? Compe&tor A Compe&tor B You Must Have Benefit 1 Y Y Y Performance Benefit 1 High Low Med Performance Benefit 2 Low High Low Performance Benefit 3 Med Med High Delighter Benefit 1 Y - - Delighter Benefit 2 - - Y Copyright © 2017 @danolsen Step 4: Define Your Product Strategy
  19. 19. “People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. InnovaLon is saying no to 1,000 things.” - Steve Jobs strategy means saying no!
  20. 20. How to Create a Roadmap 1.  Define Lmeframe for roadmap (e.g., 18 months) 2.  IdenLfy themes (from product strategy) Copyright © 2017 @danolsen
  21. 21. Roadmap Template Theme 1 Theme 2 Theme 3 ... Time Copyright © 2017 @danolsen
  22. 22. How to Create a Roadmap 1.  Define Lmeframe for roadmap (e.g., 18 months) 2.  IdenLfy themes (from product strategy) 3.  For each theme: n  IdenLfy highest priority feature ideas n  Break them down into chunks n  Determine the sequencing of the chunks Copyright © 2017 @danolsen
  23. 23. How to Create a Roadmap 1.  Define Lmeframe for roadmap (e.g., 18 months) 2.  IdenLfy themes (from product strategy) 3.  For each theme: n  IdenLfy highest priority feature ideas n  Break them down into chunks n  Determine the sequencing of the chunks 4.  EsLmate the Lme required to build each chunk Copyright © 2017 @danolsen
  24. 24. How to Create a Roadmap 1.  Define Lmeframe for roadmap (e.g., 18 months) 2.  IdenLfy themes (from product strategy) 3.  For each theme: n  IdenLfy highest priority feature ideas n  Break them down into chunks n  Determine the sequencing of the chunks 4.  EsLmate the Lme required to build each chunk 5.  PosiLon each chunk on the Lmeline in order Copyright © 2017 @danolsen
  25. 25. Roadmap Template Theme 1 Theme 2 Theme 3 ... Feature chunk 1.1 Feature chunk 1.2 Feature chunk 1.3 Feature chunk 2.1 Feature chunk 2.2 Feature chunk 3.1 Feature chunk 3.2 Feature chunk 3.3 Feature chunk 3.4 Time Copyright © 2017 @danolsen
  26. 26. Roadmap Example n  Product was similar to Yammer or Cha.er n  Timeframe: Q4 n  Themes: 1.  Enable Users to Communicate Be.er 2.  Improve UI & Usability 3.  Be.er & More Dynamic Content Copyright © 2017 @danolsen
  27. 27. Theme: Enable Users to Communicate Be.er n  Knew we wanted to build Groups funcLonality n  We broke down how to get there n  Feature chunks: n  1-to-many communicaLon n  Ability to define and save subsets of users n  Discussion boards n  Groups Copyright © 2017 @danolsen
  28. 28. 1. Enable Users to Communicate Better 2. Improve UI & Usability 3. Better & More Dynamic Content 1-to-many: Ability to select multiple users Ability to define subsets of users Discussion Boards -Public -Private Groups -Public -Private CSS cleanup Header & Global Nav cleanup Gallery UI cleanup Profile cleanup & extensibility Messaging UI cleanup Photos: Blogs: Link to mine Links to my favorites More & bigger Links to most popular Write posts Q4 Product Roadmap
  29. 29. Product Roadmap Summary n  Think about long-term and big rocks n  Use Kano model to: n Analyze your compeLtors n Define your product strategy n  IdenLfy your roadmap Lmeframe & themes n  For each theme, determine feature chunks and sequencing n  Execute on your roadmap è #Win! Copyright © 2017 @danolsen
  30. 30. “How to Use Analy&cs to Op&mize Your Product and Business” June 27th at Intuit, Mountain View hJp://meetup.com/lean-product
  31. 31. Questions?! @danolsen h.p://dan-olsen.com dan@olsensoluLons.com I’ll contact the lucky book winner on Twi.er

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