How to Create a Product Launch Roadmap: Examples and Practical Tips

How to Create a Product Launch Roadmap: Examples and Practical Tips


Creating a product launch roadmap is a process that involves multiple stages, activities, and teams. Accomplishing this task in an organized and fluid manner is a challenge, because with so many people, research, planning and execution activities involved, it’s easy to lose control of every step.

To help simplify the product launch roadmap, in this article we present some tips that will make your team’s work more productive and orderly.

Create a visual character

Creating a well-defined character is one of the main steps in planning a product launch. After all, how are you going to organize your marketing efforts without knowing who you’re trying to communicate effectively with?

It is normal for companies to have different customers and different products. Therefore, they must create multiple personas to direct the services and tone of the communication. If the characters have very extreme or cartoonish characteristics, your communication will probably seem artificial.

In order to create personas more believable, making a visual representation is an option to consider. In addition to helping interested parties visualize and understand who your audience is, this is a visual resource that makes it easy to build a richer character with more detail.

For this, you can create an infographic with a brief blurb, photograph, charts, indexes, icons and tables to expand on the types of information that will be defined.

As was done in the example below, where it is possible to clearly see the nuances of personality with bars that show levels of introversion versus extroversion, motivation, creativity and other data that help guide the tone of your product’s communication.

Create a product roadmap

Create a roadmap before launch, it is essential to guide the development of the product over time. With a roadmap, you make sure that the daily activities needed to achieve your goals stay up to date and are more easily tracked.
In addition, roadmaps are ideal for:

  • Define the priorities
  • Track the progress of the task
  • Coordinate activities
  • Promote communication between teams

A product roadmap traces the evolution of the product over time. Moreover, this is the document that will ensure that everyone involved follows the development of the project, keeping everyone on the same stage and moving the process forward on the right track.

How to create a product roadmap

Roadmaps need to be nimble and easily editable to keep pace with ever-changing processes. The ideal is therefore to design them with adaptable and flexible models. The product roadmap should highlight a timeline, the most important projects and activities, in addition to a simple flowchart that defines the departments responsible for each task.

Roadmaps are typically represented by a Gantt chart, which contains bars indicating the duration of tasks, as in the example below.

Before you start customizing your roadmap, it’s important to define who you’re creating for and at what stage you plan to plan, as the needs of each audience vary widely. For example, stakeholders outside the company only need a holistic view of strategic actions and will not want a very detailed roadmap. Managers and team leaders, on the other hand, need specific operational details, schedules and goals for each period.

Using mind maps

Mind maps are great for planning sales, creating a marketing plan and organize ideas and projects. With them, you can connect ideas and show the relationship between them, have ideas and develop concepts in an intuitive way.

This product launch card, for example, discusses different points in the process, goals, specific metrics to measure product performance, and types of media to explore.

It can be developed with new points that detail every aspect, depending on the purpose for which it was created. For example, in promotion, each article could be developed to another level and specify where it would be distributed or even designate its managers.

Mind map for marketing strategy

In order for a marketing strategy to achieve its goals, it is important to establish specific goals and the steps required to achieve them. See how the goals and types of marketing needed to achieve them are clearly defined with a mental map well developed:

Having this type of visual resource will make the whole process of creating and developing communication much more nimble and organized.

Perform a competitive analysis

Competitor analysis focused on similar products targeting the same market segment as its launch is certainly one of the most important parts of the roadmap. Detailing your product and that of your competitors will allow you to see what differentiates them from them and what to highlight when promoting.

You can use a feature comparison matrix to make this process easier and more efficient by including things like:

  • Product quality
  • Ease of use
  • Customer service
  • Style and image
  • Price

But to do that competition analysis, market research is needed to gain insight, understand audience needs, and identify opportunities to improve your product. This research can be done through customer interviews, online surveys, or even purchasing products from competitors to analyze the service, for example. Besides understanding where the competition falls short of expectations, it will also help in the character creation task.

Use comparison infographics

At the end of the previous step, you can present the differences between the products with a infographic comparison. They are great for quickly visualizing the characteristics of similar products and can be used both to design the differentials internally and to present them to your audience during the product promotion phase.

See in the infographic below how two similar products have their features highlighted and can help consumers choose what they really need:

Likewise, this type of graphic helps to better understand the product and what to highlight, from development to promotional launch actions.

Set goals

Finally, a roadmap always needs a destination. Defining the goals of your product will make your launch actions meaningful and allow you to analyze the work done afterwards. For this, you can start by establishing KPIs which during the creation of reports will be used to evaluate and adjust the actions developed. The defined goals give meaning to the analysis of metrics and reports, causing the data to be used to make necessary adjustments in the future.

Prepare to launch your product

Creating a roadmap is an essential step if you want to master the different stages of launching a product. Because it visually represents tasks, objectives and managers, it is a powerful tool for organizing and presenting deadlines, objectives and the teams that must be committed at each stage.

Did you like the information and want to know more to make your products successful? Read our full article on marketing plan and learn how to prepare your own!


The text you have just read was written by the team of Vennngage – startup specializing in the creation of infographics.





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