BRD of PM Skills

The purpose of BRD writing

Discovery: Possible improvements in existing products (micro-innovation); An innovative product (blue ocean, subversive) needs: to be weighted;

Ii. reporting targets for BRD

BRD is a product that has users (themselves, reporting objects)

What kind of scene is the report object (position, way of thinking, what you need).

Common reporting objects:

Capital background: The CFO, the investor and so on, to the digital sensitivity (earnings forecast, revenue growth rate), the technical consciousness is relatively weak.

Operating background: COO and so on, with operational resources, focus on the promotion of resources, competitors, external environment, marketing resources, and not strong financial and technical awareness.

Technical background: CTO, technical leaders, technical resources, focus on functional modules, difficulty in achieving business awareness is relatively weak.

Strategic background: CEO, director, etc., the weight of each resource situation, focus on strategic planning, market growth, corporate layout, risk, board attitude.

III. BRD Document Content structure

1. Background of the program formation

① market environment analysis; ② What we are going to do; ③ the problem to be solved (urgent?) Strong？ Frequency？ etc) ④ Advantage (technology?) Experience？ Resources？ And so on) ⑤ obtained the feasibility conclusion.

2. Program value

Benefits: Non-economic: strategic advantage, layout, etc., Economic class: income, etc.

Forecast: Target: Corresponding to the above strategy, layout, economic income and so on;

3. Product Planning

① Product Structure

such as micro-letter (communication module, personal display module, social relations module, etc.).

Note: Product form should not be too detailed to avoid being entangled.

② Product route

Stage planning.

4, profit model;

The benefits of program value are achieved through a series of methods.

5. Revenue and cost assessment

Earnings forecasts: Where are the points of return? Pricing strategy?

Cost estimate: Hard input (Office, server bandwidth, personnel), soft (marketing, promotion, operation, etc.)

6. Risks and Countermeasures.

Types of risk: policy, economy, market, industry, company, technology, capital, etc.

Coping methods: Evade, accept, reduce, share, transfer and so on.

Iv. Elements of excellent BRD

1, BRD is qualitative, the focus is outstanding

Have business value, income and cost, risk and countermeasures, jump out of the technical things, focus on fire is not nonsense

2, persuasive

Presentation skills, understanding of corporate strategy, understanding of reporting objects (more communication, observation), etc.

3, targeted

To the person, must have the logic, the theory support.

4, concise

A picture wins thousand words, do not use too much professional terminology, objective evaluation.

V. Precautions

The method is flexible and the tactics are diverse. Do not apply mechanically, look at people look at the environment to do things.