When a product’s sales head into decline, one of the possible strategies is to discontinue the product and withdraw it from the market. The product discontinuation process begins with an evaluation that resembles a Business Case.

The Business Case justified the investment for the product, so the discontinuation case describes the reasons to ‘dis-invest’ in the product, or simply, to divest. The following outline can be used as a method to evaluate the impact of possible discontinuation on the portfolio. You may need to include issues that are germane to your business or industry; this is a good place to start.

This template is discussed in depth in our Product Management Essentials Workshop.

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