ONE PRODUCT OR TWO?
A Product Portfolio Decision Playbook
This playbook helps you make one of the most critical strategic decisions in product development: when to serve multiple user groups with one product versus building separate products.
Use this framework before committing to product architecture to avoid the expensive mistake of trying to serve everyone and satisfying no one.
STEP 1: SEGMENT USERS BY WORKFLOW, NOT DEMOGRAPHICS
Most companies segment incorrectly by using demographic labels like “ER vs. Core Lab” or “Hospital vs. Clinic.” Instead, segment by actual workflow characteristics that drive product requirements.
Worksheet: For each potential user group, complete this analysis:
