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oDesk Product Management MRD

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

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oDesk Product Management MRD

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  1. oDesk Product Management MRD

  2. Solution Overview • Summary description of proposed solution and basic rationale as to why it’s needed. • Sets context for rest of document.

  3. What Problem Are We Solving? Benefits in Solving: • Strategic • Defend position • New market/segment • Pillar • Customer • Productivity • Cost savings • Quality • Operational • Efficiency • Scalability 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?

  4. 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

  5. How Big is the Problem/Opportunity? • Size the problem/opportunity • Determine potential impact on customers and the business

  6. Market Requirements

  7. What Substitutes/Competing Products Exist?

  8. What Alternatives Exist for oDesk to Solve?

  9. 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.)

  10. How Much Will It Cost? • Rough estimate of direct costs • Engineering • Marketing • Outside resources • Service & Support

  11. 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?

  12. Risks, Consequences & Mitigating Actions Illustrative only

  13. Go/No Go Recommendation/Decision

  14. oDesk Product Management PRD

  15. 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.

  16. Workflows • If needed, only • Before & after pictures or some reflection of what’s changing.

  17. Product Requirements

  18. 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.

  19. 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?

  20. 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

  21. Summary Project Timeline

  22. oDesk Product Management Appendix

  23. Supporting Assumptions & Data

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