Product Management Masterclass - Product Strategy Creation

Define a product vision that clarifies long-term goals, purpose, and the problems to solve, uniting stakeholders and boosting focus, motivation, innovation, and clear communication.

Create a clear, concise product vision that identifies the market problem, understands customer segments' needs, defines the unique selling proposition and benefits, and aligns stakeholders with a long-term, iterative strategy.

Examine good and bad product visions through real examples from Tesla, Amazon, Airbnb, and Patagonia to show how customer needs shape long-term goals and align with a company mission.

Define the product vision as the long-term goal and purpose, driving alignment, focus, motivation, innovation, and communication through iterative identification of problems, market research, and your unique selling proposition.

Identify attractive markets by analyzing industry size, growth, and potential market share; study customers, competition, suppliers, and trends to shape your product strategy.

Assess industry health by analyzing market size, growth, life cycle, and market share, using top-down and bottom-up estimates to time entry in the expansion or peak phases of market cycle.

Encourage reviews to reveal what works and what to improve, helping fellow students decide if this product management course offers valuable product strategy creation insights.

Master customer analysis and segmentation to define target segments using demographic, psychographic, behavioral, and satisfaction data, build personas, and tailor marketing strategies.

Analyze competitive rivalry and market dynamics by identifying direct and indirect competitors, entrants, and substitutes. Gather data to assess strengths and weaknesses and shape strategies for competitive advantage.

Analyze supplier dynamics to gauge market entry viability. Evaluate supplier count, size, substitutes, and switching costs to determine bargaining power and the attractiveness of the supply side.

Identify technology, regulatory, economic, and sustainability drivers shaping markets, and assess their impact on consumer behavior, costs, and market attractiveness.

Assess market attractiveness by evaluating industry, customer segments, competition, suppliers, and trends, and estimate size, growth, and break-even market share.

Apply business design to define a winning strategy through creativity and analytics, building viable, sustainable, and profitable business models; explore nine angles, starting with value proposition and customer segmentation.

Learn to craft a value proposition by mapping customer jobs, pains, and gains to product features with the value proposition canvas, including customer profile and value map for customer segments.

Explore types of customer relationships—transactional, one-off, recurring, co-creation, and partnership—and map moments of truth to build a customer-centric strategy.

Identify and optimize distribution channels for product strategy creation, balancing direct to consumer and indirect options. Plan, monitor, and test channels, including direct, wholesale, and omnichannel approaches.

Identify the key activities that deliver your value proposition using the value chain model; prioritize impactful, urgent, and resource-feasible tasks to optimize product strategy.

Identify and allocate key resources for digital and physical products, including technology infrastructure, intellectual property, data teams, digital marketing, design and prototyping, and manufacturing and logistics capabilities.

Identify key partners—suppliers, manufacturers, distributors, and marketing agencies—and use the value chain framework and a buy-or-build decision to decide activities.

Learn to design a revenue structure by mastering pricing governance, pricing objectives, pricing models, price points, and price elasticity to optimize value, profitability, and competitive positioning.

Understand cost structure by balancing development and operational costs, from r&d to marketing and support, against revenue to ensure product viability and enable iterative testing with customers.

Refine the value proposition and customer segments with the value proposition canvas, and align distribution channels, activities, resources, partnerships, revenue, and costs into a winning product strategy.

Define your product vision, where to play, and how to win to shape strategy. Apply eight service design steps from user research to MVP, prototyping, testing, and iteration.

Explore user research and empathy to understand users' activities, their situations, and ideal solutions, using discovery, immersion, connection, and detachment to translate insights into focused features.

Centralize and analyze user research to define a human-centered, actionable problem statement that guides ideation, using information space, empathy maps, and how might we questions.

Explore service design ideation with techniques like brainstorms and worst possible ideas to co-create, broaden perspectives, and then refine and select the best concepts using dot voting.

Understand prototypes and fidelity levels (low, medium, high) and learn to define objectives, design plans, build, test with users, gather feedback, and iteratively refine the final design.

Explore testing in service design by collecting frequent user feedback, conducting HCI and UCD tests, and iterating prototypes to ensure desirability, feasibility, and viability.

Create a product roadmap to align stakeholders and prioritize features, and use a minimum viable product to test with customers and iterate quickly.

Master the story mapping technique to prioritize features and craft a customer-focused roadmap, identifying the MVP and subsequent increments through collaborative workshops, personas, and data-driven insights.

Master the Kano model to categorize features into must-haves, performance, and exciters, set satisfaction thresholds, and prioritize development to maximize customer delight and competitive differentiation.

Explore how to implement a proof of concept for a service, from developing the service delivery model and required technology infrastructure to creating a functional POC, testing, and refining.

Master service design to craft an end-to-end product concept, from user research and problem definition to ideation, prototyping, testing, and implementation, with roadmaps, MVPs, and POC insights.

Define your marketing goals and build a compelling marketing mix to launch your product, select digital and traditional channels, craft a value-first content strategy, budget wisely, and continuously monitor metrics.

Define marketing goals for a new product launch, focusing on awareness, leads, sales, brand loyalty, and market leadership through tactics like advertising, public relations, search engine optimization, and email marketing.

Master the marketing mix by aligning product, price, promotion, and place with a product launch; balance MVP features with market needs, set pricing objectives, and plan distribution channels.

Learn to select the right marketing channels—social media, content marketing, paid advertising, influencer marketing, email marketing, affiliate marketing, public relations, events, referrals—for a successful ecommerce launch.

Learn how to craft a content strategy for a product launch by defining audience and goals, building trust with high-quality content, and planning channels, formats, and metrics to drive sales.

Define the marketing budget, break it into categories, allocate funds to activities, and monitor performance to adjust spend for maximum ROI.

Monitor your marketing plan by tracking performance, analyzing results, and adjusting tactics to defined goals using indicators, regular reporting, and ROI and CAC insights from tools like Google Analytics.

Define marketing goals, apply the marketing mix and the four P's across nine channels to launch a product, with a value-driven content strategy and smart budget planning.

Monitor the product to meet customer needs and business goals by tracking metrics, user feedback, competition, and market trends, and use dashboards with OKRs and KPIs for data-driven decisions.

Define and monitor key product metrics to assess performance, quality, usage, and market demand, guiding updates, lifecycle decisions, and revenue strategies.

Monitor your product's users through demographics, engagement, feedback, NPS, support interactions, purchase history, preferences, website analytics, and social media signals to tailor experiences and improve the product for every persona.

Monitor competitor market share and financial performance to gauge market dynamics, compare offerings, pricing, and innovation, and assess market positioning, sales tactics, and customer service for opportunities.

Monitor competitors by gathering data from official sites, annual reports, and industry publications. Use competitive intelligence tools to track market share, product updates, and strategic moves.

Monitor emerging technologies, regulatory changes, and environmental trends to keep your product competitive, anticipate disruption, meet evolving customer needs, and drive sustainable innovation.

Stay informed on EU banking trends by subscribing to industry publications, regulatory reports from the ECB and ESMA, financial news sites, and professional conferences, networking, and firm research.

Learn to set measurable objectives and key results (OKRs) aligned with your product vision, prioritize impact, and track progress with data driven decisions for product strategy.

Create a central product dashboard that visualizes key metrics and OKRs, enabling real-time insights, stakeholder reporting, and data-driven decisions across the product team.

Learn to define what to monitor across product, users, competition, and industry trends, set OKRs and KPIs, and build a six-step product dashboard to share insights with stakeholders.

Explore the three categories of requirement elicitation techniques: collaborative, research, and experimental, and learn when to use each, including stakeholders, historical data, proof of concepts, and user tests.

Explore interviewing as a collaborative elicitation technique to elicit requirements, using unstructured, semi-structured, and structured formats, with practical steps and tips for effective information gathering.

Learn how to use observations as an elicitation technique, including job shadowing and task analysis, to gather unbiased information and map processes for improvement.

Learn how to conduct effective workshops for product requirements, including formal, business process improvement, and agile variants, with preparation, participant selection, customer journey mapping, and actionable outcomes.

Learn how brainstorming, a collaborative elicitation technique, generates many ideas quickly through individual, open, and structured formats, with a facilitator guiding preparation, expansion, and voting for buy-in.

Master surveys as a research elicitation technique to collect large-scale quantitative and qualitative data via open ended and closed ended questions, with careful design and random population sampling.

Explore prototyping as a user-centered, experimental elicitation technique that creates low or high fidelity prototypes to test concepts, gather feedback, and iterate toward a product that meets user needs.

Finish this course by applying clear product vision, identifying attractive markets, positioning your product to win, defining features that meet customer needs, launching with a marketing plan, and monitoring metrics.

Celebrate completing the course and reflect on what you gained, as Tebow invites you to leave a review to help future students and advance your product management career.

Explore service design fundamentals and tools such as journey mapping, prototyping, personas, and service blueprints, plus a requirement elicitation guide with a four-step approach and consulting skills with resource links.