1. 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 cycle 20132Onion Model for Roadmap

3. Roadmap Onion Model Mgmt PM Development Backlog Product requirements / user stories Product Product vision and strategy Product releases and features Product life cycle visualization Release plan Actions required to launch Business use cases Launch date Strategy Corporate level Visionary and market driven Strategy and portfolio aligned Platform Technology roadmap Supported environments Platform level components and capabilities Sprint User stories Iteration plan Roadmapping Project planning Portfolio Product lines and families Product portfolio alignment 2013Onion Model for Roadmap3

4. Strategy roadmap Tango  Improved integration  … Tango  Improved integration  … Standardize Zebra  Proviced as Service  … Zebra  Proviced as Service  … Gain Market Share Bravo  Next generation product  … Bravo  Next generation product  … The Next Big Thing Oscar  New pricing model  …. 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 Roadmap4

5. Platform C Platform roadmap Platform B Platform A Component B.1 COM is an interface technology defined and implemented as standard in MSF. Connector B.3 Java-based technology solution for connecting application servers and EIS. API B API implements the common STMP protocols. Component B.2.NET is an interface technology defined and implemented as standard in MSF. Unified IO Implements 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 A API 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 2015 2012 ”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 Roadmap5

6. Portfolio roadmap Ecosystem Content creation tools Partnerships 2013Onion Model for Roadmap6 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 Roadmap7

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 sales and from management to investors 2013Onion Model for Roadmap8 Products,/releases features 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/20131H/201420152016 Desktop SaaS Mobile Existing customers Sales force users North America Mobile users

9. Project planning (not roadmapping) Mgmt PM Development Backlog Product requirements / user stories Release plan Actions required to launch Business use cases Launch date Sprint User stories Iteration 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 Roadmap9

10. Vision roadmap template Onion Model for Roadmap201310 # of users Time 2014 Where are you and what have you accomplished. 2015 Where are you and what have you accomplished. 2018 Where are you and what have you accomplished

11. Portfolio roadmap template Android App Windows 8 App PC veonsin 2013Onion Model for Roadmap11

12. Product roadmap template To whom How What Placeholder  This defines your target group/segment/market Placeholder  This defines your target group/segment/market Placeholder  This defines the technology enablers Placeholder  This defines the technology enablers Placeholder  This defines your target group/segment/market Placeholder  This defines your target group/segment/market Placeholder  Feature 1  Feature 2  Feature 3 Placeholder  Feature 1  Feature 2  Feature 3 Placeholder  Feature 1  Feature 2  Feature 3 Placeholder  Feature 1  Feature 2  Feature 3 2015 2016 2017 2014 2013Onion Model for Roadmap12

13. Project roadmap template Onion Model for Roadmap201313 Program 2 Sub-project 1 Sub-project 2 Sub-project 3 Program 1 Sub-project 3 Sub-project 1 Sub-project 2 2016 2H/2015 1H/2015 2H/2014 1H/2014