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7 Product Strategy Examples

Avatar of Janna Bastow
Janna Bastow
17 minute read

What does a world-class product strategy actually look like in practice – not just in theory? It stands to reason that winning Product Teams build and communicate strategies that drive real outcomes, and get buy-in across the business. But what exactly do these best practice product strategies look like on paper? We’ve outlined a bunch of product strategy examples to help you understand what a solid product strategy should include and how it should be articulated. 

We’ve broken down the core elements behind these product strategy examples, showing you how the pieces fit together, and arming you with everything you need to inspire your own strategy.

So, let’s get into it…

What is product strategy?

Product strategy is more than a roadmap or a list of features. It’s the living plan that links your product vision, target customer, value proposition, and objectives to clear, prioritized actions – and keeps your team learning, adapting, and winning together.

Your product strategy is the overarching ambitions for your product and an articulation of how you are going to get there. It’s not about the nitty gritty of everything the team is going to be working on, rather it’s the objectives and priorities – the declaration of what is most important – that informs the day-to-day decision making and work.  

What makes a product strategy effective?

We’ll get into the individual components of a product strategy a bit later, but first let’s discuss the principles behind the best product strategy examples. The most effective product strategies stand out because they are:

  • Customer-focused
  • Goal-orientated and measurable
  • Flexible and adaptable
  • Well communicated 
  • Dynamic, up-to-date and part of everyone’s day-to-day

Product strategies need to anchor the Product Team’s decision-making and prioritization, but the best product strategy examples also inspire and motivate everyone working on the product. To do that, product strategies need to articulate a desire to solve a problem for your customers – to make their lives better/easier/more successful/more enjoyable in some way.   

The best product strategy examples are clear about the objectives and goals that need to be achieved. This gives the team a way to measure their success and track progress. 

But product strategies should also be flexible – not too exacting, rigid or dictatorial. Product strategies should define overarching ambitions and approaches, but leave space for experimentation and adaptation based on learning. 

And finally, the best product strategy examples are those that are well communicated, shared and engaged with across the organization. A product strategy kept in a slide deck, hidden in a folder, is going to achieve very little. 

You need to share your product strategy far and wide if it’s going to fulfil its purpose. Everyone in the team needs to understand the product strategy, and use it every day to inform the work they do – from high level prioritization decision making, right down to making calls on scope tradeoffs. 

This is exactly what ProdPad was built to do – give you a central home for all your Product Management work, with your product strategy at its heart.

The core components of product strategy (and why they matter)

The most robust product strategy examples weave together several essential parts. Think of this as a checklist of sections every effective product strategy template should include.

A list of the core components of the best product strategy examples from ProdPad product management software

1. Vision & Mission

Why does your product exist? What are you changing for your users or the world? If your vision doesn’t energize your team, it won’t last.

Use our free product vision template tool

2. Ideal Customer Profile (ICP) & Buyer Personas

Who are you built for? What problems are they facing? If you’re not clear here you risk creating features that no one values.

3. Competitive Positioning

What solutions already exist? How are you different? Clarity here can stop ‘feature creep’ and building features just because your competitors have them.

4. Value Proposition

A crisp promise that explains what you deliver, who it’s for, and why you’re the right choice. Without this, you’ll struggle to sell – or even build – the right thing.

5. North Star Metric & OKRs

Your strategy’s focus and scorecard. North Star Metrics keep teams aiming at what really matters, while OKRs translate ambition into concrete, measurable action.

ProdPad's Ultimate Collection of Product OKR Examples

6. Roadmap as Prototype (Now-Next-Later)

A learning tool, not a delivery contract. Your roadmap visualizes your strategy, tests assumptions, and evolves as your knowledge grows.

7. Objectives → Initiatives → Experiments

Every big goal is broken down into initiatives, and every initiative is tested through experiments – keeping risk low and learning high.

There’s a final component that the very best product strategy examples all share. This is less a section you’d include in a product strategy write-up, and more a way of working that will ensure its success. 

We’re talking about the importance of collaboration and transparency. Because strategy only works if it’s shared, challenged, and understood. So, the final aspect of a great product strategy is where it’s kept – somewhere central, dynamic and connected to your day-to-day work. Tools like the ProdPad Canvas help you keep everything visible, close at hand, and open for input.

Which brings us onto…

Where – and how – to store and share your product strategy

As we’ve said, the best product strategy examples are those that are seen, understood and contributed to. Don’t let your strategy die in a slide deck or a siloed doc. The best teams:

  • Keep strategy visible and current: Store it where everyone can find and update it – ideally within your central Product Management tool (like ProdPad)
  • Make it collaborative: Anyone on the team should be able to comment, question, or suggest improvements.
  • Connect it to daily work: Make sure strategy, roadmap, and OKRs are part of rituals like planning, retros, and reviews.
  • Encourage engagement: The more your team interacts with strategy, the more resilient – and successful – it becomes.

7 Product Strategy Examples 

Want to see how this works in practice? Here are seven detailed product strategy examples, each written from the perspective of a Head of Product. These cover SaaS, marketplaces, e-commerce, AI/IoT, and more. 

Each of our product strategy examples shows how to translate vision, customer insight, and goals into a living strategy.

Product strategy example 1 – B2B SaaS: Analytics Platform

Value Proposition

For operations, product, and finance teams in scaling SaaS companies who are overwhelmed by data but struggle to translate it into business action, our analytics platform delivers ready-to-use dashboards and actionable insights – no specialist skills required. Unlike legacy BI tools that are designed for IT or data analysts, we put powerful analytics in the hands of everyday teams, so everyone can make smarter decisions, faster.

Vision

Our goal is to make confident, data-driven decision-making the norm for every team – not just data experts.

Target Customer / ICP

We’re focused on mid-sized SaaS businesses (100–1,000 employees) where business teams still rely on spreadsheets, manual reporting, or outdated BI. These teams are time-poor and want answers, not more complexity.

What Success Looks Like

Our North Star Metric is the number of teams actively creating and sharing dashboards each week.

Current OKRs:

  • Cut time-to-first-insight for new accounts to under 1 hour
  • Expand usage from single teams to multi-team org adoption
  • Reduce churn by embedding dashboards into recurring meetings and workflows

Our Strategic Plan

We are relentlessly focused on eliminating friction:

  • Onboarding: We’re rolling out automated data integrations and role-based templates, so new users build useful dashboards within their first session
  • Adoption: We’re driving sharing by making it one-click to send dashboard “snapshots” into Slack, Teams, or email.
  • Feedback & Iteration: We review usage data weekly and run regular customer interviews to surface new pain points. The product roadmap uses a Now-Next-Later structure and is reviewed with the whole team every month – no surprises, no silos.

Competitive Positioning

We’re not chasing the deepest feature set. Instead, our strategy is to own the “analytics for everyone” space: ease of use, instant setup, and integration into real business rhythms. Most competitors target IT or data science; we win when non-technical teams can build and share dashboards without ever calling for help.


Product Strategy Example 2 – B2C SaaS: Personal Finance App

Value Proposition

For young professionals and families who feel anxious or overwhelmed about managing their money, our personal finance app acts as a digital coach – offering personalized, real-time advice, budgeting automation, and simple goal-tracking. Unlike banking apps or spreadsheet-driven tools, our platform is focused on changing real financial habits through behavior science, nudges, and positive reinforcement – making progress feel achievable, not intimidating.

Vision

To empower a new generation to achieve financial wellness – confidently, sustainably, and on their own terms.

Target Customer / ICP

Our sweet spot is adults aged 22–40 in the UK and EU who are digitally native but have inconsistent savings, fluctuating expenses, or struggle to plan ahead. They’re frustrated with traditional banking, are used to mobile-first experiences, and want guidance without judgment.

What Success Looks Like

Our North Star Metric is the number of users who set and achieve a financial goal (like saving for a holiday or paying off a credit card) each month.

Current OKRs:

  • Grow monthly active users by 30% through social and viral features
  • Boost goal-completion rate to 25% of all set goals
  • Launch integrations with top banks and investment platforms to double account connections

Our Strategic Plan

  • Onboarding & Simplicity: Our top priority is making setup instant – automatic bank connections, simple account import, and a “quick start” budget for every user.
  • Behavioral Change: We’re doubling down on nudges, habit-building notifications, and positive reinforcement. Our product, design, and behavioral science teams meet weekly to review user journeys and refine interventions that actually lead to action.
  • Community & Accountability: We’re testing peer challenges and savings circles (think: “dry January,” but for money), as well as partner integrations for gifts and rewards when users hit goals.
  • Roadmap & Feedback: We use Now-Next-Later for all initiatives, run monthly roadmap reviews with all key functions, and regularly tap into user forums and support conversations to surface feature requests and pain points.

Competitive Positioning

Unlike bank apps (which focus on transactions) or investment tools (which focus on wealthier users), we focus on real-life progress – helping users build healthy money habits, not just track balances. Our differentiator is personalization and behavioral design: most competitors give users information; we help them act on it.


Product Strategy Example 3 –  B2C SaaS: Health & Wellness Coaching App

Value Proposition

For busy adults seeking to build sustainable health habits but lacking motivation or structure, our wellness coaching app is a digital accountability partner that blends AI-powered nudges with real human coaches. Unlike generic fitness trackers or content apps, we focus on personalized habit-building – delivering daily plans, check-ins, and supportive feedback that actually helps people show up for themselves.

Vision

To make lasting health change possible for everyone, not just the already-motivated.

Target Customer / ICP

Adults 25–55 juggling work, family, and personal wellbeing. Our core users are time-poor, have tried (and abandoned) multiple health apps, and are looking for something that’s both evidence-based and emotionally supportive.

What Success Looks Like

Our North Star Metric is the number of users who stick with a healthy habit for at least 30 days.

Current OKRs:

  • Improve 30-day retention rate to 40%
  • Increase coach-user engagement by 50% through smarter AI pairing
  • Roll out new modules (sleep, stress, nutrition) and achieve 25% adoption per module

Our Strategic Plan

  • Personalized Journeys: We’re integrating onboarding surveys and wearables data to create custom starting points for every user, not just generic “plans.”
  • Blended Coaching: AI helps scale check-ins, but every user has access to a real human coach for big moments. We’re building tools that help coaches intervene at the “moments of truth” – when users are likely to give up.
  • Continuous Learning: We hold biweekly strategy and user research reviews, involving product, coaching, and data science. Key experiments (like new reward systems or “habit reset” prompts) are piloted with volunteer users and rolled out if the data shows real change.
  • Open Feedback Loops: Our in-app feedback is fed directly into roadmap reviews, and the team uses a Now-Next-Later board visible to every coach and support agent.

Competitive Positioning

While most wellness apps push content, steps, or calories, our edge is a hybrid model: evidence-based coaching plus machine learning that predicts (and pre-empts) user drop-off. We’re for real life – not just quantified selfers.


Product Strategy Example 4 – Vertical SaaS: Compliance Management for Fintech

Value Proposition

For compliance teams in fintech startups and scaleups who face mounting regulatory requirements and shifting global standards, our compliance management platform streamlines audit workflows, automates evidence gathering, and offers proactive regulatory alerts. Unlike traditional GRC software that’s heavy, expensive, and made for banks, our product is built for speed, flexibility, and continuous change.

Vision

To make fintech compliance a strategic advantage, not a bottleneck.

Target Customer / ICP

Compliance and operations leads at fintech companies with 10–200 employees, particularly those expanding across regions or preparing for licensing/audits.

What Success Looks Like

North Star Metric: Number of regulatory tasks automated per customer per month.

Current OKRs:

  • Automate 70% of manual evidence gathering for top frameworks
  • Launch regulatory alert integrations for 3 new regions
  • Achieve a 25% reduction in customer time-to-audit-readiness

Our Strategic Plan

  • Modular Onboarding: We’ve invested in plug-and-play onboarding for common compliance frameworks (e.g., FCA, PSD2, SOC 2), so teams see instant value regardless of region.
  • Proactive Alerts: The product team partners with regulatory analysts to build a system of real-time change alerts, ensuring customers never get blindsided.
  • Customer-Centric Roadmap: Quarterly, we convene a “compliance roundtable” with actual users – compliance pros, auditors, founders – to review pain points, prioritize new integrations, and de-risk product bets.
  • Transparent Objectives: All teams (product, legal, sales) review shared OKRs and roadmap progress, keeping compliance aligned with commercial goals.

Competitive Positioning

Most GRC tools are designed for banks or corporates. We differentiate by being startup-focused: easy, fast, API-driven, and adaptable for companies scaling at startup pace.


Product Strategy Example 5 – Marketplace SaaS: Freelancer-Client Platform

Value Proposition

For businesses seeking vetted, on-demand expertise – and for freelancers wanting reliable, fairly paid work – our marketplace platform matches talent and projects with built-in trust and transparent workflows. Unlike generic gig platforms, we focus on long-term relationships, transparent ratings, and seamless contract management that reduces admin for everyone.

Vision

To unlock flexible, meaningful work at scale – building trust between freelancers and companies everywhere.

Target Customer / ICP

SMBs and fast-scaling startups needing flexible, project-based help; professional freelancers seeking reliable gigs and timely payment.

What Success Looks Like

North Star Metric: Number of projects successfully completed (with positive ratings from both sides) per month.

Current OKRs:

  • Grow “return client” rate by 25%
  • Increase “verified freelancer” pool by 40%
  • Reduce dispute rates by automating milestone payments and clearer contracts

Our Strategic Plan

  • Matching & Onboarding: We’re rolling out skills-based verification and client-fit algorithms to ensure better matches, faster.
  • Trust & Safety: Investments in escrow, dispute resolution, and transparent ratings are reducing admin and risk for both sides.
  • Feedback Cycles: We hold monthly town halls (virtual, open to all users) to crowdsource pain points and feature ideas. These directly inform a public Now-Next-Later roadmap.
  • Growth & Retention: Our marketing and product teams collaborate to design referral incentives for both clients and freelancers, focusing on building a true community – not just transactions.

Competitive Positioning

Unlike “race to the bottom” gig platforms, our edge is quality and transparency – building ongoing relationships and reducing churn for both freelancers and companies.


Product Strategy Example 6 – E-commerce SaaS: Direct-to-Consumer Eco Goods

Value Proposition

For eco-conscious shoppers who are frustrated by greenwashing and want to buy sustainable products from authentic brands, our direct-to-consumer platform offers curated, genuinely sustainable goods – backed by third-party verification, transparent supply chains, and a mission-driven loyalty program. Unlike generic e-commerce sites, we make it easy to trust what you’re buying and support a better future.

Vision

To make ethical, sustainable living the easy, default choice.

Target Customer / ICP

Millennial and Gen Z consumers who value sustainability, are willing to pay a premium for authentic eco goods, and are vocal on social media.

What Success Looks Like

North Star Metric: Repeat purchase rate from verified customers each quarter.

Current OKRs:

  • Launch 50 new verified brands and achieve 90% 5-star seller ratings
  • Grow loyalty program participation to 40% of active customers
  • Cut carbon footprint per shipped order by 20% through greener fulfillment partners

Our Strategic Plan

  • Brand Vetting & Curation: We’ve built a supplier onboarding process that includes independent sustainability audits and real-time customer reviews.
  • Customer Community: We run weekly AMAs and “brand stories” events, and our roadmap is shaped by feedback from our most active buyers.
  • Fulfillment & Impact: Operations and product teams work together to trial new sustainable packaging, shipping, and delivery partners, sharing results openly with customers.
  • Loyalty & Education: We’re piloting a loyalty program that rewards sustainable behavior – not just purchases – and investing in educational content that brings transparency to every product.

Competitive Positioning

Unlike major marketplaces, our focus is authenticity and impact – not just selection. By making sustainable brands discoverable and trusted, we build loyalty beyond price.


Product Strategy Example 7 – AI IoT Wearable: Sports Performance Device

Value Proposition

For competitive athletes and college sports programs who want to maximize performance and minimize injury risk, our AI-powered wearable delivers real-time biometric feedback, tailored training recommendations, and actionable analytics to coaches and players. Unlike generic fitness trackers, our device is built for team sports – capturing nuanced, sport-specific data that supports athlete growth and meets the demands of collegiate competition schedules.

Vision

To make elite-level, data-driven coaching accessible for every athlete and program.

Target Customer / ICP

University and college sports programs (coaches, trainers, athletes) competing in high-stakes, seasonal environments with limited in-house data expertise.

What Success Looks Like

North Star Metric: Number of athletes using personalized, AI-driven training plans each season.

Current OKRs:

  • Deploy to 10 new NCAA programs before preseason
  • Reduce in-season injuries by 20% (measured via client-reported data)
  • Achieve 80%+ coach satisfaction with reporting and analytics features

Our Strategic Plan

  • Sport-Specific Customization: We work directly with coaches and athletic trainers to design sport- and position-specific analytics and alerting – ensuring relevance and buy-in.
  • Integration & Seasonality: Our device integrates with team scheduling and health management platforms, delivering data when it matters most (preseason ramp-up, in-season load management, postseason recovery).
  • AI Insights & Support: Product and data science teams partner to build explainable AI – coaches get clear, actionable recommendations, not just raw data.
  • Pilot & Feedback Loops: We run preseason pilots with key programs, hold live feedback sessions, and rapidly iterate on device firmware and software to fix issues before the competitive season begins. Roadmap and OKRs are reviewed monthly with key clients and internal teams.

Competitive Positioning

Where mainstream fitness wearables focus on individual health or activity tracking, we are purpose-built for competitive teams: robust, actionable, and built around the unique demands of collegiate sports.

Ready to write your own?

So there you have it, seven concrete product strategy examples that all follow best practice and are intended to inspire you to write or revisit your own.

Remember, once you have your product strategy written up and ready to go, give it the home it deserves. Start a ProdPad free trial and check out the strategy canvas, right next to your OKRs, roadmap, idea backlog, and customer feedback.

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