the onion model for strategic roadmaps how to use roadmaps to communicate product strategy top-down...

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


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


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


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


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


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


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


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


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

the onion model for strategic roadmaps how to use roadmaps to communicate product strategy top-down...

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