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How can you avoid common product road mapping mistakes?

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Product road mapping is a crucial process for any startup that wants to deliver value to customers and stakeholders. However, it can also be fraught with challenges and pitfalls that can derail your vision, waste your resources, and frustrate your team. In this article, you will learn how to avoid some of the most common product road mapping mistakes and create a clear, realistic, and flexible plan for your startup development.

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1 Mistake 1: Not defining your goals and outcomes

One of the biggest mistakes you can make is to create a product road map without a clear understanding of what you want to achieve and how you will measure your success. A product road map is not a wish list of features or a timeline of tasks; it is a strategic document that aligns your product vision with your business objectives and customer needs. To avoid this mistake, you should start by defining your goals and outcomes for each stage of your product development, such as validating your problem-solution fit, acquiring your first users, or generating revenue. Then, you should use these goals and outcomes to prioritize and scope your product initiatives and communicate them to your stakeholders.

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Khuze Siam

CEO at Siam Computing, leading tech innovation for startups
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Your product roadmap should not be limited to a list of features that you want for your product. Making it a feature list will shift your focus from solving problems for actual people and distance you from product goals.To prevent this, you must clearly define your reasons for building the product, the problem it solves and how it takes you closer to your business goals. You can do this by attacking the problem from all angles and arriving at a solution best suited for it.

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2 Mistake 2: Not involving your customers and users

Another common mistake is to create a product road map based on your assumptions, opinions, or preferences, without validating them with your customers and users. A product road map that is not informed by customer feedback and user research is likely to miss the mark and fail to deliver value. To avoid this mistake, you should involve your customers and users throughout your product development process, from ideation to delivery. You should use various methods to collect and analyze their needs, pain points, expectations, and behaviors, such as interviews, surveys, testing, analytics, and feedback loops. Then, you should use these insights to inform your product decisions and update your product road map accordingly.

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Diana Dilanyan

Sr Product Manager at Thanx | MBA
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Another approach to this is trying to fail fast and small. With the right tooling in place to get in touch with your users and understand their feedback, you might save some time and money by delivering a prototype instead of a full feature.

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3 Mistake 3: Not aligning with your stakeholders

A third common mistake is to create a product road map without aligning it with your stakeholders, such as your co-founders, investors, partners, or employees. A product road map that is not aligned with your stakeholders can cause confusion, conflict, and mistrust, and jeopardize your product success. To avoid this mistake, you should involve your stakeholders in your product road mapping process, from setting the vision to reviewing the progress. You should understand their expectations, perspectives, and constraints, and address any gaps or disagreements. Then, you should use various tools and techniques to communicate your product road map to your stakeholders, such as presentations, newsletters, dashboards, or demos.

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Diana Dilanyan

Sr Product Manager at Thanx | MBA
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You might as well start with your stakeholders perspective and vision and then inform the roadmap based on what you learn. This way it will be easier to get buy in from the stakeholders.

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4 Mistake 4: Not adapting to changes

A fourth common mistake is to create a product road map that is too rigid, fixed, or detailed, and does not adapt to changes in the market, customer, or business environment. A product road map that is not adaptable can lead to missed opportunities, wasted efforts, or irrelevant outcomes. To avoid this mistake, you should create a product road map that is flexible, agile, and iterative, and allows for experimentation and learning. You should use a framework that helps you prioritize and organize your product initiatives based on their value, uncertainty, and complexity, such as the RICE score or the MoSCoW method. Then, you should review and update your product road map regularly, based on your data, feedback, and results.

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Khuze Siam

CEO at Siam Computing, leading tech innovation for startups
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It is a common mistake to treat your product roadmap like a forgotten document. It is important to remember that your product roadmap is a guide that you can go back to at every stage of the development process. To make this possible, it has to be treated as a living and breathing document that evolves to register and reflect changing realities. Besides, your product roadmap is the foundation of your product. So it cannot be treated as a dead end. Product development does not follow a linear progression, so your product roadmap needs to be revisited and modified to register important changes.

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Diana Dilanyan

Sr Product Manager at Thanx | MBA
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Think of the roadmap as the first few steps you need to take in the direction you think you need to go. Reevaluate the direction early and often, with each release!

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5 Mistake 5: Not focusing on the big picture

A fifth common mistake is to create a product road map that is too focused on the short-term, tactical, or operational aspects of your product development, and neglects the long-term, strategic, or visionary aspects. A product road map that is not focused on the big picture can lose sight of your product purpose, direction, and differentiation. To avoid this mistake, you should create a product road map that balances your short-term and long-term goals, and shows how your product initiatives contribute to your product vision and mission. You should use a framework that helps you define and communicate your product strategy, such as the lean canvas or the product vision board. Then, you should use your product road map as a tool to inspire, motivate, and guide your team and stakeholders.

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6 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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Olga Noha

3x CMO | Woman of the Year | Global Marketing Executive | SaaS | B2B | Helping international companies untap the US & global markets
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Ensure your roadmap is flexible, data-driven, and customer-focused. Regularly update it based on changing market trends and customer feedback. Avoid over-committing to fixed timelines - instead, focus on deliverable goals and adapt as needed.

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Arturo Garcia Velasco

Investor, Venture Builder, Multipreneur & Enthusiast in Fintech, Payments, Emerging tech (AI, blockchain, IoT...), Product, Marketing & Innovation
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Sure, you have to avoid these obvious mistakes! But particularly the one involving listening to your clients sometimes conflicts with the long term vision (that your clients haven’t thought of), and the pressure to attend those particular needs in the short term can derail your future success. So, another good practice is knowing to say no to clients (in a good way, negotiating other features, etc. )

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How can you avoid common product road mapping mistakes?

1

2

3

4

5

6

1 Mistake 1: Not defining your goals and outcomes

2 Mistake 2: Not involving your customers and users

3 Mistake 3: Not aligning with your stakeholders

4 Mistake 4: Not adapting to changes

5 Mistake 5: Not focusing on the big picture

6 Here’s what else to consider

Startup Development

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How can you avoid common product road mapping mistakes?

1

2

3

4

5

6

1 Mistake 1: Not defining your goals and outcomes

2 Mistake 2: Not involving your customers and users

3 Mistake 3: Not aligning with your stakeholders

4 Mistake 4: Not adapting to changes

5 Mistake 5: Not focusing on the big picture

6 Here’s what else to consider

Startup Development

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