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Product Roadmap for Entrepreneurs:
How to Make Something People Love
Vanessa Ferranto
Senior Manager, Product and Experience
Agenda
● Roadmap Overview
● Identify your Priorities
● Build your roadmap
● Resources
Overview
What is a
Roadmap?
● Plan that aligns near-term goals
with long-term vision
● Builds consensus in an
organization around a common set
of initiatives
● Identifies the most impactful
initiatives that are strategic for
your organization
● Nearer term has a higher degree of
certainty
● Roadmaps are a living, breathing
business direction
Main Ingredients
● Organizational Goals
● Timeframe for delivery of Value to
Customers
● KPI’s, or success metrics
● High-level feature information
● Clear set of priorities
Image credit
What does some of this look like?
Goal
Customer Acquisition through
digital Growth
Timeframe Q4 2016
KPI’s Reach $1mm in sales revenue
Why does this matter?
● Be Near-sighted versus Short-sighted
● Understand Opportunity Cost/Cost of Delay
● Measure your success
● Know what you need in order to identify “how”
Identify your Priorities
Start with your feature list
List out all of the features you
want to include in your product
Determine the Priority
Ask the following questions:
● What is the effort involved in
delivering this feature?
● How valuable will this be to the
customer?
● Does more than one customer want
this?
Rank your feature list
Build your Roadmap
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%
Decrease CPA by 10%
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%
Launch post-purchase
survey
Decrease CPA by 10%
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
Increase NPS by 10%
Launch post-purchase
survey
Decrease CPA by 10% Social Media Campaign
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Increase NPS by 10%
Launch post-purchase
survey
Decrease CPA by 10% Social Media Campaign
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Decrease CPA by 10% Social Media Campaign
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Digital Wallet
integration
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Digital Wallet
integration
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Loyalty discounts for
previous customer
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool
Quarterly Roadmap
2017 Goals Q1 Q2 Q3 Q4
Customer growth
through digital to $1mm
One-click purchase
Digital Wallet
integration
“Featured Products”
Increase NPS by 10%
Launch post-purchase
survey
Initiate referral program
Loyalty discounts for
previous customer
Decrease CPA by 10% Social Media Campaign
Integrate 3rd party
tracking tool
Questions?

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Product Roadmap for Entrepreneurs

  • 1. Product Roadmap for Entrepreneurs: How to Make Something People Love Vanessa Ferranto Senior Manager, Product and Experience
  • 2. Agenda ● Roadmap Overview ● Identify your Priorities ● Build your roadmap ● Resources
  • 4. What is a Roadmap? ● Plan that aligns near-term goals with long-term vision ● Builds consensus in an organization around a common set of initiatives ● Identifies the most impactful initiatives that are strategic for your organization ● Nearer term has a higher degree of certainty ● Roadmaps are a living, breathing business direction
  • 5. Main Ingredients ● Organizational Goals ● Timeframe for delivery of Value to Customers ● KPI’s, or success metrics ● High-level feature information ● Clear set of priorities Image credit
  • 6. What does some of this look like? Goal Customer Acquisition through digital Growth Timeframe Q4 2016 KPI’s Reach $1mm in sales revenue
  • 7. Why does this matter? ● Be Near-sighted versus Short-sighted ● Understand Opportunity Cost/Cost of Delay ● Measure your success ● Know what you need in order to identify “how”
  • 9. Start with your feature list List out all of the features you want to include in your product
  • 10. Determine the Priority Ask the following questions: ● What is the effort involved in delivering this feature? ● How valuable will this be to the customer? ● Does more than one customer want this?
  • 14. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm
  • 15. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm Increase NPS by 10%
  • 16. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm Increase NPS by 10% Decrease CPA by 10%
  • 17. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm Increase NPS by 10% Launch post-purchase survey Decrease CPA by 10%
  • 18. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm Increase NPS by 10% Launch post-purchase survey Decrease CPA by 10% Social Media Campaign
  • 19. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm One-click purchase Increase NPS by 10% Launch post-purchase survey Decrease CPA by 10% Social Media Campaign
  • 20. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm One-click purchase Increase NPS by 10% Launch post-purchase survey Initiate referral program Decrease CPA by 10% Social Media Campaign
  • 21. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm One-click purchase Increase NPS by 10% Launch post-purchase survey Initiate referral program Decrease CPA by 10% Social Media Campaign Integrate 3rd party tracking tool
  • 22. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm One-click purchase Digital Wallet integration Increase NPS by 10% Launch post-purchase survey Initiate referral program Decrease CPA by 10% Social Media Campaign Integrate 3rd party tracking tool
  • 23. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm One-click purchase Digital Wallet integration Increase NPS by 10% Launch post-purchase survey Initiate referral program Loyalty discounts for previous customer Decrease CPA by 10% Social Media Campaign Integrate 3rd party tracking tool
  • 24. Quarterly Roadmap 2017 Goals Q1 Q2 Q3 Q4 Customer growth through digital to $1mm One-click purchase Digital Wallet integration “Featured Products” Increase NPS by 10% Launch post-purchase survey Initiate referral program Loyalty discounts for previous customer Decrease CPA by 10% Social Media Campaign Integrate 3rd party tracking tool