# Product vision · [Product] · v[n] · [Date] **Owner:** [PM] **Agreed with:** [names] **Horizon:** [years] **Next review:** [date] ## Vision statement [One or two sentences: the positive change the product brings about, and for whom. No technology, feature or company ambition.] ## Quality check (pass / fail, with a note) | Quality | Pass? | Note | |---|---|---| | Inspiring: people want to work toward it | | | | Shared: built with and agreed by the team and key stakeholders | | | | Ethical: benefits customers and does no harm | | | | Concise: easy to remember and repeat | | | | Ambitious: broad enough to guide several years | | | | Enduring: survives a change of strategy | | | | Names no technology, feature or mechanism | | | | Describes a change for the customer, not for us | | | ## Vision board | Target group | Needs | Product | Business goals | |---|---|---|---| | Users: | Problem solved: | What it is: | Revenue: | | Economic buyer: | Benefit delivered: | 3 to 5 standout features: | Retention or expansion: | | Gatekeepers: | | | Margin or cost: | | Partners: | | | Strategic: | ## Extended board (optional) | Competitors and alternatives | Revenue sources | Cost factors | Channels | |---|---|---|---| | | | | | ## Positioning line (one per buying segment) For [target customer] who [need, or dissatisfaction with the current alternative], [product] is a [category] that [key benefit]. Unlike [main alternative, including manual processes], [product] [primary differentiation]. ## Ideas this vision rules out 1. 2.