How to Define Your Product Roadmap by Dan Olsen
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I gave this talk at the B2B Growth Marketing Conference on June 29, 2107. In it, I share a framework for defining your product strategy and a process for how to create your product roadmap.
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How to Define Your Product Roadmap by Dan Olsen
- 1. How To Define Your Product Roadmap! Dan Olsen June 29, 2017!
- 2. does your company have! a product roadmap?!
- 3. does your company have! a product roadmap?! do you feel good about your company’s! product roadmap?!
- 4. n Book giveaway on Twi.er n Tweet: include @danolsen n Photos of slides are great n Hashtags #growth #prodmgmt That’s Why I Wrote Copyright © 2017 @danolsen
- 5. why do so few companies have a good product roadmap?!
- 6. why do so few companies have a good product roadmap?! two main reasons:! • Focus on the short term! • Lack of a good framework!
- 7. What is a Product Roadmap? n Your plan for what you need to do to win n Informed by compeLLve analysis n Looks at long-term vs. short-term n Big picture: large rocks vs. sand Copyright © 2017 @danolsen
- 10. What is a Product Roadmap? n Your plan for what you need to do to win n Informed by compeLLve analysis n Looking at long-term vs. short-term n Big picture: large rocks vs. sand n The implementaLon of your strategy Copyright © 2017 @danolsen
- 16. Product Strategy Grid Step 3: Rate your compeLtors Compe&tor A Compe&tor B You Must Have Benefit 1 Y Y Performance Benefit 1 High Low Performance Benefit 2 Low High Performance Benefit 3 Med Med Delighter Benefit 1 Y - Delighter Benefit 2 - - Copyright © 2017 @danolsen
- 17. Step 4: Define Your Product Strategy Compe&tor A Compe&tor B You Must Have Benefit 1 Y Y Performance Benefit 1 High Low Performance Benefit 2 Low High Performance Benefit 3 Med Med Delighter Benefit 1 Y - Delighter Benefit 2 - - Copyright © 2017 @danolsen n Which user benefits are you providing? n How will you be be.er than compeLtors?
- 18. n Which user benefits are you providing? n How will you be be.er than compeLtors? Compe&tor A Compe&tor B You Must Have Benefit 1 Y Y Y Performance Benefit 1 High Low Med Performance Benefit 2 Low High Low Performance Benefit 3 Med Med High Delighter Benefit 1 Y - - Delighter Benefit 2 - - Y Copyright © 2017 @danolsen Step 4: Define Your Product Strategy
- 22. How to Create a Roadmap 1. Define Lmeframe for roadmap (e.g., 18 months) 2. IdenLfy themes (from product strategy) 3. For each theme: n IdenLfy highest priority feature ideas n Break them down into chunks n Determine the sequencing of the chunks Copyright © 2017 @danolsen
- 23. How to Create a Roadmap 1. Define Lmeframe for roadmap (e.g., 18 months) 2. IdenLfy themes (from product strategy) 3. For each theme: n IdenLfy highest priority feature ideas n Break them down into chunks n Determine the sequencing of the chunks 4. EsLmate the Lme required to build each chunk Copyright © 2017 @danolsen
- 24. How to Create a Roadmap 1. Define Lmeframe for roadmap (e.g., 18 months) 2. IdenLfy themes (from product strategy) 3. For each theme: n IdenLfy highest priority feature ideas n Break them down into chunks n Determine the sequencing of the chunks 4. EsLmate the Lme required to build each chunk 5. PosiLon each chunk on the Lmeline in order Copyright © 2017 @danolsen
- 26. Roadmap Example n Product was similar to Yammer or Cha.er n Timeframe: Q4 n Themes: 1. Enable Users to Communicate Be.er 2. Improve UI & Usability 3. Be.er & More Dynamic Content Copyright © 2017 @danolsen
- 27. Theme: Enable Users to Communicate Be.er n Knew we wanted to build Groups funcLonality n We broke down how to get there n Feature chunks: n 1-to-many communicaLon n Ability to define and save subsets of users n Discussion boards n Groups Copyright © 2017 @danolsen
- 28. 1. Enable Users to Communicate Better 2. Improve UI & Usability 3. Better & More Dynamic Content 1-to-many: Ability to select multiple users Ability to define subsets of users Discussion Boards -Public -Private Groups -Public -Private CSS cleanup Header & Global Nav cleanup Gallery UI cleanup Profile cleanup & extensibility Messaging UI cleanup Photos: Blogs: Link to mine Links to my favorites More & bigger Links to most popular Write posts Q4 Product Roadmap
- 29. Product Roadmap Summary n Think about long-term and big rocks n Use Kano model to: n Analyze your compeLtors n Define your product strategy n IdenLfy your roadmap Lmeframe & themes n For each theme, determine feature chunks and sequencing n Execute on your roadmap è #Win! Copyright © 2017 @danolsen