Creating, Maintaining & Prioritizing a Roadmap

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Slides Raviv Turner recently used in his discussion w/ mentees of The Product Mentor. The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People. Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.

Business Technologie

CREATING, MAINTAINING AND PRIORITIZING
A PRODUCT ROADMAP
Mentor: Raviv Turner
@ravivturner
The Product Mentor
Dec 6, 2013

ABOUT ME
13YR of Product Management Experience
VP Product, TapInfluence
Co-Founder & CEO, Guerillapps
CEO, NYKB
Executive Producer, IDT Entertainment
Product Manager, Zoe Interactive
MPS, New York University ITP

WHY CREATE A ROADMAP?
A strategic communication tool
Deliver a product strategy
Achieve business goals
Prioritize customer and business value
Align product stakeholders

HOW TO CREATE A ROADMAP?
Customer Contact
Customer Interviews
Community Forums
Customer Support (ZenDesk)
In-Product Feedback (Qualaroo)
Usage Data - are customers using the features you've
developed? Health metrics (Evergage)
Product Strategy - your long-term strategic vision for the
product

MAINTAIN A ROADMAP

Source: Atlassian April 2013

MAINTAIN A ROADMAP (CONT.)

Source: Atlassian April 2013

VALUE/ EFFORT = PRIORITY

Source: Bruce McCarthy, Reqqs, June 2012

PRIORITIZE BY BUSINESS GOALS: AARRR
Acquisition - features to win new users
Activation - features to convert users (paid, upgrade)
Retention - features to bring users back
Revenue - features to monetize users
Referral - features for users to refer new users
*Recommended reading: Dave McClure's Startup Metrics 4 Pirates

PRIORITIZE BY 3X FEATURE BUCKETS
Customer Requests
Metrics Movers
Customer delight

THE KANO MODEL - KEY TAKEAWAYS
Get the basics right first
Invest in performance for the right users (your target
customers)
Providing delight requires a very good understanding of
your customers through research
Continuous assesment - customer expectation constantly
changes and increases

PUBLIC VS. PRIVATE ROADMAP (CONT.)
Transparency vs. confidentiality
Plan vs. commitment
Blue Ocean vs. Red Ocean
Qualifying the right customers

*My advice: keep two versions, share only the vision if you must

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