o Desk Product Management MRD Solution Overview Summary

o. Desk 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? Customer Driven Problem: • What pain does the customer feel? (o. Desk 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? Benefits in Solving: • Strategic – Defend position – New market/segment – Pillar • Customer – Productivity – Cost savings – Quality • Operational – Efficiency – Scalability

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

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

Market Requirements Requirement Constraints Rationale Category Priority Functional Development Support/Training Performance Other P 0 P 1 P 2 P 3

What Substitutes/Competing Products Exist? Alternative Description Key Functional & Feature Differences Price Strengths & Weaknesses

What Alternatives Exist for o. Desk to Solve? Factors Solution Description Addresses Customer Problem – map to key requirements Ease of implementation Competitive Differentiation Cost - TCO Requirement #N Solution #1 Solution #2 Solution #3

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. )

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

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?

Risks, Consequences & Mitigating Actions Illustrative only Area 1 Risks 1. Doesn’t yield customer growth Implications • Need to pursue other avenues of customer growth Possible Mitigating Actions • Marketing / affiliate programs

Go/No Go Recommendation/Decision Date Made Decision Makers Decision Rationale Next Actions

o. Desk Product Management PRD

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.

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

Product Requirements Requirement Constraints MR Solved Category Priority Functional Usability Technical Support/Training Performance Finance Launch Other P 0 P 1 P 2 P 3

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.

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?

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

Summary Project Timeline

o. Desk Product Management Appendix

Supporting Assumptions & Data