PRODUCT

STRATEGY
FRAMEWORK

Presented by You Exec

WHERE PROJECT STRATEGY FALLS
Get alignment on the initiatives/themes

Overarching High-level
Business objectives goals priorities

Vision > KPI’s > Roadmap. In this order

Project strategy

Product Product
KPI’s
vision roadmap

Tactics

Fill in the details with your team

Feature Wireframe &

User stories
backlog prototype
PRODUCT VISION CUSTOMER PERSONA
Why are we building this Who is our ideal customer and PRODUCT STRATEGY FRAMEWORK
particular product? what are they like?

POSITIONING DIFFERENTIATION GOALS & INITIATIVES

How does our product How is this product better than that What do we want to achieve with this
fit in the existing market? of our competitor? product and how ?
 USER NEEDS Company vision
1
What do our users want or expect from us

Additional Additional
text text
COMPANY VISION
2
What we ultimately want to achieve

Core PRODUCT
capabilities User needs
STRATEGY

MARKET NEEDS
3
What is the market missing that we can fill in
Additional
Additional text
text

CORE CAPABILITIES Market needs

4
What are the things we’re good at
 1-PAGE PRODUCT STRATEGY FRAMEWORK

COMPETITIO
CUSTOMER PRODUCT C O M PA N Y
N

CUSTOMER SEGMENTS UNFAIR ADVANTAGE TECHNICAL FEASIBILITY COMPETITIVE RIVALRY

Strength of your expertise/

Segment size and Number and size of
Insights or level experience Can you build it?
growth rate. competitors in your space
in the domain

CUSTOMER RETENTION PRODUCT’S REACH GO-TO-MARKET VIABILITY BARRIERS TO ENTRY

Organic frequency of how Strength of the reach How easy is it for new
Can you market and sell it?
often the product is needed of your product competitors to enter this space?

CUSTOMER PLAN PRODUCT UNIQUENESS SUPPLIER POWER BRAND POWER

Your competitor’s ability &

How much of the user’s pain How much power do How much brand
likelihood of copying your
you are you solving? your suppliers have? awareness do you have?
product’s feature set.
 PRODUCT STRATEGIES IN MARKETING

INVESTMENT
REMOTE

Remote space, Remote space, Remote space,

current products modified products new products

MARKET LEVERAGE

INVESTMENT
ADJACENT

Adjacent space, Adjacent space, Adjacent space,

current products modified products new products

INVESTMENT
CORE

Core space, Core space, Core space,

current products modified products new products

PRODUCT COMPLEXITY

CURRENT MODIFIED NEW

 FIVE STAGES OF PRODUCT EXCELLENCE

DEEP USER INSIGHTS PRODUCT STRATEGY COHERENT ROADMAP

01 I know it all I trust my gut I tell you what to do

Product manager follows their intuition around what users need No formalized product strategy or prioritization framework. Decisions are The product manager tosses requirements over the wall to engineering while sharing
without validation it in any way. made ad-hoc in the PM’s head. limited context as to why features are being built.

02 Product manager talks to users Product manager has a simple prioritization framework Product manager has a basic roadmap, kept private

Product manager collects feature requests but converts them directly into product Product manager’s product strategy is based on a sample prioritization model Product manager creates an ad hoc release plan, but it isn’t shared outside the circle
requirements without seeking the underlying needs. but objectives aren’t clearly defined. of decision makers, and it changes frequently.

03 Product team listens to users Product team prioritizes objectives but lacks strategic clarity Product team has a shared solution-based roadmap

Product team captures user feedback from all available sources, but overestimates their Objectives are defined broadly or based on lagging indicators rather than Shared release plan shows what’s coming out when but is focused on output
ability to do so and makes costly assumptions. actionable metrics. The overarching strategy may be unsound, rather than outcomes & lacks context around the strategy

04 Product team understands users Product team has a clear strategy & prioritization framework Product team has a shared strategic roadmap

Product team gains deep user insights from continuous product discovery and employ Prioritization is based on clearly defined objectives reflecting an understanding Shared strategic roadmap shows what’s coming out now, next and later. It’s clear
findings to deliver the right features and designs of customer segmentation and key user needs. which strategic objective each feature supports.

05 Everyone understands users Everyone at the company is clear about the product strategy Entire company is rallied around coherent product roadmap

Everyone at the company has access to user insights and understands what matters Everyone at the company has full clarity around the product strategy, objectives, Everyone at the company knows where the product is headed and why. Product
to users and why actionable metrics and what targets to achieve. leaders evangelize the roadmap & the strategy behind it.
 PRODUCT STRATEGY CANVAS

PRODUCT VISION PRODUCT NAME

Combination of the motivations for creating the product and the key
Insert product name here
functionality that makes the product stand out.

UER PERSONA USER JOURNEY USER STORIES

Create customer journeys, storyboards and user flows to

define how the users will realize their tasks

Create provisional personas of the

target group users by CONSTRAINT EPICS
DESIGN Create a list of ready user
S
stories that cover at least the
- Research
first sprint.
- Input from experts
Describe the larger blocks
- User interviews Describe the most important Minimal design of the of functionality. Big user
boundaries of the application: wireframes, stories that have yet to be
implementation. sitemap, guidelines etc. divided into user stories.
PRODUCT STRATEGY CANVAS
TARGET MARKETS SALES CHANNELS MARKETING CHANNELS PRICE

Global Free content Search engines; LinkedIn Free

COMPETITORS STRENGTHS WEAKNESSES OUR DIFFERENTIATORS

Dominant market share High price point

Company ABC Accessible price point
Legacy brand Interface not user friendly
Company XYZ Equitable user experience
Good customer service Behind on innovation

OUR COMPANY STRENGTHS WEAKNESSES SUSTAINABLE ADVANTAGE

Agile workflow
Brand not established Faster adoption of market
XYZ Corporation Fresher brand image
Limited resources trends & consumer habits
Capture younger demo

MARKET TRENDS RISKS

Cleaner user interface Brand credibility

Passive account mgmt. Low profit margin
 STRATEGY

Define our vision for Define our target Define product Perform competitive
the product audience positioning analysis

ROADMAP & BACKLOG GOALS & INITIATIVES

Create a feature Define and prioritize Define initiatives to Define big bold
roadmap features achieve goals product goals

SPRINTS & RELEASES

Write user stories and Create and prioritize Plan sprints and Manage sprints and
tasks backlog releases daily scrum
 PRODUCT STRATEGY CANVAS
VISION

In Time frame Company / Division will be Vision statement

CHALLENG

Measurable, quantifiable objective Time frame / deadline

E

In order to fulfill this vision, we need to by

CURRENT CONDITIONS
TA R G E T C O N D I T I O N

In order to reach our challenge, we first need to After measuring, we know our current state is

Measurable, quantifiable objective Measurements and analysis of current state

 1. PERSONALIZATION

METRICS TACTICS
% members who rate at least 2 purchases Ratings Wizard,
PRODUCT STRATEGIES by end of six weeks Star widget

2. EASE OF USE / SIMPLICITY

METRICS TACTICS
65% 63% 97% 91% 24%
% members who added at least Simplified
3 products to cart in first session checkout process

3. MARGIN ENHANCEMENT

METRICS TACTICS
Gross profit per member Sales, ads, price and plan tests

4. SHARING / REFERRALS

METRICS TACTICS
% members who have Friends network
made at least one referral Revenue sharing plan

5. NEXT-DAY DELIVERY
STRATEGY 1 STRATEGY 2 STRATEGY 3 STRATEGY 4 STRATEGY 5

METRICS TACTICS
% of expedited Automated hub expansion
deliveries the next day Exclusive member perks
 YR. 10

LONG-TERM PRODUCT
ROADMAP YR. 5

Connectivity

Lasers Free Basics

Satellites Drones
YR. 3
Terrestrial Solutions

Video Messenger

AI / VR / AR

Search tool Chat App

Language Planning

Social VR Mobile VR

Company Groups Photo App

Touch AR Tech

ECOSYSTEMS PRODUCTS TECHNOLOGIES

 PRODUCT STRATEGY ROADMAP Digital Experience Cost Performance

Cost engineering User experience improvements

PRODUCT LINE 1
Power supply Mobile enhancement

Software update Migrate production to new manufacturing facility

PRODUCT LINE 2
New ergonomic design IOT enablement

Best-in-class processor

PRODUCT LINE 3
Third design iteration

QUART ER 01 QUARTER 02 QUA RTER 03 QUARTER 04

 PRODUCT ROADMAP

QUARTER 1 QUARTER 2 QUARTER 3 QUARTER 4

MILESTONES Beta launch First 100 DAUs First 1000 DAUs

Auto save Auto sync Menu wide options

CONSUMER GROWTH Conversion tracking Real time mirroring

Google single sign on

Multi language CRM integration SQL support

ENTERPRISE GROWTH
Coworker invitations Executive view Stakeholder commenting

Geo-locations Handle larger data sets Feature prioritization tracking

SCALABILITY
Offline support Issue map

Advanced interactions Sharing

DECREASE CHURN New like notification Custom colors and backgrounds

Performance improvements