Building Effective Product Roadmaps. Rich Nutinsky, Conference call: (605) Access code:

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1 ing Building Effective Roadmaps Rich Nutinsky, Conference call: (605) Access code: Slides and other resources available at Pragmatic ing Framework Business Case Positioning ing Distinctive Competence Research Sizing Performance Pricing Buy, Build or Partner Process Requirements Acquisition Retention A market-driven model for managing and marketing technology products Problems Operational Metrics Portfolio Roadmap Launch Strategic Quantitative ning Program Readiness Tactical Technology Assessment Win/Loss Innovation User Buyer Training Presentations & Demos Use Scenarios Success Stories Collateral & Tools Special Calls Release Milestones Thought Leaders White Papers Event Lead Generation Write-Up Answer Desk Pragmatic ing, Inc. Page 1

2 ing Business Case Positioning ing Distinctive Competence Sizing Pricing Process Acquisition Research Performance Buy, Build or Partner Requirements Retention Problems Operational Metrics Portfolio Roadmap Launch Strategic Quantitative ning Program Readiness Tactical Technology Assessment Win/Loss Innovation User Buyer Training Presentations & Demos Use Scenarios Success Stories Collateral & Tools Special Calls Release Milestones Thought Leaders White Papers Event Lead Generation Write-Up Answer Desk Why build a roadmap? and portfolio planning Alignment Gain internal alignment Reduce short-term mistakes Communication Give internal and external audiences a product vision for the future A possible destination Help customers and partners integrate your product plans into their long-term strategies Show progress Pragmatic ing, Inc. Page 2

3 ing Business Case Positioning ing Distinctive Competence Sizing Pricing Process Acquisition Research Performance Buy, Build or Partner Requirements Retention Problems Operational Metrics Portfolio Roadmap Launch Strategic Quantitative ning Program Readiness Tactical Technology Assessment Win/Loss Innovation User Buyer Training Presentations & Demos Use Scenarios Success Stories Collateral & Tools Special Calls Release Milestones Thought Leaders White Papers Event Lead Generation Write-Up Answer Desk Roadmapping considerations Your detailed project plan is not a roadmap Are we on the right road? When will we get there? If you deliver part of the solution, can you still make money while you finish the rest? Pragmatic ing, Inc. Page 3

4 ing Roadmapping: a strategic process of prioritization and alignment that results in a series of artifacts tailored for different audiences. What we re asked to do External Roadmap Possibilities Pragmatic ing, Inc. Page 4

5 ing Focus Prioritize Organize Commit Announce Focus Prioritize Organize Commit Announce Pragmatic ing, Inc. Page 5

6 ing Pragmatic Roadmapping Focus Prioritize Organize Commit Announce Existing New New New s Options s Technology Existing s Competitors' s New s New Segments Matrix Project Evaluator Pragmatic Roadmap Roadmap Agreement External Roadmap A roadmap is the result of a strategic process; it s not the reason for the process Pragmatic ing, Inc. Page 6

7 ing Roadmap detail varies by audience Less Analysts More Investors s Evaluators Indirect Direct Mktg. Communications Engineers Dev Partners Executives Operations Project Management Development Audience requirements Identify audiences Define requirements by audience Communication purpose Internal or external Communication risk Technical versus business Details to communicate Frequency to communicate Pragmatic ing, Inc. Page 7

8 ing Roadmap content depends on purpose INTERNAL Project Funding EXTERNAL Completeness of Vision Future Requirements Ability to Execute Other Services or s Increase Interest Threats Close a Deal Internal Alignment Partner Alignment Internal roadmap template Contracts 1Qyy 2Qyy 3Qyy 4Qyy 1Hyy 2Hyy yyyy beyond Project Theme Goal Client Server Platform Pragmatic ing, Inc. Page 8

9 ing Example: Force Automation Contracts 1q07 2q07 3q07 4q07 1h08 2h08 beyond Project Theme Goal Client Server Platform ABC Co XYZ Co SP1 Small SW Windows XP sp3 Burger US, Can Use Tools Org Self Org Team/Terr Browser support Web services Security Salmon Alignment US, Can Be Informed Inform Others Alert Engine Palm OS Windows CE WAP Steak Large scale collaboration Large SW Pipeline Visibility Doc Mgmt.net Sharepoint Globalization Europe Asia Latin Am Localize for Monique, Rolf, and Charles ILS ILS Tablet PC Localize for Yin Lee & Jon-san DBCS DBCS Localize for Jose Windows Vista (formerly Longhorn) Example: External roadmap Alignment Large-Scale collaboration Globalization Application Technology FY07 FY08 Beyond XML support Web services Mobile support.net Tablet PC SharePoint Pragmatic ing, Inc. Page 9

10 ing BGN37 Example: Portfolio strategy TBD Increased Value 1 V1 2 V1 3 V1 1 V2 2 V2 3 V2 TBD Architecture V1 V2 V3 Time Example: Credibility Announced Q Q Q Reduced power consumption Q New development platform Mobile broadband Q Camera processor for Sprint, Cingular Delivered Pragmatic ing, Inc. Page 10

11 Slide 19 BGN37 different colors architecture V1 goes with product V1 architecture V2 goes with product V2 V3 Barbara Nelson, 9/13/2007

12 ing We are experts in technology product management and product marketing Since 1993, we have trained over 40,000 people at thousands of companies Training Consulting Community Pragmatic ing Framework Business Case Positioning ing Distinctive Competence Research Sizing Performance Pricing Buy, Build or Partner Process Requirements Acquisition Retention A market-driven model for managing and marketing technology products Problems Operational Metrics Portfolio Roadmap Launch Strategic Quantitative ning Program Readiness Tactical Technology Assessment Win/Loss Innovation User Buyer Training Presentations & Demos Use Scenarios Success Stories Collateral & Tools Special Calls Release Milestones Thought Leaders White Papers Event Lead Generation Write-Up Answer Desk Pragmatic ing, Inc. Page 11

13 ing BGN2 How Pragmatic ing can help Check out our seminars Call for onsite assistance Review our online resources Read our publications Questions? Rich Nutinsky Slides and other resources available at Pragmatic ing, Inc. Page 12

14 Slide 23 BGN2 new slide replaces multiple slides at end Barbara Nelson, 8/24/2007