Purpose: Used to launch new products, enter new markets, or grow the business aggressively.

Key Attributes: Extensive research on market opportunity, sizing and growth. Details launch strategy, revenue and business model, key value propositions, execution activities and milestone roadmap. For new products, includes analysis of competitive environment and competitive advantages, and determines optimal marketing activities and sales programs. May detail hiring plans and outsourcing strategies. Often supported by a financial model, and PowerPoint presentation.

Who Needs It:

» Early-stage companies that have already launched and are now seeking to grow rapidly.
» Established companies introducing new products
» Established companies seeking new market applications for existing products.

What It Does:

» Lays out a formal planning process for the introduction of new products
» Focuses the team on specific markets or applications
» Provides rigorous competitive and market analysis methods for better decision-making.

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