vision roadmap for startups
TRANSCRIPT
The Vision Roadmap���1 of 2 in���
Roadmaps for Startups
Taylor WescoattEntrepreneur in Residence
Seedcamp
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Global
Some of my experience
Visual Design
Product is “Connecting the User to the Business”
Product
Interaction Design
the Business
Engineering
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User Research
User Experience
Marketing
The User
Traditional Product Roadmaps don’t work for Startups
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What a Roadmap Should Doü Path to the Visionü What We are Doingü What Engineering Buildsü What Users Get
What Feature Roadmaps dont doq Unclear Business Impactq Immediately out-of-dateq Doesn’t work w/ Lean Startupq Not What Users Want
Feature-FocusedProduct Roadmaps
Make the Product Users Really Want to Use
It Might not be What You Think5
The Vision Roadmap is built of sequential “Propositions”
To this segment We want to be perceived as follows (our “Proposi;on”)
Period _______ Period ______ Period ______
Name Segment 1 Who are we to them now?
Who are we to them now?
Who are we to them now?
Name Segment 2 proposition proposition
proposi7on
Name Segment 3 proposition
Proposi7on
proposi7on
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ü Path to the Vision ü What We are Doing
ü Impac7ng the Business ü What Users Want
Hogwash – “We’ll take care of your car top-to-bottom”
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Hogwash: The Vision Roadmap
To this segment We want to be perceived as follows (our “Proposi;on”)
At Launch 6 months in Next Year
Busy Professionals
“Hogwash is a convenient way to get the occasional last-‐minute sparkle on my
car”
“Hogwash keeps my car presentable, and they have
some other services I occasionally try”
“Hogwash takes care of everything for my car, including maintenance and insurance”
Suburban Families
n/a (not targeBng them yet) “Hogwash makes sure my car is clean on the weekends”
“Hogwash deals with our car needs all week long”
Individual Car Washers
“Hogwash is a cool new way to pick up a liDle bit of work in Central London”
“My end-‐of-‐week work is all Hogwash and now I even get jobs in my neighborhood”
“Hogwash keeps my schedule full not just with washing but other car-‐related tasks as well”
You mean different things to different people
What you mean to them changes over 7me as you grow your range of services, geographical and 7me coverage, trust, and
fulfillment of their diverse needs. It migrates toward your Vision.
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From Proposition to User Behaviour
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Busy Professional
“Hogwash is a convenient way to get the occasional last-‐minute sparkle on my car”
To achieve the Proposi7on, you need to understand the Behaviours that get the
customer there
What’s next?
• In the next series (The Behavioural Roadmap) we take the ‘Proposition’ target and look at how to turn that into a list of things to build, measure, and learn
Thank you
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