Product strategy: Building winning products
Product strategy is the cornerstone of successful product development. It's the roadmap that guides the entire process, from ideation to launch and beyond. A skilled product strategist bridges the gap between business goals, user needs, and technical feasibility, ensuring that the final product resonates with the target audience and delivers real value. They define the 'why', 'what', and 'how' of product development, setting the direction for design, development, and marketing.
What to look for in a freelance product strategist
When hiring a freelance product strategist, look for individuals who possess a blend of analytical thinking, creative problem-solving, and excellent communication skills. They should be able to:
- Conduct thorough market research and competitive analysis
- Define clear product vision, goals, and objectives
- Develop detailed product roadmaps and specifications
- Prioritise features and manage the product backlog
- Collaborate effectively with cross-functional teams
- Analyse data to inform product decisions and iterations
Main expertise areas to inquire about
Product strategy encompasses a range of specialisations. When interviewing potential freelancers, explore their experience in areas such as:
- User research and persona development
- Market analysis and competitive intelligence
- Product roadmap planning and prioritisation
- Go-to-market strategy and launch planning
- Product lifecycle management
- Data analysis and performance measurement
- Specific industry experience (e.g., SaaS, e-commerce, fintech)
Relevant interview questions
Here are some key questions to ask potential freelancers:
- Describe your product strategy process.
- Tell me about a successful product launch you've been involved in.
- How do you handle conflicting priorities in product development?
- How do you measure the success of a product strategy?
- Share an example of a time you had to pivot a product strategy based on new information.
- What are your preferred tools and techniques for product strategy?
Tips for shortlisting candidates
To effectively shortlist candidates, consider the following:
- Review their portfolio for relevant case studies and demonstrable results.
- Check their references and testimonials from previous clients.
- Assess their communication skills and ability to articulate complex concepts clearly.
- Look for a strong understanding of your industry and target audience.
Potential red flags
Be mindful of these potential red flags:
- Lack of a clear process or methodology for product strategy.
- Inability to provide concrete examples of past successes.
- Over-reliance on buzzwords and jargon without demonstrating real understanding.
- Poor communication skills or lack of responsiveness.
Typical complementary skills
Product strategists often work closely with professionals possessing skills in:
- UX/UI design
- Software development
- Marketing and communications
- Project management
- Data analysis
Benefits of hiring a freelance product strategist
A freelance product strategist can provide your business with:
- A clear and defined product vision and roadmap
- Improved product-market fit and user satisfaction
- Increased efficiency in product development
- Data-driven decision-making and optimisation
- A competitive edge in the market
For example, a freelance product strategist can help a startup define its minimum viable product (MVP) and launch strategy, or assist an established business in revitalising a stagnant product line.
They can also help navigate complex product pivots and ensure alignment between product development and overall business objectives.
Another example might be helping a company struggling with low user engagement by conducting user research and identifying opportunities for improvement in the user experience.
