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Prioritization 301
   Advanced Roadmapping Class


         Bruce McCarthy
   Chief Product Person, Reqqs
         bruce@r...
Why roadmaps matter
R
“Did [Previous PM] send you his
 spreadsheet of [5 trillion un-
 prioritized] feature requests?”
          - VP Product Ma...
“We need this to close
[big deal] this quarter!”
             - Key Sales Person
“37% of our Support calls are about
 [oldest, hairiest part of the code].
           Can’t we fix it?”
                   -...
“[Shiny tech thing] will make
[your top priority] much easier!”
                       - Tech Lead
“[Previously irrelevant competitor]
just shipped [shiny feature]. How are
     we going to leapfrog them?”
               ...
“We gotta drop everything and work
  on [meaningless buzzword]. It’s
         gonna be huge!”
                         - V...
“If you don’t support [obscure
platform] I can’t buy your stuff.”
               - Key Customer CTO
“Why would anybody schedule [easy
feature] before [hard feature]? Who
  approved that [expletive] idea?”
                 ...
“What’s your business case for [CEO’s
  pet project]? When do we make
              money?”
                              ...
“You can’t add work without
subtracting something? What, is your
         whole team lazy?”
                              ...
Roadmap Process
1.   Set Goals
2.   Collect Ideas
3.   Set Priorities
4.   Get Buy-in
5.   Define Releases
6.   Communicate...
Roadmap Process
1.   Set Goals
2.   Collect Ideas Today’s
3.   Set Priorities focus
4.   Get Buy-in
5.   Define Releases
6....
Prioritization
Prioritization
Important
 Basis of your roadmap

 Can determine success

 Inspires confidence

 Grooms your backlog

 Key P...
Prioritization
Important                Hard
 Basis of your roadmap    Big backlogs

 Can determine success    Competing g...
Methods I Don’t
 Recommend
Methods I Don’t
 Recommend
Methods I Don’t
    Recommend
Engineer   How to build the perfect solution no one will buy
Methods I Don’t
    Recommend
Engineer   How to build the perfect solution no one will buy


  CEO      How to build a buz...
Methods I Don’t
    Recommend
Engineer   How to build the perfect solution no one will buy


  CEO      How to build a buz...
Methods I Don’t
    Recommend
Engineer   How to build the perfect solution no one will buy


  CEO      How to build a buz...
Methods I Don’t
    Recommend
Engineer   How to build the perfect solution no one will buy


  CEO      How to build a buz...
Methods I Don’t
    Recommend
Engineer   How to build the perfect solution no one will buy


  CEO      How to build a buz...
Math makes (almost)
 everything better
Value / Effort = Priority
High




Value




  Low

         High            Low
                Effort
High




Value




  Low

         High            Low
                Effort
Value / Effort = Priority


     Value = Expected
  Contribution to Defined
           Goals
Typical Goals
Typical Goals
Grow the user base
Typical Goals
Grow the user base
Increase customer satisfaction
Typical Goals
Grow the user base
Increase customer satisfaction
Improve performance
Typical Goals
Grow the user base
Increase customer satisfaction
Improve performance
Increase referrals
Typical Goals
Grow the user base
Increase customer satisfaction
Improve performance
Increase referrals
Validated learning
Typical Goals
Grow the user base
Increase customer satisfaction
Improve performance
Increase referrals
Validated learning
...
Typical Goals
Grow the user base
Increase customer satisfaction
Improve performance
Increase referrals
Validated learning
...
Typical Goals
Grow the user base
Increase customer satisfaction
Improve performance
Increase referrals
Validated learning
...
Value / Effort = Priority
Value / Effort = Priority



   Value = V1+V2+V3...
Value / Effort = Priority
Value / Effort = Priority


 (V1+V2+V3) / (E1+E2) x
      Certainty = P
Contribution
Contribution
Exact numbers
Contribution
Exact numbers
Contribution
Exact numbers

1-10
Contribution
Exact numbers

1-10

1-100
Contribution
Exact numbers

1-10

1-100

Fibonacci
Contribution
Exact numbers

1-10

1-100

Fibonacci

1 to 5 stars
Contribution
Exact numbers

1-10

1-100

Fibonacci

1 to 5 stars

0,1,2
Contribution
Exact numbers

1-10

1-100

Fibonacci

1 to 5 stars

0,1,2
Feature   V1   V2   E   Raw    C    Score


  A       1    1    2    1    75%   0.75


  B       1    0    2   0.5   90%  ...
(V1+V2)/E = Raw


Feature   V1   V2   E   Raw       C    Score


  A       1    1    2    1       75%   0.75


  B       1...
Feature   V1   V2   E   Raw    C    Score


  A       1    1    2    1    75%   0.75


  B       1    0    2   0.5   90%  ...
(V1+V2)/E x C = Score


Feature   V1   V2   E    Raw     C    Score


  A       1    1    2      1    75%   0.75


  B    ...
Feature   V1   V2   E   Raw    C    Score


  A       1    1    2    1    75%   0.75


  B       1    0    2   0.5   90%  ...
Are We There Yet?
Roadmap Process
1.   Set Goals
2.   Collect Ideas
3.   Set Priorities
4.   Get Buy-in
5.   Define Releases
6.   Communicate...
Roadmap Process
1.   Set Goals
2.   Collect Ideas
3.   Set Priorities    w/o this, you
4.   Get Buy-in          are f***ed...
Shuttle Diplomacy

 “I’ve got a draft set of
priorities. Would you help
       me refine it?”
Collaboration

“I’ll present our priorities
to the executive team on
           Friday”
Feature   V1   V2   E   Raw    C    Score



         1    1    2    1    75%   0.75



  ?       1    0    2   0.5   90%...
Use Tools
(Don’t let them use you.)
Discussion
For Slides & Excel
     Template

         Bruce McCarthy
   Chief Product Person, Reqqs
         bruce@reqqs.com
    www....
Prioritization 301: An Advanced Roadmapping Class for Product People
Prioritization 301: An Advanced Roadmapping Class for Product People
Prioritization 301: An Advanced Roadmapping Class for Product People
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Prioritization 301: An Advanced Roadmapping Class for Product People

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Veteran Product Person Bruce McCarthy's funny and insightful presentation on how to make fanboys out of all your stakeholders by using objective criteria to prioritize your requirements and drive consensus.

As seen at ProductCamp Boston, June 2012.

Visit www.reqqs.com/resources for a Scorecard template in Excel and information on Reqqs - The Smart Roadmap Tool for Product People.

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Prioritization 301: An Advanced Roadmapping Class for Product People

  1. 1. Prioritization 301 Advanced Roadmapping Class Bruce McCarthy Chief Product Person, Reqqs bruce@reqqs.com www.reqqs.com @d8a_driven
  2. 2. Why roadmaps matter
  3. 3. R
  4. 4. “Did [Previous PM] send you his spreadsheet of [5 trillion un- prioritized] feature requests?” - VP Product Management
  5. 5. “We need this to close [big deal] this quarter!” - Key Sales Person
  6. 6. “37% of our Support calls are about [oldest, hairiest part of the code]. Can’t we fix it?” - Support Manager
  7. 7. “[Shiny tech thing] will make [your top priority] much easier!” - Tech Lead
  8. 8. “[Previously irrelevant competitor] just shipped [shiny feature]. How are we going to leapfrog them?” - VP Marketing
  9. 9. “We gotta drop everything and work on [meaningless buzzword]. It’s gonna be huge!” - VP Sales
  10. 10. “If you don’t support [obscure platform] I can’t buy your stuff.” - Key Customer CTO
  11. 11. “Why would anybody schedule [easy feature] before [hard feature]? Who approved that [expletive] idea?” - CEO
  12. 12. “What’s your business case for [CEO’s pet project]? When do we make money?” - CFO
  13. 13. “You can’t add work without subtracting something? What, is your whole team lazy?” - CEO
  14. 14. Roadmap Process 1. Set Goals 2. Collect Ideas 3. Set Priorities 4. Get Buy-in 5. Define Releases 6. Communicate Roadmap 7. Build Product 8. Launch Product 9. Repeat
  15. 15. Roadmap Process 1. Set Goals 2. Collect Ideas Today’s 3. Set Priorities focus 4. Get Buy-in 5. Define Releases 6. Communicate Roadmap 7. Build Product 8. Launch Product 9. Repeat
  16. 16. Prioritization
  17. 17. Prioritization Important Basis of your roadmap Can determine success Inspires confidence Grooms your backlog Key PM skill
  18. 18. Prioritization Important Hard Basis of your roadmap Big backlogs Can determine success Competing goals Inspires confidence Multiple stakeholders Grooms your backlog Vocal customers Key PM skill Dependencies Risks
  19. 19. Methods I Don’t Recommend
  20. 20. Methods I Don’t Recommend
  21. 21. Methods I Don’t Recommend Engineer How to build the perfect solution no one will buy
  22. 22. Methods I Don’t Recommend Engineer How to build the perfect solution no one will buy CEO How to build a buzzword
  23. 23. Methods I Don’t Recommend Engineer How to build the perfect solution no one will buy CEO How to build a buzzword Sales How to never finish anything (and lose your devs)
  24. 24. Methods I Don’t Recommend Engineer How to build the perfect solution no one will buy CEO How to build a buzzword Sales How to never finish anything (and lose your devs) PM How long can you tread water?
  25. 25. Methods I Don’t Recommend Engineer How to build the perfect solution no one will buy CEO How to build a buzzword Sales How to never finish anything (and lose your devs) PM How long can you tread water? Customer How to stop growing
  26. 26. Methods I Don’t Recommend Engineer How to build the perfect solution no one will buy CEO How to build a buzzword Sales How to never finish anything (and lose your devs) PM How long can you tread water? Customer How to stop growing Analyst How to miss the market window
  27. 27. Math makes (almost) everything better
  28. 28. Value / Effort = Priority
  29. 29. High Value Low High Low Effort
  30. 30. High Value Low High Low Effort
  31. 31. Value / Effort = Priority Value = Expected Contribution to Defined Goals
  32. 32. Typical Goals
  33. 33. Typical Goals Grow the user base
  34. 34. Typical Goals Grow the user base Increase customer satisfaction
  35. 35. Typical Goals Grow the user base Increase customer satisfaction Improve performance
  36. 36. Typical Goals Grow the user base Increase customer satisfaction Improve performance Increase referrals
  37. 37. Typical Goals Grow the user base Increase customer satisfaction Improve performance Increase referrals Validated learning
  38. 38. Typical Goals Grow the user base Increase customer satisfaction Improve performance Increase referrals Validated learning Increase revenue this year
  39. 39. Typical Goals Grow the user base Increase customer satisfaction Improve performance Increase referrals Validated learning Increase revenue this year Transformation (revenue in future years)
  40. 40. Typical Goals Grow the user base Increase customer satisfaction Improve performance Increase referrals Validated learning Increase revenue this year Transformation (revenue in future years) Generate buzz
  41. 41. Value / Effort = Priority
  42. 42. Value / Effort = Priority Value = V1+V2+V3...
  43. 43. Value / Effort = Priority
  44. 44. Value / Effort = Priority (V1+V2+V3) / (E1+E2) x Certainty = P
  45. 45. Contribution
  46. 46. Contribution Exact numbers
  47. 47. Contribution Exact numbers
  48. 48. Contribution Exact numbers 1-10
  49. 49. Contribution Exact numbers 1-10 1-100
  50. 50. Contribution Exact numbers 1-10 1-100 Fibonacci
  51. 51. Contribution Exact numbers 1-10 1-100 Fibonacci 1 to 5 stars
  52. 52. Contribution Exact numbers 1-10 1-100 Fibonacci 1 to 5 stars 0,1,2
  53. 53. Contribution Exact numbers 1-10 1-100 Fibonacci 1 to 5 stars 0,1,2
  54. 54. Feature V1 V2 E Raw C Score A 1 1 2 1 75% 0.75 B 1 0 2 0.5 90% 0.45 C 2 -1 1 1 40% 0.4
  55. 55. (V1+V2)/E = Raw Feature V1 V2 E Raw C Score A 1 1 2 1 75% 0.75 B 1 0 2 0.5 90% 0.45 C 2 -1 1 1 40% 0.4
  56. 56. Feature V1 V2 E Raw C Score A 1 1 2 1 75% 0.75 B 1 0 2 0.5 90% 0.45 C 2 -1 1 1 40% 0.4
  57. 57. (V1+V2)/E x C = Score Feature V1 V2 E Raw C Score A 1 1 2 1 75% 0.75 B 1 0 2 0.5 90% 0.45 C 2 -1 1 1 40% 0.4
  58. 58. Feature V1 V2 E Raw C Score A 1 1 2 1 75% 0.75 B 1 0 2 0.5 90% 0.45 C 2 -1 1 1 40% 0.4
  59. 59. Are We There Yet?
  60. 60. Roadmap Process 1. Set Goals 2. Collect Ideas 3. Set Priorities 4. Get Buy-in 5. Define Releases 6. Communicate Roadmap 7. Build Product 8. Launch Product 9. Repeat
  61. 61. Roadmap Process 1. Set Goals 2. Collect Ideas 3. Set Priorities w/o this, you 4. Get Buy-in are f***ed 5. Define Releases 6. Communicate Roadmap 7. Build Product 8. Launch Product 9. Repeat
  62. 62. Shuttle Diplomacy “I’ve got a draft set of priorities. Would you help me refine it?”
  63. 63. Collaboration “I’ll present our priorities to the executive team on Friday”
  64. 64. Feature V1 V2 E Raw C Score  1 1 2 1 75% 0.75 ? 1 0 2 0.5 90% 0.45  2 -1 1 1 40% 0.4
  65. 65. Use Tools (Don’t let them use you.)
  66. 66. Discussion
  67. 67. For Slides & Excel Template Bruce McCarthy Chief Product Person, Reqqs bruce@reqqs.com www.reqqs.com/resources @d8a_driven
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Veteran Product Person Bruce McCarthy's funny and insightful presentation on how to make fanboys out of all your stakeholders by using objective criteria to prioritize your requirements and drive consensus. As seen at ProductCamp Boston, June 2012. Visit www.reqqs.com/resources for a Scorecard template in Excel and information on Reqqs - The Smart Roadmap Tool for Product People.

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