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CREATING,	MAINTAINING	AND	PRIORITIZING
A	PRODUCT	ROADMAP
Mentor:	Raviv	Turner
@ravivturner
The	Product	Mentor
Dec	6,	2013
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
PRODUCT	ROADMAP:	INSIDE-OUT
WHY	CREATE	A	ROADMAP?
A	strategic	communication	tool
Deliver	a	product	strategy		
Achieve	business	goals
Prioritize	customer	and	business	value
Align	product	stakeholders
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
MAINTAIN	A	ROADMAP	

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

Source:	Atlassian	April	2013
VALUE/	EFFORT	=	PRIORITY

Source:	Bruce	McCarthy,	Reqqs,	June		2012
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
PRIORITIZE	BY	3X	FEATURE	BUCKETS
Customer	Requests
Metrics	Movers
Customer	delight
PRIORITIZE:	THE	KANO	MODEL
THE	KANO	MODEL	-	BASIC	FEATURES
THE	KANO	MODEL	-	PERFORMANCE	FEATURES
THE	KANO	MODEL	-	DELIGHT	FEATURES
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
ROADMAP	EXAMPLES
ROADMAP	EXAMPLES	(CONT.)
PUBLIC	VS.	PRIVATE	ROADMAP
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
DISCUSSION
Thank	You!
@ravivturner

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