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Roadmapping your vision
CONFIDENTIAL
Filiep Dewitte
Innovation & design consultant
Filiep.dewitte@verhaert.com
THEME 1 : STRUCTURED EXPLORATION IN THE FRONT END OF INNOVATION

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As an innovation consultant I help
companies in developing new product and
service concepts for new businesses
creating growth.
Filiep Dewitte
Innovation and design consultant
filiep.dewitte@verhaert.com

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CONFIDENTIAL
Roadmapping

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What is roadmapping ?
Roadmapping is a powerful technique – pioneered by
Motorola in the 1970s – for planning and
organisation’s technological capabilities to
ensure they meet its commercial or
strategic goals in the future.
The graphical nature of roadmaps support
strategic alignment and dialogue
between functions in the firm and between
organisations

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The evolution of video games

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The evolution of the web

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What does the future look like ?
How can we forecast
technology
developments ?

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Why vision roadmapping
?In the known
In the unknown
2013

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Flexible approach
Roadmapping is a flexible approach
that can be readily customized to address the
particular strategic needs and issues
facing firms, government agencies and other
organizations.
It allows the development of a shared
vision of your organization’s
future, with identifies the key steps needed to
realize that vision.

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Why roadmapping ? Achieving a desired future state of development

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Fisch – Chemistry for sustainability

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Performance
Time
Research
Production
Chemical business

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Performance
Time
Micro &flow reactor innovation

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Why roadmapping :
Align different stakeholders …
• In company stakeholders
• Intercompany (sector)
• Customers

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Olympus

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E-bikes take over the role of cars?
New meaning means fundamental growth!
“But how to come to this
opportunity?”
400% growth
In 5 years

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Envisioning
Painting a future use may leads
organizations towards novel
meaning. Often persona’s and
other explorative user centric
techniques are needed.
However, envisioning poses
great challenges to implement.

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Why Roadmapping :
Risk reduction in captial-
intensive research and
development environments

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Roadmaps are useful tools for :
Strategic and operational decision making and action planning
Improving coordination of activities and resources
Identifying, evaluating and selecting strategic alternatives
Communicating visions to attract resources
Stimulating radical innovation and investigations
Monitoring progress

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The elements to build a roadmap

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KNOW WHY ?
Business &market

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The elements to build a roadmap

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KNOW WHAT ?
Product – service - proces

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The elements to build a roadmap

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KNOW HOW ?
Technology

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The elements to build a roadmap

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KNOW WHO ?
KNOW WHERE ?
KNOW HOW MUCH ?
Other resources

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Architecture of a roadmap

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Roadmappingprocess

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Linking the future to the present …
Where are we
now ?
How can we get
there ?
Where do we
want to go ?

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How to get content ?

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We organize roadmap workshops …
In company
Villeroy&Boch:creationsquadroedge 12
• Input from sales
• Input by user observations
• …To create differentiating products fot the future
Product launch Squaroedge 12 (mid 2013)Observations (mid 2011) Product ideas: Sketches and renders

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We organize roadmap workshops …
for governments …

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Business/Mark
et Workshop
consultation Roadmap definition
Reporting and
clustering
information
Preparation
Kick-off
Timeline / duration : 6 to 9 months
Product Service
& Process
workshop
Technology
workshop
Charting
workshop
Final roadmap
E-FIETSLAADSTATONS
Roadmap Creation …

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VERHAERT MASTERS IN INNOVATION®
Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax +32 (0)3 254 10 08
ezine@verhaert.com
More at www.verhaert.com
VERHAERT MASTERS IN INNOVATION®
Netherlands
ESIC European Space Innovation Centre
Kapteynstraat 1
2201 BB Noordwijk (NL)
Tel: +31 (0)618 12 19 19
derk.schneemann@verhaert.com
More at www.verhaert.com
MASTERS IN INNOVATION® is a platform set up by VERHAERT to train, stimulate and incubate
you as an innovator.
We provide an extensive training program with different tracks and covering critical areas of new
products and business innovation.
Furthermore we manage the VERHAERT venturing program and organize our Innovation Day, an
annual conference on best practices and insights on new products & business innovation.