Updated metadata, added Product Strategy Canvas, Startup Canvas, Value Proposition Template
This commit is contained in:
Pawel Huryn
@@ -1,43 +1,29 @@
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# pm-product-strategy
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Product strategy skills for PMs: vision, strategy canvas, value propositions, lean canvas, business model canvas, SWOT, PESTLE, Ansoff Matrix, Porter's Five Forces, and monetization.
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Product strategy skills for PMs: vision, strategy canvas, startup canvas, value propositions, lean canvas, business model canvas, SWOT, PESTLE, Ansoff Matrix, Porter's Five Forces, pricing, and monetization.
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## Overview
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## Skills (12)
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This plugin provides 11 skills and 4 commands for product managers.
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## Skills
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- **ansoff-matrix** — Generate an Ansoff Matrix analysis mapping growth strategies across market penetration, market development, product d...
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- **ansoff-matrix** — Generate an Ansoff Matrix analysis mapping growth strategies across market penetration, market development, product development, and diversification.
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- **business-model** — Generate a Business Model Canvas with all 9 building blocks.
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- **lean-canvas** — Generate a Lean Canvas business model with sections for problem, solution, metrics, cost structure, UVP, unfair advan...
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- **lean-canvas** — Generate a Lean Canvas business model with sections for problem, solution, metrics, cost structure, UVP, unfair advantage, channels, segments, and revenue.
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- **monetization-strategy** — Brainstorm 3-5 monetization strategies with audience fit, risks, and validation experiments.
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- **pestle-analysis** — Perform a PESTLE analysis covering Political, Economic, Social, Technological, Legal, and Environmental factors.
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- **porters-five-forces** — Perform Porter's Five Forces analysis evaluating competitive rivalry, supplier power, buyer power, threat of substitu...
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- **pricing-strategy** — Analyze and design pricing strategies including pricing models, competitive pricing analysis, willingness-to-pay esti...
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- **product-strategy** — Generate a comprehensive product strategy using the 9-section Product Strategy Canvas covering vision, segments, cost...
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- **porters-five-forces** — Perform Porter's Five Forces analysis evaluating competitive rivalry, supplier power, buyer power, threat of substitutes, and threat of new entrants.
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- **pricing-strategy** — Analyze and design pricing strategies including pricing models, competitive pricing analysis, willingness-to-pay estimation, and price elasticity considerations.
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- **product-strategy** — Generate a comprehensive product strategy using the 9-section Product Strategy Canvas covering vision, segments, costs, value propositions, trade-offs, metrics, growth, capabilities, and defensibility.
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- **product-vision** — Brainstorm an inspiring, achievable, and emotional product vision that motivates teams.
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- **swot-analysis** — Perform a detailed SWOT analysis identifying strengths, weaknesses, opportunities, and threats with actionable recomm...
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- **value-proposition** — Generate a detailed value proposition using a 6-part JTBD template (Who, Why, What before, How, What after, Alternati...
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- **startup-canvas** — Generate a Startup Canvas combining Product Strategy (9 sections) and Business Model (Cost Structure + Revenue Streams) for a new product. An alternative to Business Model Canvas and Lean Canvas that separates strategy from business model.
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- **swot-analysis** — Perform a detailed SWOT analysis identifying strengths, weaknesses, opportunities, and threats with actionable recommendations.
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- **value-proposition** — Generate a detailed value proposition using a 6-part JTBD template (Who, Why, What before, How, What after, Alternatives).
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## Commands
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## Commands (5)
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- `/pm-product-strategy:business-model` — Explore business models using Lean Canvas, Business Model Canvas, or Value Proposition frameworks
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- `/pm-product-strategy:market-scan` — Comprehensive macro environment analysis — SWOT, PESTLE, Porter's Five Forces, and Ansoff Matrix in one scan
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- `/pm-product-strategy:pricing` — Design a pricing strategy — models, competitive analysis, willingness-to-pay estimation, and pricing experiments
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- `/pm-product-strategy:strategy` — Create a comprehensive product strategy using the 9-section Strategy Canvas — from vision to defensibility
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## Installation
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```bash
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/install pm-product-strategy
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```
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Or use directly:
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```bash
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cc --plugin-dir /path/to/pm-product-strategy
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```
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- `/pm-product-strategy:business-model` — Explore business models using Lean Canvas, Business Model Canvas, Startup Canvas, or Value Proposition frameworks.
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- `/pm-product-strategy:market-scan` — Comprehensive macro environment analysis — SWOT, PESTLE, Porter's Five Forces, and Ansoff Matrix in one scan.
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- `/pm-product-strategy:pricing` — Design a pricing strategy — models, competitive analysis, willingness-to-pay estimation, and pricing experiments.
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- `/pm-product-strategy:strategy` — Create a comprehensive product strategy using the 9-section Strategy Canvas — from vision to defensibility.
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- `/pm-product-strategy:value-proposition` — Design a value proposition using the 6-part JTBD template — Who, Why, What before, How, What after, Alternatives.
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## Author
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---
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description: Explore business models using Lean Canvas, Business Model Canvas, or Value Proposition frameworks
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argument-hint: "[lean|full|value-prop] <product or business>"
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description: Explore business models using Lean Canvas, Business Model Canvas, Startup Canvas, or Value Proposition frameworks
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argument-hint: "[lean|full|startup|value-prop] <product or business>"
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---
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# /business-model -- Business Model Exploration
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Build and analyze business models using three complementary frameworks. Choose one or run all three for a complete picture.
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Build and analyze business models using four complementary frameworks. Choose one or run all for a complete picture.
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## Invocation
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```
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/business-model lean Marketplace connecting freelance PMs with startups
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/business-model full Enterprise analytics platform
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/business-model value-prop AI writing tool for non-native English speakers
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/business-model all SaaS onboarding tool # runs all three
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/business-model startup AI writing tool for non-native English speakers
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/business-model value-prop SaaS onboarding tool
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/business-model all SaaS onboarding tool # runs all four
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/business-model # asks what you need
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```
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@@ -86,6 +87,44 @@ Apply the **business-model** skill to produce all 9 building blocks:
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---
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### Startup Canvas Mode
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Best for: New products and startups that need both strategy and business model in one artifact. Recommended over Lean Canvas and BMC for new products.
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Apply the **startup-canvas** skill to produce a Startup Canvas with 9 strategy sections + business model:
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```
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## Startup Canvas: [Product]
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### Part 1: Product Strategy
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| Vision | Market Segments | Relative Costs |
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|--------|----------------|---------------|
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| [inspiring why] | [JTBD, first segment] | [low cost vs unique value] |
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| Value Proposition | Trade-offs | Key Metrics |
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|------------------|-----------|------------|
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| [What before → How → What after → Alternatives] | [what you won't do] | [North Star + OMTM] |
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| Growth | Capabilities | Can't/Won't |
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|--------|-------------|------------|
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| [PLG vs Sales-Led, channels] | [build vs partner] | [why competitors can't copy] |
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### Part 2: Business Model
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| Cost Structure | Revenue Streams |
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|---------------|----------------|
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| [fixed + variable, how they scale] | [pricing model, revenue per channel] |
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### Strategy Coherence Check
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[Do all elements reinforce each other?]
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### Riskiest Assumptions
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[What must be true — and how to test it]
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```
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---
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### Value Proposition Mode
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Best for: Refining messaging, understanding user value, product-market fit analysis.
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@@ -111,7 +150,7 @@ Apply the **value-proposition** skill to produce a JTBD-framed value proposition
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### All Mode
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Runs all three frameworks and adds a synthesis section comparing insights across frameworks.
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Runs all four frameworks and adds a synthesis section comparing insights across frameworks.
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## Workflow (All Modes)
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@@ -137,7 +176,8 @@ Save as markdown. Offer:
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## Notes
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- Lean Canvas is best for speed and hypothesis testing — don't overthink it
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- BMC is better for mature businesses that need to articulate how everything connects
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- Value Proposition is the sharpest tool for product-market fit conversations
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- **Startup Canvas** is the recommended starting point for new products — it separates strategy from business model and covers what BMC and Lean Canvas miss (vision, trade-offs, metrics, Can't/Won't)
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- **Lean Canvas** is best for speed and hypothesis testing — don't overthink it, but be aware it mixes strategy and business model into one artifact
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- **BMC** is better for mature businesses that need to articulate how everything connects, but lacks strategic sections (vision, trade-offs, metrics)
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- **Value Proposition** is the sharpest tool for product-market fit conversations
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- In "all" mode, highlight where frameworks agree (strong signal) and where they diverge (needs investigation)
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---
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description: Design a value proposition using the 6-part JTBD template — Who, Why, What before, How, What after, Alternatives
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argument-hint: "<product or feature>"
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---
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# /value-proposition -- Value Proposition Design
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Design a clear, compelling value proposition for a product or feature using the 6-part JTBD template. An alternative to Strategyzer's Value Proposition Canvas that starts with the customer and focuses on practical outcomes.
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## Invocation
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```
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/value-proposition AI writing tool for non-native English speakers
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/value-proposition [upload pitch deck, PRD, or competitive analysis]
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/value-proposition # asks about your product
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```
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## Workflow
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### Step 1: Understand the Product and Market
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Accept context from:
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- Product description (verbal or written)
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- Uploaded documents (pitch decks, PRDs, competitive analyses)
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- Existing value propositions to refine
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Ask key questions:
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- What does the product do? Who is it for?
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- What alternatives or workarounds exist today?
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- What customer insights or research do you have?
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### Step 2: Build the Value Proposition
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Apply the **value-proposition** skill to produce the 6-part template:
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```
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## Value Proposition: [Product]
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### For [Segment]:
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1. **Who**: [target user profile and characteristics]
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2. **Why**: [the job they're trying to do, desired outcomes]
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3. **What Before**: [their current painful reality — existing tools, friction, workarounds]
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4. **How**: [your solution — specific features and capabilities that deliver value]
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5. **What After**: [the improved outcome — what becomes possible]
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6. **Alternatives**: [what they'd use without you, and why you're better]
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### Value Proposition Statement
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[One sentence: For [who] who [need], [product] is a [category] that [benefit]. Unlike [alternative], we [differentiator].]
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### Value Proposition Statements (Reusable)
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- Marketing: [...]
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- Sales: [...]
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- Onboarding: [...]
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```
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If the user has multiple segments, create a separate value proposition for each.
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### Step 3: Save and Offer Next Steps
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Save as markdown. Offer:
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- "Want me to **compare this against competitors** with a Value Curve?"
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- "Should I **build a full strategy** around this value proposition?"
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- "Want me to **create a Lean Canvas** or **Startup Canvas** using this?"
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- "Should I **generate marketing messaging** from these value prop statements?"
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## Notes
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- This template starts with the customer (Who/Why) and works toward the solution — unlike Strategyzer's canvas which places the product on the left
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- Each value proposition is segment-specific — different segments get different value props
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- Use a Value Curve (Blue Ocean Strategy) to visually compare your offering against competitors across key factors
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- Value Proposition is one element of product strategy — use `/strategy` for the full picture
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@@ -102,7 +102,21 @@ Your task is to create a comprehensive Business Model Canvas that outlines how t
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### Domain Context
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**BMC vs Lean Canvas vs Startup Canvas**: Business Model Canvas (9 blocks, balanced, works for any business). Lean Canvas (startup-focused, problem-first, replaces Partners/Activities/Resources with Problem/Solution/Unfair Advantage). **Startup Canvas** separates strategy (9 sections from the Product Strategy Canvas) from business model (Cost Structure & Revenue Streams). Note: most popular canvas models miss the "Can't/Won't" defensibility question — consider adding it.
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**Business Model Canvas vs Lean Canvas vs Startup Canvas**:
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Business Model Canvas (Strategyzer, Alexander Osterwalder) is the most widely used canvas framework. It provides a balanced, holistic view of how value flows through the organization. However, it has known limitations for product strategy:
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- **No vision**: Why should your team wake up every day? BMC doesn't address motivation or aspiration.
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- **No Can't/Won't test**: What stops competitors from copying you? BMC lacks a defensibility section that goes beyond listing resources.
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- **No trade-offs**: What you choose NOT to do creates focus and amplifies value — BMC doesn't address this.
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- **No key metrics**: How do you know the strategy is working? BMC has no metrics section.
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- **Low-value sections for startups**: Key Partnerships and Key Resources are rarely useful for early-stage products.
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**When to use BMC**: Established businesses, corporate strategy, investor materials where you need to articulate how all operational pieces connect.
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**Alternatives**:
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- **Lean Canvas** (Ash Maurya): Startup-focused, faster, replaces Partners/Activities/Resources with Problem/Solution/Unfair Advantage. Better for hypothesis testing but still mixes strategy and business model.
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- **Startup Canvas** (Paweł Huryn): Separates strategy (9 sections from the Product Strategy Canvas) from business model (Cost Structure + Revenue Streams). Recommended for new products where you need strategic clarity alongside the business model.
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## Notes
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- The Business Model Canvas provides a holistic view of how value flows through the organization
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@@ -94,7 +94,18 @@ Your task is to create a comprehensive Lean Canvas that outlines the business hy
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### Domain Context
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Lean Canvas mixes strategy and business model into one artifact. **Startup Canvas** separates them: 9 strategy sections (from the Product Strategy Canvas) + Cost Structure & Revenue Streams. Consider which structure best fits the user's needs.
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**Lean Canvas vs Business Model Canvas vs Startup Canvas**:
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Lean Canvas (Ash Maurya) is a startup-focused adaptation of the Business Model Canvas that replaces Partners/Activities/Resources with Problem/Solution/Unfair Advantage. It's fast and hypothesis-driven, but has known limitations:
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- **Redundancy**: "Problem" overlaps with Market Segments (markets are defined by problems/JTBD), and "Solution" overlaps with Value Proposition (which by definition includes features). This can create confusion about what goes where.
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- **Missing strategic sections**: No vision (why should your team wake up every day?), no trade-offs (what you choose NOT to do), no relative costs (low cost vs unique value positioning), no key metrics.
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- **Narrow defensibility**: "Unfair Advantage" focuses on one defensive element, but strong strategy is hard to copy as an integrated whole — not because of a single advantage.
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- **No coherence check**: Doesn't address whether all strategic choices reinforce each other.
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**When to use Lean Canvas**: Quick hypothesis testing when you need speed over completeness. Best as a brainstorming tool, not a strategy document.
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**Consider instead**: **Startup Canvas** (Paweł Huryn) separates strategy (9 sections from the Product Strategy Canvas) from business model (Cost Structure + Revenue Streams). Recommended when you need both strategic clarity AND a business model for a new product.
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## Notes
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- The Lean Canvas is designed for rapid hypothesis testing
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@@ -102,6 +102,7 @@ For each target segment:
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### Further Reading
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- [Product Strategy Canvas: From Vision to Action](https://www.productcompass.pm/p/product-strategy-canvas)
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- [Product Strategy Examples: Google Maps, Netflix, OpenAI](https://www.productcompass.pm/p/product-strategy-examples)
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- [Product Vision vs Strategy vs Objectives vs Roadmap: The Advanced Edition](https://www.productcompass.pm/p/product-vision-strategy-goals-and)
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- [Product Model First Principles: Product Team and Product Strategy In Depth](https://www.productcompass.pm/p/product-model-first-principles-transformed-cagan)
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@@ -0,0 +1,138 @@
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---
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name: startup-canvas
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description: "Generate a Startup Canvas combining Product Strategy (9 sections) and Business Model (Cost Structure + Revenue Streams) for a new product. An alternative to Business Model Canvas and Lean Canvas that separates strategy from business model. Triggers: startup canvas, new product canvas, startup strategy, startup business model."
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---
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# Startup Canvas
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## Metadata
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- **Name**: startup-canvas
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- **Description**: Generate a Startup Canvas for a new product. Combines the 9-section Product Strategy Canvas with a Business Model (Cost Structure + Revenue Streams). Designed specifically for startups and new products.
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- **Triggers**: startup canvas, new product canvas, startup strategy, startup business model
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## Domain Context
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### Startup Canvas vs Business Model Canvas vs Lean Canvas
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Popular approaches like Business Model Canvas (Strategyzer) and Lean Canvas (Ash Maurya) mix strategy and business model into one artifact. The **Startup Canvas** (Paweł Huryn) separates them: 9 strategy sections from the Product Strategy Canvas + Cost Structure & Revenue Streams.
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**Why not Business Model Canvas?**
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- No vision — why should your team wake up every day?
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- No Can't/Won't test — what stops competitors from copying you?
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- No trade-offs — what you choose NOT to do creates focus
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- No key metrics — how do you know the strategy is working?
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- Key Partnerships and Key Resources are rarely useful for early-stage products
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**Why not Lean Canvas?**
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- Introduces redundancy: "Problem" overlaps with Market Segments (markets are defined by problems), "Solution" overlaps with Value Proposition (which by definition includes features)
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- No vision, no trade-offs, no relative costs
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- "Unfair Advantage" is too narrow — the entire strategy should be hard to copy, not just one element
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- Doesn't address the holistic fit of strategic choices reinforcing each other
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**When to use which:**
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- **Business Model Canvas**: Established businesses, corporate strategy, investor materials
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- **Lean Canvas**: Quick hypothesis testing when you just need speed
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- **Startup Canvas**: New products where you need both strategic clarity AND a business model — the recommended approach
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## Instructions
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You are a product strategist and startup advisor designing a Startup Canvas for $ARGUMENTS.
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Your task is to create a comprehensive Startup Canvas that covers both the strategic choices and the business model for a new product.
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## Input Requirements
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- Product or startup idea
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- Target market and customer insights
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- Competitive landscape
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- Founder/team constraints and resources
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## Startup Canvas Template
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### Part 1: Product Strategy (9 Sections)
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**1. Vision**
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- How can we inspire people? What are we aspiring to achieve? What values do we uphold?
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- Start simple. Your vision will evolve alongside the strategy.
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**2. Market Segments**
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- The market is defined by the problems people have (not demographics).
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- Jobs to Be Done (JTBD), desired outcomes, constraints.
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- What will be your first customer segment? Why this one first?
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**3. Relative Costs**
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- Do you optimize for low cost (like Southwest Airlines) or unique value (like Starbucks)?
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- Low costs don't necessarily mean low prices.
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**4. Value Proposition**
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For each market segment:
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- **What before**: Existing, problematic state
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- **How**: Features and capabilities that change the situation
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- **What after**: The benefits and outcomes
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- **Alternatives**: Your unique value vs. competitors and substitutes (consider a Value Curve)
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**5. Trade-offs**
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- What will you NOT do? Trade-offs create focus and amplify value.
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- Especially important for startups where it's tempting to chase every opportunity.
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**6. Key Metrics**
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- A few key metrics to measure if the product and strategy are working.
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- North Star Metric and One Metric That Matters (OMTM) for this quarter.
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**7. Growth**
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- Product-Led Growth or Sales-Led Growth?
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- Preferred channels: Social Media, SEO, Influencers, Resellers?
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**8. Capabilities**
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- What competencies and resources do you need to acquire?
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- What do you build vs. partner for?
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**9. Can't/Won't**
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- What makes you think competitors can't or won't copy your strategy?
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- The entire strategy should be difficult to copy — not just one element.
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- Do all elements fit together and reinforce each other?
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### Part 2: Business Model
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**10. Cost Structure**
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- Rent, hardware, licenses, technology, marketing, subscriptions, salaries.
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- Which are recurring? How will they scale?
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**11. Revenue Streams**
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- How much money from each channel?
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- Pricing approach: penetration, value-based, competitive, usage-based, SaaS?
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- Is the revenue model scalable? What are the biggest uncertainties?
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## Output Process
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1. Define the vision and aspirational impact
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2. Identify 2–3 target market segments with JTBD
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3. Establish cost positioning (low cost vs premium)
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4. Develop value propositions for each segment
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5. List explicit trade-offs
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6. Set North Star and quarterly OMTM
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7. Outline growth strategy and channels
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8. Document required capabilities
|
||||
9. Explain defensibility (Can't/Won't test)
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||||
10. Estimate cost structure and revenue streams
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||||
11. Validate strategy coherence: do all elements reinforce each other?
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||||
12. Surface hypotheses that must be true for success
|
||||
13. Suggest low-effort experiments to test key assumptions
|
||||
|
||||
## Notes
|
||||
- The Startup Canvas separates strategy from business model — keep them distinct but connected
|
||||
- Strategy should pass the Can't/Won't test: your competitors can't or won't copy the integrated set of choices
|
||||
- After drafting the first version, identify and start testing hypotheses
|
||||
- Mix and adapt approaches to suit your specific needs rather than following any canvas rigidly
|
||||
|
||||
---
|
||||
|
||||
### Templates
|
||||
|
||||
- [Startup Canvas (PPTX)](https://docs.google.com/presentation/d/1lA0SPflj5JT6jFV_jIDsqZJAYYperTFx/edit?usp=sharing&ouid=111307342557889008106&rtpof=true&sd=true)
|
||||
|
||||
---
|
||||
|
||||
### Further Reading
|
||||
|
||||
- [Startup Canvas: Product Strategy and a Business Model for a New Product](https://www.productcompass.pm/p/startup-canvas)
|
||||
- [Product Strategy Canvas](https://www.productcompass.pm/p/product-strategy-canvas)
|
||||
- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)
|
||||
- [Business Model Canvas Examples: Google Maps, Airbnb, Uber](https://www.productcompass.pm/p/business-model-canvas-examples)
|
||||
@@ -73,6 +73,18 @@ Your task is to develop a comprehensive value proposition that articulates the c
|
||||
7. Create a concise value prop statement (1-2 sentences)
|
||||
8. Develop a positioning statement for marketing use
|
||||
|
||||
### Domain Context
|
||||
|
||||
**This template vs Strategyzer's Value Proposition Canvas**: Strategyzer's canvas (by Alexander Osterwalder) is widely used but has structural limitations. This 6-part JTBD template (by Paweł Huryn and Aatir Abdul Rauf) addresses them:
|
||||
|
||||
- **Customer first**: This template starts with the customer (Who/Why) and works toward the solution. Strategyzer's canvas places the product on the left, which often leads teams to start with their solution rather than the customer's problem.
|
||||
- **One segment at a time**: This template is designed for one segment per pass. Strategyzer's canvas encourages mapping multiple products/services simultaneously, which dilutes focus.
|
||||
- **Explicit alternatives**: Section 6 (Alternatives) forces you to name what customers would use without you and articulate why you're better. Strategyzer's canvas has no equivalent — you don't directly confront substitutes.
|
||||
- **Simpler structure**: "What before → How → What after" is easier to fill out than separating Customer Jobs, Pains, and Gains on one side and Pain Relievers, Gain Creators, and Products on the other. The separation often creates confusion about where things go.
|
||||
- **Actionable output**: The final Value Proposition Statement is ready for marketing, sales, and onboarding. Strategyzer's canvas doesn't produce a reusable statement.
|
||||
|
||||
Use Strategyzer's Value Proposition Canvas when you need a detailed pains/gains decomposition for a mature product with complex customer needs. Use this 6-part template for clarity, speed, and actionable output.
|
||||
|
||||
## Notes
|
||||
- Jobs to Be Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics
|
||||
- Value propositions are segment-specific; you may have different value props for different customer groups
|
||||
|
||||
Reference in New Issue
Block a user