Behavioural.roadmap
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The document outlines a process for creating a behavioural roadmap for startups. It discusses mapping out customer journeys and identifying key behaviours at different stages that a company wants to target. The roadmap helps align teams, prioritize development based on important behaviours, and translate a company's vision into specific features to build through an iterative process of testing and learning.
Behavioural.roadmap
- 1. The Behavioural Roadmap 2 of 2 in Roadmaps for Startups Taylor Wescoatt Entrepreneur in Residence Seedcamp 1
- 2. Hogwash – “We’ll take care of your car top-to-bottom” 2 recap
- 3. Hogwash:TheVision Roadmap To this segment We want to be perceived as follows (our “Proposi;on”) At Launch 6 months in Next Year Busy Professionals “Hogwash is a convenient way to get the occasional last-‐minute sparkle on my car” “Hogwash keeps my car presentable, and they have some other services I occasionally try” “Hogwash takes care of everything for my car, including maintenance and insurance” Suburban Families n/a (not targe@ng them yet) “Hogwash makes sure my car is clean on the weekends” “Hogwash deals with our car needs all week long” Individual Car Washers “Hogwash is a cool new way to pick up a liBle bit of work in Central London” “My end-‐of-‐week work is all Hogwash and now I even get jobs in my neighborhood” “Hogwash keeps my schedule full not just with washing but other car-‐ related tasks as well” You mean different things to different people What you mean to them changes over me as you grow your range of services, geographical and me coverage, trust, and fulfillment of their diverse needs. It migrates toward your Vision. 3 recap
- 4. From Proposition to User Behaviour 4 Busy Professional “Hogwash is a convenient way to get the occasional last-‐ minute sparkle on my car” To achieve the Proposion, you need to understand the Behaviours that get the customer there recap
- 5. Your Funnel is only a subset of the key Behaviours 5 Visit Site Sign Up Schedule Pay What happens before? What happens aNer? Why the fallout here? “Hogwash is a convenient way to get the occasional last-‐ minute sparkle on my car”
- 6. Instead you want the full User Journey “Behaviours” 6 Schedule again Chat w Colleagues Google “local wash” Visit Hogwash Site Read User Reviews Look at Prices Sign up Schedule Appointment Talk to Partner Pays Has Wash Show Friend Visit Site Sign Up Schedule Buy “Hogwash is a convenient way to get the occasional last-‐ minute sparkle on my car”
- 7. Understanding User Behaviour = Competitive Advantage 7 Repeat Purchase Chat w Colleagues Google “local wash” Visit Hogwash Site Read User Reviews Look at Prices Sign up Schedule Appointment Talk to Partner Pay Have Wash Show Friend Each of these “Behaviours” is an Acon with a Movaon and an expected Reward intermediate steps or players can contribute to Funnel fallout. Once idenfied, you can address with Product Final step is what achieves your Proposion
- 8. Key Behaviours make your Behavioural Roadmap Good For: • Finding PM-‐fit • Orients/Unlocks your team • Captures unplanned acvity • Works with Lean Startup • Idea X • Idea Y • Idea … • Idea Z 90 day Roadmap Keep in Mind: • Park non-‐cricals in the Oppty Cloud • Assume Iteraon bug-‐fixing me • You’re a startup, new things come up KPI ß Behaviour ß Features + Opportunity Cloud ü Most Important Behaviour ü 2nd Important Behaviour 8
- 9. From Behavioural Roadmap to Delivery Plan • Feature Idea A1 • Feature Idea A2 • Feature Idea A3 • Feature Idea A4 • Feature Idea A5 • Feature Idea A6 • Feature Idea A…n ü Feature Idea A1 2w ü Feature Idea A3 1w ü Feature Idea A5 2d q Feature Idea A2 2w q Feature Idea A4 6w q Feature Idea A6 2d MVP Tests Opportunity Cloud 1. Brainstorm 2. Scope, Rank, Limit * 3. Build, Measure, Learn * Pandora model 9
- 10. Translating yourVision into what to Build 10 Next 90 days • Behaviour A • Behaviour B Vision Roadmap Customer Journey Behavioural Roadmap 1 2 3 4 Proposion MVP Tests Your Vision Brainstorm Features • Align team on the path to your Vision • Orient on the User • Understand the enre User Journey • Behaviours drive KPIs • Target Behaviours not Features • “How Might We” brainstorm • Priorise • Build, Measure, Learn