Skip to main content

Formulating a Product Goal

Product Goals are intermediate goals that help a Scrum Team learn and progress toward their Product Vision. 

When formulating a Product Goal, it should be:

  • Aligned with and makes progress toward the Product Vision
  • Clear and concise
  • Outcome-driven to reflect a customer want or need
  • Measurable
  • Transparent with a shared understanding across the Scrum Team and stakeholders

Product Goal Example:

Consider the example of a company that runs a boutique dog hotel.

The boutique dog hotel’s Product Vision:

To be the premier destination for dog boarding, providing our guests with a luxurious and pampered experience that goes beyond their owner’s expectations.

These are Product Goals that may be a step toward that vision:

  • Open the first branch that can safely host up to 12 canine guests simultaneously by next summer
  • Increase the number of returning canine guests by 25% within 6 months of opening our first branch
  • Create a safe and secure environment where dogs can relax and play without worry

Product Goals are hypotheses that a Scrum Team uses to progress toward their Product Vision. They can change as the team learns more about stakeholder and customer needs and help the Product Owner manage the Product Backlog. 



The Product Goal describes the future state of the product. It’s a “commitment” for the Product Backlog meaning that it is meant to provide focus for the Scrum Team and a target against which progress can be measured. There is no specific format for the Product Goal or indication of how long the ...
4 from 7 ratings

What did you think about this content?

Included In

Learning Series
Product Backlog Management is the act of adjusting and ordering items on the Product Backlog so that the Scrum Team can deliver the most valuable product possible. This learning series explores Product Backlog Management.