The onion model for strategic roadmaps
How to use roadmaps to communicate product strategy top-down for various target groups with different needs
By Harri Pendolin & Markku Nurmela – Strateginen tarjooman hallinta
2
Roadmaps are effective tools, they
… are a graphical depiction and communication tool of the product plan and strategy
… include key enhancements and plans for current products and shows future unannounced products or architectures
… take into account market, technology, strategy and resourcing
… may have different views and detail level to meet the needs of the target group
… help to manage product life cycle2013Onion Model for Roadmap
3
Roadmap Onion Model
Mgmt
PM
Development
BacklogProduct requirements / user stories
ProductProduct vision and strategyProduct releases and featuresProduct life cycle visualization
Release planActions required to launchBusiness use casesLaunch date
StrategyCorporate levelVisionary and market drivenStrategy and portfolio aligned
PlatformTechnology roadmapSupported environmentsPlatform level components and capabilities
SprintUser storiesIteration plan
Roadmapping
Project planning
PortfolioProduct lines and familiesProduct portfolio alignment
2013Onion Model for Roadmap
4
Strategy roadmap
Tango Improved integration …
Standardize Zebra Proviced as Service …
Gain Market Share
Bravo Next generation product …
The Next Big Thing
Oscar New pricing model ….
Improve Profitability
2012 2013 2014 2015
”A good strategy is actionable”• A vision how to execute the strategy• For the entire corporation• Market and product strategies combined
2013Onion Model for Roadmap
5
Pla
tform
C
Platform roadmapP
latf
orm
BP
latf
orm
A
Component B.1COM is an interface technology defined and
implemented as standard in MSF.
Connector B.3Java-based technology solution for connecting
application servers and EIS.
API BAPI implements the common STMP protocols.
Component B.2.NET is an interface technology defined and
implemented as standard in MSF.
Unified IOImplements the APIs with FB, SMTP
and SAP.
UI A(GUI) accept input via devices such as computer keyboard and mouse and provide output by generating web pages.
Library A References in a program or library module are stored in a
relative or symbolic form and combined with position-independent code
API AAPI implements the SOME and Web 2.0
interfaces with FB.
“The Chip” AMD based hardware solution (64-bit
architecture), which is backwards-compatible both with Platform A and B.
2013 2014 20152012
”Platforms define the product life cycle ”• Visualization of the technology and platform strategy• For internal use• Shows the influence of platform and technology
selections to product and portfolio roadmaps
2013Onion Model for Roadmap
6
2008 2009 2010 2011Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Portfolio roadmap
Video players“Premium” for film freaks
MP3 players “Basic”
“Standard”
Not-so-smart-phone Verified touch screen
technology and UX
Ecosystem Content creation tools
Partnerships
2013Onion Model for Roadmap
Smartphone+ Ecosystem
Appstore
“Dedicated Devices”“Enter the Ecosystem”“Technology Demo”
”Different products for different market segments”• Product lines and families prioritized• Mainly for internal use• Shows when and how different market
segments will be covered
7
Product roadmap
1H / 2012“Barcelona” MVP Stand-alone Freemium
1H / 2013“Mancester City” Team edition Extended
reporting
2014“Rosenborg” Enterprise Gamification UX 3rd party service
providers
2H / 2013“Porto” Management
dashboard Integration w
salesforce.com
2H / 2012“Juventus” Networked Improved
conversion rate
Monthly fee
”Know where you are and where you want to go”• Drives the development efforts and market strategy• Internal and external variants• Many different audiences from development to sales
and from management to investors
2013Onion Model for Roadmap
8
Product roadmap
”Know where you are and where you want to go”• Drives the development efforts and
market strategy• Internal and external variants• Many different audiences from
development to salesand from management to investors
2013Onion Model for Roadmap
What
Who
When
How
Products,/releasesfeatures
Target group/market
Technology enablers
“Barcelona” MVP Stand-alone Freemium
“Juventus” Networked Improved
conversion rate Monthly fee
“Rosenborg” Enterprise Gamification UX 3rd party
service providers
“Mancester City” Team edition Extended
reporting
2H/2013 1H/2014 2015 2016
Desktop Desktop SaaS Mobile
Existing customers
Sales forceusers
NorthAmerica
Mobileusers
9
Project planning (not roadmapping)
Mgmt
PM
Development
BacklogProduct requirements / user stories
Release planActions required to launchBusiness use casesLaunch date
SprintUser storiesIteration plan
Project planning
”A schedule for project deliverables”• Defines the project related actions• For the internal project stakeholders• Project or development driven,
influences by product management
2013Onion Model for Roadmap
10
Vision roadmap template
Onion Model for Roadmap 2013
# o
f u
sers
Time
2014Where are you and what have you accomplished.
2015Where are you and what have you accomplished.
2018Where are you and what have you accomplished
11
2014 2015 2016 2017Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Portfolio roadmap template
Android App
Windows 8 App
PC veonsin
2013Onion Model for Roadmap
12
Product roadmap templateTo
wh
om
How
Wh
at
Placeholder This defines your target
group/segment/market
Placeholder This defines the technology enablers
Placeholder This defines your target
group/segment/market
Placeholder Feature 1 Feature 2 Feature 3
Placeholder Feature 1 Feature 2 Feature 3
2015 2016 20172014
2013Onion Model for Roadmap
13
Project roadmap template
Onion Model for Roadmap 2013
Pro
gra
m 2
Sub-project 1
Sub-project 2
Sub-project 3
Pro
gra
m 1
Sub-project 3
Sub-project 1
Sub-project 2
20162H/20151H/20152H/20141H/2014