Roadmap is built on market insight. A good one is a combination of short term operational goals, understand of the coming market needs and your product vision.

1. Roadmap – The Way to Do It Successfully
Harri Pendolin, Prodman
Market Insight conference
13th of November 2014, Stockholm

2. “A product roadmap is a high-level plan that shows how a product is likely to evolve.”
Roman Pichler, agile product management and Scrum expert
“An artefact that communicates the direction you’ll be going in order to fulfill the product vision.”
Janna Bastow, Co-Founder, ProdPad
“An evolving plan of product releases, with brief descriptions of their themes and features. The roadmap is intended to realize the product vision and satisfy goals and objectives.”
Gottesdiener and Gorman, Discover to Deliver
2014
Roadmap - The Way to Do It Successfully
What Is a Roadmap?
Where Will It Take You?

3. “If you don't know where you are going, any road will get you there.”
Lewis Carroll, writer of Alice in Wonderland
2014
Roadmap - The Way to Do It Successfully

4. Three horizons planning framework
Roadmap - The Way to Do It Successfully
2014
Horizon 1
Horizon 2
Horizon 3
Operative targets
Strategic themes or focus areas
Vision
Time
Money
Three horizons - three different needs for market insight!

5. Horizon 1 – Can we deliver what we planned?
Product 1
Release 1.1
Release 1.2
Release 2.0
Marketing
Advisory boards
Launches
Events
Product 2
Cloud 1.0
Asian version
Cloud beta
3Q/15
2Q/15
1Q/15
4Q/14
3Q/14
2014
Roadmap - The Way to Do It Successfully

6. Outcome over Output
Roadmap - The Way to Do It Successfully
2014
Operational efficiency
Customer satisfaction
Interoperability requirements, user experience, attraction, price, adoption rate, positioning, packaging…
Market Insight
Project time table and deadlines
Budget
Quality
Process requirements
Operational goals

7. Three things to keep in mind in Horizon 1
1.Customers before processes
2.Customer insight is not the same than market insight
3.Every market and product has its finite lifecycle
2014
Roadmap - The Way to Do It Successfully

8. 2010
2011
2012
2013
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Horizon 2 – Are we working on the right solutions?
Justin Musica Smart phone without phone
GigaP The best screen on the market place
Traditional Affordable MP3 player for kids
Laggard Me too phone for big masses
Police Durable basic version for authorities
The Last Mohican For conservative PC users
Conqueror First version of the Android tab
No name Very small version for athletes
Hip All colors for young adults
2014
Roadmap - The Way to Do It Successfully

9. My roadmap used to look like this…
Roadmap - The Way to Do It Successfully
2014
Release 1.2
•Feature 1
•Feature 2
•Feature 3
•And lot more small features customers and sales guys had asked
Release 1.3
•Feature 31
•Feature 32
•Feature 33
•And the rest of the features R&D though they could squeeze in
Release 2.0
•Faster feature 1
•Unclear feature 2
•Great internal idea 3
•All the features our competitors had
•Feature 4 Gartner thought would be needed
•And every other feature anyone had ever requested
1Q/02
2Q/02
3Q/02
4Q/02
1Q/03
2Q/03
3Q/03
4Q/03
1Q/04
2Q/04
Release 1.21
•Some bug fixes which we already knew will be needed because of the too tight schedule
Horizon 2

10. The Challenge with Horizon 2 - Customers don’t know what they will need!!
2014
Roadmap - The Way to Do It Successfully

11. Pretotypes and MVP’s
Roadmap - The Way to Do It Successfully
2014

12. Lean Startup
Roadmap - The Way to Do It Successfully
2014
Ideas
Build
Product
Measure
Data
Learn
Market Insight

13. Even Apple keeps testing all the time!
Roadmap - The Way to Do It Successfully
2014
It's a process where they discover the product through constantly creating new iterations. A lot of companies will do six or seven prototypes of a product, because each one takes time and money. Apple will do a hundred -- that's how many they did of the Macbook. Steve Jobs doesn't wake up one morning and there's a vision of an iPhone floating in front of his face. He and his team discovered it through this exhaustive process of building prototype after prototype.

14. Horizon two roadmap shall consist of strategic themes based on market insight and the chosen strategy.
2014
Roadmap - The Way to Do It Successfully

15. Horizon 3 – Do we have vision about future markets?
2020 World leading provider of - 3D printing ecosystem utilization - Autonomous vehichles - Virtual personal assistants .
2019 Steady growth continuous in areas of - Prescriptive analytics - Sw-defined this and that - 3D bioprinting
2018 Applications for big data utilization - Enterprise 3D printing – aaS - Cloud computing for 3rd world thru mobile
2017 Start of the new era: - Data gathering capabilities for big data. - Consumer 3D printing - aaS - Cloud computing apps
2014
Roadmap - The Way to Do It Successfully

16. “If everything you do needs to work on a three-year time horizon, then you are competing against a lot of people. But if you're willing to invest on a seven-year time horizon, you're now competing against a fraction of those people, because very few companies are willing to do that.”
Jeff Bezos, CEO of Amazon
2014
Roadmap - The Way to Do It Successfully

17. What do these companies have in common?
Roadmap - The Way to Do It Successfully
2014

18. Product management today …
Roadmap - The Way to Do It Successfully
2014
Product Marketing
Product Planning
Buyer
User
Our company
Eco-system
(partners)
Business modeling

19. Roadmap - The Way to Do It Successfully
2014
How to create a roadmap

20. The onion model
Roadmap - The Way to Do It Successfully
2014
Vision
Product Strategy
Tactics

21. Roadmapping is team work
Roadmap - The Way to Do It Successfully
2014

22. Getting started
Roadmap - The Way to Do It Successfully
2014
1. Describe the current product
Picture by Prodpad

23. Getting started
Roadmap - The Way to Do It Successfully
2014
1. Describe the current product
2. Gather needs and ideate
Picture by Prodpad

24. Getting started
Roadmap - The Way to Do It Successfully
2014
1. Describe the current product
2. Gather needs and ideate
3. Group the ideas
to themes
4. Prioritize and create your roadmap
Picture by Prodpad

25. Continuous and iterative process
Roadmap - The Way to Do It Successfully
2014
Vision (Yearly)
Strategy (quarterly)
Tactics (continuously)

26. A good roadmap…
is…
Value-driven
Evolving
An informative communication tool
A shield against reactive product development (sales promises, loudest voice, “higher orders”, complaints)
is NOT…
Commitment
Project/release plan
A wish list
Out-dated
Roadmap - The Way to Do It Successfully
2014

27. Roadmap presents the insight YOU provide to the company
Roadmap - The Way to Do It Successfully
2014
Strategic
Operative
Developers
Leadership team
Sales and Marketing

28. Roadmap - The Way to Do It Successfully 1
Roadmap - The Way to Do It Successfully
2014
Listen to your customers!

29. Roadmap - The Way to Do It Successfully 2
Roadmap - The Way to Do It Successfully
2014
Test your assumptions!
Picture by Mikko Jäppinen, Palmu Inc.

30. Roadmap - The Way to Do It Successfully 3
Roadmap - The Way to Do It Successfully
2014
Find the right problems!

31. 2014
Roadmap - The Way to Do It Successfully
Kiitos!
Tack!
Thank You!
Harri Pendolin
harri.pendolin@prodman.fi
www.prodman.fi