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oDesk Product Management MRD. Solution Overview. Summary description of proposed solution and basic rationale as to why it’s needed. Sets context for rest of document. What Problem Are We Solving?. Benefits in Solving: Strategic Defend position New market/segment Pillar Customer - PowerPoint PPT Presentation
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oDesk Product Management
MRD
Solution Overview
• Summary description of proposed solution and basic rationale as to why it’s needed.
• Sets context for rest of document.
What Problem Are We Solving?
Customer Driven Problem:
• What pain does the customer feel? (oDesk can be a customer, too)
• What are the causes of the pain?
• How severe is the pain?
• How do we know all of this to be true?
Benefits in Solving:
• Strategic– Defend position
– New market/segment
– Pillar
• Customer– Productivity
– Cost savings
– Quality
• Operational– Efficiency
– Scalability
Who Are We Solving it For? Target Audience
• Who are the customers served by this issue?
– Existing, new, buyers, providers, etc?
– Describe & size each segment (e.g., demographic, persona, etc.)
• What are each segments needs?
• What does each segment do presently to solve their current need?
• Rank importance of needs
• How do we know that? Support it with data
How Big is the Problem/Opportunity?
• Size the problem/opportunity
• Determine potential impact on customers and the business
Market Requirements
Requirement Constraints Rationale Category Priority
Functional
Development
Support/Training
Performance
Other
P0
P1
P2
P3
What Substitutes/Competing Products Exist?
Alternative DescriptionKey Functional & Feature Differences
Price Strengths & Weaknesses
What Alternatives Exist for oDesk to Solve?
Factors Solution #1 Solution #2 Solution #3
Solution Description
Addresses Customer Problem – map to key requirements
Ease of implementation
Competitive Differentiation
Cost - TCO
Requirement #N
What is the Recommended Solution?
• Select the preferred alternative
• Describe top level product requirements – very high level
• Address why we can win by doing this…why should we be doing this, why now and how will we differentiate?
• Describe other factors, if any, critical to success (operational, timing, etc.)
How Much Will It Cost?
• Rough estimate of direct costs
– Engineering
– Marketing
– Outside resources
– Service & Support
How Will Success Be Measured?
• Frame first to the customer, then to the strategic pillar impacted
• What metrics will we use?
– Leading vs. lagging
– Tie to top level, company metrics
• For chosen metrics, what impact do we expect?
Risks, Consequences & Mitigating Actions
Area Risks Implications Possible Mitigating Actions
Area 1 1. Doesn’t yield customer growth
• Need to pursue other avenues of customer growth • Marketing / affiliate programs
Illustrative only
Go/No Go Recommendation/Decision
Date Made Decision Makers Decision Rationale Next Actions
oDesk Product Management
PRD
Use Cases
• For each segment or customer persona, what are the use cases for the proposed product?
• Describe the various scenarios in which the customer will use the product/feature. Use cases define specific instances of usage and describe the who (user), doing what (interaction) with the solution for what purpose (goal). A structure like the one below could be used.
Workflows
• If needed, only
• Before & after pictures or some reflection of what’s changing.
Product Requirements
Requirement Constraints MR Solved Category Priority
Functional
Usability
Technical
Support/Training
Performance
Finance
Launch
Other
P0
P1
P2
P3
Wireframes/Mockups
For purposes of usability testing. Before the PRD is signed off, feedback from users should be incorporated into the document. This section should also include a brief outline of the usability test plan.
What’s the Beta Plan?
• Beta plan– Who’s driving?
– Who will be partaking (customer invitation plan)?
– How long? And, what constitutes the exit?
– Testing approach – as is or scripted?
– What is the agreement with Engineering on what is fixed vs. next rev?
What’s the Launch Plan?
• Website/product (should be in requirements)– What’s New section
– Help/FAQs
– Other, in-product messaging
• Communication plan– Internal
– External (marketing plan)
• Service & Support– Training
– Documentation/FAQs
• Finance– Contract updates
– Billing/payments impact
Summary Project Timeline
oDesk Product Management
Appendix
Supporting Assumptions & Data