Product roadmap development in a case company

There is a significant shift in the market of tripods and heads in the photo imaging industry due to the rising popularity of content creation and mirrorless cameras. It has prompted a need for companies to develop products that not only answers to customers need, but allow differentiation from competitors. This thesis aims to develop a user-centric product roadmap for a case company. We discover potential features to develop based on an external and internal analysis. External perspectives are gathered through online user review assessment and competitor benchmarking. Internal perspective explores the company’s internal product line up, product performance and brand strategy. We propose a product roadmap that addresses both customer needs and the state of the company. Additionally, we construct a business case that details segmentation and financial targets. The product roadmap and business case aim to secure the company's market position, enhance product offerings, and drive sustainable growth.