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PRODUCT STRATEGY

Delivering a point of view focused on your success

WHY PRODUCT STRATEGY?

There’s a German proverb that asks, “What’s the use of running if you are not on the right road?” For any product to succeed, a well-thought-out product strategy must be its starting point and foundation. As you embark on the design and development process, you must ask yourself: Where do you want to go? How will you get there? And how will your path help you create competitive advantage?

When leading companies launch a new product, they have already defined their markets, identified a target customer, performed research and analysis on similar products, and identified opportunities for innovation against those products. In other words, they’ve taken significant steps to ensure their products can and will compete. To level the playing field and get in the game, you need to do the same.

WHY DISTILLERY FOR PRODUCT STRATEGY?

Designing and launching a new software product is a complex process with countless moving parts. To navigate it successfully, you need to work with a true business advisor – someone who’ll guide your efforts, helping you plan strategically and execute effectively. “Yes men” will only get you in trouble. At Distillery, we bring a strong point of view focused on making sure your product – and your business – succeed. Our client-centric, outcome-focused, high-touch, Agile-based approach absolutely sets us apart. Over our many years of providing product development consulting services, we’ve learned countless lessons – lessons we’re eager to share with you. And we aren’t afraid to push back when your product’s success is at stake. We’ll share our reasoning and justify our opinions. At the end of the day, of course, the decisions are yours. Your success is our purpose.

WHAT IS PRODUCT STRATEGY?

Product strategy is both an art and a science. Agile enables creation of strong product strategies by driving a focused, top-down planning process.

Developing product strategies is an art as well as a science. And while it’s impossible to fully define the product strategy development process within a short article, we can provide some details on how to lay a solid foundation for your product strategy.

In our experience, good software product development strategies employ at least three primary levels of initial product strategy planning:

Vision (why)
The vision is the overarching goal that guides your product or service. Stated as a business goal, it helps you direct and focus your efforts. Your stated vision should answer the following questions: Why does the product exist? For whom has it been created? How will it help them?
Product strategy (what)
The product strategy is the path you take to realize your vision. It guides your decisions and keeps you on course. Your strategy should be clear and compelling, and should include the competitive landscape, target users, benefits to the consumer, pricing, and marketing/sales channels. In all cases, the product strategy should support the business strategy; thus, it should be regularly reviewed to make sure that the product and business strategy continue to be aligned. You may not immediately get the strategy right, and it’s important to change course when that’s the case. A change in strategy is called a pivot.
Tactics (how)
The product tactics define what the product looks like: its functions and interface design, as well as how users will interact with the product’s features. During this stage of the planning process, you begin to develop the specific details – the functions and features – that will support your product strategy. Tools used to develop and illustrate tactics include user stories, storyboards, scenarios, and design sketches.
SUPPORTING YOUR SUCCESS

DISTILLERY IS INTERNATIONAL

You need a global perspective to thrive in today’s global marketplace. We're based in Los Angeles, but our reach and experience are global. While our primary market is the USA, we work with companies around the world and in every time zone, from Los Angeles to Miami, London to Dubai. Our international experience enables us to bring a more diverse, globalized point of view to your project.

DISTILLERY IS FLEXIBLE

You could be a solo entrepreneur looking for help with creating a Proof of Concept, a fully funded startup launching your first product, or an enterprise in need of assistance with a new line of business app. Your project could be an office productivity application, a casual game, or an internal business tool. You may be looking to add engineering bandwidth to your own development efforts, or you may require a fully outsourced software development effort. No matter your situation or dream, we've got the flexibility to scale our team and our approach to fit your unique needs.

DISTILLERY IS TECHNICAL

You need a team that can work effectively within your existing technology framework. We're familiar with every major technical stack, from Swift and Objective-C on iOS, to Java on Android, to Node.js, Python, .NET, and PHP on the backend. We'll integrate smoothly with your team, adapt to your working style, and stay in touch with your preferred communication solution, whether that's Slack, Basecamp, JIRA, GitHub, or Asana.

DISTILLERY IS AGILE

We practice full Agile software development. More than just a buzzword, Agile ensures that we deliver the product you're expecting without surprises or delays. By building in small chunks and validating every step of the way, we ensure your experience is "plug and play,", not "pay and pray." And we can deliver new features or modifications in days or weeks, instead of months.

DISTILLERY IS BEAUTIFUL

You not only want a product that works – you want a product that shines. At Distillery, we balance engineering with artistry. Our experienced designers work hand in hand with development to deliver stunning, production-ready assets on schedule and on budget.

DISTILLERY IS ACCOUNTABLE

Your success and satisfaction are the true measure of our success in serving you. We work with you to set expectations and hold ourselves accountable for meeting them. We monitor your satisfaction on several levels throughout the project, enabling ongoing improvement and timely issue identification and resolution.