oDesk Product Management MRD

Solution Overview Summary description of proposed solution and basic rationale as to why it’s needed. Sets context for rest of document.

What Problem Are We Solving? Customer Driven Problem: What pain does the customer feel? (oDesk can be a customer, too) What are the causes of the pain? How severe is the pain? How do we know all of this to be true? Benefits in Solving: Strategic –Defend position –New market/segment –Pillar Customer –Productivity –Cost savings –Quality Operational –Efficiency –Scalability

Who Are We Solving it For? Target Audience Who are the customers served by this issue? –Existing, new, buyers, providers, etc? –Describe & size each segment (e.g., demographic, persona, etc.) What are each segments needs? What does each segment do presently to solve their current need? Rank importance of needs How do we know that? Support it with data

How Big is the Problem/Opportunity? Size the problem/opportunity Determine potential impact on customers and the business

Market Requirements RequirementConstraintsRationaleCategoryPriority Functional Development Support/Training Performance Other P0 P1 P2 P3

What Substitutes/Competing Products Exist? AlternativeDescription Key Functional & Feature Differences PriceStrengths & Weaknesses

What Alternatives Exist for oDesk to Solve? Factors Solution #1Solution #2Solution #3 Solution Description Addresses Customer Problem – map to key requirements Ease of implementation Competitive Differentiation Cost - TCO Requirement #N

What is the Recommended Solution? Select the preferred alternative Describe top level product requirements – very high level Address why we can win by doing this…why should we be doing this, why now and how will we differentiate? Describe other factors, if any, critical to success (operational, timing, etc.)

How Much Will It Cost? Rough estimate of direct costs –Engineering –Marketing –Outside resources –Service & Support

How Will Success Be Measured? Frame first to the customer, then to the strategic pillar impacted What metrics will we use? –Leading vs. lagging –Tie to top level, company metrics For chosen metrics, what impact do we expect?

Risks, Consequences & Mitigating Actions AreaRisksImplicationsPossible Mitigating Actions Area 1 1.Doesn’t yield customer growth Need to pursue other avenues of customer growthMarketing / affiliate programs Illustrative only

Go/No Go Recommendation/Decision Date MadeDecision MakersDecisionRationaleNext Actions

oDesk Product Management PRD

Use Cases For each segment or customer persona, what are the use cases for the proposed product? Describe the various scenarios in which the customer will use the product/feature. Use cases define specific instances of usage and describe the who (user), doing what (interaction) with the solution for what purpose (goal). A structure like the one below could be used.

Workflows If needed, only Before & after pictures or some reflection of what’s changing.

Product Requirements RequirementConstraintsMR SolvedCategoryPriority Functional Usability Technical Support/Training Performance Finance Launch Other P0 P1 P2 P3

Wireframes/Mockups For purposes of usability testing. Before the PRD is signed off, feedback from users should be incorporated into the document. This section should also include a brief outline of the usability test plan.

What’s the Beta Plan? Beta plan –Who’s driving? –Who will be partaking (customer invitation plan)? –How long? And, what constitutes the exit? –Testing approach – as is or scripted? –What is the agreement with Engineering on what is fixed vs. next rev?

What’s the Launch Plan? Website/product (should be in requirements) –What’s New section –Help/FAQs –Other, in-product messaging Communication plan –Internal –External (marketing plan) Service & Support –Training –Documentation/FAQs Finance –Contract updates –Billing/payments impact

Summary Project Timeline

oDesk Product Management Appendix

Supporting Assumptions & Data