Product Steering Committee Presentation. Final MRD Review Meeting Date: July 31, 2006. Objective.
Product Steering Committee Presentation Final MRD Review Meeting Date: July 31, 2006
Objective To gain final approval from the Product Steering Committee (PSC) for the [Product X] Marketing Requirements Document (MRD) and agreement to proceed to develop the Product Requirements Document (PRD). This presentation serves as the executive summary of the MRD.For full details, please see the comprehensive MRD document.
Prior Management Review In preparation for final PSC sign-off for this MRD, the product team has already met and gathered input and feedback from the following: • SyedAbbas, Corporate strategist • Dominick Paiha, CFO • EzioAlboni, CIO • James Doohan, VP engineering • Lola Jacobsen, Director of product marketing • Don Richardson, Sales VP • Roan Kang, VP product support
Today’s Agenda • Objective |9:00 – 9:05 • Executive Summary of the MRD | 9:05 – 10:05 • Business Opportunity • Recommended Product Strategy • Product Family Positioning Statement • Competitive Landscape • Market Requirements Summary • Target Market Segmentation Priorities • Business-Oriented Use Cases • Financial Impact • Risk and Consequences • Final MRD Recommendations |10:05 – 10:30
Business Opportunity Business Objective • The [widget] market will grow to $350 M by 2015. The timely introduction of [Product X] positions [Contoso, Ltd.]as an innovative leader in this market with an opportunity to immediately claim 10 percent of this market within thefirst two years.
Recommended Product Strategy • Introduce the 1.0 version in Fall 2010 in preparation for the Christmas holiday • 1.0 is a generic version applicable to all industries • Release an upgrade model in Spring 2011 • Market and sell versions tailored for key vertical industries to expedite adoption in Spring 2012 • Automotive • Financial Services • Hospitality
Target Market Segmentation Priorities • Total Addressable Market • The total worldwide market for [Product X] is $500M and isexpected to grow 7 percent per year. [Contoso] will focus oncompanies with more than 5,000 employees and $350M in annual revenue in North American and European market segments. We estimate the company’s addressable market for this productis $200M spanning North America and Western Europe. • Market Segment Priorities • CIOs and CTOs in Automotive, Financial Services, and Hospitality industries.
Business-Oriented Use Cases • Business use case 1 • Description of a business pain point and the value a user wouldreceive from using your product. • Business use case 2 • Description of another business pain point and the value of a user would receive from using your product.
Financial Impact Two-year post-launch projection
Financial Assumptions (general) • Pricing assumptions • Licensing assumptions • Sales forecasting assumptions • Manufacturing and production cost assumptions
Final MRD Recommendations • Proceed with scheduled investment plan for [Product X] • Discussion Points • Time frame for investigation • Impact to existing product lines • Continue research in prioritized target market segments • Automotive • Financial Services • Hospitality • Initiate PRD process to investigate specific product requirements
Optional Slide(s) Optional slide(s)
Supporting Data Research supporting the MRD recommendations include: • [Customer focus groups conducted in the US and Europein April 2006. • Summary notes taken from the October Customer AdvisoryBoard meeting held in London on October 2-4, 2006. • Industry analyst reports including: • “Telecommunications Predictions – Europe”,Gartner Group, March, 2006 • “The Myths about VoIP”, IDC, June, 2006 • “Europe’s Top Business Drivers: 2006 – 2010”,Juniper Research, July 2006]
Product Team Members • Jonathan Haas, Product Marketing Director and team leader • Thomas Hamborg, Product Management Director • Lori Penor, Competitive Intelligence • Andrew Rath, Finance Director • Shu Ito, Sales • Lucio Iallo, Market Strategist