Upload
alexjcooper
View
144
Download
0
Embed Size (px)
Citation preview
Product & Technology Roadmapping for Future Growth:
Linking Markets, Products and Technology
(Extracts)
A Management Roundtable Executive Workshopwww.ManagementRoundtable.com
Boston, Massachusetts
Dr. Jay Paap, PhD1-617-332-4721
Copyright © 2012 Jay Paap
What Does a Roadmap Look Like?
Often it is asked: what does a roadmap look like – what comes out of the end of the process?
The answer is not a single format, the CFTP®roadmapping approach is a framework in which to collect relevant information, distill it into the critical dimensions needed to plan (the landscape map) and then use it to drive informed decisions about where to invest in products and technologies. The route map summarizes those decisions
The following pages, extracted from the two day course sponsored by Management Roundtable, explains the different purposes of roadmaps and gives a few examples of the two main outputs.
Note: your output will likely differ, depending on your purposes, existing planning frameworks, and type of mapping activity pursued.
Copyright © 2012 Jay Paap
Maps come in all different types
Map of features on the moon
Map to buried treasure
A roadmap may refer to:
A map of roads, and possibly other features, to aid in navigationA plan, e.g. road map for peace; technology roadmap
The Free Dictionary by Farlex, May 2010
Copyright © 2012 Jay Paap
Technology Roadmaps
Roadmaps visually link product/service targets and technology investment implications - over time.
Three types of roadmaps: Industry roadmap: forecasted technology path
developed by industry members
Landscape map: shows links between technical capabilities, business drivers, and competitors over time
Route map: shows the chosen direction over time for an organization’s products and technology base given external conditions and the organization’s objectives
This course will focus on the second two.
Copyright © 2012 Jay Paap
Industry Roadmaps
Source: A roadmap for mobile and wireless systems beyond 3G, Euroscomweb site
Figure 2: Technology roadmap for systems beyond 3G
Traditionally done by cross organizational teams, often sponsored by government or industry associations, they provide an inventory of available technologies in an area of interest.
these can be useful inputs into he roadmapping processes used by organizations for themselves
If lacking, you may want to develop these as adjuncts to your planning
Copyright © 2012 Jay Paap
AAA® Map Types
They review and screen vast amounts of information on roads, sites, lodging, etc. and summarize the most relevant factors into easy to use area maps
You can use these summaries to identify options and select ones
meeting your goals, resources, and time to plan your trip; the results
are summarized in a TripTik®
To understand landscape and route maps consider what AAA does.
Copyright © 2012 Jay Paap
Technology Landscape Maps
This is the part where innovation takes place
Landscape maps link together market and technology factors addressing current and future products and services: What product or service characteristics affect purchase/use decisions –
what do your customers value and why?
How can technology be used to provide or improve these characteristics – what is the role of technology?
How mature are the needs and technologies – are there opportunities for disruptions?
Profile the competitors capabilities – can you gain an advantage?
A generic CFTP® landscape map follows – it collects into one graphic all the critical information needed to drive informed decisions about what is possible; selection requires additional information that is covered separately.
Copyright © 2012 Jay Paap
CFTP® Map Example 1: CI Case
Ingredient Technologies Process Technologies CompetitorsPerformanceCharacteristic Importance
IndustryLeverage Sweeteners
Fats andsubstitutes
Shelf lifeenhancers Flavorings Formulation Mixing
Flavor 1 M ++ + ++ + +
Appearance 2 L + + ++ o ++ +
Fat Content 3 H o ++ o o o o
Texture/Mouthfeel
4 H + ++ + ++ + +
Price 5 M o + + + ++ ++
Calories 6 L ++ + o o o o
Constar Inc. 10% share
CompetitorProfile
A 30% share
B 40% share
Relative Maturity G E G G M G
+
Market: ConsumerProduct Class: Convenience desserts
++ --
B A CI
B A CI
B CI A
A B/CI
B A CI
A/B/CI
Copyright © 2012 Jay Paap
Copyright © 2012 Jay Paap
The Route Map
This is the part of roadmapping most people see.
The ‘Route Map’ is a summary of the planned migration of products, services and technologies over time in response to expected shifts in the market.
Major components: We plan to acquire this particular technical expertise Using these means (development, license, alliance, etc) In this time frame To enable us to provide these operational, product or
service features To meet these customer needs
It is developed after the Landscape Map
Copyright © 2012 Jay Paap
Varieties of Route Maps
Grossman, “Putting Technology on the Road”, RTM March, 2004
Project Focused: General Motors
www.ecgmbh.eu/ (2010)
Product Focused: Liteon
Capability Focused: SCE
www.sce.com/aci (2011)
Route maps reflect decisions and are used to communicate and coordinate
Hint: be flexible, but consistent
Copyright © 2012 Jay Paap
Rethinking NPD* Planning
Voice of the customer
Technology input
Roadmaps
Ideas
Selection (hard numbers)
Project plans
Enhanced NPD An innovation friendly viewCustomer Insight / Technology / Comp Intel
Landscape Roadmap
Ideas
Route Roadmaps
Project plans
Selection (NOMMAR™)
(Technology Strategy)
* New Product Development
The CFTP® framework provides a way to collect, agree upon, and distill critical information on customers, technology, and the external environment before ideas are generated.