INNOVATION TOOLS (ou MYTHS): Le roadmapping

SETIS Roadmap (setis.ec.europa.eu)
SETIS Roadmap (setis.ec.europa.eu)

(cet article fait partie de la série Innovation tools ou Myths, comme vous voulez)

Combien de fois ai-je été convié à des exercices de roadmapping? Combien de fois ai-je vu ces représentations graphiques, vides de sens et d’intérêt car dénuée de valeur ajoutée et de réflexion profonde?

Non le roadmapping n’est pas un outil facile pour innover par contre oui, c’est un outil efficace lorsque bien mené.

Le Roadmapping, un outil dévoyé

Le roadmaaping est un outil que toutes les entreprises voudraient utiliser. de nombreuses font des choses qu’elles appellent roadmapping et qui se traduit souvent par un slide avec une échelle de temps et des blocs qui s’enchainent pour arriver finalement là où on voulait de toute façon arriver. Avec un peu de chance, tout ça est organisé par ligne de produit ou par technologie mais globalement ce n’est que la transcription visuelle d’un état de fait.

Est- ce cela le roadmapping? Non bien entendu. Le roadmapping est un exercice STRATEGIQUE et ce au sens le plus noble du terme. Il s’agit bien de montrer votre vision de vos activités et comment vous allez pouvoir arriver là où vous voudriez être dans 5 ou 10 ans. C’est un outil d’aide à la planification (et certainement pas un gantt 😉 ) qui permet de s’assurer que les décisions technologiques et les développements de produits sont bien en phase avec la stratégie de l’entreprise et les besoins marché. En cela il garantit la cohérence de ces trois dimensions (technologie, produit, marché) comme nous le verrons plus bas.

Une démarche cohérente

Attention. Je me dois d’ors et déjà de vous prévenir. Faire un exercice de roadmapping en bonne et due forme nécessite du temps, de l’énergie et de la méthode. J’aime à penser que le roadmapping doive être vu (mais c’est une déformation sans doute) comme un projet à part entière. On peut ainsi définir des lots de travaux 😉

Lot 1: Initialisation

Il s’agit ici de mettre en palce les conditions à la réalisation de l’exercice. Sponsor, leader, participants doivent être clairement nommés et avoir à la fois le budget et l’autorité pour faire les actions nécessaires.
La collecte des informations est également importante à ce stade. Rappeler le Plan d’Action Stratégique de l’entreprise,  ses besoins, ses marchés, ses objectifs etc… sont des étapes indispensables.

→ Organisation du projet / légitimité à demander les informations / données de base de travail

Lot 2:  Le point de vue du… marché

Pour bien aborder une roadmap, il faut avoir une bonne vision du marché (comme toujours). Quels sont les facteurs importants pour notre marché (technologie, fonctions, prix etc..)? Quels segments (avec ses spécificités) j’adresse?  Concurrence? Risque?
tout le monde comprendra sans doute l’importance capitale de ces données pour se projeter et certains pourront également se rendre compte de la difficulté de les obtenir…

→ Vision de l’évolution du marché / attentes des clients/utilisateurs

Un plus qui me parait essentiel pour un exercice réussi est de s’attacher également à identifier les lames de fond technologiques, usages, besoins, sociétales qui risquent d’impacter à un moment ou à un autre notre environnement et nos marchés. C’est fondamental pour ouvrir les yeux sur les modifications profondes de l’environnement et les intégrer dans notre roadmap.

Lot 3: On en est où nous?

Nos produits sont-ils en adéquation avec le résultat du lot 2? En terme technologique bien entendu mais également en terme de business model. Parfois il suffit de changer de business model pour faire d’un produit standard une pépite. On réalise aussi une gap analysis pour se rendre compte des efforts à fournir pour pouvoir remplir au mieux les attentes des clients. On définit ainsi la route à suivre, par produit, pour arriver à satisfaire les besoins et les attentes du marché.

→ Route d’évolution Produit / identification des manques fonctionnels

Note: Ces premières étapes sont souvent « oubliées », notamment dans les roadmaps technologiques car celles-ci sont très souvent gérées par des techniciens purs (ce n’est pas une critique). L’orientation naturelle est de tracer une voie technique et non pas une voie de marché.

Lot 4: L’état de l’art

Roadmap
IFST roadmap

A cette étape on arrive souvent dans ce que les entreprises maitrisent le mieux: la technologie et leur produit. On s’attachera ici bien entendu à regarder quelles technologies peuvent permettre de remplir les manques identifiés dans les étapes précédentes. On cherchera également à évaluer l’impact de ces technologies sur les produits existants.
Cependant cette approche est réductrice. 2 dimensions au moins sont à aborder également à ce moment-là:

  • les aspects Business Model. Mon business model est-il au top de ce qui se fait en ce moment? Est-il dans la mouvance des concurrents, est il en avance ou en retard?
  • les aspects Emergence. Y a t il des technologies émergentes qui pourraient remettre en cause toutes mes actions? Y a t il des usages qui feraient capoter tous mes développements u au contraire ferait de mon produit un hit?

En intégrant ces aspects, notamment via les résultats « en plus » de la phase 2, on maximise la portée de la roadmap en y intégrant une notion de « disrutption » qui peut se révéler très importante.

→ Solutions techniques ou commerciales / technologie à surveiller / rupture à proposer

Lot 5: Un peu de graphisme

Une fois qu’on a fait cela, on peut s’attacher à la représentation graphique des choses. Ce n’est qu’à cette étape que l’équipe se met d’accord sur la manière de représenter ses résultats. Elle élabore un rendu prospectif de ces travaux, un plan de bataille technico-commercial. Elle propose enfin un support simple de communication et de vulgarisation des orientations retenues.

Facteurs clés de succès

  • Restreindre l’exercice de roadmapping à un scope défini
  • Constituer une équipe pluridsciplinaire à même d’adresser tous les aspects de la démarche
  • Nommer un leader ayant les compétences humaines nécessaires (cohésion de groupe, animation de réunion, créativité etc…)
  • Simplicité, contexte, cohérence

Principaux risques

  • Un sponsor d’un niveau hiérarchique insuffisant ne permettra pas à la démarche d’obtenir les informations et la légitimité nécessaire à ce travail
  • Le mauvais alignement avec les objectifs de l’entité
  • Sauter les premières étapes pour se concentrer sur les solutions et la technologie.

Et vous, comment abordez-vous les exercices de roadmapping?


 

203 réflexions sur « INNOVATION TOOLS (ou MYTHS): Le roadmapping »

  1. Tres bon resume!
    Juste un commentaire venant de mon experience d’application d’une telle demarche: elle marche bien pour du « technology pull », soit des developpements correspondant a des besoins clients exprimes pour peu que ces informations caracterisant ces besoins soient fiables et bien formulees!
    Par contre la demarche bride souvent le « technology push », soit le developpement de produits creant un besoin chez le client. En effet les informations marche et besoins client « conditionnent » souvent les acteurs du processus du roadmapping dans un processus deductif alors que le technology push necessite plus d’intuition.

  2. Une feuille de route (roadmap) est un scénario cohérent, qui identifie clairement des « moments de vérité » où les interdépendances s’affirment. Cela sert entre autres à planifier l’innovation, mais pas que. Cela sert surtout à supprimer toutes les projets en « boucle ouverte » qui sont en réalité des chèques en blanc sans aucun engagement de résultat

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