Comment créer une feuille de route de développement de produits sur un marché hautement concurrentiel ?

Understanding your market is a critical step before defining your product roadmap especially in a competitive market. Here are the steps you should take to ensure you gain thorough understanding of your market- - Conduct extensive Market research to understand needs, behaviour patterns and preferences - Get a fair idea on regulatory/legal guidelines and technology trends - Analyse your competitors to understand their strengths and weaknesses. This will help in identifying the gaps in the market - Segment your customers on the basis of demographics, income and behaviours for a right product fit - Test your product ideas/concepts in the market through surveys and testing. Feedback should be incorporated to refine the product offering

Deep dive into your market: Understand your target audience: Conduct user research to identify their needs, pain points, preferences, and expectations. Analyze demographics, behavior patterns, and feedback to shape your product vision. Competitor analysis: Research your direct and indirect competitors. Identify their strengths, weaknesses, market positioning, and feature offerings. Look for gaps they haven't addressed and opportunities for differentiation. Market trends: Stay updated on industry trends, emerging technologies, and evolving customer behavior. Identify potential threats and opportunities to inform your roadmap direction.

The most important step in my view and is a true test if a business is consumer led. Key is to start the data search from a wide net macro trends to micro, looking at consumer needs and wants across multiple categories and sources ie product premium flavours looking at trends on dessert menus from Michelin Star restaurants. In essence you are panning for that ‘gold nugget’ consumer insight. Use competitor and consumer insight market research as merely one source / input leverage innovation workshops with key customers that have category data , key raw material supplier meetings , Internal innovation team with ie R&D and Regs team. Innovation is not only to physical product , but packaging and messaging /claims/ occasion ie. Belvita.

Creating a product development roadmap in a highly competitive market requires careful planning, strategic thinking, and a deep understanding of both your customers' needs and your competitors' offerings. Here's a step-by-step guide to help you create a product development roadmap in such a challenging environment: Market Research and Analysis: Conduct thorough market research to understand the competitive landscape, market trends, and customer needs. Analyze your competitors' products, strengths, weaknesses, and market positioning. Identify gaps in the market and areas where your product can differentiate itself. Define Your Product Vision and Goals:

Understanding the market is crucial for creating an informed product roadmap. This should include, among others, thorough user research- their goals, hopes, pains, fears to get an idea of what success looks like for them, competitor research- if there a similar solution in the market, what gaps it has, what you can learn and implement from it. Overall, by getting a thorough understanding of the market you get to know the external environment your product exists in, influences it will be subject to, and expectations it will need to cater to over time.

Your product vision is the guiding star for your team to move in the right direction in order to achieve your product goals over time. It is the core, overarching reason for building your product, and should be grand by all means, conveying the positive impact your product will have on the world. The right product vision will help your entire team and all stakeholders associated with your product realize a common and shared purpose of building a successful product. With an ongoing sense of purpose, it will keep the entire team going while catering to evolving needs and staying aligned with the common goal. As your guiding star, it should help you stay focused on what truly matters in the inevitably uncertain product journey.

In a highly competitive market, creating a robust product development roadmap hinges on defining a clear vision and goals. This involves articulating the desired future state for the product and outlining specific objectives that align with the company's overall strategy. By establishing a compelling vision, teams can rally around a common purpose and stay focused amid market pressures. Goals should be specific, measurable, achievable, relevant, and time-bound (SMART), providing a roadmap for success. Whether aiming to capture market share, introduce innovative features, or enhance customer satisfaction, defining clear goals ensures that every step of the development process contributes meaningfully to the overarching vision.

Crafting a compelling product vision is akin to setting the North Star for your journey. It goes beyond function, encapsulating purpose and value. Goals, the waypoints to your vision, must be SMART—Specific, Measurable, Achievable, Relevant, and Time-bound. A symbiotic relationship between vision and goals is crucial, anchoring them to both business strategy and customer needs. Effective communication is the linchpin; share this compass with stakeholders, fostering alignment. It's not just about setting a direction; it's about creating a shared narrative that propels your entire ecosystem towards a common, inspiring destination.

Prioritization involves evaluating features based on factors such as customer needs, market demand, competitive differentiation, and technical feasibility. By identifying high-value features that address key pain points or provide unique value propositions, companies can deliver a product that resonates with customers and stands out in the market. Additionally, prioritization enables teams to streamline development efforts, accelerate time to market, and maintain agility in responding to market changes. Regular reassessment of feature priorities throughout the development process allows companies to adapt to evolving market dynamics and ensure that the product remains competitive.

The Kano Model, created by Professor Noriaki Kano, a quality management specialist, can help product teams prioritize features on the product roadmap based on their degree of satisfying users. These are the 5 categories in which it organizes features: 1. Basic: Central to the product’s basic function and reflecting significantly on user satisfaction. 2. Performance/Satisfiers: Functionality over the basic suite that enhances overall experience. 3. Excitement/Delighters: Significant differentiators guiding a user’s purchase decision. 4. Indifferent Attributes: Features making no clear, major difference to users. 5. Reverse Attributes: Active contributors to users’ dissatisfaction.

Feature prioritization is a delicate dance, requiring a nuanced approach. It's not just about what's feasible but what aligns most with your vision and goals. Dive into frameworks like MoSCoW or RICE, but don't forget the artistry of the Kano model, understanding not just functionality but customer delight. The value vs. effort matrix paints a pragmatic picture. Yet, the heartbeat of prioritization lies in user and stakeholder insights—customer feedback, raw data, and nuanced perspectives. It's not just about ticking boxes; it's about sculpting a product that resonates, creating value that transcends mere functionality.

Crafting a roadmap is akin to charting the course for your product's journey. Beyond tools like Gantt charts or Kanban boards, it's a dynamic blueprint that encapsulates key features, dependencies, milestones, and deliverables across development phases. Clarity is paramount—each element should align seamlessly with your product vision and goals. A roadmap isn't just a static plan; it's a living document that adapts to evolving landscapes. Keep it concise, ensuring everyone, from your team to stakeholders, can swiftly grasp the trajectory. It's not just about a timeline; it's about orchestrating a visual narrative that propels your product towards its envisioned destination.

I've seen many founders make the mistake of treating their product roadmap as a forgotten document. This should not be the case because it is a strategic overview of what you want to achieve with your product and the direction your team must move in to achieve that vision. It is a guide that your team can go back to at every stage of the development process, treating it as a living and breathing document that reflects evolving user needs, market conditions, and product learnings over iterations.

A product roadmap is a dynamic compass, not a static artifact. Regular reviews and adjustments are vital, aligning it with the ever-shifting market dynamics, customer needs, and competitor landscapes. Think of it as a living document, evolving in tandem with your product's performance. Transparent communication is the linchpin; share insights with stakeholders—team, management, partners, and customers. This not only ensures relevance and realism but fosters a collaborative ecosystem. In the competitive market orchestra, updating and communicating your roadmap isn't just a necessity; it's a strategic cadence, orchestrating agility in response to the symphony of change.

Roadmaps in cutthroat markets? Most are pure fantasy. Here's the real deal from the front lines: 1. Customer Obsession: Continuously adapt based on direct feedback. It’s your true north. 2. Be Agile: Pivoting quickly beats sticking to a flawed plan. Flexibility is our lifeline. 3. Data-Driven: Let metrics, not gut, guide your iterations. This approach isn't just theory; it's battle-tested strategy, making our roadmap a dynamic blueprint for success.

In a competitive market to develop a new product it is necessity to understand what will different your product, product development team should have authority to take some risk which will help them to try minimal version and check product in real condition to get feedbacks before making high investment

Roadmapping should be a collaborative process. Product is a team sport. Make sure to include input from customers, executives, stakeholders, engineering, and design - when building your roadmap!