How to Create a Product Development Strategy A Step-by-Step Guide

Hotjar’s website feedback tools show you how users interact with your product and where they experience obstacles or drop off. You can also gather VoC feedback to understand what your users are thinking and feeling as they use your MVP. By leading with cross-functional collaboration, you’ll gather diverse perspectives and get stakeholder buy-in on your product strategy from the start.

  • In SaaS, a product development strategy might look like Mailchimp working towardsintroducing a CRM that integrates with its email software, for example.
  • Here’s where the team puts in the effort and applies their creativity to devising how a product might serve its needs.
  • Your product development strategy is the bridge between your product vision and the actions needed to realize that vision.
  • 5 Ways Your Product Team Lacks Standardization (& How to Improve) Product teams that let everyone do their own thing think they’re facilitating creativity, flexibility, and independence.
  • Every time October clocks in, we witness the never-ending lines of people anxious to buy their new iPhone that just came out.
  • In 1980, Glen L. Urban and John R. Houser released a book where they defined nine product development strategies, divided into proactive and reactive categories.

Multiple versions of a single idea can be generated, to maximize scalability while minimizing necessary resources. A new iPhone is released every couple of years, and the upgraded features are often quite minimal. Despite these seemingly small improvements, Apple enthusiasts are always keen to get their hands on these newly developed products and are happy to pay increasingly large sums for the privilege.

The best thing to do is not to think about the perfect strategy but move a piece, build something, and see what it yields. So usually, building the easiest prototype or finding a way to validate your assumptions. With XM solutions product naming, you can quickly validate how your market feels about each name you consider. For example, Gap started as a record store selling jeans in 1969, but when the owners faced bankruptcy, they had to make a change. They pivoted, changing their product line to apparel and clothing, restarting the brand and attracting customers in the process.

See what’s working and working well and then replicate that success at scale. If your product has more features and benefits, the market is more likely to choose your brand over another competitor selling the same thing. This is because the product offers more ‘perceived’ value and is considered a ‘better deal’. Other things that increase value include lowered sale prices or variety. Making alliances – Joining an alliance of other companies enables companies to pool resources and technology, providing greater potential for making progress on products.

Driven by vision and purpose

You can either develop a similar product or add features to an existing product already being offered by the competitor. They also invest in innovation workshops, brainstorming sessions, and focus groups on generating ideas for new products or services. Keep in mind product development is also when you’ll need to think about how you want your product development strategy to evolve. It includes studying sales data, customer feedback , reviews, as well as any other resources you can find to get an accurate idea of how your product stacks up against others. Companies need to have a product development strategy in place in today’s cutthroat business world. You should now have everything that you need to create a workable, useful, and reliable product development strategy.

You have the possibility of reaching almost all consumers, whether as a cheaper alternative to their luxury goods or as an upgrade from their usual once-in-a-while. Starbucks occupies the competitive slot in this case, with their coffee being of a good enough quality to be called pleasant while keeping their prices low enough that they’re not a luxury brand. A moderate price is determined by the average prices of that particular market as a whole. In other words, you price your product so it might be considered by the average consumer, keeping the quality consistent with what they’d expect for that price. Many European and Asian brands date back centuries and take their longevity as a badge of honor. It’s taken as a standard of quality that they’ve been able to operate for so long and still stay in business.

product development strategy

Internal product development has several advantages, notably that you’ll already be established and can use the marketing from previous products to your advantage. Overall, this type of product development strategy is tricky to do but can perform wonderfully. Creating a newer and better version of a successful existing product can give it a massive boost. You can add new features, work on better marketing, and upgrade other aspects of the product. You can customize some products and make them special in order to target a specific set of target customers. In fact, you can go one step further by offering them personalized products relevant to their needs and lifestyle.

Package deals are ideal for businesses with a range of products available and can help increase sales by providing customers with an attractive offer. Netflix’s product development strategies include creating original content and licensing shows from other networks like HBO or Fox. In this case, companies copy what their competitors are doing to remain competitive.

At this point, you’re not putting any material costs into the process, just time. The vast majority of product development strategies fall somewhere in between, even if they do lean one way or the other. Rewinding back, let’s look at what a product development strategy is again before jumping right into the types you can have. Sinking into the red with a lengthy, inefficient product development process is precisely the opposite of that.

What is an example of an innovative product?

Although market research and marketing strategy are necessary in most cases, there are other inputs to business strategy. A fully formed product strategy includes your brand, your platforms, your technology, etc. Often product management consulting engagements can inform product strategy. When it comes to software, development teams can create and maintain their product development roadmaps to prioritize, summarize, and communicate their plans to build and ultimately release the product.

Automatically surface any friction across all touch points and guide frontline teams in the moment to better serve customers. Remember that this is not an exhaustive guide and many other things go into developing a product such as pricing strategy, distribution channels used by competitors, and so on. This approach could involve bundling your products together or offering a discount for purchasing multiple items. A flowchart is an http://www.a-site.info/pro_admina.php excellent technique to visualize the steps in your process and identify where you can make improvements. Google is another great example because they’re constantly improving their products like Gmail, Maps, and Drive while adding new features every month! They’ve managed to remain relevant even in today’s age where everything seems disposable, thanks mainly to innovation and being aware of what consumers need next time around.

Once you’ve built a minimum viable product , learn how users are experiencing the product and, especially, which needs aren’t being met. The product roadmap breaks that strategy into tactics and workable increments. The product vision then defines how the product will make the company vision a reality. Cost strategy, where you focus on highlighting your product through the cost of your offer. While data-driven companies use data to lead the decision-making process, data-informed companies acknowledge the limitations of data and use them to inform their decisions.

product development strategy

All of which can play a role in the process depending on the complexity of the concept. While each situation varies slightly, with the right product strategy, you too can create an innovative portfolio. To go live with a new product, you first need to validate and test it. This ensures that every part of the product—from development to marketing—is working effectively before it’s released to the public. According to research, a stable company in a mature industry might allocate 70% for core products, 20% for adjacent products, and 10% for transformational products.

Examples of product development strategies

These early-stage prototypes might be as simple as a drawing or a more complex computer render of the initial design. These prototypes help you identify areas of risk before you create the product. He is the author of “Innovate Products Faster,” a handbook for accelerating product development. A Product Manager’s Role in SAFe® Agile started with software development. This initial version of the product needs just enough functionality to be used by customers. Your business asks the group members questions about their perception of the concept – does it fulfill their wants and needs?

It’s when you develop a new product in the product line that is relevant to your product line. When you’re creating a new product, then you should be careful with your development and offer them only the product that the customers want. The new product should complement the features of the existing product in such a way that would increase the sale of your products. As you can see now, a product development strategy is a must for any company. A proper strategy allows you to think over all the nuances in advance and protect yourself from problems. It helps you understand what your product is, what its strengths and weaknesses are at the earliest stage.

Develop a high-level product vision before mapping out your product strategy. Successful product teams have a process to evaluate market opportunities and reduce new product risks. Truly great product teams blend entrepreneurial instincts with the evidence they’ve gathered from the market to make intelligent product decisions. They have first built a culture to ask the right questions and validate opportunities objectively.

Still, it is an early test to see whether the particular product idea is worth pursuing further or if it will be rejected or only lightly adopted by the target user. Product development typically refers to all stages involved in bringing a product from concept or idea through market release and beyond. In other words, product development incorporates a product’s entire journey.

Every customer pays to get excellent service and some of the best features that a product offers. Suppose you can identify the needs of a particular group of people that other products in the market are not meeting. In that case, there’s an opportunity for you to develop something new. Diversifying your target audience and discovering new marketplaces can be great ways to develop a new product. Customization is often the key to success when it comes to software products. When upgrading a product, it’s essential to consider how this will impact users and whether they will adapt quickly to the changes.

How Do Product Roadmaps Fit Into Product Development?

But agile companies approach development differently, and this will affect some of the details of how they plan and execute their product development strategy. Product development strategies differ by company, industry, and other factors. There is no one-size-fits-all approach that works under all circumstances.

Meanwhile, you can ask the consumers specific questions that will help you with product design, pricing, and prototyping. Product-led growth strategies, additional product lines, or a new marketing strategy. In this article, we’ll go over what a product development strategy is and how you can develop a great one for your product. Ikea used to follow the strategy of providing a quality product at a lower cost. The great number of parts required the company to have a network of the worldwide supply chain. When the furniture company became an international brand, the company re-arranged its supply chain by managing suppliers and vast geographical distance.

This strategy is similar to the previous one, however, the original product is not copied completely but is improved or modified. The approach allows companies to detect weaknesses of the original product or use opportunities that the first company missed to release a better product. The strategy implies cooperation with companies from other industries. Such cooperation allows partners to create unique experiences for end-users that are very difficult to replicate. If you need an example, think of an alliance between Uber and Spotify in 2014 when Spotify users with premium accounts could listen to their favorite music in Uber.

Yet, every product development strategy should always start with comprehensive research. You need to go through the in-depth study and use all the data gathered to build a strategy that will distinguish your brand from competitors and help you become a market leader. Companies are expected to make money and meet return on investment goals. To create an effective product strategy, you need to agree on how your product or service will earn money and achieve your business goals.

A product development strategy gives a clear big-picture direction forward, so development team managers can lead cross-functional teams towards priorities that help achieve the end goal. More efficient product development can help enhance your products more efficiently, which has a knock-on effect on sales generation. It also helps launch new products and services, which can significantly boost revenue streams while building customer loyalty through consistent quality improvements. The internal product development approach focuses on developing new products or improving existing ones using resources already available within the company.