1 Vision and Leadership None Weak Medium Strong Vision and goal setting *
Do you know how to formulate an inspiring vision for a product? Can you set goals that people buy into?
Relationship building and stakeholder management *
Do you know how to identify the stakeholders of your product? Do you know who to inform, to involve, and to empower?
Negotiation and decision-making *
Do you know how to make effective decisions? Do you understand how to negotiate with the stakeholders and the development team?
Communication and influencing *
Can you effectively communicate where you want to take your product and how much progress you have achieved? Can you draw people in and get their buy-in?
2 Product Lifecycle and Innovation None Weak Medium Strong Innovation types incl. disruptive vs. sustaining *
Are you familiar with different innovation types? Do you know which type your product represents? Are you aware of their impact?
Lifecycle stages and product performance *
Can you list the key lifecycle stages and describe a typical lifecycle curve?
Impact on product goals, pricing and marketing strategy *
Can you describe the lifecycle stage's impact on the product goals, the pricing, and the marketing strategy?
Key events incl. launch, product-market fit, end of life *
Can you state the key events in the life of a product together with its strategic inflection points?
Key performance indicator (KPI) selection *
Do you know what a key performance indicator (KPI) is? Can you state the KPIs for your product?
3 Product Strategy and Market Research None Weak Medium Strong Market segmentation *
Do you know how to segment the market? Can you describe different segmentation techniques?
Product strategy *
Do you know what a product strategy is and what its key elements are? Do you know how to describe it?
Validation techniques incl. observation, problem interviews, MVPs *
Can you identify the key risks in you product strategy? Can you determine how to address them and choose the right research / validation techniques?
Data analysis and decision-making incl. pivot vs. persevere *
Can you effectively gather and analyse feedback and data to understand if your product does a great job for the customers and the users? Do you know what a pivot is and when to pivot?
4 Business Model and Financials None Weak Medium Strong Business goal selection and prioritisation *
Can you name the business benefits a product can provide? Can describe the primary business benefit of your product?
Business model description and validation incl. revenue sources, cost factors *
Do you know what a business model is? Can you name common elements? Can you describe the business model of your product?
Financial forecasting and business case creation *
Do you know what a business case is, what it should contain, and how to create it?
5 Product Roadmapping None Weak Medium Strong Roadmap creation incl. goals, dates, key features/results, metrics *
Do you know what a product roadmap is? Can you name the key elements a roadmap should provide?
Roadmap reviews and changes *
Do you know when and how to review, adjust, and change your product roadmap? Do you know who to involve?
Go-to-market strategy *
Do you know what a go-to-market strategy is? Do you know how to capture it?
6 UX and the Product Backlog None Weak Medium Strong User models and personas *
Do you know what a persona is and what information a persona should capture? Do you know what a primary persona is?
User interaction, visual design, user stories, NFRs *
Can you describe how users interact with your product? Do you know how to capture its visual design? Can you write user stories? Do you know what non-functional requirements are?
Prioritisation techniques *
Do you know how you can prioritise product backlog items? Can you state different prioritisation techniques and explain when which is most appropriate?
Validation techniques incl. demo, usability test, solution interview, A/B tests *
Do you understand how to validate your product including the user experience and the features? Do you know when to choose which technique?
Product backlog changes (grooming / refinement) *
Do you know when and how to manage and update the product backlog to incorporate new insights?
This field is for validation purposes and should be left unchanged.