1. CREATING, MAINTAINING AND PRIORITIZING
A PRODUCT ROADMAP
Mentor: Raviv Turner
@ravivturner
The Product Mentor
Dec 6, 2013

2. ABOUT ME
13YR of Product Management Experience
VP Product, TapInfluence
Co-Founder & CEO, Guerillapps
CEO, NYKB
Executive Producer, IDT Entertainment
Product Manager, Zoe Interactive
MPS, New York University ITP

3. PRODUCT ROADMAP: INSIDE-OUT

4. WHY CREATE A ROADMAP?
A strategic communication tool
Deliver a product strategy
Achieve business goals
Prioritize customer and business value
Align product stakeholders

5. HOW TO CREATE A ROADMAP?
Customer Contact
Customer Interviews
Community Forums
Customer Support (ZenDesk)
In-Product Feedback (Qualaroo)
Usage Data - are customers using the features you've
developed? Health metrics (Evergage)
Product Strategy - your long-term strategic vision for the
product

6. MAINTAIN A ROADMAP
Source: Atlassian April 2013

7. MAINTAIN A ROADMAP (CONT.)
Source: Atlassian April 2013

8. VALUE/ EFFORT = PRIORITY
Source: Bruce McCarthy, Reqqs, June 2012

9. PRIORITIZE BY BUSINESS GOALS: AARRR
Acquisition - features to win new users
Activation - features to convert users (paid, upgrade)
Retention - features to bring users back
Revenue - features to monetize users
Referral - features for users to refer new users
*Recommended reading: Dave McClure's Startup Metrics 4 Pirates

10. PRIORITIZE BY 3X FEATURE BUCKETS
Customer Requests
Metrics Movers
Customer delight

11. PRIORITIZE: THE KANO MODEL

12. THE KANO MODEL - BASIC FEATURES

13. THE KANO MODEL - PERFORMANCE FEATURES

14. THE KANO MODEL - DELIGHT FEATURES

15. THE KANO MODEL - KEY TAKEAWAYS
Get the basics right first
Invest in performance for the right users (your target
customers)
Providing delight requires a very good understanding of
your customers through research
Continuous assesment - customer expectation constantly
changes and increases

16. ROADMAP EXAMPLES

17. ROADMAP EXAMPLES (CONT.)

18. PUBLIC VS. PRIVATE ROADMAP

19. PUBLIC VS. PRIVATE ROADMAP (CONT.)
Transparency vs. confidentiality
Plan vs. commitment
Blue Ocean vs. Red Ocean
Qualifying the right customers
*My advice: keep two versions, share only the vision if you must

20. DISCUSSION
Thank You!
@ravivturner