What is the roadmap to develop?
Roadmap development process RDP (Roadmap Development Process) , signs or designated product development process to solve the long-term direction and pace of development planning areas for the company, the company's products and solutions reflect the policies in this area, product development roadmap should focus on our customers needs, from a business perspective is the core product planning roadmap development, product planning is the key to success.
With the high-tech field of domestic and foreign product competition more intense, innovative products and solutions, especially the core technology innovation has become an important means of Chinese enterprises and the whole Chinese business community transformation. Most companies have long been synonymous with the technology research as a burn, because of its own high-risk sex also led many companies dare to get involved. One fundamental reason is that companies lack a clear strategic positioning technology and efficient technology roadmap planning process, often leads to the following questions:
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① company's long-term technology development direction is not clear, there is no clear technology strategy, core competencies can not be reflected
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There are a lot of technical risk ② product development process which led to the delay, the company hopes will be independent of the technology and product development carried out in advance, but the lack of method and direction
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③ a lot of resources into independent technology research and development, but the lack of technical planning (TPP) activities, product development and technology development mixed into one, resulting in technical direction of the company's strategic direction deviation
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④ future technology at all levels of the factor market needs is not clear, the equivalent of R & D behind closed doors
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⑤ various techniques for no distinction in terms of strategy or overall introduction, either all self-development, irrational use of resources
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⑥ technology development can not meet the rhythm of the market and the product, no signs develop, leading to lack of its effectiveness
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⑦ organizational guarantee a lack of technical planning and roadmap development, most companies stay in form
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⑧ majority of enterprises lack of prospective, lack of effective means of research and technology roadmap planning, limited material available for input
Road sign on behalf of the company's understanding of the market and customers as well as mainstream thinking in the future development of specific products and solutions, customer communication is in foreign exchange, A standard and internal functions of various departments within the company towing capacity planning and delivery of technical planning important parts, signs process is to listen to understand customer needs, demand planning and implementation of closed-loop management process to customers. The following is the implementation of the advisory research and development to create a force of over A's roadmap case: (Shenzhen, an industrial automation company roadmap planning cases)
Product positioning and roadmap development goals?
The purpose is to help the development of signs, director of product line management or conduct of good external investment products and manage product roadmap, are good signs can lead to commercial success, that is:
1. Planning the direction and pace of preparation, Tazhun beat the market;
2. Plan to meet customer needs, solve customer problems and challenges;
3. The plan is expected to generate cash flow and profits;
4. The plan form a clear traction platform technology, the ability to achieve chips;
If a electro-acoustic products, product roadmap planning as follows:
From the content point of view, the product can be a good roadmap and solution planning concerns clear answer:
Why, signpost planning business driver? Answer the following questions:
Traction market opportunities: business and market trends, industry regulation policy area which brought the market opportunity? The amount of market opportunities much market space? It is attractive?
Customer demand traction: The main driving force of the future business development of the regional market, the main problems and what the customer needs are? To the new products and solutions proposed version of what kind of requirements (rich business / TCO savings / energy conservation, etc.)? Why do customers buy?
Market competition Traction: What kind of market strategies and actions taken by competitors in the market? How to launch products and solutions? Competitive situation will evolve in the future? What threat is to our products and solutions? What are the challenges put forward?
Technology-driven industry: industry standards and technology for development to enhance customer value (TVO, TCO, energy conservation, etc.), to enhance our products and solutions competitive value (lower costs, improve performance and increase revenue) which has brought opportunities and drive force?
"Win" strategy and objectives : market-based, customer, technical, competitive analysis, our long-term target market is what kind of marketing strategy and the actions we should take?? How each version of positioning products and solutions? What kind of business model and marketing strategy? We thus obtain the desired value (to enhance the brand? Profit? Competitiveness? Meet customer commitments?)
What & When, product planning, what is the solution? What market and customer-oriented in their respective target markets and customer product positioning what is, what is the value of the key characteristics of products and solutions is? Bring any value to the customer? How versions and features the introduction of rhythm? How the relative competitiveness of competitors?
We need to answer the following question from a business perspective:
1, the target market and customers products and solutions, product positioning in these markets?
Technology Plan (TPP) and signposts Development (RDP) Shenzhen practice open class notice
2, the products and solutions in our product portfolio and application scenarios?
3. What is the organization's products and solutions can bring to the customer is the value? Is there a clear upgrade path to the version and features?
4, the combination of products and solutions focus part of whether the customer needs, such as functional, performance, platforms, networking, reliability, availability, energy conservation and so on?
5, a key milestone in the realization of the products and solutions of time to market and how? Whether we can meet the needs of key customer commitments?
6, how each version of the product and solution competitiveness? Is there a differentiated competitive advantage?
Roadmap development organization
Product roadmap development team is generally organized and appointed by the PMT (Organization Management Team) team, product development roadmap across product lines is generally carried appointed by IPMT team. Including LRDT (signposted development team LEADER), PMRDT (Product Management Representative), RPMRDT (regional product management), R & DRDT (R & D representatives), MKTRDT (marketing representatives), BDRDT (cooperation on behalf of), MQARDT (market quality representatives), CMO (configuration administrator) and so on.
Develop signs and signposts management
Roadmap development process is divided into two phases: the development of signs and signposts management. Roadmap development process is as follows:
The first step, combing product line of strategic planning;
The second step, market segmentation and ANSOFF gap analysis;
The third step is to sort the items using the PDC tools;
The fourth step is carried out according to the product roadmap planning the project ordered;
Management roadmap including product roadmap management organization, product planning and product roadmap relations, change management road signs, road signs authorization management, information security management signpost, signposts review management, quality management, and other road signs.
Finally, we emphasize that the product roadmap planning is derived from a detailed assessment of market research, product planning and in no way do first do market research, market analysis research that order is reversed and product planning, product roadmap planning a big misunderstanding. In recent years, with the development of enterprises, there are many companies realize that "choice is more important than the effort" , if the wrong product can lead to errors in the direction of product development, and ultimately lead to the failure of business. To create a force of research and development consultancy believes that the establishment of a standardized product planning process and a related cross-functional development team signs of long-term development is very beneficial. Not only does it change the company in the face of fierce competition in the passive response and habits of trial and error, and the product roadmap planning, product planning and technology / platform roadmap planning combined with each other together, support each other, forming a continuous enterprise core competitiveness.
Author: Yang Xueming introduced
Yang Xueming, Tsinghua University, MBA, general manager of Shenzhen to create Enterprise Management Consulting Co., Ltd., Shenzhenshihui into R & D Management Consulting Co., Ltd., senior R & D management expert, chief domestic R & D management expert, has served on Huawei, Alibaba, etc. well-known companies, Yang has set up research and development in the country more than 100 open class categories, more than 1,000 customer service House, hundreds of enterprises to provide research and development consultancy services, typical customers such as Shenzhen Mindray, Holley Metering, backgammon, INVT , ressaix intelligent, Eston, laborers Technology, Chinese Academy of sciences, electric power Research Institute, Industrial and commercial Bank of China, CYIT, from Xing electronics, Insigma, Landi business and so on. Customer nearly two years of service as CLP Kang, Netease, Suning Appliance, the flames of Technology, 29, Huawei Technologies, ZTE, Glodon, Datang Power, China Merchants, Comba, Hang Sheng Electronics, State Power NARI, the aircraft industry, medical peacekeeping force, Cambrian Technology, Hainan postal service.