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Last updated on 2024年5月12日

How do you align your product roadmap and vision with your market and customer needs?

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Adityanath K.

Empowering Strategic Vision: Unlocking the Value of Data through Strategy & Enterprise Architecture | AI & Data…
Trenton Hughes

Investor l Managing Partner @ Unfounded Ventures l ex CEO & CXO l Building TRIBE - A Peer Community for Entrepreneurs
Eric Caba?as

I turn ideas into profitable B2B businesses | Digital Project Manager | 7+ years of experience

1 Define your vision and value proposition

Your product vision is the overarching goal and purpose of your product. It should communicate what problem you are solving, who you are solving it for, and why it matters. Your value proposition is the unique benefit and differentiation of your product. It should explain how your product delivers value to your customers and why they should choose you over competitors. To define your vision and value proposition, you can use tools like the Lean Canvas, the Vision Statement, and the Value Proposition Canvas.

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Adityanath K.

Empowering Strategic Vision: Unlocking the Value of Data through Strategy & Enterprise Architecture | AI & Data Innovation | Board Member | Adjunct Professor | CDO, CTO & CIO Advisor
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Change is a constant Vision needs to evolve as you get better data and insights. It is important to fail forward and pivot out quickly especially if there is limited differentiation in value proposition.

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Trenton Hughes

Investor l Managing Partner @ Unfounded Ventures l ex CEO & CXO l Building TRIBE - A Peer Community for Entrepreneurs
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Too often startups and companies don't set a vision for their company that is specific enough. When it's too broad it can be difficult to figure out exactly what you are selling and where you are going. Ultimately the vision should be about what big problem you are solving and how.

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Eric Caba?as

I turn ideas into profitable B2B businesses | Digital Project Manager | 7+ years of experience
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Respecto a este tema la mayoría de emprendedores suele adoptar una posición extremista. ? Hay los que deciden optar por la visión a largo plazo, y centrarse nada más que en eso. ? Pero también están los que prefieren ejecutar como si no existiera ma?ana. El truco está en buscar un balance. Por un lado saber cual es el propósito que se quiere alcanzar, pero sin dejar de lado que hay que construir de forma sostenible y con los recursos que se tienen a disposición en cada fase del proyecto. Idealmente, los equipos formados por personas con perspectivas dispares suelen ser los que ejecutan mejor, y encuentran las soluciones menos convencionales pero más valiosas

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2 Understand your market and customers

Your market and customers are the sources of demand and feedback for your product. You need to understand their needs, pains, goals, behaviors, and preferences. You also need to segment your market and identify your ideal customers or early adopters. To understand your market and customers, you can use tools like the Market Map, the Customer Profile, and the Jobs to be Done Framework.

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Praveen Singh V

Founder @ FOF.link | Efficient Market Theory
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JTBD is the best framework for this task. A Deep understanding of the customer is critical for success. What motivates a customer to take action is defined by JTBD.

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Eric Caba?as

I turn ideas into profitable B2B businesses | Digital Project Manager | 7+ years of experience
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Muchas startups se centran en mejorar sus soluciones, pero pocas realmente dedican esfuerzos a abordar los problemas. Y ahí es donde radica el valor: en conocer a fondo a los clientes, sus preocupaciones, objetivos, etc. No se trata únicamente de poner al cliente en el centro de la organización, sino de estudiarlo y utilizar la información que nos proporciona como palanca de cambio para mejorar nuestra propuesta de valor específicamente dirigida a ese segmento.

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Tom Lee Onsongo
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Product or service differentiation is only applicable with jobs to be done framework as it position one for scaling later.

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3 Test your assumptions and hypotheses

Your assumptions and hypotheses are the beliefs and predictions you have about your product, market, and customers. They are the basis of your product roadmap and vision. However, they are not facts until you test them with real data and evidence. To test your assumptions and hypotheses, you can use tools like the Experiment Board, the Lean Experiment, and the Build-Measure-Learn Loop.

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Georgios Martiousof

Business Graduate | Lean StartUp
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The ideal way to test something in Business is by creating an MVP (Minimum Viable Product). That is a product or service someone is willing to pay which has the minimum risk (in any way) for you. After this, you gain feedback which you can use to learn more about your customer. This way you can develop your product/service and business along with your customer. Sometimes what you learn can force you to make what is called a "pivot" which sometimes makes you completely shift the way your business operates. Some good examples of pivots are: - Play-Doh former Kutol doing a Customer Segment Pivot. - Flickr former Game Neverending doing a Zoom-In Pivot from an MMORPG to Photo exchange. -Amazon doing a Zoom-Out Pivot from an online bookstore

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4 Prioritize features and outcomes

Your features and outcomes are the solutions and benefits you provide to your customers. They are the deliverables of your product roadmap and vision. However, you cannot build everything at once or for everyone. You need to prioritize features and outcomes based on their impact, feasibility, and alignment with your vision and value proposition. To prioritize features and outcomes, you can use tools like the Impact-Effort Matrix, the Opportunity Solution Tree, and the Outcome-Driven Roadmap.

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Praveen Singh V

Founder @ FOF.link | Efficient Market Theory
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You can use the Kano Model which connects the JTBD to User Stories. This will help prioritise the must-have feature, the nice to have and performance benefit features

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5 Collect and analyze feedback

Your feedback is the input and response you get from your customers and stakeholders. It is the measure of your product-market fit and the driver of your product roadmap and vision. However, not all feedback is equal or useful. You need to collect and analyze feedback based on its quality, relevance, and actionability. To collect and analyze feedback, you can use tools like the Feedback Grid, the Net Promoter Score, and the Customer Interview.

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6 Iterate and improve

Your iteration and improvement are the actions and changes you make to your product based on your feedback and learning. They are the outcomes of your product roadmap and vision. However, you cannot improve your product without testing its impact and validating its value. You need to iterate and improve based on your experiments, metrics, and goals. To iterate and improve, you can use tools like the Pivot or Persevere Decision, the Pirate Metrics, and the OKR Framework.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you align your product roadmap and vision with your market and customer needs?

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1 Define your vision and value proposition

2 Understand your market and customers

3 Test your assumptions and hypotheses

4 Prioritize features and outcomes

5 Collect and analyze feedback

6 Iterate and improve

7 Here’s what else to consider

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