Your product vision is the north star that guides your team’s efforts and inspires innovation. Provide an outline of what the future of your product looks like, so everyone is aligned. Define the problem you aim to solve, the value you intend to deliver, and the impact you aspire to achieve.  


Declare your goals and the weighted importance of those goals to inform planning and prioritization. For example, you might declare a goal of user acquisition as a 5 (on a 5 scale of importance).  Increasing user engagement might be a 4 and rate of user invites is a 3.  This provides published clarity to the team about what the goals are and the importance of those goals.  Now you can link efforts to those goals and even score opportunities against those goal, using the Weighted Impact scoring rubric. 

Focus Areas

Focus areas represent the main themes (or strategic pillars) that guide your product development efforts.  This may be as simple as a category of features that you can organize by, or it might even be products in a portfolio or how to scale your teams, with a different team and Product Manager for each focus area.  It really depends how you want to organize your work, but Productfolio can support all of these possibilities.

Customer Personas

Understanding your target customers is essential for building a product that resonates with your audience.  This is why Productfolio defines this as a core part of a product stategy – by empathizing with your personas and addressing their needs, you can ensure that your product delivers maximum value and relevance to your users.  You can define those here and even link Insights that support the understanding of these personas, including Jobs to be Done.