# Product strategy workshop workbook

Use with the Product Strategy Practitioner workshop at /concepts/product-strategy-capstone. All case data is fictional. Allow two to three hours and keep the first draft before reviewing the worked notes.

## Case

ColdRoute is considering parts preparation for regional grocery chains. Of 100 repairs sampled from two friendly customers, 40 required another visit. Eighteen repeat visits were attributed to missing parts, 12 to unavailable specialist labour and ten to other causes. The business can fund one substantial pilot this quarter. A national chain also requests a scheduling replacement using the same capacity, with no agreed commercial terms.

The market has an assumed 11,000 stores. Of these, 62 per cent are in the target segment and 80 per cent of that group are technically serviceable. Annual price is £1,400 per store and included annual serving cost is £350 per store. A typical chain subscribes ten stores. Acquisition costs £6,000 and implementation £3,000 per chain. The year three scenario has 60 active chains after losses. Use case-inputs.csv for a spreadsheet.

## 1. Market and customer

Write the buyer, user, payer, billing unit, problem, geography assumption and exclusions. List three alternatives, including the current process. Mark which facts are supplied and which need research.

## 2. Market size

Calculate annual TAM, serviceable stores and annual SAM. Calculate active stores and exit annual recurring revenue at the end of year three. Explain why this is not cumulative revenue over three years. List the evidence needed to validate customer counts and sales capacity.

## 3. Strategy brief

Write a diagnosis, guiding policy and three coherent actions. Distinguish the observed repair problem from its possible explanation. State whether to pursue the parts pilot or scheduling request, the displaced alternative and a reopening condition. Name a decision owner and the authority the commitment needs.

## 4. Assumptions and test

| Claim | Consequence if false | Existing evidence | Evidence gap | Owner |
| --- | --- | --- | --- | --- |
| | | | | |
| | | | | |
| | | | | |

Choose one claim. Specify participants, procedure, budget, period and the decision it informs. Define continue, revise or stop, and inconclusive outcomes before describing the expected result. State what the test cannot establish.

## 5. Economics

Calculate annual revenue and contribution per chain. State excluded costs. Calculate recovery time for acquisition alone and for acquisition plus implementation using steady monthly contribution. Explain why cash payback could differ. Repeat at £1,200 per store and calculate the extra stores needed to preserve contribution if serving cost is unchanged.

## 6. Roadmap and measurement

| Horizon | Outcome or decision | Proposed work | Dependency | Owner | Commitment status |
| --- | --- | --- | --- | --- | --- |
| Now | | | | | |
| Next | | | | | |
| Later | | | | | |

Define a leading signal, customer outcome and guardrail. Include numerator, denominator, exclusions, source and expected lag. Identify two alternative explanations for a favourable result.

## 7. New evidence

A supplier offers only six months of data access. Three interviewed chains express interest at £1,200 per store but have signed nothing. Revisit supplier dependence, price and the next commitment. Keep the original recommendation and record what changed.

## Review checklist

- Each factual statement is supplied by the case, observed in the exercise or labelled as an assumption.
- The customer unit, billing unit, currency and period are consistent.
- The recommended investment fits the capacity constraint.
- The test could change a decision and has an owner and budget.
- The roadmap, metrics and non goals follow from the same choice.
- The revised plan addresses new evidence without treating interview interest as a purchase.

Compare with review-notes.md after completing the draft. Alternative strategies can be defensible.

## Reusable team templates

Use the existing Google Docs and Sheets templates through these pages. The case workbook supplements them with exercise data.

- [One page strategy](https://productdigest.io/templates/one-page-product-strategy)
- [Competitive analysis](https://productdigest.io/templates/competitive-analysis)
- [Experiment brief](https://productdigest.io/templates/experiment-brief)
- [Outcome roadmap](https://productdigest.io/templates/outcome-roadmap)