Last week I shared Phase 1 – Set the Stage – https://www.linkedin.com/pulse/how-can-you-leverage-ai-build-satellite-strategy-your-jaising-cst–p1qce/

Today I am going to continue with Defining Strategy which means having clear objectives, Identify the types of partnerships you like to have and then develop value propositions. I will continue to use the example of Canva and explore building a satellite strategy for my company Concepts & Beyond using AI.

Phase 2: Define Strategy

Step 4: Set Clear Objectives

For each feature satellite, Canva established specific growth metrics:

Core Design Features:

• Template utilization: 70%+ of users utilizing templates
• Design completion rate: 85%+ designs started are completed (vs industry standard of 30%)

Video Creation:

• Adoption goal: 40% of existing users trying video features
• Completion metric: Users finalizing videos in under 15 minutes (compared to hours in Adobe)

Presentations:

• Conversion target: 25% of PowerPoint users switching to Canva
• Engagement metric: 3+ presentations created monthly per active user

Websites and Print:

• Cross-feature adoption: 30% of design users utilizing print or website features
• Conversion rate: 15% of free users upgrading after trying these advanced features

For my company Concepts and Beyond Inc I used the below prompt to explore outcomes that I could use and gave a timeline of 2 years

“What should be the outcomes for the core offering from Concepts & Beyond and what should be outcomes for each one of the satellite offerings? For each one of the outcomes for the core offering and the satellite offerings can you share a target percentage or number to achieve in the next two years”

Core Offering:

Higher Skill Levels and Certification Success

• Target: Increase certification and course pass rates by 20% (e.g., from a baseline of 70% to 84% pass rate among participants).
• Capturing Customer Success Stories: Secure at least 25 detailed case studies that document measurable outcomes and success stories resulting from the core offering.

Product Management Microlearning & On-Demand Content Platform

• Objectives & TargetsCourse Completion: Achieve an average on-demand course/module completion rate of 75%.
• User Growth: Increase monthly active users by 50% over the two-year period.
• Career Impact: Target that 40% of learners report significant, measurable improvements in their career progression or on-the-job performance (via post-module surveys).

Product Strategy & Roadmap Consulting

• Objectives & TargetsClient Satisfaction: Achieve a 95% client satisfaction rate with strategic consulting engagements.
• Performance Impact: Deliver measurable improvements (15–20%) in key product metrics (determined case-by-case).
• Signature Engagements: Secure at least 10 high-profile consulting engagements that result in publishable case studies.

Step 5: Identify Partnership Categories

Canva mapped strategic categories for each feature satellite:

Example: For Canva Print, they identified local printing partners globally rather than building their own facilities (unlike Adobe, which acquired print services). This created a lean, scalable model where partners handled production while Canva controlled the user experience.

For my company Concepts and Beyond Inc. I used the following prompt to identify partnership categories

“What types of partrnerships should Concepts & Beyond Pursue to achieve these outcomes?”

1. Content & Media Partnerships

Purpose:

• Thought Leadership & Community Engagement: Collaborate with industry publications, influential podcasts, and digital media outlets to amplify your brand message.
• Content Distribution: Co-create and distribute insightful content (e.g., case studies, white papers, webinars) that reinforce the value of your core and satellite offerings.

Key Examples:

• Business & Tech Publications: Work with well-known publications to feature success stories, trends, and innovations in product management.
• Influencers & Bloggers: Engage industry influencers to advocate for and refine the approach of your training and tools.

Outcomes Supported:

• Elevated brand visibility and attendee numbers at the annual summit (target: 500+ participants)
• Growing community engagement (85% active participation)
• Increased documented case studies (target: 25 detailed case studies)

2. Consulting & Professional Services Firms

Purpose:

• Expanding Reach into Enterprise Markets: Partner with established consulting firms that focus on digital transformation, agile methodologies, and product innovation.
• Leverage Expertise: By collaborating on bespoke consulting engagements and advanced leadership coaching, you can extend your reach into enterprise-level strategy work.

Key Examples:

• Global Consulting Firms: Co-deliver strategic workshops and leadership retreats that combine consulting expertise with your specialized product management focus.
• Boutique Agencies: Particularly those with a niche in agile and innovation strategy.

Outcomes Supported:

• A 95% client satisfaction rate in strategic consulting
• At least 10 high-profile, signature consulting engagements
• Measurable performance impact (15-20% improvements in key product metrics)

Step 6: Develop Value Proposition

Each feature satellite had its own clear value proposition:

Design: “Create professional designs in minutes, not hours”

Video: “Turn ideas into professional videos without video expertise”

Presentations: “Build engaging presentations without starting from scratch”

Websites: “Launch a professional site in a day, zero coding required”

Print: “From screen to physical product with one click”

For Concepts and Beyond Inc. I used the prompt below for identifying value propositions

“Identify key value propositions focusing on all core and the satellite offerings for Concepts & Beyond”

Core Offerings

• Integrated, Holistic Learning Ecosystem: Concepts & Beyond combines immersive training, tailored consulting, and advanced analytics to create an end-to-end platform that drives both personal and organizational growth. Our model bridges theory with practice—delivering on-demand, live, and one-on-one interactions that lead to measurable outcomes.
• Accelerated Product Leadership Development: Our core offering empowers product professionals to rapidly develop strategic, technical, and leadership capabilities. With a blend of data-driven insights, real-world case studies, and personalized coaching, we ensure that participants are equipped to transform challenges into opportunities for innovation.

Satellite Offerings Value Propositions

1. Product Management Microlearning & On-Demand Content Platform: Deliver concise, targeted modules that allow busy professionals to continuously upskill at their own pace. This platform reinforces key product management concepts and best practices, making the learning process both efficient and immediately applicable.
2. Product Leaders Community & Peer Network: Create a vibrant, interactive community that nurtures mentorship, peer learning, and networking. This environment not only stimulates idea exchange but also fosters long-term professional relationships and continuous career growth.
3. AI-Enhanced Product Insights Dashboard: Empower organizations with advanced analytics tools that deliver actionable insights for faster, predictive decision-making. The dashboard helps product teams identify trends, optimize performance, and proactively address challenges with a measurable impact.
4. Bespoke Product Strategy & Roadmap Consulting: Provide customized consulting services that transform product vision into clear, strategic roadmaps. By aligning product goals with broader business objectives, this offering ensures focused execution and delivers quantifiable improvements in market positioning and performance.

Conclusion

I just covered Phase 2 – Defining the Strategy which now starts to identify the focus an organization should take to add to their core portfolio.

Was this article valuable? Love to hear your comments as I prepare for sharing the next phase with you.

Would you like to learn how to build a Vision, Strategy and Roadmap as a Product Leader?  Join our Live Online Advanced Scrum Product Owner Workshop to elevate your strategic skills. Check out my A-CSPO schedule at https://www.eventbrite.com/cc/advanced-certified-scrum-product-owner-a-cspo-2770959