Chapter 11: Linear Product Planning and Prioritization Access Chapter 11 templates and tools from The Product Manager’s Desk Reference (3rd Edition). Learn how product managers evaluate ideas, apply phase-gate planning, prioritize opportunities, and build business cases. Download the chapter abstract and illustration insights. Core Concepts Linear planning fundamentals Developing and evaluating ideas Sorting and categorizing opportunities Prioritization logic Feasibility assessment Approval and concept reviews Executive Summary Ideas for new products and enhancements come from a variety of sources, including intensive market analysis, observation, and even structured ideation activities. There are always going to be more ideas than there are resources to commercialize them. Not all ideas will make good business sense, so a solid Business Case is needed. Clear goals and strategies and solid customer and market insights provide the fuel to effectively plan and prioritize your work. Chapter Abstract A phase gate process is a business management technique in which a proposal for a new product or service is divided into distinct stages, or phases, separated by decision points, or gates. It comprises the Concept phase, in which a vast number of ideas for new products or product enhancements are narrowed down, the Feasibility phase, in which selected ideas are evaluated, and the Definition phase, in which product definition documentation is finalized. This chapter reviews the Concept and Feasibility phases. A product idea (or opportunity – as derived from the strategy formulation process) can be categorized as a minor enhancement to a product, such as a new feature or attribute; a major enhancement to a product, or a grouping of features or attributes; a brand-new product; a new or upgraded product platform; or a breakthrough product where nothing exists in the category. Sources for generating product or service development ideas include competitive reactions, anticipated competitive actions, industry trends, regulatory mandates, legal requirements, customer complaints, strategic imperatives, executive initiatives, customer suggestions, sales team and other stakeholder ideas, and ideation exercises, such as brainstorming and role playing. In evaluating the potential success of a product idea, or opportunity, product managers and their teams must confirm the target customer for the product and grasp what that customer needs and values most and verify that the idea can help the company succeed competitively. This is expressed in a value proposition and positioning statement. A value proposition and positioning statement outlines the targeted market segment and customers; the need states, motivations, or problems of the customer targets; characteristics or trends associated with the industry or sector; and how the product will achieve competitive advantage. Decision criteria in selecting product ideas with the most potential for success should focus on the strategic fit of the product with the company and product line, a validated customer value proposition, and verified positioning for competitive advantage. A decision matrix is a helpful tool to help characterize each opportunity so that the best ideas can be selected for further evaluation. In the Feasibility phase, a cross-functional product team conducts more detailed research to decide if there is a realistic product business worthy of pursuit. The most important document is the Business Case as a detailed justification for the investment. The Business Case and supporting documentation are developed to assess whether the new product or enhancement has enough business, market, and financial merit, and whether it can be operationally implemented and supported. Forecasts, as discussed in Chapter 9, are incorporated into any Business Case. Download the Chapter Abstract > Templates and Diagrams for Chapter 11 Figure 11.1 – Linear Product Planning Process Figure 11.2 – Opportunity Categorization Grid Figure 11.3 – Concept Review Checklist How These Templates Help Product Managers The templates in Chapter 11 provide product managers with a structured way to evaluate, compare, and prioritize product ideas before committing significant resources. They support disciplined filtering of opportunities, alignment with strategy and customer value, and objective decision-making through phase-gate planning and decision matrices. Together, these tools help teams focus investment on the ideas most likely to succeed while reducing risk and wasted effort. Download Illustration Insights > What is linear product planning? Linear product planning is a structured, phase-gate approach that evaluates product ideas through defined stages before advancing to development. What is the role of a Business Case in prioritization? The Business Case provides a detailed justification for investment, covering market opportunity, financial returns, and operational feasibility. What inputs are required for product strategy formulation? Market data, customer insights, competitor analysis, internal capability assessments, financial results, and life cycle performance. How does a decision matrix help product managers? It enables objective comparison of opportunities using weighted criteria such as strategic fit, customer value, and competitive advantage. The Product Manager’s Desk Reference, 3e The Product Manager’s Desk Reference, Third Edition is the definitive guide to product management for today’s fast-moving, digital-first business environment. Steven Haines presents a complete, practical body of knowledge covering strategy, execution, cross-functional leadership, and product portfolio management. Updated with modern tools, analytics, and development approaches, it equips product managers and product teams with a repeatable framework to run products as businesses and deliver measurable results. Buy the Book Explore Product Management Training Get In Touch First Name(Required)Last Name(Required)Email(Required)Phone NumberCompany NameMessage(Required) Training a Team? Customized Corporate Training Supercharge Your Team (6+): We tailor proven product management training content to your specific goals, offering a customized program delivered online or in-person to ignite your team’s potential and drive results.
