Domain 3 of 6

Choosing How to Win

The second choice. What the product promises the chosen segment, how that promise turns into money, what to charge, how it reaches people, what to build against what to buy, and when to let other people build on top.

Concepts

~20%

Of the exam

Practice questions

Concepts in this domain

01Value propositionThe promise a product makes to one chosen segment, written as the problem it removes and the alternative it beats, and why a promise that excludes nobody settles nothing.02Business modelsThe six arrangements by which a product turns its promise into revenue, what each one demands of the product itself, and how the model chosen narrows every strategic choice made after it.03Pricing strategyThe pricing metric decides what the customer is charged for and the level decides how much, and both belong in discovery alongside the rest of the product work.04Distribution strategyThe route a product takes to reach the segment it was built for, how the price point narrows the routes available, and why distribution has become the advantage that is hardest to copy.05Buy, build or partnerDeciding where a missing capability comes from, the test that separates the part worth owning from the part worth renting, and one comparison worked through in money over three years.06Platform and ecosystem strategyWhen a product is worth opening to people outside the organisation, the two things a platform has to offer them, and why the chicken and egg problem is usually lost on the side that builds.

Try a question from this domain

A veterinary software company reviews the promise at the top of its strategy, which reads that the product is a modern platform helping practices work better together. Every department approves it and nobody objects to a word. What does the absence of objection indicate?

AThe promise has been validated internally and is ready to go on the website.
BThe promise makes no claim any buyer could check, so it settles none of the arguments the strategy existed to settle.
CThe promise is strong, because it appeals to every kind of practice in the market.
DThe wording needs testing with customers before any other decision can be taken.

18 questions on this domain.

One per page, with a worked explanation.

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