The Product Strategy is a plan to help a product realize its vision and meet overarching goals.

1. PRODUCT STRATEGY
James Barnes
Product Owner | Agile Coach | Project Manager
www.jbagility.com

2. What is a Product Strategy?
■ A plan to help a product realize its vision and meet overarching goals.
■ The product strategy answers:
– What the product will become
– Who the product will benefit
– How the product will create value
– Why people want to use the product
– Why the product stands out

3. Where doWe Start?
Obtain understanding of the key elements of a product strategy.
■ Understand and document the market and needs the product fulfills.
– Market -The market describes the users and customers of the product.
– Needs –The problem the product solves or the benefit it provides.
■ Understand and document what the key features of the product are.
– Key Features – address the main problems or create the main benefits and influence users and
customers to choose the product over something similar.
■ Understand and document the business goals that benefit the organization.
– Business Goals – snapshot of how the product will benefit the organization.
– Clear business goals create more opportunity to establish key performance indicators (KPI) of the
product to measure progress toward the product’s goals.

4. Visualizing the Product Strategy

5. Product Strategy in Context
■ The Product Strategy is not a fixed document that is created for a product. Strategy will
and should change as the product matures.
■ The strategy for a new product should help it launch, achieve product-market fit, and
sustain the growth of the product.
■ To use the product strategy to effectively manage the product, it should be reviewed and
adjusted on a regular basis.
■ The product strategy provides an input for the product roadmap, a living document that
states how the strategy is implemented and describes how the product is likely to grow.