Introduction to strategy

The Strategy tab allows you to capture your product strategy at each level of the product hierarchy, beginning with your product and rolling all the way up to the company level. In Aha!, strategy has three key parts that are related: Foundation, Market, and Imperatives

The Foundation and Market areas provide a repository that is easily accessible and can be shared with your team and key stakeholders. Imperatives create a bridge between your overall product strategy and your releases and features. Strategic Goals enable you to focus the team on the top 3 - 5 business drivers that you want to accomplish with your product over the next 3 - 12 months. Strategic Initiatives focus on which efforts you must complete to accomplish your goals, and can be mapped to releases and features. 


Vision: Your vision provides a high-level view of the opportunity, how you are going to pursue it and the challenges you will need to overcome. It captures the essence of what you want to achieve and it is critical information your team must understand to develop and maintain a winning product.

Models: Your business model represents the foundational elements of your product. The model builder in Aha! allows you to clearly articulate, develop, innovate, and pivot your business model — on a single page.


Personas: Personas represent those very real people who need your product. They allow your entire team to empathize with your customer's pain points and better understand their needs. Personas can be automatically tied to features by adding the “Persona” custom field.
Competitors: Defining your competitors in Aha! allows you to better prioritize your own product roadmap based on competitive movement. You can easily share this competitive information with the team by adding it to an Aha! presentation.

Your product goals must have a measurable end result that can be achieved within a fixed time frame. Your objectives should represent the crucial accomplishments needed to make your vision a reality. They highlight what you hope to accomplish, and are often stepping stones to accelerating business growth and explaining bolder goals. They should also be reasonably easy to track, so you know how your team is performing against them. Product goals can be rolled up to product line goals so that there is visibility across the organization for all contributions towards a strategic goal delivery. You can link your goals to the time frame in which they are expected to be completed within.

Goals can be linked to initiatives, releases, and features

Examples of goals:

  • Increase revenue by 30%
  • Grow the number of customers by 10x
  • Expand into 5 new countries
  • Increase mobile adoption by 100%
  • Reduce the number of support tickets

Initiatives allow you to specify key work that must be completed to achieve your goals. Think of these efforts as high-level projects that should be accomplished within a specified period of time — even if this is over a few months. Product initiatives can be rolled up to product line initiatives so that work at the product level can automatically roll up to drive company-level strategy. You can link your initiatives to the time frame in which they are expected to be completed within.

Initiatives can be linked to goals, releases, and features.

Examples of initiatives:

  • Performance improvements
  • UI Improvements
  • Better reporting
  • Language localization
  • Mobilization
  • Self-serviceability improvements
  • Better analytics

A product roadmap is a plan for how the product will meet a set of business objectives. A great roadmap starts with a clear product overview, and is executed by staying aligned through goals and initiatives. 

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