Platform Product Management Beyond Features: Introducing B-MAP for Platform Ecosystem Success
Benefits of the B-MAP framework include increased user satisfaction, efficiency, and adaptability.
It’s been a while since I published. I am starting again with some learnings in product management and introducing a B-MAP framework to build a platform ecosystem for my product manager friends. This article does not cover the implementation details around B-MAP, the next article will. However, I will highlight the gaps and offer a solution to traditional product management frameworks for building platform ecosystems.
This article aims to address a critical problem in scaling and building platform product ecosystems. It is drawn from my successful experience at Wayfair using the B-MAP (Build, Manage, Adapt, Partner) framework that I've developed. The emphasis is on identifying the gaps that the B-MAP framework addresses, which conventional product management frameworks have struggled to overcome. While both conventional and B-MAP approaches share foundational principles such as user focus, iterative development, and data-driven decision-making, B-MAP uniquely confronts challenges inherent to platform/ecosystem product management. Traditional frameworks may be inadequate to handle these specific challenges.
Traditional product management, while valuable, often treats platforms as mere product delivery mechanisms. This overlooks the crucial interconnectedness and dynamic nature of platform ecosystems. Existing frameworks fail to address key challenges such as:
Scaling beyond features: Building thriving platform ecosystems that require focusing on partnerships, data integration, and continuous adaptation, not just individual product functionalities.
Local complexities: Replicating a successful platform globally requires tackling unique regulatory environments, user needs, and infrastructure dependencies. Traditional frameworks lack the flexibility to navigate these diverse landscapes.
Siloed thinking: Fragmentation between teams and external partners hinders unified ecosystem management. Existing frameworks do not address collaboration and interdependencies effectively.
B-MAP is a solution to these limitations. It provides a structured approach for platform stakeholders to build, manage, adapt, and partner, fostering sustainable and scalable ecosystems that thrive beyond borders. B-MAP goes beyond siloed teams and products, fostering a collaborative ecosystem. In fact, each stakeholder acts as a vital "partner" throughout the Build, Manage, and Adapt stages.
Figure 1 below showcases the B-MAP setup. Build, Manage, and Adapt happen iteratively feeding into each other all the time. The Build (setting up the infrastructure) is Managed (building integrations) and then Adapted (feedback from multiple users). Adapt gives you feedback which loops back into Build, that loops in to manage and the cycle repeats dynamically. Partnerships extend across all stages, involving collaboration between various entities. Partners engage in handshakes with each other, ensuring their contributions span the entire B-MAP process. Partners also connect the platform to an ecosystem through their connections across the organization. Figure 2 below, highlights how to use this framework for specific use cases.
Here's an analogy to understand the BMAP framework better: Imagine designing a building. Traditional product frameworks provide only the instructions for designing the structure. But B-MAP goes beyond adding guidelines for designing the surrounding landscaping, and pathways for occupants and visitors (user and partner interactions), and ensuring the building integrates seamlessly with the existing urban environment (the broader ecosystem).
How I was able to solve the platform ecosystem problem using B-MAP?
Transforming Wayfair's US-centric customer order delivery network into a global delivery network was not an easy feat. The goal was to handle diverse shipments, and shipment methods and follow regulatory/custom laws across different continents. Initially, traditional product management principles provided a framework for product discovery and road-mapping. It quickly became evident that these frameworks would work great if the delivery network were to operate as a siloed service. However, our goal was to interconnect and integrate the delivery network with other Wayfair offerings such as inventory and supplier management, carrier management, customer communications, pricing, costs, etc.
The challenge: The traditional approach treated the delivery network as an isolated service, hindering its ability to adapt to diverse markets and user needs. We needed a way to:
Break down silos: Integrate delivery with other Wayfair offerings like inventory management, carrier partnerships, and customer communication.
Adapt to diverse markets: Handle different shipment methods, regulations, and customer expectations across continents.
Collaborate effectively: Partner with local carriers, technology providers, and regulatory bodies to ensure smooth operations and compliance.
I needed an approach tailored to my unique needs – designing and managing an interconnected ecosystem at Wayfair. This quest led me to the B-MAP framework.
NOTE: Now, remember, by this point, the product management team had completed product discovery, crafted a vision, and had a roadmap. BMAP comes in AFTER this initial foundation is laid.
Figure 2 below highlights how to use the BMAP framework. The use case depicted shows a simple snapshot of how I used B-MAP. As shown in Figure 1, Partnership is vital across all stages from Build to Adapt. Your partners collaborate with each other and open your platform to a plethora of ecosystems to which they connect on the other side of the platform.
How B-MAP framework helped me?
B-MAP increased the engineering team’s efficiency, improved user satisfaction, and had a faster time to market because it was:
Tailored for reality: This framework transcends generic innovation advice by addressing the specific needs of backend platforms by considering both sides of the user equation.
Holistic perspective: B-MAP covers the entire journey, from laying the foundation to navigating change and forging partnerships, ensuring long-term success.
Data-driven and adaptable: While data plays a crucial role, the framework encourages qualitative understanding and continuous experimentation to refine the PM’s approach based on real-world results.
While similar foundational principles exist, B-MAP offers a nuanced perspective specifically tailored to navigating the complexities of platform ecosystem development and management. B-MAP didn't magically solve all our challenges, but it provided a clear framework to navigate them. And the good news? You can use it too! Whether you're scaling an e-commerce platform, a streaming service, or anything in between, B-MAP can be your guiding light. Remember, platform scaling isn't a solo journey. Find your map, partner effectively, and adapt continuously, and your platform will reach its global destination with ease.
This article barely scratches the surface of B-MAP's potential. Want to delve deeper? Stay tuned for my next piece where I'll unpack the framework in detail, offering actionable steps that you can implement on your own platform adventure!
Cheers
Nikhil Varshney
References:
Platform Product Management: Cagan, M. (2020). Inspired: How to Create Tech Products Customers Love. John Wiley & Sons. (Chapter 10 specifically discusses platform product management)
Innovation as an Interactive Process: Lundvall, B.-Å. (2007). Understanding Innovation as Interactive Process. Edward Elgar Publishing. (Focuses on the collaborative and dynamic nature of innovation)
Don't Manage Your Digital Platform Like a Shared Service: Boston Consulting Group (BCG). (2023). Creating a Digital Platform Management Strategy.