Product & Technology Roadmapping for Future Growth:

Transcription

1 Product & Technology Roadmapping for Future Growth: Linking Markets, Products and Technology (Extracts) A Management Roundtable Executive Workshop October 25-26, 2017 Cambridge, Massachusetts Dr. Jay Paap, PhD jaypaap60@alum.mit.edu

2 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.

3 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 navigation A plan, e.g. road map for peace; technology roadmap The Free Dictionary by Farlex, May 2010

4 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.

5 Industry Roadmaps 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 Figure 2: Technology roadmap for systems beyond 3G Source: A roadmap for mobile and wireless systems beyond 3G, Euroscom web site

6 AAA Map Types To understand landscape and route maps consider what AAA does. 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

7 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.

8 CFTP Map Example 1: CI Case Market: Product Class: Consumer Convenience desserts Performance Characteristic Importance Industry Leverage Sweeteners Ingredient Technologies Process Technologies Competitors Fats and substitutes Shelf life enhancers Flavorings Formulation Mixing Flavor 1 M B A CI 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 B A CI A B/CI B CI A B A CI A/B/CI Constar Inc. 10% share Competitor Profile A 30% share B 40% share Relative Maturity G E G G M G

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10 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

11 Varieties of Route Maps Project Focused: General Motors Route maps reflect decisions and are used to communicate and coordinate Product Focused: Liteon Capability Focused: SCE Grossman, Putting Technology on the Road, RTM March, 2004 Hint: be flexible, but consistent (2010) (2011)

12 Rethinking NPD* Planning Enhanced NPD Voice of the customer An innovation friendly view Customer Insight / Technology / Comp Intel Ideas Technology input Selection (hard numbers) Roadmaps Project plans Ideas Landscape Roadmap Selection (NOMMAR ) Route Roadmaps Project plans (Technology Strategy) 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. * New Product Development