Canva · Strategy · Senior · 60 to 90 minutes

Canva Enterprise Strategy for Marketing Teams

Canva is an online visual communication and design platform that helps people and teams create branded content, presentations, documents, video, whiteboards, and other assets. Answer this product management case and get it graded line by line against a weighted rubric.

Strategic judgment
Segmentation
Prioritisation
Sequencing
Executive communication

The situation

The Chief Product Officer and Chief Revenue Officer have asked you for a recommendation on how Canva should win large enterprise marketing and brand teams over the next 18 to 24 months. Canva already serves many individuals and small teams through a strong self serve motion, and some large companies use Canva today, often through scattered team adoption. But bigger enterprise deals are harder to close and expand because buyers want stronger governance, admin control, workflow fit, procurement confidence, and clear proof that Canva can help a brand team scale content production without losing consistency. At the same time, Canva cannot afford to become a slow, complex tool that weakens its ease of use and viral adoption. Why now: sales sees rising interest from global marketing teams, competition is sharpening, and leadership wants a focused plan before annual planning. Assume the following numbers are illustrative: self serve revenue grew 28 percent last year, enterprise revenue grew 40 percent from a smaller base, win rate falls sharply when IT security and brand governance enter late, and expansion is strongest where a central brand team sponsors adoption. Your job is to decide where Canva should focus, what not to do, and how to sequence the bet.

What to produce

A 2 to 3 page strategy memo.

Your answer must

Name the primary enterprise target segment, including company profile, buyer, main user groups, and why this segment should be first.
Diagnose the top 3 reasons Canva wins or loses with large marketing and brand teams today, using the scenario facts and explicit assumptions where needed.
Recommend a clear strategy with 2 to 3 product or platform bets, plus what you would defer, for an 18 to 24 month horizon.
Show sequencing across near term, 0 to 6 months, mid term, 6 to 12 months, and longer term, 12 to 24 months, and explain dependencies.
Define success metrics, including at least 2 business metrics and 2 product or adoption metrics, plus guardrails to protect the core self serve business.
Explain key risks and how you would align sales, security, support, and leadership around the plan.

Constraints

You can fund only 2 major product bets in the next 12 months, plus smaller supporting work.
You cannot rely on a large acquisition or a major pricing overhaul to solve the problem.
The core self serve product must remain simple enough for individuals and small teams, and cannot take a major usability hit.
Leadership expects evidence of progress on enterprise adoption within 12 months, not only a long term platform story.

Format

Use clear section headers and make a sharp choice. State your assumptions, then cover segment, diagnosis, strategy, sequencing, metrics, and risks.