MRDtemplate.docx
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MRDtemplate.docx
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MRDtemplate
MironovConsultingprovidesassistancewithproductstrategy,customerrequirements,technologyroadmaps,pricing,andotheraspectsofproductmanagementandbroadertechmarketing.Readmoreat.Ourfree"ProductBytes"newsletteriscollectedat--toaddyourselftothedistributionlist,sendanemailtosubscribe@.ThisMRDtemplateispartofabroaderProductManagementtoolsethousedat.
SampleMarketingRequirementsDocument(MRD)
Author/Owner:
RichMironov,rich@
Version/Date:
v3.1,15-March-2006
Abstract:
Thisproductrelease,code-named"Babylon-6,"addressesthreetoprequirements.Inorder,theyare[1]meetingtheemergingmarketneedforteleportation,[2]boostinginternalqualityandsupportabilitythroughtelepathicdiagnostics,and[3]increasingnetworkingprice-performance.Allthreearerequiredforsuccessfulreleaseandlaunch,whichisplannedfornextWednesday.
Inaddition,awidevarietyofotherimprovementsandextensionshavebeenidentified.Noneofthesearedefinedasgatingitemsfortherelease,somaybepostponediftheythreatentimelinessorfunctionalityoftherelease.
RevisionHistory(example)
V1.0Firstdraftforcomment,01-Jan-2001
V1.5Incorporatingfeatureorder,18-Sept-2001
V2.0CoordinatedwithfeaturesizingfromDevelopment,22-Mar-2002
V2.1Revisedbasedoninitialalphatests(liabilityconcernsfromCorporateLegal),15-Apr-2003
V3.0Redefinedforuseonlyoninanimateobjectsandcargoduetoslightsideeffects,20-Jun-2004
V3.1Updatedlinksandwebsiteinformation,15-March-2006
©1996-2006,RichMironov.
TableofContents
1.0StrategyandOverview3
1.1GoalsandObjectives.3
1.2StrategicRoadMap3
1.3CustomerCategories(UserProfiles)3
1.4CompetitiveStrengthsandWeaknesses4
1.5ExternalPositioning4
1.6Microsoft4
2.0BusinessModel4
2.1ValueProposition4
2.2MarketSegment5
2.3ValueChainStructure5
2.4CostStructure5
2.5PositionwithintheValueNetwork5
2.6CompetitiveStrategy5
3.0AffectedGroups6
3.1Development6
3.2Marketing6
3.3Support6
3.4Operations6
3.5Sales6
4.0BillofMaterials6
4.1TransporterServer7
4.2TransporterConsole/GUI7
4.3SoundGenerator7
5.0InternallyCommittedRequirements7
5.1EliminationofTop5High-PriorityBugs7
5.2InternalPerformanceImprovements7
5.3BackwardCompatibility7
5.4Next-GenerationArchitecturalChanges8
5.5PlatformsandProtocols8
5.6End-of-LifeforOlderVersions8
5.7UptimeandQualityofService.8
6.0ExternallyCommittedRequirements8
6.1MolecularTransmittal9
6.2Voice-ActivatedDebugMode9
6.3BroadPerformanceImprovement9
6.4Auto-UpgradeFeature9
6.5Benchmarks9
6.6MeteringSupportforASPModel9
7.0HighlyDesirableRequirements10
7.1StatusIndicators10
8.0FutureRequirements10
8.1Undo/Redo10
9.0FeaturesNotBeingImplemented10
9.1RandomTransformation10
1.0StrategyandOverview
1.1GoalsandObjectives
{Ashort,easilymeasuredobjectiveechoedfromtoppage.}
Thisproductrelease,code-named"Babylon-6,"addressesthreetoprequirements.Inorder,theyare[1]meetingtheemergingmarketneedforteleportation,[2]boostinginternalqualityandsupportabilitythroughtelepathicdiagnostics,and[3]increasingnetworkingprice-performance.Allthreearerequiredforsuccessfulreleaseandlaunch,whichisplannedfornextWednesday.
Inaddition,awidevarietyofotherimprovementsandextensionshavebeenidentified.Noneofthesearedefinedasgatingitemsfortherelease,somaybepostponediftheythreatentimelinessorfunctionalityoftherelease.
1.2StrategicRoadMap
Thisprojectispartofthecompany’soverallplantopenetratefinancialandsupplychainaccountsinNorthAmerica,whereearlyadoptersforfuturisticcapabilitiestendtocollect.Inaddition,ithelpsusinourcoredecisionsupportbase,whichhasbeenwaitingforperformanceimprovementstomoveverylargefilesamongplanetarysystems.Non-Earthcustomersareasecondarytargetforthecompany,andthisproduct.
1.3CustomerCategories(UserProfilesorPersonas)
{Detaileddescriptionoftargetusersandbuyers.Mayrequireseveralsetsoftargetdescriptions,withasmuchinformationaboutcustomerenvironmentsascanbefound.AreusersroadwarriorswithPalmPilots,orhelpdeskstaffrunningsystemmanagementtools?
}
Targetcustomersareexpectedtofallintothefollowingcategoriesandusageprofiles:
1.3.1Currentcustomerbase,lookingforperformanceupgradesandimproveddiagnostics.Mostarecurrentlyonsupportcontracts,sodonotgenerateincrementalrevenue–butareourleadingsourceofreferencesandupgrades.Usagepatternsshouldbesimilartocurrentapplications,withincreasinguseofnewdiagnosticfeaturesandon-linedownloadingoffinancialindicators.
MostvocalcurrentcustomerisHPprinterlogisticsdivision,whichneedstoabilitytomakeurgentdeliveriestoremotecustomersatlowcost.Babylon-6shouldallowHPLogisticstocentralizeprintersuppliesinRosevilleCAandBangalore,reducingrealestatecostsandin-pipelineinventorieselsewhere.Seedetailedusecaseattached…
1.3.2Hi-TechMergers&Acquisitionsusers,whowillbemostinterestedinreducinglatencyoffinancialupdatesandpricing.Movingpricedatathroughteleportationgivesprogramtradersandhedgefundsawayto"leadthemarket"byasmuchas5seconds.Forthisgroup,rawtransmissionspeedistheonlycriterion.
FigureAshowsaschematichowoursystemwillfitwithpricingdatafrommajorexchanges,(NYSE,NASDAQasdeliveredthroughReuters/TIBCO)andbuy-sideinterfaceswithportfoliotradingapps.
1.3.3PlasticsManufacturers,whoneeddramaticallybetterprice-performancetoreachproductioneconomies.Ourpreviousversionshaverequiredtoomuchcomputingpowerforthismarket.A3.5ximprovementinprice-performancebringsusintotherightrangeforthefirsttime,andaheadofourcompetitors.Inthissegment,totalsystemcostandsupportforverylargestoragearrayswilldrivepurchasingdecisions.
ChartBshowscurrentandfutureperformance(inabsoluteandprice-performanceterms)forthissegment.Ifnecessary,amarket-specificleaseoptionwillbecreatedtolowerupfrontbuy-incosts.
1.4CompetitiveStrengthsandWeaknesses
Ourbiggestcompetitorhasfailedtoaddresskeyaspectsofthismarket.Theyhaveneglectednewtransportmethodsinfavorofold-stylefuel-basedmobility."Babylon-6"willletustiltthePRplayingfieldinourfavor("oldversusnew")aswellassellupgradestooldercustomersnolongeroncontract.Inparticular,weshouldbeabletotakeshareawayfromBigCobasedontheirclumsypricingandslowdevelopmentcycles.
Sincewewillnotyethavefilledsomeholesinourownproductline(especiallysafetytestingfortransportofpeopleandlivecargo),wewillde-emphasizethisinourmaterialsandusecases.Allmarketingandadvertisingwillpicturetransportingofphysical(no-living)goods.Inaddition,CorporateMarketingwillprovidedeliveryinsurancetocoveranylossesfrommis-directedshipments.
1.5ExternalPositioning
{Apithysummaryofwhat'snewanddifferentenoughthatpress/analystswilllisten}
Atlaunch,wewillpositionthiswiththebroadnon-technicalpressas…
andfocustechnicalreviewers/readerson…
Ourcomparisonwithexistingcompetitorswillfocuson…
Forexistingcustomers,ourtop-linemessagewillbe…
1.6Microsoft
Thisisinpotentialcompetitionwithseverallong-termMicrosoftinitiatives,suchas"Penfield-Jackson"and"R2D2".Ourplanmustbeeitherto[a]makethisanattractivepartneringopportunityforMicrosoft,withhopesforfreebundlingoracquisition,or[b]positionitascomplementarytoMicrosoft’sincompletelower-leveloffering,whichweassumewillbebundledatnochargeinallofthefollowingproductsandsuites:
Office2006,MoonExplorer,and"USBeam".
AnydiscussionwithpressoranalystswillincludeadesignatedPR/ProductMarketingrepresentativetocoverMicrosoftquestions.
2.0BusinessModel
Anexplicitdescriptionofthisproduct(service)and"howitmakesmoney"isimportanttocarefulplanning.Whilethebusinessmodelmaychangewithcompetitiveshiftsorlearningduringthedevelopmentcycle,assumptionsaboutmarketplacesandpricingwilldrivemanydecisionsanddefinehowwewinagainstexistingofferings.
2.1ValueProposition
Cleardescriptionofthevaluecreatedforusersbytheproduct/service,includingreasonswhycurrentofferingsareinsufficient.
Example:
databasestoredprocedures(a.k.a.triggers)allowprogramtradingofsecuritiesdrivenbyreal-timemarketpricedata.Pre-existingsolutionsrequiredmanualinterventionorbatchpricescans,whichweretooslowtocatchreal-timemarketmoves.Thistechnologycreatedanewclassoftradersabletoarbitragetinymarketinefficiencies,andmademillionsforearlyWallStreetadopters.
2.2MarketSegment
Whoaretheusers(IT,lineofbusiness,roamingexecs,homesurfers…)?
Whatarethedetailsoftheapplication?
Example:
aglobalInternetdial-upserviceistargetedatroamingbusinessuserswithWindowslaptopswhocrossnationalboundaries.TheydialinforemailandcorporateIPapplications(onaverage)twiceperbusinessdayandinfrequentlyonweekends.Theyarenon-technical,socannotbecountedontoconfigureanylocalsettingsorunderstandthesubtletiesoflocaltelephoneservices.
2.3ValueChainStructure
Howwillthisbedistributed?
Whatarenecessarycomplementaryproducts?
Whatprerequisiteswillcustomersrequire(andthatcanbeusedasmarketingscreens)?
Example:
areal-time
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