Introduction to Product Vision

Answer Cues - Assignment

Answer Cues - Assignment

Assignment
Create a Product Vision Board for a company in the packaged food industry. You are looking at the ready-to-
eat/instant food sector, and your goal is to achieve the most premium, organic, healthy image for your brand

Solution
Roadmapping gets much easier with a Product Vision statement. You can turn a vision into an action plan if
you start with a clearly defined vision. After you have created an action plan, you can break it down further to
create a thorough development strategy. Overall, Product Vision provides direction, motivation and simplifies
prioritization.

Vision Provide healthy, nutritious comfort food that can be consumed

with nil to minimum efforts.

Target Group Needs Product Business Goals

Working class from tier-1 Avail unadulterated, Cutlery included Build a loyal customer
cities, corporates, organic, ready-to-eat Premium raw base - Brand loyalty

university/college food meals with no material usage

halls, fitness enthusiasts
- Revenue estimation
preservatives that are Reasonable shelf Drive revenue and
high on nutrition. Save life growth for the product
time and energy from Delicious food
cooking meals from XXX
scratch

Target Audience
We are looking at a new product being introduced to the market. For the initial launch, the target audience
can be narrow, specific and small scale. This is to ensure that the brand manages to establish identity and
loyalty before going for large scale expansion.

Hence, the target audience will be:

Working Class from Tier-1 Cities - People with regular jobs who are always busy and active will make use
of the product as it saves them a significant amount of cooking time.
Corporates - Companies include various eateries and cafes inside the campus for the employees, and the
product can be placed there as well.
University Food Halls - Just like the examples mentioned above, students can also make use of a healthy
option that saves them time.
Fitness Enthusiasts - The product will offer high nutrition, considering the premium selection of raw
materials. Hence, this segment can also be tapped.
Answer Cues - Assignment

Needs
The idea is to introduce a brand that will establish itself in the premium, organic, ready-to-eat sector. The main
goal is to cater to the nutritional needs of the users while keeping the addition of chemicals nil or at a
minimum level while saving plenty of time to help them navigate their busy schedules every day.

Product
The product will have different lines/categories. For the initial launch, this can be limited to one or two lines
ensuring the highest quality before diversifying. For instance, let’s start with a line of yogurts. (Think along the
lines of how Epigamia first came in as a premium yogurt brand but later introduced, milkshakes, spreads,
smoothies etc)

Business Goal
The business goal is to first ensure the perfect reach – the product needs to be available for purchase for the
right audience. Then, the next goal is to create brand loyalty. The last goal would be to drive a certain amount
of revenue.

Vision Statement Template:

Our vision is to [verb: build, design, provide], the [goal, future state], to [verb: help, enable, make it easier
to...] [persona]. 

Our vision is to become a niche player in the premium/organic FMCG segment and to help people
consume the right nutrition with minimum effort.
We believe (in) a [noun: world, time, state, etc.] where [persona] can [verb: do, make, offer, etc.], for/by/with
[benefit/goal]. 

We believe in a lifestyle where everyone has access to the highest quality nutrition meals with ease.
Answer Cues - Assignment

2. Think Element Solution from the Pre-Read

Think about what Apple’s vision was when they first introduced the iPhone to the world in 2007. What was
their target audience, and how did they think that this product was about to change the world?

Vision We believe that we are on the face of the earth to make great
products, and that fact is not going to change.

Target Group Needs Product Business Goals

Working Individuals from To be able to use a A phone that comes The iPhone and app
corporates who were single device to access with a touchscreen, store will be able to
previously dependent on music, emails, earphones and a provide an easy platform
BBM and Blackberry messaging, phone charger
for developers to sell to
phones for quick calls, videos and maps
a global audience.

communication. The ability of this

product to be able to To bring about a

perform more revolution in the
operations than just smartphone business
calling and texting market.

To be able to capture
most, if not the entirety
of the BB market.