PostHog · Strategy · Mid · 45 to 60 minutes

What should PostHog nail next?

PostHog is a product analytics platform used by product and engineering teams. Answer this product management case and get it graded line by line against a weighted rubric.

Strategy
Prioritization
Product sense
Decision making under uncertainty
Written communication

The situation

PostHog is heading into a new planning cycle, and the CEO wants the company to align around one simple objective that everyone can remember and repeat. You are a PM asked to help shape that recommendation. So far, a lot of internal thinking has favored going deeper on enterprise, because larger customers can mean larger contracts and a more obvious path to revenue. But PostHog is also a product that many teams can start using directly, without a long buying process, and some leaders believe that broad self serve adoption is more natural for this kind of product. The company is still small, so this choice will affect roadmap priorities, packaging, support expectations, hiring, and how success is judged across teams. The hard part is that both paths sound plausible, and the company cannot invest fully in both at once. There is also incomplete evidence, so you need to make a recommendation under uncertainty. Your task is to propose the next company objective, explain why it is the best use of focus now, and show how the team should validate that choice quickly.

What to produce

Write a 1 to 2 page strategy memo.

Your answer must

State one recommended company objective for the next planning cycle, phrased as a short line the whole company could repeat.
Compare at least two strategic options, including enterprise focus and self serve focus, using explicit decision criteria.
Explain the main trade offs for product, go to market, and team focus if PostHog chooses your recommendation.
List the most important assumptions, unknowns, and risks, and show how they could change the decision.
Define 2 to 4 success metrics or leading signals, plus a 90 day plan to test whether the chosen objective is working.

Constraints

Base your memo only on the prompt and clearly labeled assumptions.
Recommend one primary objective, not a split strategy that tries to fully prioritize both paths at once.
Assume the company has limited capacity and cannot build separate enterprise and self serve motions in parallel at full strength.
Do not assume new acquisitions, a major funding change, or a large headcount increase.

Format

Use short headings and bullets where helpful. Start with your recommendation, then support it with reasoning and a test plan.

How PostHog actually played it

PostHog explains why it switched its company objective from Nail Enterprise to Nail Self Serve. The post describes how strategy is written as a single thing to nail, the earlier reasoning for enterprise, and what changed. It shows how a small company reverses a major priority in public.

Express strategy as one short objective that everyone can repeat
Reversing a priority is healthy when evidence changes
Products built for end users usually win through self serve adoption

Built from Our new objective: Nail Self Serve by James Hawkins.