Build a product strategy using market sizing, competitor comparisons, positioning, and launch planning. Use structured frameworks to clarify target customers, pricing, sales channels, growth metrics, and the revenue and acquisition costs associated with each customer.
Expert product strategy covering market analysis, competitive positioning, go-to-market planning, and product-led growth.
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Expert-level product strategy for market success.
TAM (Total Addressable Market)
├── Total market demand if 100% market share
├── Calculation: # of potential customers × average revenue per customer
└── Example: 10M businesses × $1000/year = $10B
SAM (Serviceable Addressable Market)
├── Portion of TAM we can serve with our product
├── Filter by geography, segment, use case
└── Example: 2M businesses in our target segment = $2B
SOM (Serviceable Obtainable Market)
├── Realistic market share in 3-5 years
├── Based on competition, resources, go-to-market
└── Example: 5% of SAM = $100M
# Market Analysis: [Market Name]
## Market Size
- TAM: $[X]B ([growth rate]% CAGR)
- SAM: $[X]B
- SOM: $[X]M
## Market Dynamics
### Growth Drivers
1. [Driver 1] - [Impact]
2. [Driver 2] - [Impact]
### Market Barriers
1. [Barrier 1] - [Mitigation]
2. [Barrier 2] - [Mitigation]
### Trends
- [Trend 1]: [Description]
- [Trend 2]: [Description]
## Customer Segments
| Segment | Size | Growth | Need | Willingness to Pay |
|---------|------|--------|------|-------------------|
| [Seg A] | [%] | [%] | [Need] | [$] |
| [Seg B] | [%] | [%] | [Need] | [$] |
## Competitive Landscape
[See competitive analysis section]
## Key Success Factors
1. [Factor 1]
2. [Factor 2]
3. [Factor 3]
| Factor | Us | Competitor A | Competitor B |
|---|---|---|---|
| Price | $X | $Y | $Z |
| Feature 1 | ★★★ | ★★ | ★★★★ |
| Feature 2 | ★★★★ | ★★★ | ★★ |
| UX | ★★★★ | ★★ | ★★★ |
| Support | ★★★ | ★★★★ | ★★ |
| Integration | ★★★★ | ★★★ | ★★★★ |
THREAT OF NEW ENTRANTS: [Low/Med/High]
- Barriers to entry: [Assessment]
- Capital requirements: [Assessment]
- Brand loyalty: [Assessment]
BARGAINING POWER OF SUPPLIERS: [Low/Med/High]
- Supplier concentration: [Assessment]
- Switching costs: [Assessment]
BARGAINING POWER OF BUYERS: [Low/Med/High]
- Buyer concentration: [Assessment]
- Price sensitivity: [Assessment]
THREAT OF SUBSTITUTES: [Low/Med/High]
- Availability: [Assessment]
- Switching costs: [Assessment]
COMPETITIVE RIVALRY: [Low/Med/High]
- Number of competitors: [Assessment]
- Industry growth: [Assessment]
- Differentiation: [Assessment]
High Price
│
Premium ────┼──── Luxury
(High value) │ (Status)
│
Low Feature ────────┼──────── High Feature
│
Budget ────┼──── Value
(Cost focus) │ (Best deal)
│
Low Price
FOR [target customer]
WHO [statement of need/opportunity]
[Product name] IS A [product category]
THAT [key benefit/differentiator]
UNLIKE [competitive alternative]
OUR PRODUCT [primary differentiation]
CUSTOMER PROFILE VALUE MAP
┌─────────────────────┐ ┌─────────────────────┐
│ Customer │ │ Value │
│ Jobs │ ←─────→ │ Proposition │
│ ┌─────────────┐ │ │ ┌─────────────┐ │
│ │ Pains │ │ │ │Pain Relievers│ │
│ └─────────────┘ │ │ └─────────────┘ │
│ ┌─────────────┐ │ │ ┌─────────────┐ │
│ │ Gains │ │ │ │Gain Creators│ │
│ └─────────────┘ │ │ └─────────────┘ │
└─────────────────────┘ └─────────────────────┘
| Audience | Pain Point | Our Solution | Proof Point |
|---|---|---|---|
| [Buyer] | [Pain] | [Solution] | [Evidence] |
| [User] | [Pain] | [Solution] | [Evidence] |
| [Influencer] | [Pain] | [Solution] | [Evidence] |
# Go-to-Market Plan: [Product/Feature]
## Overview
- Launch date: [Date]
- Target segment: [Segment]
- Revenue target: $[X] by [Date]
## Target Customer
- Ideal Customer Profile (ICP)
- Buyer personas
- Decision-making process
## Positioning
- Positioning statement
- Key messages (3)
- Competitive differentiators
## Pricing Strategy
- Pricing model: [Model]
- Price points: [Tiers]
- Packaging: [Bundles]
## Channel Strategy
| Channel | Role | Investment | Target |
|---------|------|------------|--------|
| Direct Sales | [Role] | [%] | [Goal] |
| Self-serve | [Role] | [%] | [Goal] |
| Partners | [Role] | [%] | [Goal] |
## Marketing Plan
- Pre-launch: [Activities]
- Launch: [Activities]
- Post-launch: [Activities]
## Sales Enablement
- Training program
- Sales collateral
- Demo environments
## Success Metrics
- [Metric 1]: [Target]
- [Metric 2]: [Target]
- [Metric 3]: [Target]
## Timeline
| Phase | Activities | Dates |
|-------|-----------|-------|
| Pre-launch | [List] | [Dates] |
| Launch | [List] | [Dates] |
| Post-launch | [List] | [Dates] |
PRE-LAUNCH (T-30 days)
□ Product ready for launch
□ Pricing finalized
□ Sales training complete
□ Marketing materials ready
□ Support documentation done
□ Beta feedback incorporated
LAUNCH WEEK
□ Press release distributed
□ Blog post published
□ Email campaign sent
□ Social media announced
□ Sales team notified
□ Support team briefed
POST-LAUNCH (T+30 days)
□ Performance metrics tracked
□ Customer feedback collected
□ Issues addressed
□ Learnings documented
□ Optimization plan created
ACQUISITION
├── Website visitors
├── Sign-ups
└── Activation rate
ACTIVATION
├── Time to value
├── Aha moment reached
└── Feature adoption
RETENTION
├── Daily/Weekly active users
├── Feature stickiness
└── Churn rate
REVENUE
├── Conversion rate (free → paid)
├── Expansion revenue
└── Net revenue retention
REFERRAL
├── Viral coefficient
├── NPS
└── Referral sign-ups
┌──────────────────────────┐
│ │
▼ │
┌─────────┐ ┌──────┴──────┐
│ Acquire │ │ Refer │
│ Users │ │ Others │
└────┬────┘ └─────────────┘
│ ▲
▼ │
┌─────────┐ ┌──────┴──────┐
│ Activate│ │ Expand │
│ Users │──────────────│ Usage │
└────┬────┘ └─────────────┘
│ ▲
▼ │
┌─────────┐ ┌──────┴──────┐
│ Engage │──────────────│ Monetize │
│ Users │ │ Users │
└─────────┘ └─────────────┘
┌─────────────────────────────────────────────────────────────┐
│ Key │ Key │ Value │ Customer │
│ Partners │ Activities │ Propositions │ Relationships│
│ │ │ │ │
│ [Who] │ [What] │ [Why] │ [How] │
├───────────────┼───────────────┼───────────────┼─────────────┤
│ Key │ │ │ Customer │
│ Resources │ │ │ Segments │
│ │ │ │ │
│ [With what] │ │ │ [For whom] │
├───────────────┴───────────────┴───────────────┴─────────────┤
│ Cost Structure │ Revenue Streams │
│ │ │
│ [How much] │ [How] │
└──────────────────────────────┴──────────────────────────────┘
LTV (Lifetime Value)
= ARPU × Gross Margin × Customer Lifetime
= $100/mo × 70% × 36 months = $2,520
CAC (Customer Acquisition Cost)
= Total Sales & Marketing / New Customers
= $500,000 / 1,000 = $500
LTV:CAC Ratio
= $2,520 / $500 = 5.04:1 (Target: >3:1)
CAC Payback
= CAC / (ARPU × Gross Margin)
= $500 / ($100 × 70%) = 7.1 months
This skill includes the frameworks, tables, and formulas above. It does not bundle calculators, a live competitive tracker, or a timeline generator.
| Task | Supported workflow |
|---|---|
| Market sizing | Use market-sizing-analysis to define TAM/SAM/SOM, record sources, and calculate a range from explicit assumptions. |
| Competitive analysis | Fill the competitive matrix above from dated, cited research. Mark unknowns and compare the same criteria across competitors. |
| Go-to-market planning | Apply the launch phases above to the target date; record an owner, dependency, and success measure for each milestone. |
| Product-led growth | Use the growth and engagement frameworks above to choose an activation event, funnel metrics, and an experiment with a decision rule. |
| Unit economics | Use the formulas above or the bundled worksheet; keep time periods and customer segments consistent. |
For repeatable calculations, create a worksheet or a small script for the user's actual inputs and validate its outputs. Do not imply that a calculation also retrieved current market data.
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