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Business Case/Product Plan ..

Glossary
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.. .. World class product management
BCG (Boston Consulting Group) PEST(EL) (Political, Economic, Social,

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Shows the topics you might include in a Business Case or Product Plan GE (General Electric) Technical, Environmental, Legal)

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KPI (Key Performance Indicator)
To justify investment and/or plan activities for a new product or release MVP (Minimum Viable Product)
Also shows the tools that can help in each area NPV (Net Present Value)
ROI (Return on Investment) Training | Resources | Reviews | Leadership Forum
SWOT (Strengths, Weaknesses,
info@productfocus.com | www.productfocus.com
Opportunities, Threats)

. A concise view of the whole document Buyer and User Personas

. Less than one page if possible Customer Analysis Prototypes
Executive Summary
. Summary of recommendations and why the reader should support them . Customer research conclusions and To help validate the
market fit of your product
To help understand
customers

. Buyer and user analysis

identification of customer problems
Interviews, Surveys Jobs-to-be-done

. High-level customer requirements and Focus Groups

To understand what
To understand customer
problems and ideal outcomes
customers will value 
Product Description Capability Matrix
. A short description of the product
Win/Loss Analysis
To understand why To show the value of
customers bought or didn’t the product to relevant

. A description of the proposition (why

(and a brief history if already launched) buy a previous version customer personas

customers will buy) Lean and Business
Model Canvas
To summarize the product
on 1 page
Elevator Pitch Product Description
30 seconds to describe Including any prototype,
why customers should MVP and Optimal
buy from you product
Financial Analysis
. Key assumptions including pricing Financial Performance Sensitivity Analysis

. Forecast of sales, revenue and costs Spreadsheet to model the
. Analysis of product profitability
financial return, e.g. ROI,
NPV and Payback Period
To understand the impact
of key factors on your
business case

Strategy
. How the product supports the
. How the product is positioned within
company strategy
Plans Roadmap Action Plans
the product portfolio and in relation to Strategy Cascade BCG Matrix and Strategy Canvas . Development Plans (the Roadmap) To show the planned To plan launch, in-life and
competitors To show links between GE Matrix To visualize and plan how
. Launch Plan (including pilots, trials, evolution of the product end-of-life projects

. The product strategy — where to company, product and To think through current and your product will be valued

. In-life and Product Marketing plan

other business strategies planned product positioning higher than the competition MVP to Optimal Product)
Product Marketing Plans Product Dashboard
play, how to win in the portfolio and market
To help the business sell the To show how the product

. Risks, impacts and mitigations

(including KPIs) product will be tracked, e.g. KPIs

Risk Matrix Operational Impacts

To analyze risks and help To describe impacts on
with mitigation plans people, processes and
Market Analysis SWOT Analysis Competitor Profiles
. Market trends
infrastructure
To brainstorm internal and Positioning

. Target market segments and sizing

factors and external To show the proposition
trends against the competition

. Identify market opportunity . A description of recommendations/next steps, e.g. resources and

. Positioning against competitors and a
Market Segmentation Value Positioning
and Sizing To work out what customers Recommendations budget required
brief profile of each one To target the right value and compare against
customers the competition

Porter’s 5 Forces PEST(EL)

To analyze competitive To understand the wider . Anything that is too detailed for the main body of the document
intensity market situation and
trends
Appendices . Relevant supporting information

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