Design of commercial demand document (BRD) for Internet products

Article Description: the design of the business requirements document (BRD) for Internet products.

BRD is the abbreviation for the English "Business requirement document", which is the meaning of "business requirement Documentation", which refers to the product requirement content document (report) based on the business objective or value, and its core purpose is to use the product before it is put into development , which is the important basis of decision evaluation by the high level of the enterprise.

The difference between BRD and PRD

BRD differs from the common MRD (Market requirement document-Market requirements documentation) and PRD (product requirement document-demand documentation), since it is the basis for decision evaluation before product implementation, The content and format of its document (report) must be intuitive, concise and prominent. As the writer of the report, you have to let the top brass know what business value you will show in your report, how to use strong arguments to take a firm endorsement of your project, and invest generously in research and development resources and market costs. If PRD is good or bad, directly determines the quality level of the project, then the role of BRD is to determine the business value of your project. A good BRD document allows policymakers to be fully attracted to your reporting perspective, perhaps because the financial manager is likely to be tempted by the report's low input and high output economic forecasts; Perhaps the technical director will have a headache because of the breadth of the project involved. , and perhaps the company's VP and the flow of the report and see the future of the rapid development of the broad prospects for the performance of the year ...

To be blunt, BRD needs product managers (product designers) like the PRD, fully apply the market research, user research, demand analysis and other design tools to fully explain the content of the report. Based on this situation, obviously not to give everyone a complete BRD standard format specification, you can handle everything! Ah, some people may say this is a bit alarmist, but I always agree that in the face of all "products", should look at it with a design perspective.

First of all, you should take the decision makers as your product--BRD audience groups, all starting from here ...

The audience groups of BRD

Different enterprises, different periods and different decision-making environment, make BRD decision-making must have a big difference, a lot of people will be puzzled, who will be the decision-making level? Why are these people reviewing BRD, not technical managers or project managers? In fact, this is not the crux of the problem, whether the company's boss or CEO, COO, CFO, and so on, or VP or all kinds of department heads, what kind of people participate in the BRD of the review can be. As product designers, your analysis of audience groups is not about what they are, or what title, male or female, you should capture the core needs of these audiences: " Why do they evaluate your report?" After evaluating the decision, what exactly is the decision ? ”

In a more detailed review, under what circumstances do we usually write BRD reports? Usually at the beginning of the year when everyone do annual planning, or product managers in the day-to-day product management process, through a series of market analysis or investigation, to grasp a potential, unmet large number of user needs, and these requirements will map a broad market space behind. The product manager was so excited that he hurried to write a dozens of-page report to find the leader of the leader, leadership and leadership of the superior. After a spit-flying speech, may have made the following requirements:

1. This project is very important, I hope the leadership support me to do this project;
2. This project is valuable (social value-for the benefit of all mankind?) Business value-the future of the winning body? , user value--leading the user trend? For example, the iphone, market value-maybe next year our market share will expand by one times, the value of investment-we will be fully into a new area, we hope that the company will focus on the project and into the future strategic plan;
3. This project is very large, require the company to provide sufficient research and development resources and market costs, I hope that the company can approve a budget and give me a dedicated project team, so that I can maximize the success of the project;

The decision participation model of BRD

Through the above analysis, we seem to have found the purpose behind writing BRD: I need a fee; I want some resources; I hope the company attaches great importance to it; I want to support all leaders at all levels; Based on these objectives, we can divide decision participants into the following categories, Let's see what I've sorted out. BRD decision participation model (pictured below)

1. Capital Type : This kind of role is generally to provide us with sufficient product research and development funds, naturally to the CFO (Chief Financial Officer), financial controller, such as the main;
2. Market Type : This kind of role is generally to provide us with the future marketing and business operations support staff, usually the market director, operations director, such as the main;
3. Research and Development : This kind of role is usually to provide technical support for our supervisors, such as technical director or Director of research and Development;
4. Strategic : This kind of role is generally the Boss (Chairman), CEO (CEO), COO (COO) or directly under the VP (Vice President), such people, usually can provide you with the product in the enterprise to receive sufficient attention to allow you to implement the project unimpeded, And whether to include 1-3 years of strategic planning, but also this level of people to decide;

If you have all the information you have, the fact that you have been approved for your BRD is half done, and the rest is to see how well you can grasp the details of the report. Define the outline of the report, fully discuss all aspects of the report, use your good communication skills, and use the most concise language, clear ideas to state your entire report's core part!

Next, we enter the core of the BRD report-"Design" (sorry, what you need here is your design thinking rather than your deep writing skills) An excellent analysis report!

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