Roadmapping 101
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This document provides an overview of product roadmapping. It discusses two approaches to roadmapping - bottom-up and top-down. It also covers prioritization techniques, focusing on prioritizing features and epics based on attributes like stakeholder alignment, strategic alignment, and profit potential. The document recommends getting organizational buy-in through stakeholder engagement and "shuttle diplomacy" between teams.
Roadmapping 101
- 1. Product Roadmapping 101 Annu Augustine @annua March 2014, Sugsa
- 2. Agenda • Vision, strategy, roadmaps • Two approaches to roadmapping • Prioritization – Prioritising for profit • Organizational buy in – Shuttle diplomacy
- 3. Vision “Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex.” “Never enter a 16-digit number again.”
- 4. Strategy
- 6. Strategy in the agile world Alice came to a fork in the road. ‘Which road do I take?’ she asked. ‘Where do you want to go?’ responded the Cheshire Cat. ‘I don’t know,’ Alice answered. ‘Then,’ said the Cat, ‘it doesn’t matter.’ Lewis Carroll, Alice in Wonderland
- 7. “A roadmap is a planned future”
- 8. A roadmap is not…. 100% guaranteed “These plans are our best estimate at this point in time for what we should be able to do, given our resources and our understanding of the technology landscape in which we operate. Any dates given are estimates. We strongly advise our customers not to make firm plans based on what they see here: in an industry such as ours, things can change very quickly and we have to react just as rapidly to new opportunities that may present themselves.” Disclaimer
- 9. Roadmap, Release Timeframe Granularity Certainty Driven by Release Near term (months) Features or stories High Short term objectives, aligned with a longer term plan. Roadmap Medium term (many release cycles) Themes or epics with some feature/story details Moderate Company and product strategy, competitive pressures and market trends. By Saeed Khan
- 10. “Roadmappingis a techniquefor strategic planning;the roadmap is a key artifact showingcurrentplans.” StevenJohnson
- 11. How do you develop and maintain a product roadmap?
- 12. Bottom-up approach • Look for common themes • Group similar capabilities • Get rough sizes • Plot on timeline Product Backlog
- 13. Identifying Market NeedsIdentifying Market Needs Competitor Analysis Market Research Trends Elaboration Market NeedsFeedback Feeds CreatesProvides Customer Product Manager
- 14. Top down approach • Look at big ideas • Get rough sizes • Spread them across time
- 15. Sample roadmaps
- 16. Prioritization
- 17. Objective prioritization This is not: • Sales requests • CEO’s opinion • Popularity
- 18. Prioritise for scale Learn from Goldilocks….
- 19. Technique - Prioritizing for profit (LukeHohmann)
- 20. Prioritizing means ordering Epic 1 Epic 2 Epic 3 Epic 1 Epic 2 Epic 3 Epic 2 Epic 1 Epic 3 Epic 3 Epic 2 Epic 1
- 21. To order you need attributes Epic 1 Epic 2 Epic 3 Attribute 1 Attribute 2 Step 1 - Identify prioritization attributes.
- 22. To sort you need values Value Value Value Value Epic 1 Epic 2 Attribute 1 Attribute 2 Step 2 – Assign values to the attributes.
- 23. Internal Stakeholders Yes No No Yes It helps to group attributes Epic 1 Epic 2 Sales Support
- 24. Internal Stakeholders Weight 20 10 Yes No No Yes Not everyone is equal Epic 1 Epic 2 Sales Support Sales has twice the influence Step 3 – Weight the attributes
- 25. Attribute selection • Valid across a few releases • Value can be established in a timely and cost-effective manner • Support the politics of effective product management • Align the roadmap to company and product goals
- 26. Recap of steps • Step 1 - Identify prioritization attributes • Step 2 – Assign values to the attributes • Step 3 – Assign weight to the attributes • Step 4 – Calculate the weighted sum across the attributes
- 27. Three core attributes Stakeholder Alignment Strategic Alignment Driving Profit Who? Shows how you are meeting market needs Why? Shows how you align with the big picture Money Shows how you are going to make money.
- 28. Stakeholders External Customers Partners Channel Internal Sales & Marketing Professional Service Customer Care The System
- 29. Strategic alignment • Understand your company strategy • Work with executive team to understand weighting • Demonstrate alignment with roadmap
- 30. Strategic alignment Weight 20 15 5 1 1 1 1 Epic 1 Epic 2 Emerging Markets Reduce operational costs Mobile Confirm these weightings with executives
- 31. Driving profit • Understand what are the primary drivers of profit • Show how you will be driving profit in your roadmap
- 32. Driving profit example Weight 35 15 10 1 1 1 1 1 1 Epic 1 Epic 2 More paid enterprise components More paid consumer components More free components Epic 3
- 33. Roadmap prioritized for profit Stakeholder Alignment Strategic Alignment Driving Profit At least one item for every stakeholder. At least one item that aligns to strategy. At least one item that drives profit.
- 34. How do you get organizational buy-in?
- 36. Show them your process.
- 37. Shuttle Diplomacy shuttle diplomacy “..serving as an intermediary between (or among) principals in a dispute, without direct principal-to-principal contact” Wikipedia
- 38. “Think in leaps, but iterate in steps”
- 39. Learn more • Prioritization 301 – Bruce McCarthy • Prioritization for profit – Luke Hohmann • Product prioritization - Martin Eriksson • Releases, Roadmaps and Visions - Saeed Khan • Roadmaps and roadmapping – Steve Johnson