If the term « Product Strategy » seems windy…

It actually covers some very practical and compelling marketing process, considered as commercial support for the action.


It aims to define the targets of the offer, in order to optimize the angle of attack and maximize the return on marketing activities.


  • Market segmentation
  • Competitive survey
  • « Key selling points », différentiation
  • Value proposition
  • Business model & pricing
  • Marketing Plan


It is common for a start-up technology to maximize effort on product development and consider the marketing launch less industrially.

The Product Managers’ experience has shown that we can industrialize the marketing effort at all stages of life of the company, that is to say at all budget levels.

Dedicate a few thousand € to marketing actions does not mean manage it randomly, quite the contrary.

This is to use it as wisely as possible to build the foundations of an effective marketing that will produce tangible results.


product-strategy-understandingThis effort begins with a clear definition of the target market and of the value that the offer actually brings to these target market.

It is an analysis that can be done in an extremely pragmatic way and in parallel with the first round of marketing tools production for example.

• What is the addressable market?

• What are the alternatives to the offer?


product-strategy-positionningNecessary step to define the marketing tools that accompany the offer on the market.

•  You need to identify three key points or  » Key selling points  » that « make a difference ».

•  Once validated these aspects , it will be easier to build the value proposition , the foundation of all marketing tools : website , brochures –

•  In view of the knowledge of the environment and the identification of key points of the offer, the business model and the selling price will be defined.


product-strategy-launchPrepare the launch with the Marketing Plan.

This is an opportunity for the company to:

Share understanding of the environment and to harmonize the team visions

Establish a roadmap, not unchangeable, but shared by all (general management, sales, marketing and also R & D)

Have only a limited number of landmarks to focus efforts on, the most important requirement for the success of young technology companies.