PPM Product Plan Template

7/21/2019 PPM Product Plan Template

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PRODUCT PLANFOR [PRODUCT NAME]

[DATE][Company name]

Prepared by: [List team members]

REV!ON "!TOR#Re$ % Re$ Date Modi&ed 'y "istory(Comments

0.1 Initial Draft

2002 Pivotal Product Management. All rights reserved.


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1 EXEC!I"E #MMA$%...................................................................................................&

1.1 '()EC!I"E#.............................................................................................................&

1.2 !A$*E! C#!'ME$# + MA$,E! A-A%#I#.............................................................&

1./ P'#I!I'-I-* "AE P$'P'#I!I'- (E-EI!#3......................................................&

1.& EA!$E#................................................................................................................&

1.4 #AE# + MA$,E!I-* #!$A!E*%..............................................................................&

1.5 I-A-CIA6(#I-E## CA#E.....................................................................................4

1.7 C'MPE!I!I"E P$'DC!#........................................................................................4

1.8 P$'DC! #C9EDE..............................................................................................4

2 P$'DC! DE#C$IP!I'- + P'#I!I'-I-* #!A!EME-!...................................................4

2.1 P$'DC! C'-CEP! + 9I#!'$%..............................................................................4

2.2 ,E% ME##A*E# + MAI- (E-EI!#...........................................................................4

2./ EA!$E# -C!I'- + (E-EI!#..........................................................................4

/ !A$*E! C#!'ME$#....................................................................................................5

/.1 '$ P$IMA$% C#!'ME$# IDE-!I% ,E% I-E-CE$# DECI#I'- MA,E$ +EC'-'MIC (%E$...........................................................................................................5

/.2 IDE-!I% #EC'-DA$% C#!'ME$#3......................................................................5

& !A$*E! #E$#.............................................................................................................5

&.1 IDE-!I% P$IMA$% #E$.........................................................................................7

&.2 IDE-!I% #EC'-DA$% #E$....................................................................................7

4 MA$,E! DA!A + A-A%#I#............................................................................................7

5 I-A-CIA DA!A6(#I-E## M'DE..............................................................................7

5.1 P$ICI-*...................................................................................................................7

5.2 I-A-CIA P$')EC!I'-#.........................................................................................8

7 #AE# + DI#!$I(!I'-................................................................................................8

8 PA$!-E$ P$'*$AM#....................................................................................................8

: *' !' MA$,E! PA-...................................................................................................8

10 DE"E'PME-! PA- '"E$"IE;..................................................................................:

10.1 #C9EDE< *'D =M'-!9> =DA%> =%EA$>...........................................................:

10.2 #!$A!E*%.............................................................................................................:



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10./ #%#!EM# DE"E'PME-!< #PECIA I##E#...........................................................:10.& ?AI!% A##$A-CE $E#'$CE#.....................................................................10

10.4 D'CME-!A!I'- $E#'$CE#...........................................................................10

10.5 (E!A P$'*$AM..................................................................................................10

11 'PE$A!I'-# PA- '"E$"IE;....................................................................................10

11.1 !EC9 #PP'$!...................................................................................................10

11.2 C#!'ME$ #E$"ICE...........................................................................................10

11./ #AE# 'PE$A!I'-#............................................................................................10

11.& DA!A CE-!E$6-'C.............................................................................................1011.4 MA-AC!$I-*...............................................................................................10

12 P$'DC! #C9EDE< MA)'$ MIE#!'-E#...............................................................11

1/ P$'DC! !EAM $'E# + $E#P'-#I(II!IE#3...........................................................11

1& 'PE- I##E#..............................................................................................................11

14 C'MPE!I!I"E P$'DC!# + A-A%#I#........................................................................11

14.1 '"E$"IE;..........................................................................................................12

14.2 C'MPE!I!I"E #!$E-*!9# + $E#P'-#E #!A!EME-!#.......................................12

14./ C'MPE!I!I"E P$'DC!# P'#I!I'-I-* #MMA$%.............................................1/14.& C'MPE!I!I"E P$'DC!# EA!$E #MMA$%...................................................1/

15 P$'DC! A?.............................................................................................................1/



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CORPORATE L'RAR#!tat)s: DRAFT

Distri@ution< I-!E$-A #E '-%ast $evised< mm6dd6

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* E+ECUTVE !UMMAR#

=(acBground of ro@lem and vision of solution.>

*,* O'-ECTVE!

=(usiness o@ectives for this roduct e.g. ho much revenue marBet share3.'ther success metrics that ou ill tracB.>

*,. TAR/ET CU!TOMER! 0 MAR1ET ANAL#!!

=Descri@e target customers coman siFe and industr location if alica@le titleand deartment of decision maBers and users3 in riorit orderG a fe Be @ullets

that descri@e the marBet eHectations and marBet drivers.>

For example:Research shows the following:

Corporate training investments will continue to increase. Corporate

expenditures by 1995 will grow by 1!! billion a year.

*,2 PO!TONN/3 VALUE PROPO!TON 4'ENEFT!5

"xample:Productivity

#ecause of its ease$of$use and non$scripting functionality% & will radically increasethe productivity of the content specialist and educator% helping them create C#'materials () faster and producing faster return on investment for trainingprograms.

*nli+e scripting$based C#' authoring tools% & uses a ,(-,(/ user interface toreduce errors and rewor+% and automates many content creation tas+s formerlyhandled via lengthy scripts.

*,6 FEATURE!

=!o 4 features in @ullet format>

*,7 !ALE! 0 MAR1ETN/ !TRATE/#

=9o ill ou reach the target audience ith our messages and ho ill the @ufrom>

"xample:



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Customers will buy the product directly from &(0 Co% via its inside telesales group.eads will be generated by direct mar+eting via trade publication subscriber listsand will include trial software with sample C#' modules on C2. 'he product will beshowcased at where(trade shows, road shows, conferences, etc.)includingdemo stations% wor+shops% and &&&. 'raditional collateral will be available%including a sales guide% data sheet% and inclusion in the family of productsbrochure.

*,8 FNANCAL('U!NE!! CA!E

$ough estimates sho that e could sell into ? at the rate of X er=M'-!96?A$!E$6%EA$>. !his is a conservative estimate. At J=P$'P'#ED P$ICE>e ould @e forecasting aroHimatel J =$E"E-E> er month. !he roduct is

roected to sho roKta@ilit @ =M'-!96?A$!E$6%EA$>.

*,9 COMPETTVE PRODUCT!

=A sentence that descri@es h ouLre uniue e.g. cost latform etc.3. istcometitors and rice ranges. !he closest cometing roducts functionall ould@e those list h. EHand on h eLre secial comared to cometition.>

*, PRODUCT !C"EDULE

!he reliminar develoment schedule has @een =E#!IMA!ED6C'MPE!ED>.

=Descri@e other schedule issues oortunities using no more than a sentence foreach deartment and onl critical ath deartments or comonents.>

. PRODUCT DE!CRPTON 0 PO!TONN/ !TATEMENT

or =!A$*E! C#!'ME$> ho =#!A!E !9E P$'(EM>=%'$ C'MPA-%6P$'DC!> is a =CA!E*'$% ' P$'DC! '$ #E$"ICE>that =9I*9 E"E #'!I'- A-D (E-EI!>.nliBe =C'MPE!I!'$#6A!E$-A!I"E#> e =DIE$E-!IA!'$>.

Cometitive Analsis is included at the end of this document.

.,* PRODUCT CONCEPT 0 "!TOR#

=Paragrah on ho this roduct came into @eing and hat the @asic concet ordeveloment remises are.>

"xample:



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,indows written in C% or this is a 3uic+ and dirty implementation to ma+e it tomar+et and needs to be have follow on plan to 4x it upon success in the mar+et asdetermined by &&&.

.,. 1E# ME!!A/E! 0 MAN 'ENEFT!

=More descrition on the Be @eneKt ith eHamles that sales and marBeting canuse for ositioning in the marBetlace and cometition.>

.,2 FEATURE!3 FUNCTON 0 'ENEFT!

FEATURE FUNCTON 'ENEFT 0 PROOFCustom menus

and tool @arsGconteHtNsensitivemenus.

ets users organiFe menus and tool

@ars for the functions the usemost often. Menus disla onlfunctions that are ena@led.

#aves time in learning

to use the roduct andin creating trainingmaterial. aster $'I ontraining investment.Indeendent usa@ilittests sho thatdesigners can comletetasBs in 14O less timethan ith rior versionor ith cometitorsroducts.

Detailed descrition of each feature is included in the MarBet $euirementsDocument =netorB location>.

FACT !"EET-ameDescritor !agine3

"ersionPrice#stem$euirementsMedia#ecial Promotions#hi Date'nline 9el +!utorials



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Documentation

2 TAR/ET CU!TOMER!

2,* FOR PRMAR# CU!TOMER !E/MENT4!53 DENTF# 1E# NFLUENCER!3

DEC!ON MA1ER3 0 ECONOMC 'U#ER

=Descri@e ho the are their role in the @usiness hat tasBs the ill accomlishith this roduct the rocess the currentl use ho this roduct ill change theirlife and an other imortant information a@out their coman eHected lansetc.>

2,. DENTF# !ECONDAR# CU!TOMER4!5


6 TAR/ET U!ER!

6,* DENTF# PRMAR# U!ER=Descri@e ho the are their role in the @usiness hat tasBs the ill accomlishith this roduct the rocess the currentl use ho this roduct ill change theirlife and an other imortant information a@out their coman eHected lansetc.>

6,. DENTF# !ECONDAR# U!ER


7 MAR1ET DATA 0 ANAL#!!

=!his section resents marBet data that suorts the introduction of the roduct inthe current identi4edmarBetlace. !his taBes each @ullet from the eHecutivesummar and eHands on it ith @oth narrative and numeric data cite references3It also includes h the roduct Kts into the marBet.>



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"xample:Corporate training investments will continue to increase.Corporations will continue to ma+e an investment in corporate training. ,ith therecession and layos% online training will become more important both from a4nancial and from a resource 6people7 aspect. 8ultimedia software will play asigni4cant role in interactive learning as well as interactive distance learning%training that ta+es place with the students and instructor in separate locations thatstill retains the +ernel of the studentteacher relationship through interactivity. 'hefollowing data supports this conclusion:

'he merican -ociety for 'raining and 2evelopment estimates that corporate

training expenditures by 1995 will grow by 1!! billion a year. 6-ource:

Multimedia Alications and MarBetsA iveN%ear orecast% 8ar+et ;ision% 199


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Develoment Cost'erations CostMarBeting + #ales

Cost-et Contri@ution

#ee detailed Knancial @reaBdon in =IE-AME>.

9 !ALE! 0 D!TR'UTON

=Discuss ho each segment of the marBet ill @e targeted. ;ho ill sell and hthe care a@out this roduct Discuss channel discounts if alica@le.>

PARTNER PRO/RAM!

=Discuss ho each te of artner ill @e targeted e.g. sstems integratortechnolog outsourcer "A$ etc.3. ;ho ill sell and h the care a@out thisroduct 9o e ill suort them ;hat training #ee Partner Plan !emlate.>

> /O TO MAR1ET PLAN

=!o to three sentences that descri@e ho marBeting delivera@les and activitiesill @uild aareness momentum and revenue for the roduct.>

Mar?etin; a@ti$ities to a)n@B and promote tBe prod)@t in@)de:=ist the most liBel activities.>

"xamples:

>8?@'AB ressindustry analyst tour

>8?@'AB -aleschannelpartner training

>8?@'AB ress release

>8?@'AB ,ebinar series

>8?@'AB >@8" ?FB tradeshow in >?C'?@B

Corporate partner program and corporate advisory board >8?@'AB beta program 6for functionality and usability7

dvertising 6as part of family of products strategy7

2irect mailing to the & magaDine lists

Mar?etin; dei$erabes re)ired to a)n@B and promote tBe prod)@tin@)de:



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=ist the most liBel delivera@les.>

"xamples:

roduct brochure

Family brochure

-ales guide

,eb$based demo

Aands$on demo

oweroint sales presentations

ReviewerEs guide

2irect e$mails

!hese activities and delivera@les ill @e eHlained in detail in the MarBeting Planto @e reared in conunction ith MarBeting Communications @ =DA!E>.

* DEVELOPMENT PLAN OVERVE

*,* !C"EDULE: /OLD [MONT"] [DA#]3 [#EAR]

;e roect X =DA%#6;EE,#> of develoment time to imlement all functionalitfolloed @ a XN=DA%#6;EE,#> ?A ccle to reach full sta@ilit. !his ields a *olddate =M'-!9> =DA%> =%EA$>. !he feature set remains ith the eHcetion of =I#!E"E$% EXCEP!I'- ($IE%>. !he schedule assumes =list all assumtions>.

*,. !TRATE/#

=!his aragrah is the develoment strateg initial latform data@ase to @e usedlanguage tools rocess etc.>

*,2 !#!TEM! DEVELOPMENT: !PECAL !!UE!

=!his is a aragrah for ever secial issue such as the high risB areas eHectedchanges Be ne features that canLt @e comforta@l estimated etc.>

*,6 UALT# A!!URANCE RE!OURCE!

Currentl the lan calls for X testers3 @e assigned to the roduct. ;e @elieve thatX testers ould @e aroriate during the later stages of develoment.



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*,7 DOCUMENTATON RE!OURCE!

=X EAD> has su@mitted a documentation lan that includes conteHtNsensitivehel and =I#! A C'MP'-E-!#>.

*,8 'ETA PRO/RAM

;e should also consider a @eta rogram of X sites selected from =IDE-!I% ;9E$EA-D !%PE ' !E#! #I!E>. !he urose of this rogram ould @e =I#! ,E%'()EC!I"E# (% DEPA$!ME-! I P'##I(E>.

** OPERATON! PLAN OVERVE

**,* TEC" !UPPORT

='vervie activities needed to reare for and sul technical suort for theroductG hen activities need to @eginG hat resources are reuired for rearationand deliver over hat eriod of timeG ho is resonsi@le.>

**,. CU!TOMER !ERVCE

='vervie activities needed to reare for and sul customer service for theroductG hen activities need to @eginG hat resources are reuired for rearation

and deliver over hat eriod of timeG ho is resonsi@le.>

**,2 !ALE! OPERATON!

='vervie activities needed to taBe and rocess ordersG hen these activities needto @egin and @e comleteG hat information needs to @e sulied in order to @eginGho is resonsi@le. Pricing and licensing olicies contracts channel discountstructures roduct acBaging and conKgurations single user multiuser netorBversions3 all need to @e decided and imlemented.>

**,6 DATA CENTER(NOC

='vervie activities needed to suort deliver of the roduct and6or e@siteGhen these activities need to @egin and @e comleteG hat resources are reuiredfor rearation and deliver over hat eriod of timeG ho is resonsi@le.>

**,7 MANUFACTURN/

='vervie activities needed to suort manufacturing and shiing of hsicalcomonents of the roductG hen these activities need to @egin and @e comleteG



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hat resources are reuired for rearation and deliver over hat eriod of timeGho is resonsi@le.>

*. PRODUCT !C"EDULE: MA-OR MLE!TONE!

"xample:Proect aroval 1165612MarBeting lan comlete#ales6channel lan comletePricing and licensing aroved'erations lan comleteAlha

(etaser doc and training comlete#ales and tech suort trainingirst customer6marBeting demosCustomer service trainingPress tour*old $!M *A3

*2 PRODUCT TEAM 4ROLE! 0 RE!PON!'LTE!5

=or the eHercise ensure all deartments are reresentedG assign leads from ourteam>

EHamle

Competitor * G !tren;tB %N=(rief descrition of the strength as ositioned @ cometitor.>

'ur resonse=(rief resonse that our sales force ould use in a sales situation.>

Competitor . G !tren;tB %*

=(rief descrition of the strength as ositioned @ cometitor.>


Competitor . G !tren;tB %N=(rief descrition of the strength as ositioned @ cometitor.>


*7,2 COMPETTVE PRODUCT! PO!TONN/ !UMMAR#

PRODUCT NAME COMPAN#

PO!TONN/ !TATEMENT PRCN/



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*7,6 COMPETTVE PRODUCT! FEATURE !UMMAR#

FEATURE [OURPRODUCTNAME]

[COMPETTVEPRODUCTNAME]





*8 PRODUCT FA

!he folloing section resents uestions and ansers a@out the functionalit ofthe roduct.

, [i tBe prod)@t be abe to do sometBin;H]

A. =%es. (ut it is limited in these seciKc situations ith this orBaround. It ill@e addressed in more detail hen6never.>

ivotal roduct 8anagement provides award$winning product management training% consulting% coaching%and s+ills assessment. lease contact us if you have 3uestions about using this tool. ;isit our website formore roduct 8anagement best practices% free tools% and templates.

PPM Product Plan Template

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