What is a Product Lifecycle?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

The Product Lifecycle refers to the stages that a product goes through, from its inception to its eventual retirement. It encompasses the entire journey of a product, starting from the idea stage, through development, launch, growth, maturity, and finally decline. Understanding and effectively managing the product lifecycle is crucial for successful Saas product management.

Importance of Product Lifecycle

Managing the product lifecycle is essential for several reasons. First and foremost, it helps in aligning business strategies with product development. By understanding which stage a product is in, product managers can make informed decisions regarding pricing, marketing, and resource allocation.

Furthermore, the product lifecycle provides insights into customer needs and market trends. By analyzing each stage, product managers can identify patterns and make improvements to the product or introduce new features to meet changing customer demands.

How to Use Product Lifecycle

To effectively use the product lifecycle, product managers should consider the following stages:

  1. Idea Generation: This is the stage where product ideas are brainstormed and evaluated. It involves gathering customer feedback, market research, and identifying potential opportunities.

  2. Product Development: Once an idea is selected, it moves into the development phase. This stage involves designing, building, and testing the product to ensure it meets the required specifications.

  3. Product Launch: The product is introduced to the market in this stage. A well-executed launch strategy is essential to create awareness, generate initial sales, and gather feedback from early adopters.

  4. Growth: In this stage, the product gains traction and experiences rapid growth in terms of sales and market share. Product managers should focus on expanding the customer base, refining the product, and optimizing marketing strategies.

  5. Maturity: The product reaches a stable phase in terms of market saturation. Product managers should concentrate on retaining customers, exploring new markets or segments, and finding ways to differentiate the product from competitors.

  6. Decline: Eventually, the product reaches a decline phase, where sales and demand decrease. At this stage, product managers need to evaluate whether to discontinue the product or reposition it in the market.

Useful Tips for Product Lifecycle Management

  • Continuously gather and analyze customer feedback at each stage to ensure the product meets their evolving needs.
  • Regularly assess market dynamics and competition to identify opportunities for improvement or expansion.
  • Plan for product updates, enhancements, or new features to maintain customer interest and extend the product's lifecycle.
  • Collaborate with cross-functional teams, including sales, marketing, and development, to align strategies and maximize success at each stage.


Product lifecycle refers to the stages a product goes through from its initial development to its retirement from the market.
The stages of the product lifecycle are introduction, growth, maturity, and decline.
During the introduction stage, the product is launched into the market, and sales start to grow slowly as customers become aware of its existence.
During the growth stage, sales and revenue increase rapidly as the product gains popularity and attracts a larger customer base.
During the maturity stage, sales level off as the market becomes saturated, and competition intensifies.
During the decline stage, sales and profits decline as customer demand decreases, and newer products or technologies replace the existing ones.
Understanding the product lifecycle helps product managers make informed decisions about product development, marketing strategies, and resource allocation.
Product managers can extend the product lifecycle through continuous innovation, product enhancements, targeted marketing campaigns, and exploring new markets.
Product managers are responsible for overseeing the entire product lifecycle, from conception to retirement, and ensuring the product meets customer needs and business goals.
Product managers can determine the stage of the product lifecycle by analyzing sales data, customer feedback, market trends, and competitive landscape.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Importance of Product Lifecycle
  2. How to Use Product Lifecycle
  3. Useful Tips for Product Lifecycle Management
  4. Related Terms

Join 2.341 product teams building better with user feedback

Grow products by listening and building the right features

Start free

The faster, easier way to capture user feedback at scale

Join over 2.341 product managers and see how easy it is to build products people love.

starstarstarstarstar 4.9 / 5 on Capterra and G2