SaaS products face planning challenges that other product types do not. Free trials create time pressure. Self-serve funnels need continuous optimization. Expansion revenue depends on feature adoption, not just feature delivery. And the gap between acquisition and activation can destroy unit economics if onboarding does not convert trial users into paying customers.
These ten templates are built for the specific planning needs of SaaS teams: feature prioritization, self-serve optimization, adoption funnel management, engagement loop design, and the marketplace and mobile dimensions that many SaaS products eventually need. For a broader guide on SaaS roadmap strategy, see how to build a SaaS product roadmap. The Product-Led Growth Handbook covers the growth strategy that these templates support.
Feature Planning and Prioritization
These templates structure the core product planning work: deciding what to build and in what order.
SaaS Product Roadmap
The SaaS product roadmap is a general-purpose template designed for recurring revenue products. It includes sections standard roadmaps skip: tier-specific features (which features are free, which are paid), usage-based metric targets, and expansion revenue opportunities per feature. Every initiative on the roadmap connects to a SaaS metric (MRR impact, activation rate, or retention lift) so prioritization decisions are data-driven rather than opinion-driven.
Feature Prioritization Matrix Roadmap
The feature prioritization matrix roadmap combines a scoring matrix with a timeline view. Features are scored across dimensions (customer demand, revenue impact, effort, strategic alignment) and then plotted on a timeline based on their priority score. This template makes the prioritization logic transparent: stakeholders can see not just what is planned but why it was prioritized over other options. Use the RICE calculator alongside this template for structured scoring.
Product Feature Roadmap (Google Sheets)
The Google Sheets feature roadmap is the day-to-day working document for SaaS product teams. It supports formula-driven prioritization, conditional formatting for status tracking, and filtering by category, owner, or quarter. For teams that manage their roadmap as a living spreadsheet updated weekly, this is the most practical format. The step-by-step Google Sheets guide shows how to customize it.
Product Feature Roadmap (Google Slides)
The presentation version of the feature roadmap, designed for stakeholder meetings and sprint reviews. It shows planned features organized by theme or quarter with status indicators and ownership. Use this when you need to present the roadmap in a meeting rather than sharing a spreadsheet link.
Self-Serve and Product-Led Growth
These templates plan the self-serve experience that product-led growth companies depend on.
Self-Serve Roadmap
The self-serve roadmap plans every touchpoint in the self-serve buyer journey: signup flow, onboarding, activation triggers, upgrade prompts, and billing management. Each touchpoint has conversion rate targets and improvement experiments. For PLG companies where the product is the primary sales channel, this roadmap is more important than the feature roadmap. A beautiful product that nobody can activate on their own is a beautiful product that does not grow.
Adoption Funnel Roadmap
The adoption funnel roadmap plans improvements at each stage of the user adoption funnel: awareness, signup, activation, engagement, retention, and expansion. Each stage has its current conversion rate, target rate, and the experiments designed to close the gap. The funnel view shows where the biggest drop-offs are, which is where the biggest opportunities lie. Use the LTV/CAC calculator to model the revenue impact of funnel improvements.
Engagement Loop Roadmap
Engagement loops are the habit-forming cycles that keep users returning: trigger, action, reward, investment. This roadmap plans the design and optimization of these loops in your product. It covers notification strategy, content refresh cadence, gamification elements, and the metrics that indicate whether users are forming habits or just visiting once. For SaaS products competing on daily active usage, engagement loops are the difference between a tool people check once a month and one they cannot live without.
Growth Channels
These templates plan growth through specific channels: marketplaces, mobile, and referrals.
Marketplace Roadmap
The marketplace roadmap plans the development of a two-sided marketplace: seller onboarding, buyer experience, discovery and search, trust and safety, and transaction management. For SaaS products adding a marketplace component (integrations marketplace, template marketplace, or full two-sided marketplace), this template coordinates the complex work of building for two distinct user groups simultaneously.
Mobile App Roadmap
The mobile app roadmap plans the mobile companion to a web-based SaaS product. It covers feature parity decisions (what to include and exclude on mobile), platform-specific requirements (iOS and Android differences), app store optimization, push notification strategy, and offline capabilities. For SaaS products where mobile usage is growing, this template ensures the mobile experience is planned deliberately rather than treated as a stripped-down version of the web app.
Referral Program Roadmap
The referral program roadmap plans the development and optimization of a user referral program. It covers referral mechanics (invite flow, incentive structure, tracking), virality metrics (invite rate, conversion rate, viral coefficient), and the A/B testing plan for improving referral performance. For SaaS products where word-of-mouth is a primary growth channel, a structured referral program turns organic sharing into a measurable, improvable growth engine.
How to Choose the Right Template
Match the template to your current SaaS growth challenge:
- Building the product → SaaS Product Roadmap or Product Feature Roadmap (Sheets for working, Slides for presenting)
- Deciding what to build → Feature Prioritization Matrix Roadmap
- Growing self-serve → Self-Serve Roadmap + Adoption Funnel Roadmap
- Increasing engagement → Engagement Loop Roadmap
- Expanding channels → Marketplace, Mobile App, or Referral Program Roadmap based on your growth strategy
For early-stage SaaS, start with the SaaS Product Roadmap and the Self-Serve Roadmap. For growth-stage SaaS, add the Adoption Funnel and Engagement Loop roadmaps. For mature SaaS expanding into new channels, use the Marketplace, Mobile, or Referral templates.