How to Use Landscape Maps and Route Maps to Drive Innovation

Product & Technology Roadmapping for Future Growth:

Linking Markets, Products and Technology

(Extracts)

A Management Roundtable Executive Workshopwww.ManagementRoundtable.com

Boston, Massachusetts

Dr. Jay Paap, PhD1-617-332-4721

[email protected]

Copyright © 2012 Jay Paap

What Does a Roadmap Look Like?

Often it is asked: what does a roadmap look like – what comes out of the end of the process?

The answer is not a single format, the CFTP®roadmapping approach is a framework in which to collect relevant information, distill it into the critical dimensions needed to plan (the landscape map) and then use it to drive informed decisions about where to invest in products and technologies. The route map summarizes those decisions

The following pages, extracted from the two day course sponsored by Management Roundtable, explains the different purposes of roadmaps and gives a few examples of the two main outputs.

Note: your output will likely differ, depending on your purposes, existing planning frameworks, and type of mapping activity pursued.


Maps come in all different types

Map of features on the moon

Map to buried treasure

A roadmap may refer to:

A map of roads, and possibly other features, to aid in navigationA plan, e.g. road map for peace; technology roadmap

The Free Dictionary by Farlex, May 2010


Technology Roadmaps

Roadmaps visually link product/service targets and technology investment implications - over time.

Three types of roadmaps: Industry roadmap: forecasted technology path

developed by industry members

Landscape map: shows links between technical capabilities, business drivers, and competitors over time

Route map: shows the chosen direction over time for an organization’s products and technology base given external conditions and the organization’s objectives

This course will focus on the second two.


Industry Roadmaps

Source: A roadmap for mobile and wireless systems beyond 3G, Euroscomweb site

Figure 2: Technology roadmap for systems beyond 3G

Traditionally done by cross organizational teams, often sponsored by government or industry associations, they provide an inventory of available technologies in an area of interest.

these can be useful inputs into he roadmapping processes used by organizations for themselves

If lacking, you may want to develop these as adjuncts to your planning


AAA® Map Types

They review and screen vast amounts of information on roads, sites, lodging, etc. and summarize the most relevant factors into easy to use area maps

You can use these summaries to identify options and select ones

meeting your goals, resources, and time to plan your trip; the results

are summarized in a TripTik®

To understand landscape and route maps consider what AAA does.


Technology Landscape Maps

This is the part where innovation takes place

Landscape maps link together market and technology factors addressing current and future products and services: What product or service characteristics affect purchase/use decisions –

what do your customers value and why?

How can technology be used to provide or improve these characteristics – what is the role of technology?

How mature are the needs and technologies – are there opportunities for disruptions?

Profile the competitors capabilities – can you gain an advantage?

A generic CFTP® landscape map follows – it collects into one graphic all the critical information needed to drive informed decisions about what is possible; selection requires additional information that is covered separately.


CFTP® Map Example 1: CI Case

Ingredient Technologies Process Technologies CompetitorsPerformanceCharacteristic Importance

IndustryLeverage Sweeteners

Fats andsubstitutes

Shelf lifeenhancers Flavorings Formulation Mixing

Flavor 1 M ++ + ++ + +

Appearance 2 L + + ++ o ++ +

Fat Content 3 H o ++ o o o o

Texture/Mouthfeel

4 H + ++ + ++ + +

Price 5 M o + + + ++ ++

Calories 6 L ++ + o o o o

Constar Inc. 10% share

CompetitorProfile

A 30% share

B 40% share

Relative Maturity G E G G M G

+

Market: ConsumerProduct Class: Convenience desserts

++ --

B A CI

B A CI

B CI A

A B/CI

B A CI

A/B/CI



The Route Map

This is the part of roadmapping most people see.

The ‘Route Map’ is a summary of the planned migration of products, services and technologies over time in response to expected shifts in the market.

Major components: We plan to acquire this particular technical expertise Using these means (development, license, alliance, etc) In this time frame To enable us to provide these operational, product or

service features To meet these customer needs

It is developed after the Landscape Map


Varieties of Route Maps

Grossman, “Putting Technology on the Road”, RTM March, 2004

Project Focused: General Motors

www.ecgmbh.eu/ (2010)

Product Focused: Liteon

Capability Focused: SCE

www.sce.com/aci (2011)

Route maps reflect decisions and are used to communicate and coordinate

Hint: be flexible, but consistent


Rethinking NPD* Planning

Voice of the customer

Technology input

Roadmaps

Ideas

Selection (hard numbers)

Project plans

Enhanced NPD An innovation friendly viewCustomer Insight / Technology / Comp Intel

Landscape Roadmap

Ideas

Route Roadmaps

Project plans

Selection (NOMMAR™)

(Technology Strategy)

* New Product Development

The CFTP® framework provides a way to collect, agree upon, and distill critical information on customers, technology, and the external environment before ideas are generated.

Business

How to Use Landscape Maps and Route Maps to Drive Innovation