Hypothesis
E.g. By doing this we intend to [XYZ]. If we get this right we expect to see [IMPACT]. It is OK for the outcome to be a ‘learning’.
🎯 Customer Needs (Opportunity)
These are the customer needs, pain points and desires that (if we are successful in meeting) will help achieve the business need (i.e. provide value to the business).
As a [user type] I need to [requirement] because [reason]
Etc, etc
Be sure to include evidence to prove we know this is a need (can be covered below as needed).
🛑 What problem do they have meeting this need today?
How do they meet this need today
What problem will we solve by doing this
How do we know this is a problem (provide evidence)
\uD83D\uDCCA Success Metrics
Must be quantitative and timebound e.g. Increase X from Y to Z by [DATE]. Also be sure that these are directly attributable to the work within control of Product (or state where this might not be the case). For example, a new feature without promotion might not be discovered and adopted).
Goal / Outcome | Metric |
|---|---|
📈 Market, Competition and Opportunity Analysis
Who is the market for this initiative, how big is the market and how do we know? This is the business reason for doing this.
Who/what will we compete against and how will we win.
Note that the depth of this analysis needs to be dependent on the size and complexity of the opportunity. E.g. a smaller feature might not require too much, but a new market or segment would require a lot more.
\uD83E\uDD14 Assumptions
What would need to be true for this to be successful…
Low Risk | High Risk | |
|---|---|---|
Low Knowledge Little data available |
| Anything in here needs testing…
|
High Knowledge |
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\uD83D\uDDD2 Requirements
A high level overview…
Requirement Headline | Details | Importance |
|---|---|---|
HIGH | ||
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\uD83C\uDFA8 Solution Discovery
Open Questions
Question | Answer |
|---|---|
Out of Scope
Explicitly state what is not covered by this work (where it might reasonably be assumed it would be covered).