Marketing Requirements
Document
Product name:
Prepared by:
Modified date:
MDR Owner:
Organization:
E-Mail:
Phone:
PRD
MARKETING TEAM
2/17/2014
Marketing Division
Ramy InfoTech Inc
KK Arora [kkarora@ramyinfotech.com]
408-273-6834|
[Company]
Table of Contents
1
EXECUTIVE SUMMARY .................................................................................................... 3
1.1
1.2
2
3
4
5
Business Objective .................................................................................................................. 3
Market Segmentation and Prioritization ................................................................................ 3
BUSINESS OPPORTUNITY ................................................................................................ 3
2.1
Market Problem ..................................................................................................................... 4
2.2
Value and Benefits to Customers ........................................................................................... 4
PRODUCT STRATEGY....................................................................................................... 4
3.1
Product Strategy & Direction ................................................................................................. 4
3.2
3.3
Trends Impacting the Competitive Landscape ....................................................................... 5
Time Constraints..................................................................................................................... 5
MARKET REQUIREMENTS ................................................................................................ 5
4.1
4.2
4.3
Performance Requirements ................................................................................................... 6
Internationalization Requirements ........................................................................................ 6
Documentation Requirements ............................................................................................... 6
4.4
4.5
Distribution (Routes to Market) Requirements ..................................................................... 6
Miscellaneous Market Requirements .................................................................................... 7
4.6
Market Requirements Summary Prioritization Table............................................................. 7
TARGET MARKET SEGMENTATION & PRIORITIZATION ...................................................... 8
5.1
Description of Ideal Buying Organization ............................................................................... 8
5.1.1
TARGET BUYING ORGANIZATION CHARACTERISTICS ................................................................ 8
5.1.2
GEOGRAPHIC MARKET PRIORITIES ............................................................................................ 8
5.1.3
VERTICAL INDUSTRY BUYING PRIORITIES .................................................................................. 8
6
WE ARE MAINLY TARGETING SERVICE SECTOR WHERE 90% OF WORK CAN BE DONE IN THE
CLOUD. ACCORDING TO MARKET RESEARCH CERTAIN INDUSTRIES ARE MOST IMPORTANT LIKE
COMPUTER AND B2B UNITS. BUT HOSPITALS, BANKING INSTITUTIONS & SHOPPING
INDUSTRIES ARE ALSO BECOMING A GOOD TARGET FOR PARTIAL CLOUD SERVICES AND
PRODUCTS............................................................................................................................. 8
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1
Executive Summary
Conventional business applications have always been very complicated and costly. In order to avoid
such hurdles, cloud computing can systemically eliminate these problems because businesses can
avoid managing hardware and software at their office location. Now with our cloud solution for CRM,
HR, IT, Sales, etc. industry can eliminate 70% cost of owning equipments & high costing brick &
mortal space. With these objectives on our roadmap we are confident & ready to embark a turnkey
solution which will be very cost effective for small and mid size businesses.
With our state of the art cloud system we are providing following services.
1.)Software-as-a-Service. (SaaS) This will enable customers to log in to our system and subscribe to
an application which they will be able to accesses over the net.
2.)Platform-as-a-Service (PaaS) It will enable patrons to build customer specific applications to be
used entirely within their own company with access to databases & reporting tools.
3.)Infrastructure-as-a-Service (IaaS) With this service customers will be able to lease or rent out
rackspace in the cloud . This can become a very handy tool for customers who wants to rent streaming
services for their products. It can become a great marking & an advertising tool.
1.1
Business Objective
In order to compete and be a leader in cloud computing we need to maintain profitability by
making revenue & stay ahead of cost. Our objective also includes controlling cost in production
& operation while maintaining stable profit margin.
1.2
Market Segmentation and Prioritization
Majority revenue will come from small to mid size companies. Mid range companies are best
suited for Saas & PaaS services. SaaS can take full control of HR, finance & marketing of
company and make these dept. more user friendly & efficient so that they can concentrate on
achieving their set target instead of juggling mundane tasks of everyday business life .
2
Business Opportunity
As we are entering global cloud computing era we no longer can depend on traditional brick and
mortal spaces. This global change has made it possible to surpass physical boundaries and
concentrate on delivering in cloud 90% of services. We are in right business at the incredibly
right time to grab a good chunk of market share by providing excellent service platform for
global business of the world market .
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2.1
Market Problem
In today's competitive market customers are looking for products where they can keep all the
services with one company irrespective of varying platforms of services. But with market
research we have seen a problem where all services in the cloud can be available to customers
but with different vendors and producers. Customers are finding it hard to keep tab on 2 or
more service oriented products. Licenses with various companies vary greatly when it comes to
finding cost effective pricing. But we have come up with a large solutions by providing various
service orientated platforms under same contract and terms and conditions. This way we can
relieve customer's pain points completely by elevating the need of multiple vendors for various
services.
2.2
Value and Benefits to Customers
With one point contact, customers can depend on multitude of clouding services under same
licensing terms by eliminating shop around for better services and pricing The value
proposition with our model will greatly reduce the need to handle diverse vendors. The
primary benefits for customers from our services will be ease and accessibility of managing
different dept with same platform irrespective of how big or small the company is . Our
solution will be better and different than other solutions currently available in the market place.
We have arrived at this analysis with our research & marking tools.
3
Product Strategy
We have dedicated product management division and its primarily serving as the " voice of
the customer" This is helping our company to better understand the needs of market in real
time. The market analysis & output assembled by PMD is generating a broad roadmap of our
forth coming releases. We intentionally engage executive team in key product strategies
decisions based on the market analysis of PMD division so that we can decide on financials &
budget constraints by involving key stakeholders. This involvement from executive team cuts
the time in half when it comes to decision making and approval for new feature development.
3.1
Product Strategy & Direction
Based on PMD team's analysis we have devised a product strategy for all service oriented
products for next 24 to 48 months. We are following agile methodology for product
management as this methodology has flexibility of short release cycles and each cycle can be
independent of Master system. By following agile we can eliminate interoperability at each
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release. We can independently test and regress various modules without relying on Master
system. Because with interoperability, two or more systems must be able to exchange data and
present the data in such a way that end users can make informed judgment . This can halt our
releases and we cannot let customer release be dependent on this strategy.
That is why we have chosen Agile and we are very well keeping our release cycles short and less
iterative. Agile methodology has promoted an adaptive planning , short development cycles,
early delivery and continuous improvement and it encourages rapid and flexible response to
our change management.
3.2
Trends Impacting the Competitive Landscape
Smart phones are rapidly influencing the trends of cloud computing. With push and pull
technologies users are now able to manage various services from the comfort of small devices.
Keeping this trend in mind we have also opted for push notifications as an added tool for making
customers more efficient for making informed decision in short time even when they are on the
go. This is one of the emerging trend with mixed result which is impacting the competitive
landscape by giving users more control 24/7 if they chose to do so. This can greatly enhance the
usability of our services to a greater customer share.
3.3
Time Constraints
Even though we have greatly eliminated the longer release cycles with Agile methodology, we
may see some issues where customers may have to wait for newer versions of smart apps from
the vendors of these apps like Apple, Samsung, Nokia etc. These companies may take some time
to release certain bug fixes for certain customer issues related to their smart devices. This may
create roadblock for our rapid releases. Even though driven by rapid technological changes new
components are developed then launched on the market with increasing speed. A growing
number of smart apps are facing issues where life cycles of products no longer fit together with
life cycle of industry sector for required component. But still we can work around these time
constraints if we see growing demand from our customers .
4
Market Requirements
For success of our specific services and products the market requirement for ever increasing
bandwidth is still an issues in diverse parts of market share. Bandwidth quota varies with
geography of smart devices. Keeping this in mind we have strategically placed online/offline
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features of our product where customer no longer need to keep optimal bandwidth available all
the time. With pull technology essential data can be fetched when optimal bandwidth is
available and can be put into temporary space for customers to be used when they are no longer
in desired data rich area. This feature can also keep us ahead of our competitors. This feature
is user friendly enabled by choosing the right options. It can be set to default for maximum
efficiency.
4.1
Performance Requirements
Some non-functional requirements like demand of quality vs quantity are present in our default
setting for the ease of use. If customer choose to put more emphasis on speed instead of capacity
they should be able to handle it with ease. For example passive communication can be put into
lower priority as compared to live and mission critical data. If customer is looking forward to
get certain data in real time they should be able to set the priority, If live data is important but
not in real time then data can be fetched when needed to be analyzed. This feature can greatly
enhance the bandwidth hungry apps's functionality according to the needs of the business
4.2
Internationalization Requirements
Certain part of the globe has different data plans based on much funds are used for data plan
and how much data is given as monthly contract requirement. There may be regions where
data plan is unlimited but only during off peak hours. Our product can deal very well in these
diverse situations. This requirement has impacted our design so that we can accommodate
diverse markets. Our PRD team has done through research on this area that reflect the need to
tailor the solution to the nuances imposed by different global markets.
This is another key feature which will put us ahead of our competitors
4.3
Documentation Requirements
We have done very systematic breakdown on what type of post purchase product
documentation are required. Our Online user friendly documentation lists the well written
support demands placed by the user on the solution. With the help of our PRD team we had
gathered good data on support documents which are very precise and up to the mark in finding
the accurate solution in case user is required to configure custom specific environment.
4.4
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Distribution (Routes to Market) Requirements
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Our distribution channel which includes elements such as regulatory barriers, legal restrictions
and licensing are very well formed and tested. There are provisions to keep data safe at remote
or distant location simultaneously if required by legal authorities for future analysis or for
judicial reasons.
4.5
Miscellaneous Market Requirements
Even though we have assembled our product and services for generating steady stream of
revenue we can also execute our system in non profit or demo mode. This requirement will take
care of certain area where our product will be able to run standalone for minimal or no cost.
This feature can be used for R&D for new products where money is not getting generated for
profit. For example college student control groups, various humanitarian groups, Hospice care
etc.
4.6
Market Requirements Summary Prioritization Table
In the below table, we have listed the prioritized requirements, as recommended by the product
team. This table is sort of a quick reference guide to the full market requirements data.
CATEGORY
PRIORITY
IDENTIFIER
DIRECTIVE
USER
Customized
Apps
6
CUA
Dependent
Skill specific
user
Real time
processing
3
REP
Conditional
Independent
Role based
users
Hardware
4
HAR
Dependent
Product based
users
Employee
data
5
EMD
Dependent
workforce
users
HR/Finance
app
2
HFA
Partly
dependent
Personnel
users
Administration
1
ADM
Independent
Policy Based
users
Compliance
7
CMP
Independent
permissible
users
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5
Target Market Segmentation & Prioritization
During initial phases of new feature development only, PRD division team will dictate and
address the specific market segments that will be prioritized for each initial new feature
development release. PRD team will gather the target and segment based on their research and
marketing data and location. Priority will be given to highly desirable must have features, where
revenue stream can get steady & continuous flow with semi yearly or yearly contracts
5.1
Description of Ideal Buying Organization
We are targeting the general customer profile towards which our product and services are
aiming There can be market sub-segments based on geographies, demographics,
psychographics, and behaviors where revenue can get thin but still in profitable range. Our
foremost target is small to mid size businesses.
5.1.1
TARGET BUYING ORGANIZATION CHARACTERISTICS
We are targeting organizations which are small to mid size and their locations are not in very
remote regions. As we have to be dependent on data plans of customers where speed and
accessibility can be costly factor in choosing best and or most cost effective data plans. If
redundancy, real time processing and backup are must have features as per customer then we
can put our product in better outlook and continuous revenue stream. This will be an ideal
target.
5.1.2
GEOGRAPHIC MARKET PRIORITIES
Following geographic sectors are based on priority and market growth .
( North America, Europe, Asia Pacific, Middle East, Africa)
Most growth in the market is from North America
Language Availability - Currently we are only targeting English language but subsequent release
will have more language options. This will greatly be affected by our market analysis
5.1.3
6
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VERTICAL INDUSTRY BUYING PRIORITIES
We are mainly targeting Service sector where 90%
of work can be done in the cloud. According to
market research certain industries are most
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important like computer and B2B units. But
hospitals, banking institutions & shopping
industries are also becoming a good target for
partial cloud services and products.
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