February 1, 2021

Product Goal & Sprint Goals – A Simple Example

Product Goal & Sprint Goals – A Simple Example

Here are some simple examples of Product Goals, Sprint Goals and the relationship between them.

We will stick with our Bakery example (as used previously in our simple example of a Definition of Done).

Some things to note:

  • Our Bakery produces baked goods sold in our shop to passing customers.
  • We already have the capability to deliver products inside London that are ordered in-store.
  • We have 1 cross-functional Scrum Team containing all the skills required.
  • We are looking back at the Product Goals and Sprint Goals that were used once they were all fulfilled or discarded.

Product Vision

This is our long term strategic goal. The Product Goals and Sprint Goals will help us advance towards and hopefully achieve this.

Product Vision - Be the leading online Bakery in the UK.

Product Goals

These are our intermediate goals which will advance us towards the Product Vision. We will work on these in sequence, 1 at a time. The Product Goals beyond the current one are ideas only until the current Product Goal is fulfilled on discarded. They may change before (or even as we) work on them as we shall see.

Product Goal 1 - Launch a website that allows sales to customers inside London.
Product Goal 2 - Expand production/delivery capability to allow sales to customers UK wide.
Product Goal 3 - Expand online presence via the Apple and Google Play app stores.

Sprint Goals

These are our immediate tactical goals which move us toward our Product Goal. The specific Sprint Goals may not be known or planned ahead of time. If they are planned in advance they will likely change as we learn more.

Product Goal 1 - Launch a website that allows sales to customers inside London.
Sprint Goal 1 - Create basic website structure.
Sprint Goal 2 - Build capability to list & purchase products using a credit card.
Sprint Goal 3+ - … as many more Sprint Goals as needed.
Sprint Goal X - Launch the website and fulfil the first orders.
Product Goal 1 has now been fulfilled.

Product Goal 2 - Expand production/delivery capability to allow sales to customers UK wide.
Sprint Goal 1 - Find UK wide supply partners.
Sprint Goal 2 - Review potential partners and select 1-3.
Sprint Goal 3+- … as many more Sprint Goals as needed.
Sprint Goal X - Beta launch of national capability with invited customers only and fulfil first orders.
Product Goal 2 has now been fulfilled.

Product Goal 3- Expand online presence via the Apple and Google Play app stores.
Sprint Goal 1 - Build basic iOS app.
Sprint Goal 2 - Build capability to list products.
Sprint Goal 3+ - … as many more Sprint Goals as needed.
Sprint Goal X - Launch the app via the Apple App Store.
At this point, it was discovered that the costs of developing the Google Play app would outweigh the benefits. As a result, this Product Goal was abandoned and a new Product Goal created.

The skills needed for Product Goal 1 (website build) and Product Goal 2 (partner sourcing) are quite different. We could potentially work on these in parallel. The Product Goal would then need to change and be broader to reflect the extra scope. The Product Goal could become - Launch the website and build the capability to supply to customers UK wide. This approach may allow us to develop and release our product earlier. A risk is that it may reduce focus and transparency which may lead to increased waste.

The skills needed for Product Goal 1 (website build) and Product Goal 2 (partner sourcing) are quite different. We could potentially work on these in parallel. The Product Goal would then need to change and be broader to reflect the extra scope. The Product Goal could become – Launch the website and build the capability to supply to customers UK wide. This approach may allow us to develop and release our product earlier. A risk is that it may reduce focus and transparency which may lead to increased waste.

Simon KneafseyHi, my name is Simon Kneafsey and I am a Professional Scrum Trainer with Scrum.org & TheScrumMaster.co.uk. I am on a mission to simplify Scrum for a million people. I have helped over 10,000 people so far and I can help you too.

Learn more at TheScrumMaster.co.uk and signup for our newsletter with 80,000+ other Scrum practitioners.