Product biz plan template 1.0

Product Business Plan TemplateXXXXXX

Content

› Product Description › Target Audience › Value Proposition› Competitive Analysis› Business Objectives› Pricing Strategy› Marketing› Sales Enablement› Timeline

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Product Description


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Target Market/Fit

● Target Audience● Problem the Product is solving

Is the problem we are solving a vitamin or a painkiller?

● Value Proposition Not feature list, instead the promise to your customer on the value you will deliver for

them.

● Strategic differentiation Why is your solution 10x better than the leading alternatives.


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Target Market/Fit

● Analyze


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Customer Analysis

● Advocate the user: Understand the challenges/issues of target

users/customers By understanding how the product can deliver the vale

target users are looking for By continuously listening to feedback (customer

interviews, meetings, etc.)


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Competitive Analysis

Competitor Competitor unique value proposition Response

Who is already in/after our market, who is about to arrive?

If I were the end-customer, why would I consider this competitor´s product?

What are we going to do about the competitor? Decision to ignore/monitor/act.


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Product improvement items

● What functions/features is needed in product to deliver the value the target users are looking for.


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Unique Value Prop (do the Messaging TP)

●Focus on answering these three questions for your product:

• Who is it for?• What does it do?

• Why is it different?● Leverage the “Challenger Sales

Model”


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KEY TRENDS/PILLARS(3 Power Positions)

Position 1• Customer Digital life style (data driven) • Customer buying behavior• New competition • Data driven?• Agility

Position 2• Technology shifts• Saas• NFV/SDN• Machine learning• Consumer trends• IoT (IoE)• Cost • Agility• (Jonas Forsberg – persona)

Position 3• NFV/SDN• Saas• NetOps =) DevOps• Automation • Sourcing • Agility (innovation)• (Markus Johansson – persona)

KEY CUSTOMER CHALLENGES

• Pressure on margin• New revenue streams capitalize on your

analytics data• Customer retention • Campaigns• Cost, TTM, quality (customer experience)

• Justify own value (proof of innovation) • Old boxed in solutions• Keep up with innovation trends• Find new revenue streams • Operational efficiency

• Cost pressure• Direct pains – integration• Outsourcing long TTM• Multi vendor environments • Get network to work with the OSS apps (delays,

etc.)• Manual processes • Regulations (?)• BSS Data?• Hacks maintenance • Cultural barriers

KEY MARKET INSIGHTS

AUDIENCE/PERSONAS Primary Influencer

Business Leader Line of Business Champions Business Analyst/ Tech

Innovator Technology Leader IT management, asset management Technology Owner C-level Influencer

Technology Owner Application Management Infrastructure Management (C-level Influencer)


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PORTFOLIO(Key Offerings Positioned, USP´s)

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KEYCAPABILITIES & SOLUTIONS

COMPETITORS

EVIDENCE/PROOF(Why Is It Better)


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Pricing (together with Pricing Manager)

● Value Based Pricing


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Business Objectives

Objective TimeLine Plan

E.g. Revenue targets, Profitability targets, Market share increase (sell more licenses)

Q1, Q2,Q3 or Q4? What's the strategy to achieve the goals?


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Pipeline Gap Summary – Licence Sales - xxxxxxx (x 2,5)* -- get from finance

GEO´s Quota Pipeline SFDC

Weighted %

Pipeline Target

GAP Average dealsize

# of deals for Quota

EUR x MSEK x MSEK 16% X MSEK xMSEK x MSEK x

MEA xx MSEK x MSEK 2% x MSEK x MSEK x MSEK x

APAC xx MSEK x MSEK 13% x MSEK X MSEK x MSEK x

AMER xx MSEK X MSEK 18% x MSEK X MSEK x MSEK x

Alliances xx MSEK x MSEK 74% x MSEK xx MSEK x MSEK x

Total xx MSEK x MSEK x MSEK x

* Close ratio


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Marketing (with Marcom)

Name Timeline Plan

E.g. Case study, ROI study, whitepaper, video, infographic, blog, byline article, industry publications

Q1, Q2, Q3 or Q4? Why, who and how will the collateral be produced.


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Sales Enablement

Name Timeline Plan

E.g. Sales Playbook, Q&A, messaging document, Learfnifyer video, Case study, ROI study, whitepaper,

Q1, Q2, Q3 or Q4? Why, who and how will the collateral be produced.


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Promotion Strategy (with Marcom)

Name Timeline Plan

E.g. Advertising (on-line), publications, Campaign, spokespeople

Q1, Q2, Q3 or Q4?Focus regions.

How are you going to achieve your lead goals?Budget/Cost


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Timeline

Q2 Q3Milestone 1

Milestone 2

Milestone 1

Milestone 2

Key Activity 1

Key Activity 2

Key Activity 1

Key Activity 2

Q4 Q1 (2017)Milestone 1

Milestone 2

Milestone 1

Milestone 2

Key Activity 1

Key Activity 2

Key Activity 1

Key Activity 2

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