How to break your Vision down into executable stages that you can prioritise your efforts against. See the full writeup and podcast on Seedcamp http://seedcamp.com/seedcamp-podcast-episode-34-taylor-wescoatt-on-the-vision-roadmap-for-startups-2-of-3/

1. TheVision Roadmap
1 of 2 in
Roadmaps for Startups
Taylor Wescoatt
Entrepreneur in Residence
Seedcamp
1

2. 2
Global
Some of my experience

3. Visual Design
Product is “Connecting the User to the Business”
Product
Interaction Design
the Business
Engineering
3
User Research
User Experience
Marketing
The User

4. Traditional Product Roadmaps don’t work for Startups
4
What a Roadmap Should Do
ü Path to theVision
ü What We are Doing
ü What Engineering Builds
ü What Users Get
What Feature Roadmaps dont do
q Unclear Business Impact
q Immediately out-of-date
q Doesn’t work w/ Lean Startup
q Not What Users Want
Feature-Focused
Product Roadmaps

5. Make the Product Users Really Want to Use
It Might not be WhatYou Think
5

6. TheVision Roadmap is built of sequential “Propositions”
To
this
segment We
want
to
be
perceived
as
follows
(our
“Proposi;on”)
Period
_______ Period
______ Period
______
Name
Segment
1
Who
are
we
to
them
now?
Who
are
we
to
them
now?
Who
are
we
to
them
now?
Name
Segment
2
proposition proposition
proposi7on
Name
Segment
3
proposition
Proposi7on
proposi7on
6
ü Path
to
the
Vision
ü What
We
are
Doing
ü Impac7ng
the
Business
ü What
Users
Want

7. Hogwash – “We’ll take care of your car top-to-bottom”
7

8. Hogwash:TheVision Roadmap
To
this
segment We
want
to
be
perceived
as
follows
(our
“Proposi;on”)
At
Launch 6
months
in Next
Year
Busy
Professionals
“Hogwash
is
a
convenient
way
to
get
the
occasional
last-­‐minute
sparkle
on
my
car”
“Hogwash
keeps
my
car
presentable,
and
they
have
some
other
services
I
occasionally
try”
“Hogwash
takes
care
of
everything
for
my
car,
including
maintenance
and
insurance”
Suburban
Families
n/a
(not
targeBng
them
yet)
“Hogwash
makes
sure
my
car
is
clean
on
the
weekends”
“Hogwash
deals
with
our
car
needs
all
week
long”
Individual
Car
Washers
“Hogwash
is
a
cool
new
way
to
pick
up
a
liDle
bit
of
work
in
Central
London”
“My
end-­‐of-­‐week
work
is
all
Hogwash
and
now
I
even
get
jobs
in
my
neighborhood”
“Hogwash
keeps
my
schedule
full
not
just
with
washing
but
other
car-­‐
related
tasks
as
well”
You
mean
different
things
to
different
people
What
you
mean
to
them
changes
over
7me
as
you
grow
your
range
of
services,
geographical
and
7me
coverage,
trust,
and
fulfillment
of
their
diverse
needs.
It
migrates
toward
your
Vision.
8

9. From Proposition to User Behaviour
9
Busy
Professional
“Hogwash
is
a
convenient
way
to
get
the
occasional
last-­‐
minute
sparkle
on
my
car”
To
achieve
the
Proposi7on,
you
need
to
understand
the
Behaviours
that
get
the
customer
there

10. What’s next?
• In the next series (The Behavioural Roadmap)
we take the ‘Proposition’ target and look at
how to turn that into a list of things to build,
measure, and learn
Thank you
10