41 Examples of Product Planning

John Spacey, updated on June 12, 2023

Product planning is the overall process of bringing a product from concept-to-market. This includes large processes such as market research, product strategy, product development, go-to-market, product marketing and product management. The following are basic examples of the end-to-end process in sequence.

Market research	Customer needs
Customer perceptions	Competitive analysis
Market trends	Product objectives
Target market	Product ideation
Product positioning	Product branding
Feasibility assessment	Concept development
Proof of concept	Business case
Prioritization and approvals	Product strategy
Product roadmap	Product development
Cross-functional collaboration	Feature prioritization
Product design	Prototypes
Minimum viable product	Quality testing
Market testing	Operations planning
Go-to-market strategy	Product training
Customer service strategy	Marketing strategy
Distribution strategy	Promotion strategy
Pricing strategy	Sales strategy
Launch strategy	Launch and marketing
Product marketing	Product management
Customer feedback	Customer advocacy
Continuous improvement and optimization

A product typically originates from a large number of ideas. A few of these may become business cases. Business units will then evaluate business cases to prioritize products for development. This is how large organizations typically work with small firms potentially having more direct processes.

Go-to-market strategy is a complete plan for operationalizing, launching and marketing a product to achieve initial market penetration.

Once a product is launched it is marketed, managed and continually improved with a process of testing, measurement, customer feedback and customer advocacy.