This guide walks through building a complete product strategy for GrubGrab, a new food delivery app aiming to be faster and cheaper than competitors. Follow along to learn Squad’s workflow for new products.

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Overview

Starting a new product? Squad helps you move from idea to roadmap systematically. This guide shows how GrubGrab used Squad to:
  • Define their mission and goals
  • Discover market opportunities
  • Generate validated solutions
  • Build a prioritized roadmap
Time to complete: 20 mins initially, then ongoing iteration

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Step 1: Foundation (5 mins)

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Create your workspace

1

Set up Squad workspace

Click Create Workspace and provide context:
GrubGrab is a food delivery platform launching in urban markets. 
We're targeting price-conscious professionals who order 3+ times 
per week. Our key differentiators are 30% faster delivery and 
20% lower fees than Uber Eats. Initial launch in 15 US cities.
Add any existing research or information you have. E.g user interview transcripts, articles, research papers, pitch decks, etc! It’s all helpful for Squad.
2

Define your mission

Work with Squad to craft a clear mission:Initial attempt: “Be the best food delivery app”Squad suggestion: “Make food delivery faster and more affordable than cooking at home”This mission is specific, measurable, and differentiated.
3

Set initial goals

Ask Squad: “What goals should we set for our first year?”Squad analyzes the market and suggests:
  1. Achieve 25-minute average delivery time (vs 38 min industry avg)
  2. Maintain total fees under $3 per order (vs $5+ competitors)
  3. Reach 50,000 monthly active users by month 12

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Step 2: Market Discovery (5 mins)

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Competitive analysis

Before building, understand the landscape:
Use Squad to conduct competitor research or upload any existing information to workspace knowledge:
  • App store reviews of Uber Eats, DoorDash, Grubhub
  • Reddit threads about food delivery pain points
  • Industry reports on delivery economics
Squad identifies patterns:
  • 67% of negative reviews mention high fees
  • 45% complain about cold food from long delivery
  • 34% frustrated by inaccurate delivery estimates

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Generate opportunities

Click Chat and ask: “Based on the competitive analysis, what are our biggest opportunities?” Squad generates prioritized opportunities:
  1. Reduce total customer cost (Impact: Critical)
    • 78% of potential users cite cost as primary barrier
    • Average order increases by $7-10 with fees
  2. Minimize delivery time (Impact: High)
    • Food quality degrades after 25 minutes
    • Competitors average 38-45 minute delivery
  3. Provide accurate time estimates (Impact: High)
    • Current apps off by 10-15 minutes on average
    • Uncertainty creates anxiety and complaints
  4. Simplify ordering process (Impact: Medium)
    • Competitors require 15+ taps to order
    • Checkout abandonment at 67%

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Step 3: Solutioning (5 mins)

Select your top opportunity and check out the Recommended Solutions:
Squad suggests:1. Dynamic pricing algorithm (Recommended)
  • Adjust fees based on driver availability
  • Batch orders to reduce per-delivery cost
  • Off-peak discounts
  • Impact: High, Effort: Medium
2. Restaurant partnerships
  • Negotiate lower commissions for volume
  • Exclusive deals with local favorites
  • Direct integration to reduce overhead
  • Impact: Medium, Effort: High
3. Subscription model
  • $9.99/month for free delivery
  • Breaks even at 3 orders/month
  • Creates predictable revenue
  • Impact: High, Effort: Low

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Create solution one-pagers

For each selected solution, Squad generates a PRD: 
# GrubGrab Plus Subscription

## Problem
Users order less frequently due to delivery fees adding 40% to meal cost

## Solution
Monthly subscription for unlimited free delivery

## Key Features
- $9.99/month pricing
- Free delivery on orders over $12
- Member-exclusive restaurant deals
- Priority support

## Success Metrics
- 30% of users convert to subscription
- Subscriber order frequency: 8x/month
- Subscriber retention: 85% at 6 months

## Implementation
- Phase 1: Payment processing (2 weeks)
- Phase 2: Member benefits system (3 weeks)
- Phase 3: Marketing launch (1 week)

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Step 4: Roadmapping (5 mins)

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Prioritize your backlog

Navigate to Roadmap and drag solutions into priority order: Quarter 1: Foundation
  1. Basic ordering app (MVP)
  2. Restaurant onboarding system
  3. Driver network setup
  4. Dynamic pricing v1
Quarter 2: Differentiation
  1. GrubGrab Plus subscription
  2. Smart routing algorithm
  3. Real-time tracking
  4. Batch order system
Quarter 3: Scale
  1. Multi-restaurant orders
  2. Scheduled ordering
  3. Group ordering
  4. Loyalty program
Focus Q1 on core functionality. Save differentiators for Q2 when you have real user feedback.

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Define success metrics

For each roadmap item, set clear targets:
SolutionSuccess MetricTargetBy When
Basic orderingOrders per day1,000End Q1
GrubGrab PlusSubscriber count5,000End Q2
Smart routingDelivery timeless than 30 minsEnd Q2
Real-time trackingCSAT score4.5/5End Q2

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Step 5: Validation & Iteration (Ongoing)

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Set up continuous discovery

Configure integrations for ongoing insights:
  1. Analytics: Connect Google Analytics to track user behavior
  2. Feedback: Set up Typeform for post-order surveys
  3. Support: Connect Slack to capture issues
  4. Reviews: Monitor App Store and Play Store

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Weekly strategy reviews

Every Monday, check Squad Insights:
  • Are we hitting our success metrics?
  • What new opportunities emerged?
  • Which assumptions were wrong?
  • How should we adjust the roadmap?
Don’t wait for perfect data. Launch your MVP quickly and let real usage guide your strategy.

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Common pitfalls to avoid

Over-planning

Don’t plan beyond 3 months in detail. Markets change too fast.

Ignoring data

If users aren’t using a feature, kill it. Don’t get attached.

Feature creep

Stay focused on your core mission. Not every idea needs building.

Competitor copying

Differentiate don’t duplicate. Build what makes you unique.

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Measuring success

Track these KPIs in Squad: Month 1-3: Foundation
  • Daily active users
  • Order completion rate
  • Average delivery time
  • Customer acquisition cost
Month 4-6: Growth
  • Monthly active users
  • Order frequency
  • Subscription conversions
  • Unit economics
Month 7-12: Scale
  • Market share
  • Geographic expansion
  • Contribution margin
  • Lifetime value

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Next steps

1

Connect your tools

Set up integrations to start collecting real data
2

Share with team

Invite co-founders and early employees to collaborate
3

Start building

Export your roadmap to Jira/Linear and begin development
4

Schedule reviews

Set weekly Squad review sessions on your calendar
Remember: Strategy is a living document. Use Squad’s Chat feature weekly to ask “What should we adjust based on this week’s data?” and keep evolving.

Iterating on Existing Products

Already launched? Learn how to use Squad for continuous improvement