1. [enter product name here]
Product strategy
[enter product name here]

2. Instructions for use The next slide is a summary of the product
Following this is an exec summary slide that provides a clear picture of the strategy, its rationale and implications for the business
The slides following the summary provide additional details but even these are only designed to focus on the critical information
You can add backup slides to assist readers who query the content of the strategy deck (and these are likely to be needed for products requiring high investment)

3. Product overview Write a short overview of the product Its name
Its target market and why they’re interested
Its current situation e.g. launching in XXX months, operational in 25 countries,…
Its successes, failures and challenges

4. Strategy: executive summary
Fact /trends
Summarise these in this block
Implications
Summarise these in this block
Objectives
Summarise these in this block
Strategy
Summarise these in this block
Acton plans
Summarise these in this block

5. Facts and trends
Enter details about product KPIs, customers, competitors, macro market or technology that are relevant to the development of your plans

6. Implications
Show the implications for your product and your company of the facts and trends you identified in the previous slide

7. Objectives
Based on your insight to the market and understanding of what’s possible within the constraints of your business, show the objectives you’re targeting to deliver through a product strategy
Use a standard approach such as SMART (Specific, Measurable, Achievable, Relevant and Timed) or some other agreed variant
Show here what you might be able to achieve if you get support to remove or reduce some constraints from the business (and identify these constraints)
Show here changes to your objectives if key constraints become more onerous than anticipated (and identify these constraints)

8. Strategy
Document the strategy you’ll use to deliver the objectives set out in the previous slide
This should use the elements of the strategy diamond
Arenas: the markets, product space, technology, segments in which you’ll be working
Vehicles: indicate any requirements of the strategy e.g. to build, partner or buy-in technologies
Differentiators: Say why you think this will be a winning strategy
Staging and Pacing: State what you plan and doing and when you’ll be doing it
Economic logic: State what financial commitment you’ll need from the business and what payback can be expected

9. Strategy alignment
Say how the proposed strategy aligns with or impacts the rest of the business
Corporate strategy and plans
Strategies and plans of other departments

10. Action plan
Document the actions to be taken to deliver on the strategy and when these need to be started / completed
State what resources are going to be needed (e.g. identified individuals or teams and money), when they’ll be required and what they’ll deliver
Note: It is assumed that the commitment of substantial resources will require separate investment approval e.g. through a business case process

11. Risks and contingency
Summarise the key risks resulting from incorrect assumptions or failure to complete actions
Identify:
What might go wrong?
How will we know it’s going wrong?
What action will be needed to get things back on track and who’s going to do it?
Note: Many things might go wrong. Only include those that potentially have a significant impact (high likelihood or a high impact if the risk matures)