Building a Successful Product Squad: Key Players and Strategies for Your SaaS Startup

Written by

Georgi Furnadzhiev

Published on

May 25, 2023
All Posts

What is a product squad ?

As a SaaS startup, building a successful product is essential to your business's success. However, it takes more than just having a great idea to bring your product to life. You need a team of skilled professionals who can work together to create, launch, and iterate on your product effectively. This is where the product squad comes in. A product squad is a cross-functional team of professionals who work together to build, launch, and manage a product. This team typically consists of a product manager, designer, and developer. In this article, we'll take a closer look at the key roles in a product squad and the strategies you can use to build and manage a successful one.

Key Roles in a Product Squad

According to Spotify, a product squad model is a version of the Agile development process, adapted to support the company's approach to teamwork and collaboration. In a startup, it's usually better to start with one Product Manager, a few developers and if really needed a designer. In a typical later stage product squad, you'd usually find the following roles:

Product Manager

The product manager is responsible for the overall vision and strategy of the product. They work closely with other team members to identify customer needs, set goals and priorities, and develop a roadmap for the product. The product manager is also responsible for communicating with stakeholders, gathering feedback, and ensuring that the team is on track to meet its objectives.

UX/UI Designer

The designer is responsible for the user experience and visual design of the product. They work closely with the product manager and other team members to create wireframes, prototypes, and final designs that are both functional and visually appealing. The designer also ensures that the product is accessible to all users, including those with disabilities.


The developer is responsible for turning the designs and prototypes into a functional product. They work closely with the designer to ensure that the product meets all necessary technical requirements, is scalable, and secure. They can be frontend, backend, or full-stack developers.

Product Owner

This person is responsible for managing the product backlog and defining the goals and objectives of the squad. They coordinate with stakeholders and the team to prioritize tasks and ensure the team's work aligns with the company's strategic vision.

Scrum Master or Agile Coach

This role facilitates the Agile process for the squad, helps remove blockers, and encourages continuous improvement within the team. They also help to foster a positive team culture.

Quality Assurance (QA) Testers

They are responsible for ensuring the product works as intended, identifying bugs, and working with the development team to resolve them.

Data Analysts‍

They gather and interpret data to help make informed decisions about product changes or improvements.

Note: Some squads might also include roles like business analysts, system architects, or other specialized roles depending on the nature of the product or feature they are developing

Each role is essential to the success of the product squad. The product manager ensures that the team is aligned with the product vision, the designer creates a user-friendly and visually appealing product, and the developer brings it to life.

Strategies for Building and Managing a Product Squad

Building and managing a successful product squad is not easy, but there are several strategies you can use to set your team up for success:

Creating a Positive and Productive Team Culture

A positive and productive team culture is essential for the success of any product squad. Encourage open communication and collaboration, and make sure everyone on the team feels valued and supported. Create opportunities for team members to socialize and get to know each other outside of work, and provide opportunities for professional development and growth.

👉 Building a Company Culture That Attracts Top Talent: Tips for Startup Founders

Ensuring Alignment with Company Goals and Priorities

To ensure that the product squad is working towards the right objectives, it's important to align their goals and priorities with those of the company as a whole. Make sure everyone on the team understands the company's mission, values, and long-term goals, and work together to create a product roadmap that aligns with these objectives.

The Importance of Communication in a Product Squad

Clear communication is critical to the success of any product squad. Here are a few strategies for improving communication within your team:

Setting Clear Goals and Expectations: Make sure everyone on the team understands their roles and responsibilities, as well as the goals and objectives they are working towards. Use tools such as Trello or Asana to track progress and keep everyone on the same page.

Establishing Effective Feedback Loops: Encourage team members to provide feedback on each other's work, and make sure that feedback is constructive and actionable. Establish a regular feedback schedule, such as weekly or monthly check-ins, to ensure that everyone is staying on track and that issues are addressed promptly.

Promoting Collaboration and Accountability: Encourage collaboration and accountability by creating a culture of ownership and responsibility. Make sure that everyone on the team understands their role in the product's success and has a stake in its outcome. Encourage team members to work together and support each other, and celebrate wins as a team.

Measuring Success and Iterating for Improvement

Measuring the success of your product squad is critical to its ongoing success. Here are a few strategies for measuring success and iterating for improvement:

Defining and Tracking Key Metrics

Identify the key metrics that will help you measure the success of your product, such as user engagement, retention, and revenue. Use tools such as Google Analytics or Mixpanel to track these metrics over time, and use the data to inform your decisions and iterate on the product.

Conducting Regular Performance Reviews

Regular performance reviews are essential for ensuring that everyone on the team is meeting their goals and contributing to the success of the product. Use a standardized review process and provide constructive feedback that helps team members grow and improve.

Embracing a Continuous Improvement Mindset

Encourage a culture of continuous improvement by celebrating wins, analyzing failures, and always looking for ways to improve the product and the team. Encourage team members to experiment and try new things, and be open to feedback and ideas from everyone on the team.

Common Challenges and Solutions for a Product Squad

Building and managing a product squad is not without its challenges. Here are a few common challenges and some tips for addressing them effectively:

  1. Lack of Clarity around Roles and Responsibilities:To address this challenge, make sure that everyone on the team understands their roles and responsibilities, as well as how they fit into the overall product strategy. Use tools like job descriptions and performance objectives to set clear expectations and provide regular feedback.
  2. Communication Breakdowns: To address communication breakdowns, establish regular communication channels such as team meetings and one-on-one check-ins. Encourage open communication and provide tools like Slack or Microsoft Teams to facilitate collaboration.
  3. Inadequate Resources or Support: To address this challenge, make sure that the team has the resources and support they need to do their jobs effectively. Provide training and development opportunities, invest in tools and technology that support the team's work, and make sure that the team has adequate time and budget to achieve their goals.


Building and managing a successful product squad is essential to the success of any SaaS startup. By hiring the right people, creating a positive team culture, aligning with company goals, communicating effectively, measuring success, and addressing common challenges, you can set your product squad up for success. Remember to celebrate wins, learn from failures, and always strive for continuous improvement.

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