What is Product Time to Market (TTM) and How to Speed It Up?
Published: 2024-01-05 06:34:40

During my time at my last startup, we thought we had all the necessary elements for success: a clear roadmap, a solid product plan, and a dedicated team.

However, despite these seemingly good conditions, we consistently struggled with meeting our product release deadlines.

This became a turning point for us as it made us realize that simply having a plan was not enough; **we needed to take a more strategic approach to our Time to Market (TTM).**

To address this issue, we decided to experiment with different TTM strategies. For example, we started using tools and technologies such as [monday dev](https://monday.com/dev/?utm_source=devto&utm_medium=organic&utm_campaign=what_is_product_time_to_market_ttm_and_how_to_speed_it_up&utm_term=queueVTA_link_1) and [Microsoft Azure DevOps](https://azure.microsoft.com/en-in/products/devops).

We utilized [monday.com & Microsoft Azure DevOps integration](https://monday.com/partners/azuredevops/?utm_source=devto&utm_medium=organic&utm_campaign=what_is_product_time_to_market_ttm_and_how_to_speed_it_up&utm_term=queueVTA_link_2) to create a workflow that aligns development with broader business goals, enhances collaboration, and streamlines the entire lifecycle from deployment to post-release operations.

![Image description](https://dev-to-uploads.s3.amazonaws.com/uploads/articles/olgh85hl5dscfnpkt9wo.png)

It quickly became apparent that **finding the right balance between speed, quality, and innovation in product development is a commonly-felt challenge.**

While achieving faster TTM can offer significant advantages, sometimes investing extra time into improving a product can lead to long-term success.

**So, how do you strike this balance and ensure faster TTM without compromising on the quality of your product?**

In this guide, I will draw from my personal experience to share some tips on achieving this balance and explain the most effective strategies I have discovered.

## **What is TTM and why is it important?**

TTM refers to the duration it takes to bring a product or service from initial conception to market delivery. It's a crucial metric for any business, as a faster TTM translates to several benefits:

- Getting your product to market sooner means **you start capturing revenue earlier.**
- The longer development takes, the more you spend on resources. **A quicker TTM can lead to cost savings.**
- Being the first to market with a new product **gives you a significant edge over competitors.**
- Customers eagerly anticipate new products, and **a faster launch can keep them happy.**

## **How can you speed it up?**

Whether you're looking to launch an MVP faster or shorten release cycles for new features, optimizing your TTM can make a big impact. 

With the right processes and tools in place, you can mobilize your team to operate at startup speed and rapidly deliver value to customers. The quicker you validate product-market fit and iterate based on user feedback, the higher your chances of success.

Below are some actionable tips to boost your TTM and conquer the market.

### **1. Define your target market and customer persona**

Knowing who you're selling to helps focus your efforts and streamline development.

We used [monday dev board views](https://support.monday.com/hc/en-us/articles/360001267945-The-board-views/?utm_source=devto&utm_medium=organic&utm_campaign=what_is_product_time_to_market_ttm_and_how_to_speed_it_up&utm_term=queueVTA_link_3) in combination with monday sales CRM to identify customer demographics, interests, and buying habits. This information helped us tailor the time-to-market strategy to the right audience.

![Image description](https://dev-to-uploads.s3.amazonaws.com/uploads/articles/p80hp66jt8xy88stdoks.png)

Based on this data, we created detailed custom workflows with different types of templates. This streamlined the process of tracking project roadmaps and coordinating across different teams.

Some things you can do to narrow in on your target market and what they feel delivers value for them include: 

- **Customer persona frameworks:** Dive deep with tools like **Empathy Maps** and **Jobs to Be Done** frameworks to understand your ideal customer's needs, motivations, and pain points.
- **Data-driven insights:** Go beyond intuition. Utilize the power of **survey platforms** like Typeform or SurveyMonkey to gather quantitative and qualitative data to draw actionable insights.
- **Customer journey mapping:** Map the customer's interaction with your brand at every touchpoint to identify areas for improvement and streamline the overall experience.

### **2. Prioritize features**

Don't try to cram everything in at once. Identify the core features that deliver maximum value and build those first.

We started using a [project roadmap template](https://monday.com/templates/template/10032460/product-roadmap/?utm_source=devto&utm_medium=organic&utm_campaign=what_is_product_time_to_market_ttm_and_how_to_speed_it_up&utm_term=queueVTA_link_4) that helped us prioritize the core features. It integrates targets, tasks, team members, and product release timelines.

We were able to plan both our short-term and long-term roadmaps. This ensured that all aspects of the TTM strategy were accounted for and visible at a glance.

This helped us launch a basic version of our product early to gather feedback and iterate quickly.

**Top tip:** Assign Reach, Impact, Confidence, and Effort scores to features using frameworks like RICE, or use the MoSCoW framework to prioritize what brings the most value based on Must-have, Should-have, Could-have, and Won’t-have-yet items.

### **3. Embrace Agile methodologies**

These [iterative development approaches](https://monday.com/use-cases/agile-project-management/?utm_source=devto&utm_medium=organic&utm_campaign=what_is_product_time_to_market_ttm_and_how_to_speed_it_up&utm_term=queueVTA_link_5) allow for continuous feedback and adaptation, leading to faster time to market.

![Image description](https://dev-to-uploads.s3.amazonaws.com/uploads/articles/1o80zv9jonhn3gejhshu.png)

Using monday dev, we could break down large projects into manageable tasks. We utilized features including Kanban boards, real-time reporting, bug tracking, and sprint planning for better coordination and faster delivery.

If you don’t already, use Scrum, Kanban, or Lean Startup to manage your workflow in iterative sprints and deliver value at a reliable cadence.

### **4. Automate routine tasks**

Free up your team's time for more strategic work by automating repetitive tasks with tools and software.

We utilized **app integrations and simple automation**. We could take advantage of seamless connectivity with other tools and systems. This integration capability ensures that all parts of the TTM strategy are interconnected and efficiently managed.

We also broke down silos between departments and ensured seamless communication to avoid delays using communication and collaboration tools.

## **In Conclusion…**

Reducing time to market is crucial for seizing opportunities and staying competitive, but it requires careful strategy and execution. By following the tips in this guide, product teams can significantly accelerate their speed to market.

With the right processes and systems, you can **mobilize your team to deliver maximum value to customers in shorter cycles**. But avoid sacrificing too much quality in the pursuit of speed.

**Don't try to do too much too soon.** Start with achievable goals and gradually scale up. Regularly monitor your TTM and identify areas for improvement. Find the right balance for your product and business model.

Here's to launching products customers love at startup speed! Execute these time-to-market strategies and prepare to leave competitors in the dust.

If you have any other questions or would like to add some helpful tips to this post, drop them in the comments below!