Products Not Projects: Delivering Value with Product Roadmaps

Products Not Projects:
Delivering Value with
Product Roadmaps
© EBG Consulting, 2013

19 November 2013

Ellen Gottesdiener
www.ebgconsulting.com
www.DiscoverToDeliver.com

© EBG Consulting, 2013 | @ellengott
www.ebgconsulting.com | www.DiscoverToDeliver.com

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Product not Projects:
Defining Value Through Product Roadmaps
Copyright © 2013 EBG Consulting, Inc.
This presentation is for the personal use of attendees of
Boston Spin, 2103.
No copies, in part or in whole, including but not limited to,
hard copy, print, photocopy or any electronic media,
may be made or used without express written permission of
EBG Consulting, Inc.


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3

tweet
@ellengott
#prodmgmt
#pmot
#agilepm

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give-aways!


5

what roadmapping
& why
steps

agile
roadmapping

wrap
6

what
& why

7

project

“A temporary endeavor
undertaken to create a unique
product, service or result”.
~ A Guide to the Project Management Body of Knowledge
(PMBOK® Guide) – Fifth Edition


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product
“At their core, products
are the sum of benefits
that satisfy a customer’s
need or desire…can be
[tangible] goods or
services...”
~ Guide to the Product Management and Marketing
Body of Knowledge (ProdBok® Guide)


9

product lifecycle


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product roadmap
“An evolving plan of
product releases, with
brief descriptions of their
themes and features.
The roadmap is intended
to realize the product
vision over time and
satisfy goals and objectives.”
~ Gottesdiener and Gorman, Discover to Deliver


11

product roadmap
IS….

strategic
value driven
evolving
decision framework
shield against reactive product
development

(e.g., sales promises, loudest voices,
complaints, biggest hat)


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product roadmap
IS NOT….
unilateral
static
a commitment


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examples…


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Source: http://prodpad.com/


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Source: http://scalingsoftwareagilityblog.com/

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why: roadmapping
funding
obtain money, people, other resources
enable balanced investments

alignment
shared focus on value for evolving products
common, continual decision framework
backlogs
teams and development structure

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why: roadmapping
communication and collaboration
share vision and strategic intent
focus for shorter planning cycles

market
understand customers and market
shake up market
promote customer, partner loyalty

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agile
roadmapping

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22


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progressive elaboration


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planning views
(time horizons)


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continual planning
product
roadmap
release
plan
iteration
plan/WiP

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granularity by view

features
MMFs, epics,
stories
sliced stories

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in practice…
product
roadmap
release
plan
iteration
plan/WiP

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roadmap elements
What
Basic
Features, MMFs Reporting

Analytics

Visualization

Ad hoc
query

Who
Market/
Market Segment

Midsize
NA

Midsize
EMEA

Large
NA

Global
partners

How
Technology
Enablers

Desktop

SaaS

SaaS

Mobile


When
Time

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roadmapping
steps

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roadmapping
2. Converse

4.Validate
3. Allocate

1. Context

or

5. Adapt


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roadmapping

1. Set context
2. Conduct structured conversations
3. Allocate features
4. Validate actual vs. anticipated value
5. Adapt the roadmap

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1. Set context
2.
3.
4.
5.

roadmapping

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ends and means


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product partners:
roadmap builders
users,
buyers

project sponsor,
exec advisors,
biz/product mgmt,
strategic & tactical prod owner
(champion)

tech advisors,
subset of delivery
team

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value considerations
convenience,
cost,
speed…

ROI,
market fit,
time to market…


readiness,
cost,
efficiency,
testability

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value tools


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1. context:
“ends”

outcomes

business & product strategy
market & competitive analysis
product vision, goals, objectives

product partners & value considerations
architecture assessment (current & future)
time horizon & cadence
selected value techniques
decision making rules

38

roadmapping

1.
3.
4.
5.

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7 product dimensions
functional

nonfunctional


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structured
conversation


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assemble options
User

Interface

Action


Data

Control

Environment

Quality
Attribute

42

roadmapping
workshop


43

scenes from
roadmapping workshops
(removed for public viewing)


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6 P’s for
collaboration workshops
purpose participants principles products

why
do we do
things?

who
is
involved?

•  goals
•  needs
•  motivation

•  people
•  roles
•  responsibilities

how
do we
function?
•  guidelines
•  working

what
do we
create?

•  deliverables
•  decisions
agreements •  plans
•  ground rules •  next steps


place

process

where when
is it do we do
located? what?
•  venue
•  logistics

•  activities
•  sequence

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2. converse:
vision [revised]

outcomes

high-value product options [features]
release acceptance criteria
supplemental analysis models
estimates
risks, risk mitigation actions
communication plan

46

roadmapping

1.
2.
Allocate product options
3.
4.
5.

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value decisions

value
considerations
benefits
costs
risks
dependencies

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3. allocate:

outcomes

roadmap (internal, external)
themes, key personas
technology roadmap
(architecture vision & goals)

communication plan


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feature
groups

allocate
product
vision

release
theme
features


50

roadmapping

1.
2.
3.
5.

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validated learning
measure value


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4. validate:

outcomes

gap analysis
actions for adaptation
communication plan


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roadmapping

1.
2.
3.
4.

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5. adapt:

outcomes
revised roadmap
communication plan


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roadmapping

1. Set context
3. Allocate features

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roadmapping
2. Converse

4.Validate
3. Allocate

1. Context

or

5. Adapt


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wrap


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disciplines


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roadmapping
“goodness” checklist
q  adapted periodically
q  aligns to strategy
q  communicated across org
q  created collaboratively
q  incorporates validation mechanism
q  used as ongoing decision framework
q  visual

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Products Not Projects
Delivering Value with Product Roadmaps

thanks!
email
twitter

ellen@ebgconsulting.com
@ellengott


61

resources
www.discovertodeliver.com/resource.php
eNewsletter: www. ebgconsulting.com

(get “An Overview of Value Considerations”)
&
articles ~ podcasts ~ webinars

learning ~ applying ~ coaching
http://www.ebgconsulting.com

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Products Not Projects: Delivering Value with Product Roadmaps

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