Product
Time to Market
Also known as: Time-to-Market & TTM
Plain English
How long it takes to launch a product or glossaryFeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term.
Definition
Time to market is the amount of time it takes to move from an idea to a live product or glossaryFeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term. It reflects how quickly a team can deliver value to users.
In practice
Used to measure and optimise glossaryDeliveryDelivery is the process of building, testing, and releasing a product or feature.Open glossary term speed, helping teams respond faster to opportunities and glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term.
In context
It comes up when a competitor ships something similar first. The instinct is to blame the glossaryBuildA build is the process of compiling and packaging code into a runnable application.Open glossary term, but most of the delay is usually upstream, in the weeks spent deciding what to build.
The reality
Speed matters - but shipping the wrong thing quickly is still failure.
Compared with
Time to Market vs Product Velocity
Time to market measures a single journey from idea to live. Velocity measures the sustainable rate across many. A team can post a fast one-off and still be slow.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is time to market?
It is the time taken to develop and launch a product or glossaryFeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term.
Why is time to market important?
It helps teams respond quickly to opportunities and competition.
How do you reduce time to market?
By improving glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term, glossaryPrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term, and glossaryDeliveryDelivery is the process of building, testing, and releasing a product or feature.Open glossary term efficiency.
What is the risk of focusing only on speed?
Teams may sacrifice quality or glossaryBuildA build is the process of compiling and packaging code into a runnable application.Open glossary term the wrong solution.
Related Services
Related Guides
Related Terms
