Sydney Leading The Product (Session 2) with Jen Flynn from Airtasker. Jen describes what she has learned about the tangled path of roadmapping. Her story covers her personal roadmap and the lifecycle development or products after they have achieved their Product / Market Fit.

1. Jen Flynn
Air Tasker
Sydney
25th October 2016
#ltpconf

2. Start Up to Scale Up - how to roadmap
Leading the Product - 2016

3. My Roadmap

4. When I grow up I
want to be a …

5. About me
BSc Applied
Science
Head of Product
& Marketing
Head of Product
- Residential
Head of Product
Management
VP Product
But plans change…

6. Has your roadmapping lost its way?
Whenever a product
professional hears the
work “Roadmap” it can
invoke this response…

7. Has your roadmapping lost its way?
Whenever a product
professional hears the
work “Roadmap” it can
invoke this response…
But why?

8. The Micro Manager
Office Space © Fox

9. Choose your own adventure

10. Roadmapping for Leaders

11. What I’m going to discuss with you.
Not every road map is the same because it needs
to support the specific goals of the organisation.

12. What I’m going to discuss with you.
Airtasker has achieved product / market fit and
now we need to scale for growth

13. I’m not going to talk to you about this, but just in case
Here’s some tools we use at Airtasker

14. I’m not going to talk to you about this, but just in case
And here’s some more

15. Who are Airtasker?

16. Roadmap Goal #1 –
Product Market Fit

17. Where did it all being for Airtasker?
A friend with a chicken truck
Got paid a case of beer to
spend his weeking moving
friends’ apartments
“This is not a good deal”

18. People
1.6 billion
Hrs spent each year
completing “life
admin” tasks
Businesses
8.8%
YoY growth in US
temporary help
service jobs
Workers
15.1%
Labour force
underutilisation rate (2.5x
stated unemployment)
Source: AFR “Workforce & Productivity Summit 2015” Gig Economy - Gratten Institute
The way people exchange labor is changing

19. Then:
Now:
Product Ownership
(online classifieds)
Service Benefits
(sharing economy)
HOME CAR JOB
$5.9bn (1)
Home
ownership
Market
opportunity
On-demand
labour
$50bn (3)
On-demand
transport
$24bn (2)
Accommodation
rental
$2.3bn (1)
Car ownership
$4.2bn (1)
Careers
Source
(1) ASX Market Cap 2015
(2) WSJ
(3) Forbes
Market Opportunity
Build a marketplace for the sharing economy

20. Product Market Fit

21. Roadmap Goal #2 –
Growth and Scale

22. Ecosystem Partnership Strategy

23. Growth Acceleration

24. Media Partner Strategy

25. Media Partner Strategy

26. This is why a well balanced roadmap is critical

27. Roadmap Goal #3 –
Mass Adoption
(or Start-up to Sustainable Scale)

28. Using Airtasker - my experiences

29. Transitioning from a start up to scale up

30. Transitioning from a start up to scale up

31. What’s happening during the
transition?

32. What’s happening during the transition?

33. What’s happening during the transition?

34. What’s happening during the transition?

35. What’s happening during the transition?

36. What’s happening during the transition?

37. What are Airtasker doing differently?

38. What are Airtasker doing differently?

39. What are Airtasker doing differently?

40. Secret Road Mapping tips for
leaders

41. Secret Road Mapping tips for leaders
When used well a roadmap is one of the most powerful tools in a
product managers arsenal but it’s a living thing
• It has to be visibly goal oriented
• It can and will and must change
• You have to “walk the road” daily
• Try to get into good habits

42. Thank you
Leading the Product - 2016

43. Sydney
25th October 2016
#ltpconf