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Now - Next - Future A Roadmap for Services Companies

Twin Cities Product Camp - 2016

Peter Pascale Vice President, Product Management

Participants wanting a free digital copy should contact Peter Pascale

How do you:

… build product roadmaps to support the services business? … drive product evolution to stay ahead of your market?

… maintain a strategic focus for your products? … signal what you support?

… say no to bad ideas?

Do you sell…

Product Service?

We sell…

Products

Service

OperationsSupportContent

Products

ServiceToo much roadmap?

Products

ServiceToo much roadmap?

Bankrupt

Products

ServiceNo roadmap?

Products

Service

UnscalableNo roadmap?

Pearson VUE - a service company powered by products

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14 million test delivered each year

in more than 20,000 test centers

in 175 countries

for 450 global clients

with over 100 using our test development services

Pearson VUE delivers a test somewhere in the world every 2.2 seconds

Pearson VUE - a service company powered by products

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14 million test delivered each year

Publishing Tools

Candidate Web

Platform

Test Dev Tools

Test Driver(s)

Results Processing

Reporting Platform

Digital Credentials (Acclaim)

Sell - Then - Build

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Feature 1 Feature 2 Feature 3 Feature A Feature B Feature C …

Feature 1 Feature 2b Feature 3 Feature A Feature B New C …

Prospect wants: Business proposes:

Sell - Then - Build

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Feature 1 Feature 2 Feature 3 Feature A Feature B Feature C …

Feature 1 Feature 2b Feature 3 Feature A Feature B New C …

Prospect wants: Business proposes:

Enhance Feature 2, Build Feature C

If you don’t know where you’re going…

… any road will take you there.— George Harrison

A

We are here

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Traditional Product Roadmap…

… Releases, milestones, progression— Pragmatic Marketing, et al

A

We are here

D ECB

Roadmapping for a Services Business…

… Clear Trajectory, Uncertain Timelines

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We are here

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ZWe’d like to go here

valuable stops along the way

Supporting Solution Evaluation

… Should we go to L?A

We are here

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Supporting Solution Evaluation

… L no!A

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Proctor-Authorized Time Extension

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Not always sequential

… Sometimes you have to over-investA

We are here

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We are here

Prospect takes you here

$100M

Roadmap Development

“… Finding the resonance”

•Clients •Pipeline - Prospects •Market assessments (another form of Prospects) •Industry •Parallels

$100M

Roadmap Development

Sales-focused. Not “what could be” but “what is needed to make the next sale”

•Clients •Pipeline - Prospects •Market assessments • Industry •Parallels

Communicating Roadmap as a Direction

Now

Next

Future

Now Available in your products NOW

Next What the team is currently working on

Future Longer-term direction

Defining timelines specific to your dev cycle

Now

Next

Future

Now Now. You can have it. You’re welcome.

Next We will deliver this capability in the next 3 - 9 months

Future 12 - 18 months out pending no interuptions*

* “This represents our future direction, but business priorities may insert themselves in the middle”

VUE’s Definition

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Every Pearson VUE roadmap presentation begins with the

reminder of Privileged Access

Now

Next

Now

Next

Future

Commercialization - Define the Box

Commercialized Custom

- Feature complete - Operationally

supported - Documented - Onboarding

- Not developed - Not fully supported - May be client-

specific

Differentiation is for Product Companies

Client Basic

Premium

Advanced

Feat

ures

Pearson VUE’s first draft IBT Integration ‘Service Line’

Differentiation is for Product Companies

Client Basic

Premium

Custom

Feat

ures

Poor Differentiation, Custom Everywhere

Differentiation for a Service Company

IBT Integration

Custom

Clear, no false distinctions, easy to sell

Commercialization and Now - Next - Future

Now Commercialized. Done and Done.

Next/ Future

Not Available

Is Black and White too Harsh?

NO. You are always having a conversation about business commitments and your ability to meet them.

A Framework for Saying No

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• Your defined roadmap is a wall against crazy ideas! • The roadmap reinforces the ‘crazy loner’ idea for outliers. • Clients can pay for custom work. • Clients can pay to accelerate work on the timeline.

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Now - Next - Future

•Enforces the ‘future directionality’ of roadmap •Simple enough for salespeople! •Enforces what is, and is yet to be •Defines the landscape of delivery (and interuptability)

Roadmaps in a Services Business

Product Business Services Business

Roadmap Sequential Drives Sales

Directional Supports Sales

Communication Features and Timelines

Futures and Capabilities

Product Commercialization

Tiers, Product Levels, Differentiation

Supported vs. Custom

Prioritization Product P&L Led Business Led

Discussion