The increasing emergence of new technologies has meant that the topography of the business world tends to change frequently and quickly. Whole industry sectors are finding the need to keep up with the changes in this landscape and are looking for guidance and direction. A roadmap provides direction, taking into account what has changed and what is expected to change. Industry sector based roadmaps need to provide the enterprises in the sector with a view of the key opportunities and threats. The creation of such a roadmap needs to be done in a methodical way using standards where possible. This study proposes an approach to developing an eBusiness roadmap based on a sound set of methodologies and standards. It recognises that technology availability and business needs each have an equally important role in the creation of an eBusiness roadmap. The approach is described in detail in the first part of this paper. In the second part of the paper, a case study from the Beverage industry provides a detailed illustration of how the roadmapping approach has been used. Finally, the output of the case study provides proof of the usefulness and effectiveness of the roadmapping approach.