Product strategy tracking

Vision Objectives Goal Goal Actuals

this year next year
Q1 Q2 Q3 Q4

<State your product vision <Product objective 1 here> <Specific, <Specific, <Add <Add
here> measurable measurable actuals actuals
goal for this goal for next here. here.
year> year> Color- Color-
code code
based based
on goal on goal
achieve achieve
ment> ment>

<Product objective 2 here> <Specific, <Specific,

measurable measurable
goal for this goal for next
year> year>

<Product objective 3 here> <Specific, <Specific,

measurable measurable
goal for this goal for next
year> year>

© Todd Birzer
Product strategy tracking - example
Vision Objectives Goal Goal Actuals
this year next year
Q1 Q2 Q3 Q4

We want to provide the Earn the industry’s highest Net Net 65 (23 65
world’s most meaningful and net promoter scores (NPS) promoter promoter andMe (23and
insightful ancestry DNA score (NPS) score (NPS) = 58) Me =
service, helping people to of >64, and of >66, and 65)
discover the story - buried higher than higher than
deep in their DNA – of what 23andMe 23andMe
led to them, who they are,
and where they come from
Be the worldwide market #1 market #1 market 42% 44%
share leader in ancestry share in share in (#1) (#1)
DNA testing ancestry ancestry
DNA testing DNA testing

Make >$50M annual profit $50M profit $52M profit $10M $14M

Not real data!

© Todd Birzer
Product strategy tracking - example
Vision Objectives Goal Goal Actuals
this year next year
Q1 Q2 Q3 Q4

We want to provide the Earn the industry’s highest Net Net 65 (23 65
world’s most meaningful and net promoter scores (NPS) promoter promoter andMe (23and
insightful ancestry DNA score (NPS) score (NPS) = 58) Me =
service, helping people to of >64, and of >66, and 65)
discover the story - buried higher than higher than
deep in their DNA – of what 23andMe 23andMe
led to them, who they are,
and where they come from
Be the worldwide market #1 market #1 market 42% 44%
share leader in ancestry share in share in (#1) (#1)
DNA testing ancestry ancestry
DNA testing DNA testing

More example metrics… Make >$50M annual profit $50M profit $52M profit $10M $14M
• Grow number of users (or customers, subscribers, active
users, etc.) by 15% annually
• Reduce churn from 5% quarterly to 4% Not real data!
• Increase average logins per month per user from 3 to 5
• Increase average revenue per user (or unit) to >$X
• Generate >$30M in annual recurring revenue
© Todd Birzer