Now that you’ve chosen your company, it’s time to dive deep into understanding their business, goals, and challenges. The better your research, the sharper your problem statement, and that’s what will make your PoW stand out.

As you're working on this part, use this simple template to make things a little easier. 

1/ Analyze the Job description (if applicable)

Think of the JD as your cheat sheet. It spells out:

 Highlight the specific problems or responsibilities mentioned in the JD that you feel confident solving. These will be your initial leads for a problem statement.

Annual reports, blog posts, press releases, and social media updates are gold mines. They reveal what the company is working on, celebrating, or struggling with.

Their website is their story, how they want to be seen by the world. Pay attention to:

 Create a draft list of areas where the company’s positioning or offerings might have gaps or room for improvement. 

If you can, talk to people in the same industry or, even better, at the company itself. These conversations will give you an insider’s perspective on what’s truly top of mind for the organization.

As you're conducting your research about the company, use the below template to note down your insights. Don’t worry about perfecting it yet, progress over perfection is the name of the game.

How to research about the company?

Step 1: Introduction to the course

Learn what proof of work is, and how it will increase your chances of cracking your dream product role. 

Step 2: Understanding the company and its users 

Learn how to and access templates that will help you research about the company and it's users to build context for your proof  of work

Step 3: Understand the market landscape 

Establish knowledge about the industry the company is in and it's competitors to identify it's right to win. 

Before diving into the specifics of your competitors, it’s crucial to first understand the broader landscape. This will help you see the bigger picture and allow you to position your solution effectively.

 view of the market, it’s time to zoom into the 

. This will help you identify key players in your space and understand where your PoW can differentiate and stand out.

How to conduct market research?

Step 4: Solving for the right problem

Identify key problems and define a solution aligned with your chosen role or lever. Access various templates based on what problem you want to solve. 

Step 5: Add visual elements to your proof of work

Get a hang of all the important visuals such as wireframes, mock ups, user flow charts, mind maps etc, that you can include in your project to make it a compelling one. 

Step 6: Defining impact through metrics

Set measurable success metrics to show the expected impact of your solutions.

Step 7: Package and self-evaluate your proof of work

Package your PoW professionally with a checklist and self-assessment.

Types of projects and how to approach them 

Last mile: Distribute what you've built 

Share your PoW, ask for feedback, and leverage it to grow your career opportunities.

Clear objectives help you design meaningful questions and stay focused.

As you continue speaking to users, document each call so that you can come back to it. Here's a template to make things easier. 

How to conduct user research? 

The task for the day: Competitor research

Competitor research is crucial for building a strong PoW. It helps you understand the market landscape, identify gaps, and find ways to position your proposed solutions effectively. 

To get it done quickly and effectively, use this template - 

Look for 3-5 direct competitors (similar products/services) and indirect competitors (solving the same problem differently).

Start with Google, LinkedIn, and product review sites like G2 or Capterra.

What do they offer? What’s their main value proposition?

Check their website, product pages, and any demos or marketing materials.

Who are their customers? SMBs, enterprises, tech enthusiasts?

Look for case studies, testimonials, or social media interactions.

How do they price? Freemium, subscription, or custom pricing?

What’s their angle - affordability, performance, or something else?

Strengths: Unique features, great UX, strong customer support.

Weaknesses: High cost, limited integrations, or slow scalability.

What gaps exist in their offerings? What trends are they ignoring?

Could your solution address these gaps better?

Use this template to note down your insights from competitor research, it has a sample table you can use for comparison. 

If time is short (e.g., job application deadlines), skip deep dives into all competitors. Focus on 

 and compare it with the company you’re targeting.

Make your research practical and tailored to the role you want. Focus on insights that move the needle.

How to do competitor analysis? 

Task for the day: Scope out what to solve for based on the role you’re targeting

Okay firstly, take a deep breath. What you're about to start working on might seem overwhelming, but think of it as an interesting problem to solve. Imagine it's your Day 1 at this company and you've been tasked with identifying what your function's priority should be in this quarter. 

Now, when you're building your Proof of Work (PoW), it’s crucial to solve the right problems that align with the role you’re targeting. 

Acquisition, Onboarding, Engagement & Retention (E&R), Monetization

especially in startups, or have enough time to build an in-depth proof fo work, focus on all four levers. These areas are key to scaling a product and growing a user base. 

If you’re unsure where to start, go back and watch your 

to refresh your understanding of the role and what’s most relevant. Then pick one or more areas to tackle, and build your PoW around solving those problems effectively.

If you want to dive deeper into solving a particular problem, tailor your PoW to focus on one lever or problem set based on your role. 

 (depending on the specific job description). This is about understanding the product inside out and improving its functionality and user experience.

These are crucial for driving brand awareness and market penetration.

For each lever or problem you choose to solve, there are templates available to help you structure your PoW effectively. These templates will guide you in documenting your thought process, showcasing your research, and presenting actionable solutions. Click on it, duplicate it, and start working. 

Goal: Begin your research and jot down insights. Build a skeleton and have the draft ready today.

How to identify what problem to solve? 

Now that you’ve identified the key metrics, it's time to focus on how you present your POW. 

Visuals play a crucial role in making your PoW not only informative but also engaging. 

In the previous chapter, most of the templates would've specified that you need to attach visuals such as wireframes, mock-ups, user flows, etc. The right visuals can turn a good PoW into a compelling narrative. In this section, we’ll explore the types of visuals that can elevate your PoW.  If you don't have any experience building these before, this POW would be a great way for you to get familiar because you will most likely deal with them on the job. 

Here are a few examples of what visuals you can include in your POW - 

Don't worry, a lot of this will become simpler once you're familiar with the right tools and resources available to you. There are plenty out there. Also note that most PM job listings emphasize the importance of technical skills, often including experience with these very tools. So get your hands dirty and get familiar with them! 

Here are some that can come in handy while you're working on your PoW:

2/ Popular design tools that allow the creation of high-fidelity mockups and interactive prototypes

4/ Resources for building charts and mind maps

Goal: Add the right visual elements and make your proof of work solid. 

Tools and resources for adding visual elements

Introduction to the Proof of Work building course 

 Choosing the company you’ll focus on. 

Follow these practical steps to make the decision. 

Treat your PoW as a long-term career asset

The Proof of Work you create isn’t just for one job or one company. Think of it as a portfolio piece, something you can share on LinkedIn, your resume, or during interviews. Even if you tailor it for a specific company, the insights and solutions will likely apply to others in the same space.

 If you're applying for a Product Marketing role but lack direct experience, write a 

 on how you would launch a new feature for a company you admire.

Not all projects are created equal. To build PoW that stands out, follow the 

 → Does it go beyond surface-level ideas?

 → Can someone understand your insights in 5 minutes?

 Instead of writing a blog post on “Why AI is the Future,” create a 

“How ChatGPT Disrupted Marketing—A Data-Backed Analysis”

“5 UX Issues in Spotify’s App (and How I’d Fix Them)”

1/ Identify your target industry and interests

Start by reflecting on the industries or fields you’re genuinely interested in (E-commerce, fashion, fintech, pet-tech?). Your motivation will come naturally if you’re excited about the company and its challenges.

Once you’ve identified the industry, list companies you admire. Focus on the ones that:

Scan through your network for connections to these companies. LinkedIn is your go-to tool here, search for alumni, colleagues, or second-degree connections. Even a small introduction can give you a better understanding of their culture, priorities, and challenges. 

(Referrals = warm intros, which = potential interviews)

Hop onto their careers page. Are they hiring for roles you’re interested in? If not, do they typically hire for your dream job? A company with active or frequent openings means your PoW might hit the mark at the right time.

Got your list? Now narrow it down to one.

Remember, the work you do here can often be adapted and reused for similar roles at other organizations in the same industry. Your PoW won’t just be a project, it’ll be proof that you can identify problems and craft solutions

Now, block out time today and pick your company. Don’t overthink it, just start. 

Notes: Keep an eye on your inbox for daily reminders on the task to be completed. 

How to choose a company to build proof of work? 

Task for the day: Add relevant metrics and the expected impact of what you're suggesting.

Including the right metrics in your projects is essential for making informed decisions. Metrics like Net Promoter Score (NPS), Client Retention Rate (CRR), Monthly Recurring Revenue (MRR), and a ton of other metrics provide invaluable insights into customer behavior and business performance. By tracking these metrics, you can ensure your initiatives are making a measurable, tangible impact.

When it comes to your proof of work, metrics are crucial. There are many metrics, frameworks like AARRR, HEART, North Star Metric, and methodologies like funnel analysis, cohort analysis, etc to help you through this. The key is to select the ones that align with your goals and add them to your projects.

Here’s a list of the commonly and widely applicable metrics to help you pick the right ones to add to your POW.

Choose the right success metrics to add

Task for day: Packaging your Proof of Work 

Now that you’ve created your Proof of Work, it’s time to package it in a way that is clean, compelling, and easy for others to understand. This final step will help you showcase your hard work with clarity and make a strong impression. Let’s package your PoW so it stands out.

If necessary, add a table of contents at the beginning and hyperlink each section of your proof of work there. This makes navigation easier and gives an overview of the document at first glance. 

One great way to present your PoW is through a short walkthrough video. This video should provide an overview of your work, highlighting:

You can record one through Loom. This video allows you to walk someone through your PoW in a personal way. 

Keep the video concise (2–3 minutes), and focus on the highlights. 

Here's an example of how Ashish Mundra had added a Loom recording to his POW -

Before you send it out to anyone, do a hygiene check. 

Check for any errors that could undermine your professionalism

 Is everything easy to understand? Could someone unfamiliar with your project follow your thought process?

 Ensure headings, subheadings, and content are aligned correctly. Use white space effectively.

 Ensure all visuals are clear, well-labeled, and add value to your presentation.

By packaging your PoW effectively, you’re not only showcasing your skills but also demonstrating your ability to present work clearly and professionally, this is a key skill. 

How to format and structure your proof of work? 

The second task for the day: Do this self-evaluation checklist 

Use this checklist to evaluate your Proof of Work (PoW) step by step. It’s designed to ensure your PoW is relevant, impactful, and tailored to the role and company you’re targeting.

If you feel there's still a lot that's lacking, go back and work on the critical areas. If you have time constraints you'll have to find what's critical and work on those first. 

Here's the same checklist, but on Notion, you can duplicate it and work on your proof of work. 

Self-evaluation checklist 

Task for the day: Requesting feedback on your proof of Work 

Getting feedback on your PoW from peers and industry professionals can elevate your work significantly. 

Submit your PoW to get 1:1 personalized feedback and plan out the next steps. 

Before reaching out, decide what you want feedback on. Examples:

Being specific helps reviewers focus on actionable improvements.

3. Keep your request short and professional

Keep your message concise and specific, this will help you get the right kind of feedback. 

I hope you’re doing well! I’m working on a PoW project focused on [goal/problem]. Given your experience in [area/role], your insights would mean a lot.

I’m particularly looking for feedback on:

If you’re open to it, I can send over the PoW or highlight key sections for review. Thanks so much for considering this—your advice would be invaluable!

Ask specific questions while requesting feedback, such as -

Requesting feedback isn’t just about improving your PoW, it’s also a chance to build relationships and show initiative. Make the process seamless, and reviewers will be more inclined to help!