A product strategy integrates an understanding of customer needs, business objectives, go-to-market strategy, and the competitive landscape to guide your digital product towards product-market fit, growth, scale, and revenue. Outlining clear goals and timelines, it serves as a future blueprint for your product.

A product roadmap, linked to this strategy, helps your team prioritize builds, communicate plans, and track progress. The benefits of a well-defined product strategy include:

  • Alignment of product vision with business objectives
  • Streamlined decision-making and prioritization
  • Measurable progress and clear milestones
  • Better messaging of shared vision, goals and plans across teams
Highland team working on a project

Product Strategy Defines Where to Play and How to Win

Your product strategy serves as a clear definition of where to play and how to win with your product, service, or platform. As a high-level plan, it aligns the product vision with your business goals, crucial in today's ever-evolving product development landscape.

At Highland, we pinpoint critical customer needs, market gaps, areas for differentiation, and business growth opportunities – providing you with a targeted digital strategy that creates exceptional products and services that people value and want to use, and fit your business model.

Our team will collaborate with you to create strategic product targets, and a roadmap that defines clear and actionable milestones, making it possible for your teams to execute so you can get them in-market successfully.

Strategic Product Planning

  • Encompasses the entire product lifecycle, focusing on creating, launching, and growing deliverable products that align with business objectives
  • Focuses on competitive analysis to pinpoint unmet and under-met user needs and jobs to be done, market opportunities, and areas for differentiation and business growth
  • Develops a full understanding of your target audience by defining customer needs, exploring the user experience from acquisition through retention, and developing personas
  • Anchors on guiding principles and key product value propositions, backed by research, to focus energy on the big picture
  • Enables effective product management, and business, design and technical leadership, to pursue the right direction with confidence.

Translate Digital Product Strategy into Action

Whether optimizing digital products already in use or transforming new product ideas and initiatives into a new successful product with tangible results, we help you move your business forward by identifying the right issues to solve and building a go-to-market strategy around them.

Our approach to crafting a product strategy involves a deep understanding of your business, learning the ins and outs of your business model to align and connect your product objectives with the target audience, value propositions, market timing, pricing and other financial and organizational forces that need to be considered. No matter whether your business is a startup or well-established, we’ll craft a product strategy to fit your business purpose.

Having identified the highest value product targets, we can work with you to create a roadmap that spans time horizons, and is focused on achieving market entry, traction, growth and scale objectives that lead to ROI.

Developing, Refining, and Implementing Strategy

We help you create an effective product strategy that looks at the big picture and breaks it into strategic goals. Throughout this process you will:

  • Explore product-market fit opportunities, new business models, and value propositions that resonate with your target market
  • Innovate your product design and develop a differentiation strategy to ensure digital transformation growth
  • Gain customer feedback on new product concepts and prototypes or new product features, with an awareness of user testing of functionality and user experience throughout
  • Choose the right technology and development methodology for a successful product launch
  • Identify what outcomes, metrics, and KPIs should be measured to evaluate if your product is successful
  • Prioritize your best products by identifying the ones that have high potential for growth and meet your product goals, be that a mobile app, website or SaaS for example
  • Align your product development process with your organization's overall business strategy.

A well-defined product strategy ensures everyone involved in the product journey, from the development team to the stakeholders, can align their efforts towards achieving a common goal. To do this effectively, we blend our team of strategists, designers, developers, marketing and social media experts and more, with your in-house professionals, to create a unified project powerhouse.

Case Study:  

Security Organization

Highland worked with a globally recognized security and governance organization that wanted to expand their reach and revenue by launching a digital product focused on enterprise security.

Our market research highlighted the best adoption strategy, existing product solutions, and existing business assets. Using qualitative user research methodologies, our team uncovered unmet user pain points and user needs. This market research identified an unexpected target audience of different customers.

With this target audience in mind, we designed an MVP that leveraged the organization's expertise in a unique digital product. The impact of this process was a $300M+ annual recurring revenue opportunity with a new part of the market.

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