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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.

Publicado en: Empresariales
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How to Define Your Product Roadmap by Dan Olsen

  1. 1. How To Define Your Product Roadmap! Dan Olsen June 29, 2017!
  2. 2. does your company have! a product roadmap?!
  3. 3. does your company have! a product roadmap?! do you feel good about your company’s! product roadmap?!
  4. 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. 5. why do so few companies have a good product roadmap?!
  6. 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. 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
  8. 8. Copyright © 2017 @danolsen
  9. 9. Copyright © 2017 @danolsen
  10. 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
  11. 11. Kano Model Copyright © 2017 @danolsen
  12. 12. Kano Model Need not met Need fully met Copyright © 2017 @danolsen
  13. 13. Kano Model User SaLsfacLon User DissaLsfacLon Performance (more is be.er) Delighter (wow) Need not met Need fully met Must Have Needs & features migrate over Lme Copyright © 2017 @danolsen
  14. 14. Product Strategy Grid Step 1: List customer benefits, one per row Must Have Benefit 1 Performance Benefit 1 Performance Benefit 2 Performance Benefit 3 Delighter Benefit 1 Delighter Benefit 2 Copyright © 2017 @danolsen
  15. 15. Product Strategy Grid Step 2: Add compeLtors, one per column Compe&tor A Compe&tor B You Must Have Benefit 1 Performance Benefit 1 Performance Benefit 2 Performance Benefit 3 Delighter Benefit 1 Delighter Benefit 2 Copyright © 2017 @danolsen
  16. 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. 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. 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
  19. 19. “People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. InnovaLon is saying no to 1,000 things.” - Steve Jobs strategy means saying no!
  20. 20. How to Create a Roadmap 1.  Define Lmeframe for roadmap (e.g., 18 months) 2.  IdenLfy themes (from product strategy) Copyright © 2017 @danolsen
  21. 21. Roadmap Template Theme 1 Theme 2 Theme 3 ... Time Copyright © 2017 @danolsen
  22. 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. 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. 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
  25. 25. Roadmap Template Theme 1 Theme 2 Theme 3 ... Feature chunk 1.1 Feature chunk 1.2 Feature chunk 1.3 Feature chunk 2.1 Feature chunk 2.2 Feature chunk 3.1 Feature chunk 3.2 Feature chunk 3.3 Feature chunk 3.4 Time Copyright © 2017 @danolsen
  26. 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. 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. 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. 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
  30. 30. “How to Use Analy&cs to Op&mize Your Product and Business” June 27th at Intuit, Mountain View hJp://meetup.com/lean-product
  31. 31. Questions?! @danolsen h.p://dan-olsen.com dan@olsensoluLons.com I’ll contact the lucky book winner on Twi.er

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