Pivot

Learn about Pivot, a product management strategy to meet new customer needs. Find out different types of pivots including customer, problem, solution and business model pivot.

What is Pivot?

When it comes to product management, the term pivot refers to a strategic change in direction that a company takes in response to market feedback. This change could be in the product itself, the target market, or the business model. Pivoting is a common practice in startups and early-stage companies that are still trying to find their footing in the market.

Why Pivot?

There are several reasons why a company might choose to pivot:

  • The product is not gaining traction in the market
  • The target market is not responding as expected
  • The business model is not sustainable
  • New opportunities have emerged that the company wants to pursue

Whatever the reason, pivoting allows a company to make a strategic change in direction that can help it achieve its goals and become more successful.

Types of Pivot

There are several types of pivot that a company can make:

  • Product Pivot: This involves changing the product itself. For example, a company might change the features, functionality, or design of the product to better meet the needs of the market.
  • Market Pivot: This involves changing the target market. For example, a company might shift from targeting consumers to targeting businesses, or vice versa.
  • Business Model Pivot: This involves changing the way the company generates revenue. For example, a company might switch from a subscription-based model to an advertising-based model.
  • Platform Pivot: This involves changing the underlying technology platform that the product is built on. For example, a company might switch from a web-based platform to a mobile app.

When to Pivot?

Pivoting is not something that should be taken lightly. It requires careful consideration and analysis to determine whether a pivot is the right move for the company. Here are some signs that it might be time to pivot:

  • The product is not gaining traction in the market
  • The company is running out of funding
  • The competition is gaining ground
  • The market has shifted

If any of these signs are present, it may be time to consider a pivot. However, it's important to remember that pivoting is not a guaranteed solution to these problems. It's important to carefully evaluate the situation and make an informed decision.

The Benefits of Pivot

While pivoting can be a difficult and sometimes painful process, it can also have significant benefits for a company:

  • It can help the company stay relevant in a changing market
  • It can help the company find a new, more profitable niche
  • It can help the company attract new customers and investors
  • It can help the company achieve long-term success

Overall, pivoting is an important tool in the product manager's toolbox. It allows companies to adapt to changing market conditions and stay competitive in a rapidly evolving landscape.