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Product Roadmap Strategy Workbook Feeling overwhelmed with your product roadmap strategy? Not sure where to start? Here’s an actual product roadmap strategy example.
W O R K B O O K
2PRODUCT ROADMAP STRATEGY WORKBOOK
This detailed workbook walks you through the steps for the 7 phases of
aligning your team around the product roadmap strategy and gives you key
questions and example answers for each phase. Share the final results with
your team and stakeholders for better company alignment.
7 Stages of Product Roadmap Strategy:
01 Roadmap Objectives02 Defining Your Roadmap Configuration03 Roadmap Settings04 Roadmap Standardization05 Consolidating the Roadmap06 Other Capabilities to Consider Using07 Capturing Details for Your Release Containers
3PRODUCT ROADMAP STRATEGY WORKBOOK
Example Answer
Company X’s product roadmap represents the product themes and goals
that best deliver towards the strategic objectives, as well as the sequential
order in which we plan to deliver the desired outcomes.
●Company X’s product roadmap is organized according to:
• ●Platforms (e.g. MC2, .Core/CTX, Connect)
• ●Products (e.g. WhatsApp, ABC, Flow, Chat Desk)
• ●Special projects (e.g. Alchemy, Dara, Rubicon)
Company X’s product roadmap incorporates the roadmaps from product
management, software development, network and infrastructure, and
product partnerships.
●Company X’s product roadmap is used by product managers to organize,
prioritize, and present their product roadmaps to stakeholders in a visual,
non-technical manner.
●Company X’s product roadmap does not replace Jira and Confluence as
the systems for product requirements, backlogs, and user stories.
Stage 1: Roadmap Objectives
What does our product roadmap represent?
4PRODUCT ROADMAP STRATEGY WORKBOOK
Example Answer
The following groups represent our primary audience(s) and the purpose
of the roadmap is to help these teams understand our product strategy and
plans to deliver against that strategy.
• ●Product, Development, & PMO ●• Sales
• ●Marketing ●• ExCo
Example Answer
Bi-weekly minor updates (aligned with current 2-week sprints)
Monthly in preparation for a monthly roadmap review forum with exec team.
Example Answer
Monthly
How often will you be presenting your roadmaps to internal and
external audiences?
Who are we communicating our product roadmap to?
How often do you see your team updating their roadmaps?
5PRODUCT ROADMAP STRATEGY WORKBOOK
Stage 2: Defining Your Roadmap Configuration
Standardizing different elements of your roadmap with high-level concepts
will help deliver a clear message as you consolidate multiple roadmaps into
a portfolio view.
New roadmaps should be created with the following settings:
Tip: Make a copy of “reference roadmap” to jumpstart the creation
of a new roadmap following Company X standards.
Example Answer
Bar and font size: Condensed
Start date: Current month; End Date = Current month + 24 (2 year roadmap)
Months to display: 12
Color palette: (from the company’s design style guide). For consistency in
look & feel, be sure to always use the “additional colors” palette.
6PRODUCT ROADMAP STRATEGY WORKBOOK
Stage 3: Roadmap Settings
Timeline
Layout
2 years
Months and quarters
Timeline vs List View Roadmap planning: Timeline view (shows start and end dates
for each initiative)
Consolidated roadmap: List view (aligns on end dates)
COMPONENT COMPANY X EXAMPLE
7PRODUCT ROADMAP STRATEGY WORKBOOK
How will you use the following components?
Timeline vs List View
Timeline
Layout
8PRODUCT ROADMAP STRATEGY WORKBOOK
Stage 4: Roadmap Standards
All roadmaps have a hierarchy that allow you to tell your story to different
audiences. By standardizing and defining the items listed below, it helps tell
a consistent story across all roadmaps.
9PRODUCT ROADMAP STRATEGY WORKBOOK
Legend
The most visually impactful aspect of your roadmap. Allows the audience
to visually identify bars/containers/milestones based on some meaning.
Product components (front-end features, back-end features, support
and ops tools, analytics, architecture and tech debt, infrastructure, etc.)
Note that “release” is a special purpose legend.
Lanes
High level categories that persist throughout the roadmap (no
dates associated).
Two lane types:
1. Products — to share with business
There must be one product-specific lane per roadmap that is
intended to contain items to be shared with business.
2. Themes — for product managers to use for planning
There are multiple lanes for the product manager to use for
planning and managing the roadmap. Standard lanes correspond
to the legends, but each product manager can also create custom
lanes as needed. Items added to theme-type lanes will not be shared
with the business.
COMPONENT + DESCRIPTION COMPANY X EXAMPLE
Product (will be shared with business)
Front-End
Back-End
Support, Ops Tools, & Monitoring
Analytics
Architecture & Tech Debt
Infrastructure
10PRODUCT ROADMAP STRATEGY WORKBOOK
Containers
Long term initiatives or themes. A collapsible element on your roadmap
that can contain bars. Finite and can be associated with dates.
Bars
An element on your roadmap that is finite and can be associated
with dates.
Tags
Data identifiers used for sorting and view creation.
Releases. The business value of the release must be captured in the
description of the container along with other information related to
the release. Where applicable use the company’s semantic versioning
system so that the release planning in future can align with the planned
roadmap (this alignment will take a while).
Features in business language (for business lane).
Used for filtering of items to create views e.g.
• Sales visibility • Compliance
• Infrastructure • Design required
• Tech debt
COMPONENT + DESCRIPTION COMPANY X EXAMPLE
Unity Portal 1.7.0
Flow 5.21.0
Sales Visibility
11PRODUCT ROADMAP STRATEGY WORKBOOK
Milestones
Flags that represent one defined date.
Significant releases with target dates. These milestones are commercially
significant as they indicate when the product team plans to deliver a
release that is ready to take to market.
Parked Section (on Prioritization board)
Table Layout, ability to import ‘backlog’ from an outside source. Once in
the Parked Section, can be easily moved to the planned section.
We plan to use the prioritization board in the near future.
Planned Section (on Prioritization board)
Table layout, allows you to view all items planned on your roadmap.
Can easily update and move items to the prioritization board or
parked section.
We plan to use the prioritization board in the near future.
Prioritization Board
Prioritize items from the planned and parked section. Ensures initiatives
align with goals & values. Rank based off benefit.
We plan to use the prioritization board in the near future.
How will you weigh your bars/containers (ex: 1-5)?
COMPONENT + DESCRIPTION COMPANY X EXAMPLE
12PRODUCT ROADMAP STRATEGY WORKBOOK
How will you use the following components?
Legend
Lanes
Bars
Containers
Tags
Milestones
13PRODUCT ROADMAP STRATEGY WORKBOOK
How will you use the following components?
Parked Section (on Prioritization board)
Planned Section (on Prioritization board)
Prioritization Board
14PRODUCT ROADMAP STRATEGY WORKBOOK
Stage 5: Consolidating Our Product Roadmap
The consolidated company’s product roadmap is owned by the SVP of
Product and forms the foundation of discussion during monthly executive
roadmap review forums. We use ProductPlan’s portfolio view feature
to create a consolidated company product roadmap to share with the
business. For items to be visible on the consolidated roadmap the container
and the bar must include the “sales visibility” tag. Only items in the top lane
shaded in dark blue are pulled into the consolidated roadmap.
Consolidated Roadmap
“Published” Roadmaps
Planning Roadmaps
Prioritize Product Partnership Roadmap
Company X Product Roadmap Example
MC2
MC2
Unity
Unity
Connect
Connect
Touch
Touch
Transact
Transact
Special Projects
Special Projects
...
...
Prioritize Software Development Roadmap
Prioritize Network & Infrastructure Roadmap
Items from the software development roadmap (owned by the SW
development team), the network and infrastructure roadmap (owned by
the N&I team), and the product partnerships roadmap (owned by product
partnerships) can be brought into relevant platform and product roadmaps
through collaborative efforts and prioritization between the respective
teams and the product team.
15PRODUCT ROADMAP STRATEGY WORKBOOK
How you will consolidate the roadmap? How do you use the portfolio view?
What’s the roadmaps purpose?
Who owns it? Any exceptions?
16PRODUCT ROADMAP STRATEGY WORKBOOK
Consolidated Roadmap
“Published” Roadmaps
Planning Roadmaps
Prioritize
Prioritize
Prioritize
Use the following template to write out your own consolidated roadmap:
17PRODUCT ROADMAP STRATEGY WORKBOOK
Stage 6: Other Capabilities to Consider Using
Example Answer
SSO
Yes, we need this configured before sharing outside of product
and development.
Jira Integration
Future
MS Teams Integration
Future
Special Projects
Dara, Achilles, Rubicon (Transact), Alchemy (Common), Mercury
(CMNext), SMS COGS (CMNext), Billing Automation (Common),
Visa Pay-by-Link (Rubicon), Capitec move to AWS (CMNext),
Sanctuary (Transact)
SSO
Tools + Integrations
Special Projects
18PRODUCT ROADMAP STRATEGY WORKBOOK
Stage 7: Capturing Details for Your Release Containers
Use the following guidelines to populate the details of the release
containers. Always be mindful of the fact that these details will be visible to
a non-technical audience (e.g. sales, marketing, executives) and possibly
even customers. Do not use technical jargon and never refer to a customer
by name anywhere in the roadmap.
19PRODUCT ROADMAP STRATEGY WORKBOOK
Example Answer
Title
Concise title that uniquely identifies the release. If regionally restricted,
mention it in the title e.g. (NG, SA).
Description
Describe what the release is about in simple business language, while
avoiding technical jargon. Mention key features of the release.
Strategic Importance
Describe why the release is important and how it supports a higher strategic
goal or objective.
Legend
Always choose “release” for a release container.
Tags
Tag with “sales visibility” to make the release visible on the business-facing
product roadmap.
Notes
Optional notes for the product manager that are not visible on the business-
facing product roadmap.
Title
USSD Launch (ZA)
USSD continues to be a widely used communications protocol in the South African market and it is ubiquitous across mobile phone handsets and MNOs. In recent years, banks and utility companies (among others) have started taking advantage of the protocol to build mobile banking and utility management applications all across the African continent. We want Company X’s world-class USSD gateway to enable our South African Enterprise customers to adopt USSD as a channel for chat banking and chat self-service.
Strategic Importance
Description
With infrastructural improvements and a well-defined client onboarding process in place, this is the official re-launch of Company X’s USSD Channel in South Africa, backed by a marketing campaign to drive awareness and generate leads for building a healthy sales pipeline for USSD.
Key Features: 1. Reliable GSM protocol enabled on feature and smartphone headsets2. Real-time interactive messaging enabled during session3. Supports messages of up to 182 characters and 2 min max session length
Notes
Release
Legend
Tags
Sales Visibility
Example Release Containers
20PRODUCT ROADMAP STRATEGY WORKBOOK
Example Answer
Dates
Dates will auto-populate based on width of container.
Use Cases
Describe the primary use cases that the release will enable or support.
Sales Channels, Segments, Billing
Describe the sales channels, segments and billing options that the
release supports.
Product Manager | Project Manager
Who owns the requirements and delivery of this release?
Technical Teams
Which technical teams are involved in delivery of the release?
Release Version(s)
Which software releases (specific versions) is the target for the release?
Links
Provide links to more information about the release available on
Confluence, Jira, SharePoint, Asana, etc.
Use Cases
Self-Service:• Service registration• Reservations
Acquisition:• Customer acquisition and sign-up for services• Campaign management
Sales Channels, Segments, Billing
Enterprise Sales: Large/Enterprise (postpaid only)Inside Sales: Medium/Mid-Market (postpaid only)
PM | PMO | Design Leads
PM: Matt PretoriusPMO: Thendo Sinugo (Desree Bennie)
Tech | Data | QA | Infra Leads
Infra Leads: Geoff Best
Release Version(s)
N/A (USSD Gateway already in production)
Links
USSD Solution Overview BrochureUSSD Pricing (South Africa)
Dates
2021-01-01 2021-03-05
Example Release Containers
21PRODUCT ROADMAP STRATEGY WORKBOOK
How will you populate the following release containers?
Title
Tags
Notes
Description
Strategic Importance
Legend
22PRODUCT ROADMAP STRATEGY WORKBOOK
How will you populate the following release containers?
Dates Tech | Data | QA | Infra Leads
Release Version(s)
Links
Use Cases
Sales Channels, Segments, Billing
PM | PMO | Design Leads
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from Nike, Microsoft, and Spotify–trust ProductPlan to help them visualize
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