Professional Documents
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Executive Team
The executive team roadmap also
seeks to maintain enthusiasm and
support throughout the product
cycle
Engineering
Be Specific
Transparent
Engineers need as
much specificity as
possible, particularly
about new features and
release dates
Granular
The engineering-oriented
Succinct roadmap must still include
Likely to have a product goals and themes, so
that everyone understands the
shorter time-frame overall vision for the product .
than the executives’
roadmap
Engineering
Tie to the broader project
Transparency
As much as possible
Graphics
65%
Marketing
65%
Finance
65%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
High-level strategy
Include some sense of the “why”
Engineering
with a high-level strategy overview
Include why, what, and when
Product vision
The overall product vision keeps 12
everyone focused on the final goal 11 1
10 2 Engineers are less focused on
product vision and revenue
Features potential.
The engineering team needs to 9 3 Even so, include high-level goals
understand the “what” of the
product in the product roadmap
8 4
Requirements 7 5
Product requirements will be a key
component of the engineers’
6
roadmap
Release details
Timeline details keep the team
focus on the “when” of the
roadmap
Sales-Oriented
Feature 01
How will the product help me to
sell more?
Roadmap
Focus on features and customer benefits
Feature 02
How does this product improve
on other options?
Feature 03
What developments should I
share with prospects?
Benefit 04
How does the product benefit
me as a sales rep?
Benefit 05
What benefits can I
communicate to clients?
Sales-oriented roadmap
Use visuals to emphasize the benefits of the
product
+4000% Growth
+310% Growth
+250% Growth
Wider market
Include information on how
Increased sales the product broadens the
Sales reps need to market
understand how the product
benefits them
Enhanced product
Specify the new features that
Faster deals enhance the product
Will the product make it
easier to close deals?
Product roadmap components
Many components can be incorporated into a product roadmap
Once you have decided The audience will Some or all of the
on the audience for your determine the structure following will likely be
roadmap, start thinking and information used in components in the
about its components the roadmap roadmap
Product initiatives
What is needed to meet the goals?
80%
Strategies
Strategic initiatives show
what needs to be
60%
40%
accomplished to meet the High-level
goals Initiatives are a high-level
overview of what must be
completed
Themes
Initiatives include the broad
themes of the work
The roadmap should include some sense of the high-level strategic initiatives that will need to
be completed in order to fulfill the goals that have been laid out for the product.
Product roadmap components
Showcase the features
FEATURE 05
FEATURE 01 Specify when each feature will be
Showcase a new functionality delivered
FEATURE 02 FEATURE 04
Showcase an improved Specify how each feature will be
functionality delivered
FEATURE 03
Showcase the value to the users
Features
Use visuals to showcase the product features
Use a visual image to showcase the new or improved functionality that will deliver value to users; tie the
features to the overall product strategy
User stories
A valuable component to use in a product roadmap
b End-user perspective
b Tell the story b Features
b Another way to incorporate
b What the user wants b Interchangeable with ’features’
features b Why the user benefits b Focus on the added value
b Define from the end-user b How the user benefits b Add details
perspective
User stories
Particularly useful for sales-oriented or external user roadmaps
90%
User 2
75% A roadmap featuring user
stories can be particularly
VS
compelling for external
User 1 audiences of clients and
Stories that focus on the prospects.
user experience are a good
way to structure a roadmap
intended for use by sales
teams.
User stories
50% a
Benefit
Always emphasize the benefits in
any user story
Value
Specify the ways in which the product
brings value to the user
Status
An essential component of any product roadmap
Status Status
Goals Initiatives
Per month Per team
Status
Status
Releases Epics
Per story
Per quarter
Status indicators enhance the
Show how the team is value of any roadmap
progressing against
planned work
The roadmap should be
updated
3 g
Update Update
regularly regularly
Feature
s Roadm
A timeli
ne for d
eliverin
ap
g new fe
atures
Product
The structure you use will depend on the product
and the audience
Product release roadmap
Focus on key phases and tasks
Keypoint 01
Features Delivery
Specify how each feature will
roadmap be delivered
Improvement
Ed
gy
Tie each feature to the ways it
u
ate
cat
will improve the user experience
Str
ion
and solve users’ problems
Focus on the features
that will deliver value to Timeline
Specify when each feature
ion
users.
Vis
will be delivered
lut
io
So
n
New idea
Strategy
Tie the features to the overall
product strategy
Users
Incorporate user stories in
the features roadmap
A single
owner has
authority
b d
One person... Changes...
...is the owner of the roadmap ...can only be made by one person
Step One: Strategy
Make the case
Stakeholders
What does the product
achieve?
Team 06 02 End-user
What are we building? How will I benefit?
03
Define the vision for the
Capture the essence of product.
what this product
achieves.
05 01
Future Goals
Where is this product Define the goals for the
headed? 04 product.
Differentiate
How does this product
stand out?
Step Two: Release
Internal or external
75%
Precise dates
25%
General dates
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Goals 20%
Tie release dates to key
business goals
Step Two: Release
Emphasize strategic importance
when mapping out release dates for
internal stakeholders. 56%
Business strategy
Remind internal stakeholders of
overall business strategy
Initiatives 24%
Include key initiatives in internal
release dates
Step Three: Prioritize
Remove the subjectivity
Clearly defined metrics, based on the Scoring features against specific goals Prioritize those features that will have
strategy, help to score features. takes the subjectivity out of the the greatest impact.
process.
Traditional An agile company needs a
Waterfall
roadmap that can accommodate
changes while still achieving goals
Business focused
14000
4000
1k 400k
2000
0
Jan Feb March Apr May Jun Jul Aug Sep Oct Nov Dec
100
Program Business
Agile
roadmap 50 72 Hour
An agile roadmap Product turnaround
requires a different
approach Math English
0
2 Minute
Average response
The challenge for an
agile company is to
create a roadmap that is
both flexible and
focused. 130 User
Total Clients
Music Chemistry
Graphics Physics
Focus on
Strategy
Costa Rica
Guyana
Venezuela Dec
Suriname
Panama
Colombia
Nov
Ecuador
Oct
Peru Brazil
Sep
Aug
Bolivia
Jul
Paraguay
Extensive flexibility can lead Chile Jun
to unnecessary pivots in
May
development and Uruguay
strategy. Feb
Jan
0 20 40 60 80 100 120
Agile roadmap
Focus on the product vision
$26b
First Investment $16b
Third Investment
Agile roadmap
Identify strategic themes
Features
Break the epic down into key
features
User stories
Identify end-user stories to
keep goals in sight
Agile roadmap
Identify strategic themes
Themes
Tomorrow
Next week
Next month
Don’t give dates for anything that is not well defined or not well
understood.
Planning
Roadmap gives a long-term view of the
product cycle
A B C Communication
Roadmap clarifies which teams need to
Option Option Option
be kept in the loop at each stage of the
product’s development
45%
D Goals
E Option Roadmap is tied into business goals and
strategies for clarity
Option
Multiple products
Combine or no?
Some managers prefer to have separate
roadmaps for each product, each with its
own strategy, timeline, features, and
priorities
Timeline
Maintaining Constraints
separate Maintaining
Duplication Resources timelines can separate
Maintaining disguise roadmaps makes
Multiple roadmaps
multiple roadmaps constraints it harder to
can lead to duplicate
takes up more pinpoint team
effort on the part of
resources constraints
planners and
managers
45% 65%
95% 70%
Multiple products
Clarity is key
Vision
Clarify each product’s 32% 54%
vision
Strategy
Emphasize each product’s 78% 77%
role in the wider strategy
Focus on priorities across teams.
Phasellus id ligula ut enim elementum
Score features against strategic Prioritize tasks and release Use metrics that reflect the
goals; remove subjectivity date that have the greatest wider business strategy .
impact on the business
strategy