Product Lifecycle Phases

Revenue / Usage Over Time
1

Introduction

"Does anyone want this?"

Key Activities
  • MVP launch
  • User research
  • Rapid iteration
Metrics
  • Activation rate
  • Qualitative feedback
Tech Priority

Speed of iteration

Examples: Early-stage startups validating product-market fit, beta launches with limited user groups, A/B testing core value propositions.
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2

Growth

"How do we serve more users?"

Key Activities
  • Scaling infrastructure
  • Feature expansion
  • Team growth
Metrics
  • User growth rate
  • Retention
  • Revenue
Tech Priority

Scalability and reliability

Examples: Slack's explosive 2015-2017 growth, Zoom scaling during 2020, Netflix expanding from DVD to streaming.
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3

Maturity

"How do we maximize value?"

Key Activities
  • Optimization
  • Cost efficiency
  • Market defense
Metrics
  • Profitability
  • Market share
  • NPS
Tech Priority

Performance optimization, tech debt reduction

Examples: Microsoft Office suite, Salesforce CRM platform, AWS core services like S3 and EC2.
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4

Decline

"What comes next?"

Key Activities
  • Sunsetting
  • Migration
  • Cost reduction
Metrics
  • Churn rate
  • Migration completion
Tech Priority

Data migration, API deprecation

Examples: Internet Explorer being replaced by Edge, Google Reader shutdown, legacy on-premise software moving to cloud.