Product Strategy

This program equips learners to think like the CEO of a product or service - focusing on a cradle-to-grave approach for managing and optimizing the life of a product or service. Successful completion of the full program is required to earn this Certificate of Completion. Program content includes: Module 1 – Understanding Product Strategy: Learn why it’s critical to have a product strategy, and how it may vary in different types of organizations. Managing products as a business Product strategy in startups Product strategy in professional services companies Module 2 – Analyzing Product Opportunities: Evaluate new opportunities based on the ‘jobs-to-be-done’ framework. Defining the opportunity and hypothesis Analyze the 'jobs-to-be-done' approach Evaluating the opportunity Module 3 – Discovery and Requirements Definition: Apply the discovery hypothesis framework, create user stories, and build a wireframe to outline an opportunity to deliver an urban mobility solution for school kids Discovery as product and consumer Creating the discovery hypothesis Minimum viable product (MVP) framework Module 4 – Designing the Business Model: Learn which situations are appropriate for each type of business model and analyze the economics of a SaaS pricing model. Business model taxonomy Freemium, Marketplace, and SaaS models Choosing the model and when to pivot Module 5 – Agile Product Development: Learn the principles of agile development and use these principles to influence a team over whom you have no direct authority, such as an engineering team. Principles of agile development and scrum Transitioning to agile Managing remote teams Influence without authority Module 6 – Taking Products to Market: Learn how to define and understand your key audiences and choose the most appropriate route(s) to market. Understanding personas, positioning, and messaging Develop and execute the go-to-market plan Best practices for product launches Module 7 – Managing the Partner Ecosystem: Learn to define the elements of the ‘whole offer’ and how to design and manage partnerships effectively Defining, evolving, and creating the 'whole offer' Diagnosing the capabilities gap Designing partnerships for different company sizes Module 8 – Managing Product Evolution and Growth: Build on the strengths of your existing strategies and tactics to drive new growth. Conduct a road-mapping exercise for an innovative new product in the medical supplies industry that promotes medication adherence. Increasing share of wallet, share of market, and size of market Growth through partnerships Growth hacking strategies