PRODUCT PLAN TEMPLATE

Product Plan
1. EXECUTIVE SUMMARY......................................................................................................................... 4
1.1. OBJECTIVES............................................................................................................................................ 4
1.2. TARGET CUSTOMERS AND MARKET ANALYSIS........................................................................................4
1.3. POSITIONING, VALUE PROPOSITION (BENEFITS).....................................................................................4
1.4. FEATURES.............................................................................................................................................. 4
1.5. SALES AND MARKETING STRATEGY........................................................................................................ 4
1.6. FINANCIAL/BUSINESS CASE.................................................................................................................... 4
1.7. COMPETITIVE PRODUCTS........................................................................................................................ 4
1.8. PRODUCT SCHEDULE.............................................................................................................................. 4
2. TARGET CUSTOMERS.......................................................................................................................... 4
FOR PRIMARY CUSTOMERS, IDENTIFY KEY INFLUENCERS, DECISION MAKER, AND ECONOMIC BUYER.................5
IDENTIFY SECONDARY CUSTOMER(S).................................................................................................................. 5
3. TARGET USERS..................................................................................................................................... 5
IDENTIFY PRIMARY USER.................................................................................................................................... 5
IDENTIFY SECONDARY USER............................................................................................................................... 5
4. PRODUCT DESCRIPTION & POSITIONING STATEMENT...............................................................5
4.1. BUSINESS PROBLEM, PRODUCT CONCEPT AND HISTORY.......................................................................5
4.2. KEY MESSAGES & MAIN BENEFITS:........................................................................................................ 6
4.3. FEATURES, FUNCTIONS, & BENEFITS:.................................................................................................... 6
5. MARKET DATA, COMPETITIVE PRODUCTS, AND ANALYSIS......................................................6
5.1. COMPETITIVE PRODUCTS OVERVIEW...................................................................................................... 6
5.2. COMPETITIVE STRENGTHS, WEAKNESSES & RESPONSE STATEMENTS...................................................6
6. FINANCIAL DATA/BUSINESS MODEL............................................................................................... 7
6.1. PRICING.................................................................................................................................................. 7
6.2. FINANCIAL PROJECTIONS........................................................................................................................ 7
7. SALES & DISTRIBUTION...................................................................................................................... 8

8. PARTNER PROGRAMS......................................................................................................................... 8

9. GO TO MARKET PLAN.......................................................................................................................... 8

10. DEVELOPMENT PLAN OVERVIEW..................................................................................................... 8

10.1. SCHEDULE: GOLD MONTH DAY, YEAR................................................................................................ 8
10.2. STRATEGY.......................................................................................................................................... 8
10.3. SYSTEMS DEVELOPMENT: SPECIAL ISSUES.........................................................................................8
10.4. QUALITY ASSURANCE RESOURCES..................................................................................................... 8
10.5. DOCUMENTATION RESOURCES............................................................................................................ 8
11. BETA PROGRAM................................................................................................................................... 8

12. OPERATIONS PLAN OVERVIEW........................................................................................................ 8

12.1. TECH SUPPORT.................................................................................................................................. 8
12.2. CUSTOMER SERVICE........................................................................................................................... 9
12.3. SALES OPERATIONS............................................................................................................................ 9
12.4. DATA CENTER/NOC........................................................................................................................... 9
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 12.5. MANUFACTURING................................................................................................................................ 9
13. PRODUCT SCHEDULE: MAJOR MILESTONES...............................................................................9

14. PRODUCT TEAM (ROLES AND RESPONSIBILITIES)......................................................................9

15. OPEN ISSUES....................................................................................................................................... 10

16. Product FAQ........................................................................................................................................... 10

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1. Executive Summary

[Background of problem and vision of solution.]

1.1. Objectives
[Business objectives for this product. e.g. how much revenue, market share.]
1.2. Target Customers and Market Analysis
[Describe target customers (company size and industry, location if applicable, title and
department of decision makers and users), in priority order.
A few key bullets that describe the market expectations and market drivers.]
For example:
Research shows the following:
 Corporate training investments will continue to increase. Corporate expenditures by 1995
will grow by $100 billion a year.
1.3. Positioning, Value Proposition (Benefits)
for example:
Productivity. Because of its ease-of-use and non-scripting functionality, X will radically increase
the productivity of the content specialist and educator, helping them create CBT materials Y%
faster and producing faster return on investment for training programs.

Unlike scripting-based CBT authoring tools, X uses a WYSIWYG user interface to reduce errors
and rework, and automates many content creation tasks formerly handled via lengthy scripts.
1.4. Features
 Top 5 features in bullet format
1.5. Sales and Marketing Strategy
How will you reach the target audience with your messages, and who will they buy from?
Example:
Customers will buy the product directly from XYZ Co, via its inside telesales group. Leads will be
generated by direct marketing via trade publication subscriber lists and will include trial software
with sample CBT modules on CD. The product will be showcased at where(trade shows, road
shows, conferences, etc.) including demo stations, workshops, and __. Traditional collateral will
be available, including a sales guide, data sheet, and inclusion in the family of products brochure.
1.6. Financial/Business Case
Rough estimates show that we could sell into Q at the rate of x per month/quarter/year. This is
a conservative estimate. At $ proposed price we would be forecasting approximately $
revenue per month. The product is projected to show profitability by month/quarter/year.
1.7. Competitive Products
A Sentence that describes why we’re unique - e.g., cost, platform, etc.. List competitors
and price ranges. The closest competing products functionally would be those list why.
Expand on why we’re special compared to competition.
1.8. Product Schedule
The preliminary development schedule has been estimated/completed. Describe other
schedule issues, opportunities - no more than a sentence for each department and only critical
path departments or components.

2. Target Customers
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 For primary customers, Identify key influencers, decision maker, and
economic buyer
Describe who they are, their role in the business, the process they currently use, how this product will
change their life and any other important information about their company, expected plans, etc.
Identify secondary customer(s)
Describe who they are, their role in the business, the process they currently use, how this product will
change their life and any other important information about their company, expected plans, etc.

3. Target Users
Identify primary user
Describe who they are, their role in the business, the process they currently use, how this
product will change their life and any other important information about their company, expected
plans, etc.

Identify secondary user

Describe who they are, their role in the business, the process they currently use, how this
product will change their life and any other important information about their company, expected
plans, etc.

4. Product Description & Positioning Statement

For…[target customer] who [state the problem],

[your company/product] is a [category of product or service]

that [high level solution and benefit].

Unlike [competitors/alternatives], we [differentiator].

4.1. Business Problem, Product Concept and History

Business Problem include at least one paragraph from the customer view of the customer
problem.

From the company perspective include a paragraph on how this product came into being and
what the basic concept or development premises are. For example Windows written in C, or this
is a quick and dirty implementation to make it to market and needs to be have follow on plan to
fix it upon success in the market as determined by ___.

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 Include the number of releases or type of releases (major, minor, bug fixes) expected over the
next 12-18 months.
4.2. Key Messages & Main Benefits:
More description on the key benefit with examples that sales and marketing can use for
positioning in the marketplace and competition.

4.3. Features, Functions, & Benefits:

Include only the top 5 features from your MRD.

Feature Function Benefit and PROOF

Custom menus and tool Lets users organize Saves time in learning to use
bars; context-sensitive menus and tool bars for the product, and in creating
menus. the functions they use training material. Faster ROI
on training investment.
most often. Menus display
Independent usability tests
only functions that are show that designers can
enabled. complete tasks in 15% less
time than with prior version or
with competitors products.

Detailed description of each feature is included in the Market Requirements Document <network
location>.

5. Market Data, Competitive Products, and Analysis

This section presents market data that supports the introduction of the product in the current
identified marketplace. This takes each bullet from the executive summary and expands on it
with both narrative and numeric data - cite references. It also includes why the product fits into
the market.
For example:
Corporate training investments will continue to increase.
Corporations will continue to make an investment in corporate training. With the
recession and layoffs, on-line training will become more important both from a financial
and from a resource (people) aspect. Multimedia software will play a significant role in
interactive learning as well as interactive distance learning, training that takes place with
the students and instructor in separate locations that still retains the kernel of the
student/teacher relationship through interactivity. The following data supports this
conclusion:

 The American Society for Training and Development estimates that corporate
training expenditures by 1995 will grow by $100 billion a year. (Source: Multimedia
Applications and Markets—A Five-Year Forecast, Market Vision, 1993, p. 169).
5.1. Competitive Products Overview
Same paragraph from executive summary

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 5.2. Competitive Strengths, Weaknesses & Response Statements
Competitor 1
Strength #1 Brief description of the strength as positioned by competitior
Strength #2
Weakness #1 Brief description of the weakness
Weakness #2
Competitor 2
Strength #1 Brief description of the strength as positioned by competitior
Strength #2
Weakness #1 Brief description of the weakness
Weakness #2
Competitor 3
Strength #1 Brief description of the strength as positioned by competitior
Strength #2
Weakness #1 Brief description of the weakness
Weakness #2

6. Financial Data/Business Model

6.1. Pricing
Give suggested prices include all bundles, upgrades, competitive offers, etc. Describe how the
proposed prices were determined - one sentence.

Version Upgrade/Competitive Upgrade Matrix

Product Retail Intro. Comp. Version Product to Product

Pricing Upgrade Upgrade

6.2. Financial Projections

Describe briefly how the forecast and costs were derived, and assumptions.

Pre-Launch Post-Launch
Period 1 Period 2, etc. Year 1 Year 2
Unit Forecast n/a n/a
Revenue Forecast n/a n/a
Cost of Goods
Net Revenue
Development Cost
Operations Cost
Marketing&Sales Cost

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G&A Cost
Net Contribution
(see detailed financial breakdown in <filename>.xls)

7. Sales & Distribution

Discuss how each segment of the market will be targeted (e.g., banks, credit unions, joint
marketing and sales relationships, etc.). Who will sell and why they care about this product.
Discuss channel discounts if applicable.

8. Partner Programs
Discuss how each type of partner will be targeted (e.g., systems integrator, technology,
outsourcer, VAR, etc.). Who will sell and why they care about this product, how we will support
them, what training, all expectations, etc.

9. Go to Market Plan
Top two marketing objectives and the top three marketing vehicles that would support achieving
those objectives (e.g., sales tools, advertising, trade shows, seminars, collateral)

10. Development Plan Overview

10.1. Schedule: Gold Month Day, Year

We project X days/weeks of development time to implement all functionality followed by a X-
days/week QA cycle to reach full stability. This yields a Gold date Month Day, Year. The
feature set remains with the exception of List every exception briefly. The schedule assumes
list all assumptions.
10.2. Strategy
This paragraph is the development strategy initial platform, database to be used, language, tools,
process, etc.
10.3. Systems Development: Special Issues
This is a paragraph for every special issue, such as the high risk areas, expected changes, key
new features that can’t be comfortably estimated etc..
10.4. Quality Assurance Resources
Currently, plan calls for x tester(s) be assigned to the product. We believe that x testers would
be appropriate during the later stages of development
10.5. Documentation Resources
Lead doc writer has submitted a documentation plan that includes a X-page manual, on-line
reference and list all components.

11. Beta Program

We should also consider a beta program of X sites selected from identify where and type of
test site. The purpose of this program would be list key objectives by department if
possible. Target date for beta is Month/Year.

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12. Operations Plan Overview
12.1. Tech Support
Overview activities needed to prepare for and supply technical support for the product; when activities
need to begin; what resources are required for preparation and delivery over what period of time; who is
responsible.
12.2. Customer Service
Overview activities needed to prepare for and supply customer service for the product; when activities
need to begin; what resources are required for preparation and delivery over what period of time; who is
responsible.
12.3. Sales Operations
Overview activities needed to take and process orders; when these activities need to begin and be
complete; what information needs to be supplied in order to begin; who is responsible. Pricing and
licensing policies, contracts, channel discount structures, product packaging and configurations (single
user, multiuser, network versions) all need to be decided and implemented.
12.4. Data Center/NOC
Overview activities needed to support delivery of the product and/or web site; when these activities need
to begin and be complete; what resources are required for preparation and delivery over what period of
time; who is responsible.
12.5. Manufacturing
Overview activities needed to support manufacturing and shipping of phyiscal components of the product;
when these activities need to begin and be complete; what resources are required for preparation and
delivery over what period of time; who is responsible.

13. Product Schedule: Major Milestones

For example:
Project approval 11/6
Marketing Plan complete
Sales/Channel Plan complete
Pricing and licensing approved
Operations Plan complete
Functional Spec approved
Alpha
Long-lead press tour
Beta
User Doc and Training complete
Sales and Tech Support training
First customer/marketing demos
Customer service training
Short-lead press tour
Gold (RTM, GA)
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14. Product Team (Roles and Responsibilities)
[For the exercise, ensure all departments are represented; assign leads from your team]
Example:
Department Assigned
Product Development George x123
User Documentation Lilly x234
Marketing James x 345
Communications
Channel Sales Marie x456
QA Bart
Sales Ops
Finance etc

15. Open Issues

Issue Date Resolution Person responsible
opened needed by

16. Product FAQ

The following section presents questions and answers about the functionality of the product.

Q. Will the product be able to do <feature that is probably left out of this release>?
A. Yes. But it is limited in these specific situations with this workaround. It will be addressed in
more detail when/never.

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