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Product-Market Roadmaps

The purpose of a product-market roadmap is to provide a vehicle for rationalizing an organization's approach to the conflicting demands of ongoing maintenance andPicture of Working Group enhancement activities, opportunity driven activities, and market driven activities. Developing a product-market roadmap is a graphical multi-step process that illustrates the evolution of a value proposition and the plan for the products / services that the company will develop and deploy to effectively address these competing demands.

In most cases the roadmap is overlaid with the estimates of the addressable market, expected penetration, and current / projected competitive product capabilities. Norova helps the executive management team articulate and integrate their ideas into a roadmap. Early versions of the roadmap are likely to spark lively and argumentative discussions. However, as the terminology is defined, issues resolved, and key ideas incorporated into subsequent versions an organizational consensus will develop that supports more focused activities and better cross organizational commitments. The roadmap itself is usually one or more large graphics (11x17) and a supporting presentation that defines terms, delineates the assumptions, and identifies critical decision points.


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