Stakeholder Map

Introduction

The Stakeholder Map framework is a strategic tool used in product management to identify and understand the various stakeholders involved in a product’s development and lifecycle. This framework helps product managers understand who has influence and interest in a product, and how they should be managed for optimal results.

When to Use This Pattern

This pattern is most effective at the onset of a new product development process or when a significant product change is planned. It’s also helpful when the project environment is complex with many different groups or individuals having a stake in the product.

Benefits of Using This Pattern

Stakeholder mapping helps ensure that all influential parties are considered and managed appropriately, which can lead to a smoother product development process and better product acceptance. It allows the team to prioritize communication and management efforts, ensuring those stakeholders with the highest power and interest are adequately engaged.

Potential Drawbacks

Stakeholder mapping can be time-consuming, particularly in complex environments with numerous stakeholders. Furthermore, stakeholder interests can change over time, which means the map needs to be regularly updated to remain accurate and useful.

Key Steps in Implementing This Pattern

Identify Stakeholders: Start by listing all potential stakeholders. These might include end-users, team members, executives, shareholders, suppliers, or other people/groups affected by the product.

Analyze Stakeholder Characteristics: For each stakeholder, assess their interest in the project (low to high), their power or influence over it (low to high), and their attitude towards the product (negative to positive).

Plot Stakeholders on the Map: Create a 2x2 grid with ‘Interest’ on one axis and ‘Power’ on the other. Plot each stakeholder on the grid based on your assessment.

Define Management Strategies: Develop strategies for managing each stakeholder group. Those with high power and high interest should be closely managed, those with high power but low interest should be kept satisfied, those with low power but high interest should be kept informed, and those with low power and low interest can be monitored with minimal effort.

Implement and Review: Implement the stakeholder management strategies, and regularly review and adjust the map and strategies as needed throughout the product lifecycle.

Real-Life Examples

Major product development projects in companies like Apple and Google utilize stakeholder mapping to understand and manage all parties involved in the process.

Tips for Successful Implementation

Consider using a collaborative approach where multiple team members contribute to the stakeholder analysis and mapping process. This ensures different perspectives are considered, leading to a more comprehensive stakeholder map.

Conclusion

The Stakeholder Map framework, though requiring careful consideration and maintenance, is a powerful tool that aids in effective product management by ensuring all interested and influential parties are appropriately managed.

Related Patterns

The Stakeholder Map framework is often used in conjunction with other strategic planning tools such as SWOT analysis and PESTEL analysis.

Resources for Further Reading

“Project Management: A Systems Approach to Planning, Scheduling, and Controlling” by Harold Kerzner “Brilliant Stakeholder Management” by Mike Clayton