What’s Included in this deck
    • Definition of Strategy
    • Why create a strategy statement?
    • Elements to consider in crafting a strategy
    • Strategy statement template
    • Example strategy statement
                                           See the NOTES view in PPT 
                                           for additional information
    ©2006 Pivotal Product Management, LLC.               2
     Strategy: A guiding theme for 
     decisions
     • How will we get from here, to there?
     • Do we say yes or no to this opportunity?
     • Is this tactic a higher priority than others?
    ©2006 Pivotal Product Management, LLC.                      3
    A Sample of Strategic Business 
    Drivers
    • First to market
    • Market leader (most market share)
    • Best in class - quality (broad market, or 
       specific segment/industry)
    • Lowest cost/best “value”
    • Best in class - innovative
        Strategy’s ultimate expression is in how we 
        Strategy’s ultimate expression is in how we 
                  decide to spend money.
                  decide to spend money.
    © 2013 Pivotal Product Management, LLC                    4
    Product Strategy Statement
    Establishes a framework for the product roadmap:  
       how we will get from “A” to “B”
    Explains why the company should invest in the 
       product
    Gives Product Team a clear sense of what the 
       product means to the company and to them: effort 
       and reward
    Expresses key criteria for prioritization
    Makes a great “elevator pitch” to use internally
    ©2006 Pivotal Product Management, LLC.                    5
     Elements of Product Strategy 
     Statement for Internal Applications
    Primary business objective
    Key business strategy for achieving the objective
    Key IT application objectives
    Key IT application strategy for meeting IT objectives
    Target competitors
    Positioning
    Required resources and functional programs
     © 2013 Pivotal Product Management, LLC                            6