Roman Pichler is a product management consultant and author with 15 years of experience teaching product managers. He helps companies establish effective product management functions and advises on agile and lean practices. The document discusses Pichler's approach to product strategy, which involves defining a product vision, understanding the target market and product needs, choosing an innovation strategy, considering the product lifecycle, making the product stand out, capturing the strategy, and testing it through a build-measure-learn process.

1. © 2016 Pichler Consulting Ltd
Digital
Product
Strategy
Roman Pichler
@romanpichler
romanpichler.com

2. © 2016 Pichler Consulting Ltd
About Roman
• Product management consultant, teacher, and author
– 15 years experience in teaching and coaching product managers and helping
companies establish an effective product management function
– Specialised in agile and in lean practices
• Business owner and product manager
– I try to walk my own talk Product Strategy and Product Roadmap
Practices for the Digital Age
STRATEGIZE
ROMAN PICHLER
My books

4. How can we tell it is
likely to achieve
this ...

6. Just do this?

8. Vision
Strategy
Tactics
© 2016 Pichler Consulting Ltd
Vision, Strategy, Tactics

9. © 2016 Pichler Consulting Ltd
The Product Strategy Defined
Market and
Needs
Product
Strategy
Business
Benefits
Stand-out
Features

11. Choose your
innovation
strategy.

12. Disruptive
Innovations
© 2016 Pichler Consulting Ltd
Adjacent
Innovations
Based on: Bansi Nagji and Geoff Tuff “Managing your Innovation Portfolio”,
Clayton M Christensen “The Innovator’s Dilemma“.
Core
Innovations
Innovation Ambition Matrix

13. © 2016 Pichler Consulting Ltd
MacBook
Google Search
Apple Watch
Google Chrome
iPhone 2007
Nintendo Wii
Examples

15. Take into account
the life cycle
stage of your
product.

16. Intro-
duction
Growth Maturity Decline
Launch
Product-
Market Fit
End of Life
Life Cycle
Extension
Develop-
ment
© 2016 Pichler Consulting Ltd
BusinessBenefits
Time
Based on Theodore Levitt “Exploit the Product Life Cycle”, Youngme Moon “Break Free from the Product Life Cycle”,
and Geoffrey Moore “Crossing the Chasm”.
The Product Lifecycle Model

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2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
© 2016 Pichler Consulting Ltd
iTunes
launched
iPod Shuffle,
iPod Nano, iPod
Classic with video
iPod Mini,
iTunes goes
international
iPod Classic
discontinued
iPod Lifecyle
iPod
Touch
Windows
compatible
Introduction Growth Maturity Decline

19. Make your product
stand out.

20. iPhone 2007
Smartphone
industry
© 2016 Pichler Consulting Ltd
High
Low
Based on W. Chan Kim and Renée Mauborgne “Blue Ocean Strategy” and
Islam, Nazrul and Sercan Ozcan "Disruptive Product Innovation Strategy: The Case of Portable Digital Music Player”.
Strategy Canvas

22. Capture your
strategy.

23. © 2016 Pichler Consulting Ltd
Target Group ProductNeeds Business Goals
Vision
Which market does the
product address?
Who are the target
customers and users?
What problem does the
product solve?
Which benefit does it
provide?
What product is it?
What makes it special?
Is it feasible to develop the
product?
What are the desired
business benefits?
Which one is most
important?
What is your vision, your overarching goal for creating the product?
© 2016 Pichler Consulting Ltd
The Product Vision Board

25. Put it to the test.

26. Build Measure Learn
1. Select the biggest risk.
2. Decide how
to address it.
4. Persevere,
pivot, or stop.
© 2016 Pichler Consulting Ltd
3. Collect
the data.
Product
Strategy
Based on Eric Ries “The Lean Startup”.

27. Learn from failure and
celebrate success.

28. © 2016 Pichler Consulting Ltd
You can find more information at:
romanpichler.com
Thank You!
© 2016 Pichler Consulting Ltd
I look forward to your questions:
info@romanpichler.com
@romanpichler