1. Understands The Market:
• Communicates with customers & prospective customers
• Conducts usability tests
• Surveys
• Keeps an ongoing record of compliments/complaints
• Actually uses the product regularly
• Research
• Is aware of, and understands, the competition
• BRD: Business Requirements Document - Identifies business problems, solutions.
• MRD: Market Requirements Document - Functional, non-functional requirements.
• PRD: Product Requirements Document - Feature details, user interface, flow.
• FSD: Functional Specifications Document - Engineers, screen by screen.
• Note: Not every company uses these acronyms-or documents-in the same way!
4. Brings Product into (and out of) the Market:
• The job is to meet market demands and actually make it to market
• Realize that pioneering doesn’t always pay
Examples: Xerox’s Star computer (’81), Lycos TV (’99)
5. Develops Customer Relationships