Provide a concise report of the specific objectives for this Product Requirements Document (PRD), along with pertinent facts, assumptions, and recommendations noted throughout the document. This summary clearly describes the specific objectives for this PRD relative to the Market Requirements Document (MRD). Product Objectives/Release ThemesDescribe the specific objectives for this product release.Definition and DescriptionDescribe the specific product release, including how it fits within the current product family.Product Release Positioning StatementProvide a positioning statement—a single sentence or short paragraph that summarizes the positioning strategy for a product line. Its use is for internal purposes only (this is not a tagline or a message to be used verbatim with customers and prospects). The positioning statement is a tool used to align the product team with a commonly understood and accepted umbrella positioning strategy for the product line. This positioning statement must be able to coexist with the positioning statement for the product line, as described in the MRD.
Expected Release DateClarify whether this release will be managed as a date release or as a feature set release. Provide a timeline for major milestones that lead up to the expected release date. The release date must specify the quarter and fiscal year of expected general availability. If this is a feature set release, describe the “must have” capabilities that would justify a data slippage.Target Market Segmentation, Regional Limitation, and Special ConditionsOf the target market segments highlighted in the MRD, summarize the prioritized market segment(s) that this produce release will address. Also indicate any issues that will impact the product’s use internationally, as well as any special conditions.Financial SummaryUsing the revenue and cost projections for the product defined in the MRD, review and update this financial data will a specific focus on this single product release.Sales & Revenue ForecastPresent the following estimated sales volume and revenue forecasts the product will produce for the company over a two-year period:
List all assumptions that impact each forecast. (Note: Sales and revenue forecast should be a more specific subset of the longer-term forecast estimated in the MRD.) Costs and Budget EstimatesFor at least the two-year period following general release, present the most likely cost and budget estimates related to this product release.(Note: These costs should be a more specific subset of the longer-term costs estimated in the MRD.) Manufacturing and Distribution CostsSales and Marketing CostsSupport and Training CostsGeneral and Administrative CostsThis section highlights any non-financial impacts the company may face as a result of the introduction of this new release (e.g., To meet the release date, X more engineers are required).Resource Impact to Existing CustomersThis section highlights any non-financial impacts the customer base may face as a result of the introduction of this new release (e.g., Customers must upgrade their operating system prior to taking advantage of the company’s new product).Supporting Source Document ScheduleIn this section, provide a timeline for the creation of any supporting documents that will accompany the development of this product release. These documents are used to ensure both the best possible positioning and the development and use of consistent messages throughout marketing and sales.Product Positioning & Messaging MatrixUse this matrix to expand on the positioning statement in section 1.3. When multiple audiences are targeted, this matrix clarifies the segments and identifies the top three messages for each audience.
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