Product Hierarchy

Product management is a critical function in any organization, particularly in early-stage SaaS startups where the product is the core offering. Understanding the concept of product hierarchy is essential for product managers as it provides a structured approach to managing products, from their conception to their eventual retirement. This article will delve into the intricacies of product hierarchy, its importance, and how it is used in product management.

Product hierarchy is a term that refers to the classification of a product from its broadest category to its most specific. It's a way of organizing a product portfolio into a hierarchical structure, which can help in managing the products more effectively. The hierarchy typically includes several levels, such as product line, product type, item, and variant. Each level in the hierarchy represents a different degree of detail in the product classification.

Understanding the Product Hierarchy

The product hierarchy is a crucial concept in product management, as it helps to organize and manage the product portfolio. It provides a structured way to view the product's position within the overall product offering of the company. This can be particularly useful in early-stage SaaS startups, where the product portfolio may be rapidly evolving.

At the highest level, the product hierarchy includes the product line. This is the broadest category, encompassing a group of products that are closely related either because they function in a similar manner, are sold to the same customer groups, are marketed through the same channels, or fall within given price ranges. For example, in a SaaS startup, a product line could be a suite of productivity tools.

Product Type and Item

Below the product line in the product hierarchy is the product type. This refers to a group of products within the product line that are closely related. For example, within the productivity tools product line, a product type could be project management tools.

The next level down is the product item. This refers to a specific product within the product type that is distinct in some way from other products in the type. For example, a specific project management tool with unique features would be a product item.

Variant

The lowest level in the product hierarchy is the variant. This refers to different versions of the same product item that are distinct in some way. For example, a project management tool might have a basic version and a premium version, each with different features. These would be considered variants of the same product item.

Understanding these levels of the product hierarchy can help product managers to manage their product portfolio more effectively. It can provide a clear view of where each product fits within the overall product offering, which can be particularly useful in early-stage SaaS startups where the product portfolio may be rapidly evolving.

Importance of Product Hierarchy

The product hierarchy is a critical tool for product managers. It provides a structured way to view and manage the product portfolio, which can help to ensure that all products are aligned with the company's strategic goals. This can be particularly important in early-stage SaaS startups, where the product portfolio may be rapidly evolving and the strategic goals may be shifting.

By organizing products into a hierarchical structure, product managers can gain a clear view of the product portfolio's composition. This can help to identify gaps in the product offering, opportunities for new products, and areas where the product portfolio may be overextended. It can also help to ensure that all products are aligned with the company's strategic goals.

Facilitates Decision Making

One of the key benefits of the product hierarchy is that it facilitates decision making. By providing a clear view of the product portfolio, it can help product managers to make informed decisions about product development, marketing, and sales strategies. For example, if a particular product line is underperforming, the product manager can use the product hierarchy to identify the specific product types or items that are contributing to the underperformance.

Similarly, the product hierarchy can help to identify opportunities for new products. If there is a gap in the product portfolio, the product manager can use the product hierarchy to identify where a new product could fit within the existing structure. This can help to ensure that the new product is aligned with the company's strategic goals and complements the existing product offering.

Improves Communication

The product hierarchy can also improve communication within the organization. By providing a common language and structure for discussing products, it can help to ensure that everyone in the organization has a clear understanding of the product portfolio. This can be particularly important in early-stage SaaS startups, where the product portfolio may be rapidly evolving and the team may be growing quickly.

For example, if a product manager is discussing a new product with the development team, they can use the product hierarchy to clearly communicate where the new product fits within the existing product portfolio. This can help to ensure that the development team has a clear understanding of the new product's strategic importance and how it complements the existing product offering.

Using Product Hierarchy in Product Management

Product hierarchy is a critical tool for product managers, particularly in early-stage SaaS startups. It provides a structured way to manage the product portfolio, which can help to ensure that all products are aligned with the company's strategic goals. This section will explore how product managers can use the product hierarchy in their day-to-day work.

One of the key ways that product managers use the product hierarchy is in product development. By providing a clear view of the product portfolio, the product hierarchy can help to guide decisions about what new products to develop, where they should fit within the existing product structure, and how they should be marketed and sold.

Product Development

In product development, the product hierarchy can help to guide decisions about what new products to develop. By providing a clear view of the product portfolio, it can help to identify gaps in the product offering where a new product could fit. This can help to ensure that new products are aligned with the company's strategic goals and complement the existing product offering.

For example, if a SaaS startup has a product line of productivity tools and a product type of project management tools, but no product item for managing remote teams, this could be identified as a gap in the product portfolio. The product manager could then use this information to guide the development of a new product item for managing remote teams.

Product Marketing and Sales

The product hierarchy can also be used in product marketing and sales. By providing a clear view of the product portfolio, it can help to guide decisions about how to market and sell the products. This can help to ensure that the marketing and sales strategies are aligned with the product offering and the company's strategic goals.

For example, if a SaaS startup has a product line of productivity tools, the product manager could use the product hierarchy to guide the marketing strategy. They could decide to market the entire product line as a comprehensive solution for improving productivity, while also marketing each product type and item to specific customer segments based on their unique features and benefits.

Conclusion

Product hierarchy is a critical concept in product management, particularly in early-stage SaaS startups. It provides a structured way to manage the product portfolio, which can help to ensure that all products are aligned with the company's strategic goals. By understanding and effectively using the product hierarchy, product managers can make informed decisions about product development, marketing, and sales, and ensure the success of their products.

While this article has provided a comprehensive overview of the product hierarchy, it is important to remember that the specific structure and use of the product hierarchy can vary depending on the company and the specific products. Therefore, product managers should always consider the unique context of their company and products when using the product hierarchy.