Como criar um roteiro de desenvolvimento de produtos em um mercado altamente competitivo?
Um roteiro de desenvolvimento de produto é um documento estratégico que descreve a visão, as metas e as prioridades de um produto ao longo do tempo. Ele ajuda a alinhar as partes interessadas, comunicar a proposta de valor e planejar os recursos e marcos para entregar um produto de sucesso. No entanto, criar um roteiro de desenvolvimento de produtos pode ser um desafio em um mercado altamente competitivo, onde as necessidades dos clientes, as ações dos concorrentes e as tendências do setor podem mudar rapidamente. Como você pode criar um roteiro de desenvolvimento de produtos que seja flexível, realista e impactante em um ambiente tão dinâmico? Aqui estão algumas dicas para ajudá-lo.
Antes de começar a criar seu roteiro de desenvolvimento de produto, você precisa ter uma compreensão clara do seu mercado e como ele afeta seu produto. Você precisa pesquisar seus clientes-alvo, seus pontos problemáticos, suas expectativas e seu feedback. Você também precisa analisar seus concorrentes, seus pontos fortes, seus pontos fracos e suas estratégias. E você precisa monitorar as tendências do setor, as oportunidades, as ameaças e as melhores práticas. Ao fazer isso, você pode identificar as lacunas, as necessidades e os diferenciais que seu produto pode resolver.
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Vishakha Joshi
AVP, Digital Products
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
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SS Rafi
Product Manager @Hire22.ai | Turning Ideas into Product's | Startup Enthusiast
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.
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Mark Blake
EMEA Commercial Director | Negotiator | Commercially Led | Business Transformation | Experienced Leader | Market Led Strategy | FMCG | Contract Manufacturing | Sports Nutrition.
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.
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Suraindran Kamalakanan
Digital Consultant for Governance, Speaker for Investors and Venture Capitalist and Finland's Nominated Swedish Party MP for National Elections.
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:
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Khuze Siam
Helping driven founders build their product
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.
Depois de ter um sólido entendimento do mercado, você precisa definir sua visão e objetivos de produto. Sua visão de produto é a declaração abrangente que descreve a finalidade, o valor e a direção do seu produto. Suas metas de produto são os objetivos específicos, mensuráveis e com limite de tempo que dão suporte à sua visão de produto. Sua visão e objetivos de produto devem estar alinhados com sua estratégia de negócios e com as necessidades de seus clientes. Eles também devem ser comunicados e compartilhados com seus stakeholders, como sua equipe, sua gerência, seus parceiros e seus investidores.
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Khuze Siam
Helping driven founders build their product
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.
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A G Danish
Design Thinker| Strategist | 20+ years of GCC & MENA Experience
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.
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Brandon Leibowitz
Product Management & Strategy Leader | Problem Solver | Innovation Catalyst | Driving Execution & Growth | Startup & AI Experienced
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.
Depois de definir a visão e as metas do produto, você precisa priorizar seus recursos. Os recursos são as funcionalidades, os benefícios e os atributos que seu produto oferece aos seus clientes. Priorizar seus recursos significa decidir quais são os mais importantes, os mais valiosos e os mais viáveis de entregar. Você pode usar várias estruturas e métodos para priorizar seus recursos, como o método MoSCoW, a pontuação RICE, o modelo Kano ou a matriz valor versus esforço. Você também deve considerar o feedback, os dados e os insights de seus clientes e partes interessadas.
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A G Danish
Design Thinker| Strategist | 20+ years of GCC & MENA Experience
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.
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Khuze Siam
Helping driven founders build their product
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.
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Brandon Leibowitz
Product Management & Strategy Leader | Problem Solver | Innovation Catalyst | Driving Execution & Growth | Startup & AI Experienced
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.
Finalmente, você precisa planejar seu roteiro. Seu roteiro é a representação visual de sua estratégia de desenvolvimento de produtos ao longo do tempo. Ele mostra os principais recursos, as dependências, as etapas e os resultados finais que você planeja alcançar em cada fase ou iteração do processo de desenvolvimento de produtos. Você pode usar várias ferramentas e formatos para criar seu roteiro, como um gráfico de Gantt, um quadro Kanban, uma linha do tempo ou uma tabela. Você também deve se certificar de que seu roteiro seja claro, conciso e consistente com sua visão e metas de produto.
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Brandon Leibowitz
Product Management & Strategy Leader | Problem Solver | Innovation Catalyst | Driving Execution & Growth | Startup & AI Experienced
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.
Criar seu roteiro de desenvolvimento de produtos não é uma atividade única. É um processo contínuo que requer atualizações e comunicação frequentes. Você precisa revisar seu roadmap regularmente e ajustá-lo de acordo com as mudanças em seu mercado, suas necessidades de clientes, suas ações de concorrentes e seu desempenho de produto. Você também precisa comunicar seu roteiro de forma eficaz e transparente com suas partes interessadas, como sua equipe, sua gerência, seus parceiros e seus clientes. Ao fazer isso, você pode manter seu roteiro de desenvolvimento de produtos relevante, realista e impactante em um mercado altamente competitivo.
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Khuze Siam
Helping driven founders build their product
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.
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Brandon Leibowitz
Product Management & Strategy Leader | Problem Solver | Innovation Catalyst | Driving Execution & Growth | Startup & AI Experienced
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.
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Raghav R.
Startup Alchemist | Ex Co-Founder - Business | Sales | Program | Author in Stealth Mode
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.
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Canan YILMAZ
Pazarlama Direktörü-Marketing Director at STOLLER TURKEY
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
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Miles Rand
Vice President of Product | Ag Tech, Logistics, Fleets.
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!
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