Essential elements of "BRD"

And Herbert to the company's internal PM to do a share. Tomorrow UCD annual MEETING NOT to say this, send out on the blog perhaps someone needs ...

Premise, we are divided into the product related content: Strategy, Marketing "http://www.aliyun.com/zixun/aggregation/8786.html" > Product market (Customer value, business value, route planning) product design (function, content, Information architecture, use process) "Interface Design" product technology research and development.
The BRD here is the content of the "product market", some of which are related forward, some backward.

The PPT outline is as follows:

I. Customer Value
A product may include many links, may face a lot of "customers", customers may have a lot of expectations/needs.

1. Which customers do I serve? What do these customers look like?
2. What kind of demand can I meet (what value is provided and what is the core value)? What do I need to meet them? I (temporarily) do not intend to meet his needs?
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1, the choice of customers, the choice of demand is phased.
2, whether first from the customer or from the need to start, both are indispensable.
3, to figure out is what you solve, not how you solve.
4, observe the relationship between customer needs, to determine the development trend of demand, and more essential root causes of demand. Try to guide/activate the development of user needs.

Ii. Commercial Value
Any product needs to create value for the enterprise, for the society. "Unprofitable business is immoral", to ensure that business value can be more long-term and virtuous to ensure customer value.

1, I can create for the enterprise what kind of value?
2. Are these values in line with the overall strategic objectives of the enterprise?
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1, must be quantifiable, explicit.
2. Commercial value is not necessarily how much money you make. May be to contain the competition, may be to do the foundation of the long-term structure, may be to survive ...
3. When short-term business value hurts long-term value, how to balance?
4. What money can be earned? What money should be given to a partner?
5, to obtain the value of the time, to return to the customer what kind of value-added.

Iii. Route Planning
The development of the product needs a process, especially the Internet product it is the long-term iterative growth. This process needs to be planned ahead of time, although most of the planning will be changed in the development, but must do, do not even have the opportunity to be changed.

1. What needs do I meet first? What needs to be met? Why?
2. What is the core value of each phase?
3. Execution plan (time ...)?
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1. What is the development trend of the market? What about competitive relationships?
2. How will your customers develop and grow in this process?
3, such as other products, links between the link between what? How to cooperate?
4, to have a large pattern, but advocated phased iterative implementation, advocating small projects.

Iv. Historical Review
There is no historical record and reply, repeated start again, will cause very low work efficiency, will cause repeated duplication of work, repeat mistakes. For existing products (or project phase two), it is important to review the development history and background of the product.

1. Has customer value and business value changed?
2, Phase two product route planning and original planning is consistent, (if there are adjustments) what is the reason for adjustment?
3. What is the difference between the actual operating effect and the plan before? Why?
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1. There is no future without history.
2, record history is for posterity to see, also give oneself see.

V. Cost estimates
Profit = Business value – Cost. Making a product is like investing in a project and making reasonable decisions about the costs that may need to be paid.

1, the integration of various types of resources required for operating costs, marketing costs.
2, research and development and maintenance of the human costs required.
3, at the same time, also need to predict the future risk, and give a reasonable plan.
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1. Cost estimates can help with more roles.
2, the cost estimate needs to establish in a certain degree "the Product Plan" Foundation.

VI. Assessment Methodologies
Customer value, business value, cost estimates, there should be a way to evaluate, methods. Each phase requires a clear goal.

1. Why set this goal? How is this goal calculated?
2, how to show the results, data?
3. What can be done to achieve this goal?
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1, do not need very specific product design instructions, marketing instructions, should be able to explain clearly "what can be done this goal."

Finally, on the BRD review principle:
1, all from the customer departure;
2, Make it clear why do it? Do what? How do you do it?
3, provide the necessary data support;
4, promote small products, small-scale projects;
5, Not to get as much "resources" as the premise.

The contents of the review include: "Product marketing Plan", key user process demo, core function list

White Raven, 2010.10.22

Original: http://uicom.net/blog/?p=890