Product Strategy Template
Product Strategy connects Vision to the Roadmap. It's not the plan itself—it's the prioritization framework that ensures the plan moves in the right direction.
What makes a good strategy?
A good strategy is inspiring because it's vivid, rigorous and actionable. It emerges from deep, nuanced thinking, but is articulated simply enough to remember and repeat. It optimizes for long-term business results.
The 10 Questions
Strategy in B2B products needs to answer these questions with data, market research, customer insights, and instinct.
What customer segments are we targeting?
Identify target segments—and equally important, non-target segments.
What do they need and how acute are those needs?
Create clarity on needs; be intentional about which subset to tackle.
What differentiation will we create?
Specify the concrete product that makes us different. No vague "world-class" claims.
How attractive is the market and how is it evolving?
Present a fresh perspective on the domain and where it's heading.
What is our product's current situation?
Honest assessment of market position, competition, and strengths/weaknesses.
What are our competitors' segments, strengths, and weaknesses?
Decide: head-to-head against incumbents or different turf entirely?
What existing assets will we utilize?
Leverage what you have—companion products, channels, partnerships.
How will we reach these customers?
Distribution strategy that builds on company advantages.
How will we execute toward this strategy?
High-level action plan with trade-offs and risks explicit.
Which metrics will track success?
Leading and lagging indicators, and how they impact the business.
Strategy evolves—but slowly
Company vision is stable. Product strategy shifts occasionally. The roadmap changes multiple times a year. If your strategy is changing every quarter, you don't have a strategy—you have a reaction.