How (process and success metrics) and who (Product Manager, Product Board, CEO) makes the decision at every phase?

It is OK to fail. Actually good if an item doesn’t go to next phase. If most ideas are becoming products you are it wrong.

Internal Ideas: from sales, dev, mktg, execs, support, experts, Product Board, site analytics

External Ideas: customers (feedback, usability testing, survey, directly listening to), partners/suppliers, competitors, industry sources (experts, blogs, magazines, tradeshows, conferences), market and demographic analysis, other industries’ best practices, etc.

For Target Customer

Who Problem / Pain ( “must have” not “nice to have”)

The Product Name / Product Category

That Solution / Key Problem Solving Capability

Unlike Competitors / Alternatives

Our Product Key Differentiators / Product Features

Strategic Balance

Trade Offs

20%- 18%- 16%- 14%- 12%- 10%- 8%- 6%- 4%- 2%- 0 M

arke

t Gro

wth

Rat

e

10x 4x 2x 1.5x 1x Relative Market Share

.5x .4x .3x .2x .1x

Dogs 8 7

3 ? Question marks

? 2

1

Cash cows

6

Stars

5

4

Accelerate a Few Divest Most

Liquidate

Harvest

Invest

Current Products

Future Products

Current Markets

Future Markets

Market Penetration

Product Development

Market Development

Diversification