So You Want to Grow Your SaaS Product Line
(A Few Product Management / Product Strategy Notes)

John Gibbon
@johngibbon
In...
Where to Grow?
Customer Size

Products

Services

Channel

Industries

Geographies
Product Strategy: Ansoff Matrix
Current Products

Future Products

Current
Markets

Market
Penetration

Product
Developmen...
Assessing a Product Portfolio Direction
•  Problem?
– Opportunity

• Where should we go?

•  Solution
– Unique offering, b...
Is There an Opportunity?
• Customer Pain?
– Sufficient Pain to Buy?
– Top Problem of Economic Buyer?

• Big Enough Market?...
Product Success Metrics
• Revenue
• Market Share
• Competitive Differentiation
• New Users
• Increased Usage
• Increased N...
.. But it’s Rarely a Green Field

You’ll Have to Make Some Tough Decisions
Market Growth Rate

Boston Consulting Group Growth Share Matrix
20%18%16%14%12%10%8%6%4%2%-

0%

Stars

5

4

Invest

Ques...
Product Portfolio Trade-offs
• New Product vs. Mature Product
• New Market vs. Existing Market
• Short Term vs. Long Term ...
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So You Want to Grow Your SaaS Product Line (A Few Product Management Portfolio Notes)

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So You Want to Grow Your SaaS Product Line (A Few Product Management Portfolio Notes).
Consider:
-Where to grow
-What should be your product strategy (Ansoff Matrix)
-How to assess a product portfolio direction
-How to discern if there is an opportunity
-What are your product success metrics
-How to make some tough product portfolio trade-off decisions

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So You Want to Grow Your SaaS Product Line (A Few Product Management Portfolio Notes)

  1. 1. So You Want to Grow Your SaaS Product Line (A Few Product Management / Product Strategy Notes) John Gibbon @johngibbon In/johngibbon
  2. 2. Where to Grow? Customer Size Products Services Channel Industries Geographies
  3. 3. Product Strategy: Ansoff Matrix Current Products Future Products Current Markets Market Penetration Product Development Future Markets Market Development Suicide Leap
  4. 4. Assessing a Product Portfolio Direction •  Problem? – Opportunity • Where should we go? •  Solution – Unique offering, breakthrough? – Why you? Competition? •  Business Model – How make money? – What money need? – Team? (Build? Market? Sell?) • Why will we be successful there? • How do we get there?
  5. 5. Is There an Opportunity? • Customer Pain? – Sufficient Pain to Buy? – Top Problem of Economic Buyer? • Big Enough Market? – Market Growing? Changing? Total Market > Total Addressable Market > Your Share
  6. 6. Product Success Metrics • Revenue • Market Share • Competitive Differentiation • New Users • Increased Usage • Increased NPS
  7. 7. .. But it’s Rarely a Green Field You’ll Have to Make Some Tough Decisions
  8. 8. Market Growth Rate Boston Consulting Group Growth Share Matrix 20%18%16%14%12%10%8%6%4%2%- 0% Stars 5 4 Invest Question marks 3 ?? ?2 Accelerate a Few Harvest Divest Most Dogs Cash cows 1 8 7 6 Liquidate 10x 4x 2x 1.5x 1x .5x .4x .3x .2x .1x Relative Market Share
  9. 9. Product Portfolio Trade-offs • New Product vs. Mature Product • New Market vs. Existing Market • Short Term vs. Long Term Revenue • Usage vs. Revenue • Client A vs. Client B • Research vs. Development • High Risk vs. Low Risk Strategic Balance Trade Offs
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