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Creating the

Right Roadmap

Whats after the MVP?

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Smartest products of the decade

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There is no handbookThere are no rules

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There are patterns

History does not repeat itself,but it does rhyme- Mark Twain

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Roadmap Considerations

Consumer needs/

experience

Industry trends

Competitive pressures(features)

Price pressures

Cost reduction curves New technology/

capabilities

Distribution channels

Legal requirements

Industry standards

Market segmentation

Patent portfolio

Partnerships

Revenue opportunities

Brand positioning

Company values

Team interests & skills

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Roadmap = Strategy

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Example 1: Cost reduction curves

There are no free meals. Taking advantage ofindustry sweet spots has its price

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Example 1: Cost reduction curves

There are no free meals. Taking advantage ofindustry sweet spots has its price

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Example 1: Cost reduction curves

There are no free meals. Taking advantage ofindustry sweet spots has its price

Whats the price? Light sensitivity/noise

Form factor of lenses

Unnecessary features (cost) Overall performance hit

Harder to differentiate

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Example 2: Competitive pressures

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Example 2: Competitive pressures

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Example 2: Competitive pressures

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Example 2: Competitive pressures

Going against the flow can be a HUGE advantage!Differentiation, better performance, brand value

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Example 2: Competitive pressures

Doing less can be the best defensive move!

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Example 3: Market Segmentation

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!"#$ &'$# ()'$*+

Example 3: Market Segmentation

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Market Segmentation

!Channel Differentiation

Example 3: Market Segmentation

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!"#$ &'$# ),*"-+

Example 3: Market Segmentation

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VS.

Example 3: Market Segmentation

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Example 3: Market Segmentation

.-)/-#*01 2'345#& '$ $#( 45#)5

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Example 3: Market Segmentation

6#-5 0'4) 3'78#9-')5 5-/0 5-/*$/$-

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Example 4: Brand Positioning

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Example 4: Brand Positioning

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Example 4: Brand Positioning

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Example 4: Brand Positioning

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Example 4: Brand Positioning

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Example 4: Brand Positioning

!"/- /)# 0'4) :)/$& /;),:4-#5