What do you report on to build early internal confidence with the product strategy? And how often do you report on this?

This really depends on the maturity stage for your product.

For 0-1 work in startups (new products, not-yet-released), I recommend the models explained by Steve Blank (e.g. customer development process, business model canvas). There are so many unknowns and intertwined hypotheses for brand new product ideas that all need to be validated, iterated on, and improved until the whole product concept and its acquisition and retention funnels are working. The business model canvas helps clarify the scope of all this and the risk in each area. You generally want to report on new information as soon as it's available, but frequency will vary (e.g. maybe daily for marketing funnel performance, and once a week for learnings from sales calls).

For live products that have active users, I'd recommend:

1. focusing on engaging and retaining users first,

2. tracking these metrics daily, and

3. evaluating your product improvement hypotheses based on whether they improve engagement and retention.

When retention is in a good place, then shift to growth - first by finding more users like your current users, and then by expanding to adjacent and new audiences. Continue monitoring and reporting on engagement and retention, and now also track daily growth metrics.

Your high level product strategy should make it clear which maturity phase you're in and what markers you're aiming for in order to "graduate" to your next phase. E.g. "Stage 1 out of 5 for our product strategy is building consumer retention. When we achieve XYZ in terms of retention, we'll be ready to transition to Stage 2/growth."

You likely also have a strategy for succeeding at the current phase (e.g. "here's how we will out-compete product alternatives to earn people's engagement and retention in Stage 1").

Building internal confidence in a product strategy is crucial for securing the support and alignment of various stakeholders within the company. Here’s how we approach reporting on our product strategy at Barracuda to build and maintain this confidence:

What to Report

1. Key Performance Indicators (KPIs): We track and report specific metrics that directly reflect the success of our product strategy. These KPIs might include user acquisition rates, retention rates, customer satisfaction scores, and revenue growth. These metrics provide a tangible measure of whether our strategy is working.

2. Market Feedback: We gather and share feedback from customers and market research. This includes insights from user testing, surveys, and feedback from customer support. Reporting on this feedback helps stakeholders understand how the market is responding to our product and where adjustments might be necessary.

3. Progress Against Roadmap: We regularly update on the progress of our development against the strategic roadmap. This includes milestones reached, features developed, and any pivots in direction. It’s crucial to show how the work aligns with the overall strategic goals.

4. Competitive Benchmarking: Reporting on how our products stack up against competitors and industry standards can also build confidence. This includes updates on market share changes, competitor product launches, and how our innovations are being received in the market.

5. Innovation and Learning: Insights from ongoing experiments, such as A/B tests or new feature rollouts, are shared. These reports demonstrate our commitment to continuous improvement and adapting based on empirical data.

Frequency of Reporting

• Regular Interval Reporting: We typically report on these aspects in a structured format during regular intervals—often monthly or quarterly. This schedule keeps everyone informed and engaged with the product’s progress and challenges.

• Ad-Hoc Updates: In addition to scheduled reports, ad-hoc updates are crucial when there are significant developments or shifts in the market or strategy. These updates might happen through emails, special meetings, or even through real-time dashboards that stakeholders can access any time.

• Strategic Reviews: Annually or biannually, we conduct in-depth strategic reviews that not only cover performance and progress but also re-evaluate our long-term strategy based on the latest market conditions and company objectives.