10-questions to decide if it’s worth to pursue a given opportunity

How to create products customers love?

This is more than a question. It is the subtitle of Marty Cagan must-read book for product owners or anyone really working on a product. Inspired: how to create products customers love, Marty Cagan, SVPG Press (2008).

According to Cagan, by answering these 10-questions, you´ll gather more information to decide if it’s worth to pursue a given opportunity or if it’s best to re-evaluate it in the future. The questions are very simple:

1. Which problem will it solve? – value proposition;
2. To whom this problem will be solved? – target market;
3. What is the size of this opportunity? – market size;
4. What are the alternatives? – competition scenario;
5. Why are we better qualified to pursue this opportunity? – our uniqueness;
6. Why now? – window of opportunity;
7. How are we going to take this opportunity to the market? – launching strategy;
8. How are we going to measure success and make money with this product? – metrics and revenue;
9. What are the critical factors for success? – essential requirements;
10. After answering the above, what is the recommendation? – go or no-go.

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