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Product Strategy Frameworks

产品战略框架

Strategic frameworks for validating value propositions, understanding customer jobs, and making build/buy/partner decisions.
用于验证价值主张、理解客户待办任务，以及制定自建/采购/合作决策的战略性框架。

Jobs-to-be-Done (JTBD) Framework

待办任务理论（JTBD）框架

JTBD shifts focus from what a product is to why it's used. People don't buy products—they hire them to do specific jobs.
JTBD 将关注点从产品本身转移到产品的使用目的上。人们购买产品并非为了拥有产品，而是“雇佣”产品来完成特定任务。

JTBD Statement Format

JTBD 陈述格式

When [situation], I want to [motivation], so I can [expected outcome].
Example:
When I'm commuting to work, I want to catch up on industry news,
so I can appear informed in morning meetings.
When [situation], I want to [motivation], so I can [expected outcome].
示例：
When I'm commuting to work, I want to catch up on industry news,
so I can appear informed in morning meetings.

Job Dimensions

任务维度

DimensionDescriptionExample
FunctionalPractical task to accomplish"Transfer money to a friend"
EmotionalHow user wants to feel"Feel confident I didn't make a mistake"
SocialHow user wants to be perceived"Appear tech-savvy to peers"
维度描述示例
功能性任务需要完成的实际工作"给朋友转账"
情感性任务用户希望获得的感受"对自己没犯错感到放心"
社会性任务用户希望给他人留下的印象"在同行面前显得精通技术"

JTBD Discovery Process

JTBD 探索流程

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Step 1: Identify Target Customer

Step 1: Identify Target Customer

  • Who struggles most with this job?
  • Who pays the most to get this job done?
  • Who struggles most with this job?
  • Who pays the most to get this job done?

Step 2: Define the Core Job

Step 2: Define the Core Job

  • What is the customer ultimately trying to accomplish?
  • Strip away solutions—focus on the outcome
  • What is the customer ultimately trying to accomplish?
  • Strip away solutions—focus on the outcome

Step 3: Map Job Steps

Step 3: Map Job Steps

  1. Define what success looks like
  2. Locate inputs needed
  3. Prepare for the job
  4. Confirm readiness
  5. Execute the job
  6. Monitor progress
  7. Modify as needed
  8. Conclude the job
  1. Define what success looks like
  2. Locate inputs needed
  3. Prepare for the job
  4. Confirm readiness
  5. Execute the job
  6. Monitor progress
  7. Modify as needed
  8. Conclude the job

Step 4: Identify Pain Points

Step 4: Identify Pain Points

  • Where do customers struggle?
  • What causes anxiety or frustration?
  • What workarounds exist?
  • Where do customers struggle?
  • What causes anxiety or frustration?
  • What workarounds exist?

Step 5: Quantify Opportunity

Step 5: Quantify Opportunity

  • Importance: How important is this job? (1-10)
  • Satisfaction: How satisfied with current solutions? (1-10)
  • Opportunity = Importance + (Importance - Satisfaction)
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  • Importance: How important is this job? (1-10)
  • Satisfaction: How satisfied with current solutions? (1-10)
  • Opportunity = Importance + (Importance - Satisfaction)
undefined

Value Proposition Canvas

价值主张画布（Value Proposition Canvas）

The VPC aligns what you offer with what customers actually need.
VPC 用于将企业提供的价值与客户的实际需求进行匹配。

Customer Profile (Right Side)

客户画像（右侧）

┌─────────────────────────────────────┐
│         CUSTOMER PROFILE            │
├─────────────────────────────────────┤
│  JOBS                               │
│  • Functional jobs (tasks)          │
│  • Social jobs (how seen)           │
│  • Emotional jobs (how feel)        │
│                                     │
│  PAINS                              │
│  • Undesired outcomes               │
│  • Obstacles                        │
│  • Risks                            │
│                                     │
│  GAINS                              │
│  • Required outcomes                │
│  • Expected outcomes                │
│  • Desired outcomes                 │
│  • Unexpected outcomes              │
└─────────────────────────────────────┘
┌─────────────────────────────────────┐
│         CUSTOMER PROFILE            │
├─────────────────────────────────────┤
│  JOBS                               │
│  • Functional jobs (tasks)          │
│  • Social jobs (how seen)           │
│  • Emotional jobs (how feel)        │
│                                     │
│  PAINS                              │
│  • Undesired outcomes               │
│  • Obstacles                        │
│  • Risks                            │
│                                     │
│  GAINS                              │
│  • Required outcomes                │
│  • Expected outcomes                │
│  • Desired outcomes                 │
│  • Unexpected outcomes              │
└─────────────────────────────────────┘

Value Map (Left Side)

价值地图（左侧）

┌─────────────────────────────────────┐
│           VALUE MAP                 │
├─────────────────────────────────────┤
│  PRODUCTS & SERVICES                │
│  • What we offer                    │
│  • Features and capabilities        │
│                                     │
│  PAIN RELIEVERS                     │
│  • How we eliminate pains           │
│  • Risk reduction                   │
│  • Cost savings                     │
│                                     │
│  GAIN CREATORS                      │
│  • How we create gains              │
│  • Performance improvements         │
│  • Social/emotional benefits        │
└─────────────────────────────────────┘
┌─────────────────────────────────────┐
│           VALUE MAP                 │
├─────────────────────────────────────┤
│  PRODUCTS & SERVICES                │
│  • What we offer                    │
│  • Features and capabilities        │
│                                     │
│  PAIN RELIEVERS                     │
│  • How we eliminate pains           │
│  • Risk reduction                   │
│  • Cost savings                     │
│                                     │
│  GAIN CREATORS                      │
│  • How we create gains              │
│  • Performance improvements         │
│  • Social/emotional benefits        │
└─────────────────────────────────────┘

Fit Assessment

匹配度评估

Fit LevelDescriptionAction
Problem-Solution FitValue map addresses jobs/pains/gainsValidate with interviews
Product-Market FitCustomers actually buy/useMeasure retention, NPS
Business Model FitSustainable unit economicsTrack CAC, LTV, margins
匹配层级描述行动建议
问题-解决方案匹配价值地图覆盖了客户的任务/痛点/收益通过用户访谈验证
产品-市场匹配客户实际购买并使用产品衡量留存率、净推荐值（NPS）
商业模式匹配具备可持续的单位经济效益跟踪客户获取成本（CAC）、客户生命周期价值（LTV）、利润率

Build vs. Buy vs. Partner Decision Matrix

自建 vs 采购 vs 合作决策矩阵

Evaluation Criteria

评估标准

FactorBuildBuyPartner
Time to MarketSlow (6-18 months)Fast (1-3 months)Medium (3-6 months)
Cost (Year 1)High (dev team)Medium (license)Variable
Cost (Year 3+)Lower (owned)Higher (recurring)Negotiable
CustomizationFull controlLimitedModerate
Core CompetencyMust be coreNot coreAdjacent
Competitive AdvantageHighLowMedium
RiskExecution riskVendor lock-inPartnership risk
因素自建采购合作
上市时间慢（6-18个月）快（1-3个月）中等（3-6个月）
第一年成本高（需要开发团队）中等（授权费用）可变
第三年及以后成本较低（自有资产）较高（定期续费费用）可协商
定制化程度完全可控有限中等
核心竞争力必须是核心业务非核心业务相关业务
竞争优势高低中等
风险执行风险供应商锁定风险合作关系风险

Decision Framework

决策框架

python
def build_buy_partner_decision(
    strategic_importance: int,    # 1-10: How critical to business?
    differentiation_value: int,   # 1-10: Creates competitive advantage?
    internal_capability: int,     # 1-10: Do we have skills?
    time_sensitivity: int,        # 1-10: How urgent?
    budget_availability: int,     # 1-10: Can we fund build?
) -> str:
    """
    Returns recommended approach based on weighted factors.
    """
    build_score = (
        strategic_importance * 0.3 +
        differentiation_value * 0.3 +
        internal_capability * 0.2 +
        (10 - time_sensitivity) * 0.1 +  # Inverse: less urgent = more build
        budget_availability * 0.1
    )

    if build_score >= 7:
        return "BUILD: Core capability, invest in ownership"
    elif build_score >= 4:
        return "PARTNER: Strategic integration with flexibility"
    else:
        return "BUY: Commodity, use best-in-class vendor"
python
def build_buy_partner_decision(
    strategic_importance: int,    # 1-10: How critical to business?
    differentiation_value: int,   # 1-10: Creates competitive advantage?
    internal_capability: int,     # 1-10: Do we have skills?
    time_sensitivity: int,        # 1-10: How urgent?
    budget_availability: int,     # 1-10: Can we fund build?
) -> str:
    """
    Returns recommended approach based on weighted factors.
    """
    build_score = (
        strategic_importance * 0.3 +
        differentiation_value * 0.3 +
        internal_capability * 0.2 +
        (10 - time_sensitivity) * 0.1 +  # Inverse: less urgent = more build
        budget_availability * 0.1
    )

    if build_score >= 7:
        return "BUILD: Core capability, invest in ownership"
    elif build_score >= 4:
        return "PARTNER: Strategic integration with flexibility"
    else:
        return "BUY: Commodity, use best-in-class vendor"

Build When

适合自建的场景

  • Creates lasting competitive advantage
  • Core to your value proposition
  • Requires deep customization
  • You have the team and time
  • Data/IP ownership is critical
  • 能创造持久的竞争优势
  • 是价值主张的核心部分
  • 需要深度定制
  • 拥有合适的团队和充足时间
  • 数据/知识产权的所有权至关重要

Buy When

适合采购的场景

  • Commodity functionality (auth, payments, email)
  • Time-to-market is critical
  • Vendor has clear expertise edge
  • Total cost of ownership favors vendor
  • Maintenance burden not worth it
  • 通用功能（身份验证、支付、邮件服务）
  • 上市时间至关重要
  • 供应商具备明显的专业优势
  • 总拥有成本更倾向于供应商方案
  • 维护负担不值得投入

Partner When

适合合作的场景

  • Need capabilities but not full ownership
  • Market access matters (distribution)
  • Risk sharing is valuable
  • Co-development opportunities exist
  • Neither build nor buy fits perfectly
  • 需要相关能力但无需完全拥有
  • 市场渠道拓展很重要（分销）
  • 风险共担具有价值
  • 存在联合开发的机会
  • 自建和采购都不是最佳选择

Go/No-Go Decision Framework

立项与否（Go/No-Go）决策框架

Stage Gate Criteria

阶段门标准

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Gate 1: Opportunity Validation

Gate 1: Opportunity Validation

  • Clear customer problem identified (JTBD defined)
  • Market size sufficient (TAM > $100M)
  • Strategic alignment confirmed
  • No legal/regulatory blockers
  • Clear customer problem identified (JTBD defined)
  • Market size sufficient (TAM > $100M)
  • Strategic alignment confirmed
  • No legal/regulatory blockers

Gate 2: Solution Validation

Gate 2: Solution Validation

  • Value proposition tested with customers
  • Technical feasibility confirmed
  • Competitive differentiation clear
  • Unit economics viable (projected)
  • Value proposition tested with customers
  • Technical feasibility confirmed
  • Competitive differentiation clear
  • Unit economics viable (projected)

Gate 3: Business Case

Gate 3: Business Case

  • ROI > hurdle rate (typically 15-25%)
  • Payback period acceptable (< 24 months)
  • Resource requirements confirmed
  • Risk mitigation plan in place
  • ROI > hurdle rate (typically 15-25%)
  • Payback period acceptable (< 24 months)
  • Resource requirements confirmed
  • Risk mitigation plan in place

Gate 4: Launch Readiness

Gate 4: Launch Readiness

  • MVP complete and tested
  • Go-to-market plan ready
  • Success metrics defined
  • Support/ops prepared
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  • MVP complete and tested
  • Go-to-market plan ready
  • Success metrics defined
  • Support/ops prepared
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Scoring Template

评分模板

CriterionWeightScore (1-10)Weighted
Market opportunity20%
Strategic fit20%
Competitive position15%
Technical feasibility15%
Financial viability15%
Team capability10%
Risk profile5%
TOTAL100%
Decision Thresholds:
  • Go: Score >= 7.0
  • Conditional Go: Score 5.0-6.9 (address gaps)
  • No-Go: Score < 5.0
评估标准权重得分（1-10）加权得分
市场机会20%
战略契合度20%
竞争地位15%
技术可行性15%
财务可行性15%
团队能力10%
风险状况5%
总分100%
决策阈值：
  • 立项（Go）：总分 ≥ 7.0
  • 有条件立项：总分 5.0-6.9（解决存在的差距）
  • 不立项（No-Go）：总分 < 5.0

Key Principles

核心原则

PrincipleApplication
Customer-firstStart with jobs, not features
Evidence-basedValidate assumptions with data
Strategic alignmentEvery initiative serves the mission
Reversible decisionsPrefer options that preserve flexibility
原则应用场景
客户优先从客户任务出发，而非功能
基于证据用数据验证假设
战略对齐每一项举措都服务于企业使命
决策可逆优先选择保留灵活性的方案

Related Skills

相关技能

  • market-analysis-patterns
    - TAM/SAM/SOM and competitive analysis
  • business-case-analysis
    - ROI and financial modeling
  • requirements-engineering
    - Translating strategy to specs
  • market-analysis-patterns
    - TAM/SAM/SOM 分析及竞品分析
  • business-case-analysis
    - ROI 分析及财务建模
  • requirements-engineering
    - 将战略转化为需求规格

References

参考资料

  • Value Proposition Canvas
  • JTBD Interview Guide
Version: 1.0.0 (January )
  • Value Proposition Canvas
  • JTBD Interview Guide
版本： 1.0.0（1月）