Team Assignment VI - Product Requirements Document (PRD)
MGT 561: Product Management – Spring 2024
PRD-123: <Food and Drink Takeout>
Team Name: <MGT 561 Team Name>
Team Members: <Please put all team member names here in a row. Last Name, First Name>
Firm: <Please put the tech firm your team has chosen to be PMs at>
Product: <Please put the existing product your team has chosen to be PMs for>
APPROVER PM DESIGN ENG MKT / GTM
<Team Member 1> <Team Member 2> <Team Member 3> <Team Member 4> <Team Member 5>
DATE CREATED PRODUCT DESIGN ENG MKT / GTM
01/01/2023 Productboard Link Figma Link Jira Link to Epic
(optional) (optional) (optional)
Executive Summary
The Product Requirements Document (PRD) is a “pre-launch” document for a single product
feature. The PRD justifies why the product feature should be developed, and acts as a source
of truth and communication tool for PMs, designers, engineers, and other stakeholders. Your
team will develop a PRD for the product feature you are launching for your Course Project.
Your PRD is divided into 3 parts:
• Part 1: Problem Definition – The Problem Definition of your PRD gives qualitative and
quantitative evidence and analysis for why the product feature should be developed for
your customers, the “Customer Problem”, and your company, the “Business Problem.”
This part is copied from Team Assignment I, II, and III, including updates post feedback.
• Part 2: Solution Definition – The Solution Definition of your PRD justifies how the
product feature should be developed by decomposing the product feature (from the
customer’s viewpoint) to its constituent product sub-features (for iteratively development
with engineering and design) with User Stories.
• Part 3: Testing Specification – The “Test Spec” asks you to define product metrics and
hypotheses to experimentally A/B test post-launch of the product feature. You will define
control and treatment populations to ensure causal validity of your A/B test.
• Part 4: Product Roadmap and Launch Plan – The product roadmap asks you plan the
development timing and key milestones for launching the product feature.
Note: This team assignment is meant to contribute to your Course Project and solve the “Couse
Project Problem Statement”. Please see the Course Project assignment on Canvas for details.
1. Problem Definition
1.1 Customer Problem
1.1.1 Customer Problem Overview
Describe in 2-3 paragraphs the customer, their target market segment, and the customer’s
problem (i.e., primary customer needs and importances). How badly does this problem impact
customers in your target segment? Why does this matter to customers?
Justify this is an important problem to solve for the customer (using quantitative estimates of
consumer needs and opportunity sizing, as well as qualitative evidence and reasoning). Briefly
describe evidence and validation in your answer (or link out to additional documents). These
are the first few paragraph stakeholders see, and they should be able to read this alone to grasp
the customer’s needs, value proposition, and risks.
Note: Please detail the customer problem for the single target segment you have defined and
chosen in Team Assignment III: TAM Estimation, Competitive Analysis, and Opportunity Sizing.
Please include any updates since getting teaching team feedback.
1.1.2 User Persona and Customer Journey
Share the user persona and current customer journey of customers in the segment you are
targeting to paint a picture of what life looks like for customers today as it relates to the overall
customer problem. Describe the use case(s) (and any workarounds).1
Note: You may take this from Section 2.3 of Team Assignment II: Voice of Customer (VOC).
Please include any updates from teaching team feedback.
1.1.3 Total Addressable Market (TAM) Estimation
Estimate the size of the “realistic” total addressable market (TAM) for the single target segment.
• What assumptions have you made on customers, their needs, and how they may
change in the relevant future?
• What assumptions have you made on your product and your competitors, and the
overall market and product category, how they may change in the relevant future?
Note: You may take this from Section 1 of Team Assignment III: TAM Estimation, Competitive
Analysis, and Opportunity Sizing. Please include any updates from teaching team feedback.
1
While the Customer Journey may include interaction with your existing product (or competitors), it
should not include your solution; only the problem context (who, what, when, how often) of your customer.
1.2 Business Problem
1.2.1 Product Strategy Alignment and Risk Factors
How does addressing the problem align with strategic goals and OKRs?
• What stage of the AARRR funnel does the problem most affect?
• Product Metrics: Does the problem affect product metrics related to retention or
monetization of existing users?
• Growth Metrics: Does the problem affect acquisition and retention of new users?
• How does this vary based on market context firm strategy? How about timescale?
• Describe the key risk factors for your problem. Are there any blockers we should be
aware of such as dependencies on in-progress features?
Important: Please assume a single OKR or other primary metric (i.e., “North Star” metric)
justified by your firm's strategic business goals. This does not need to be but should likely be
the same strategic-level metric as defined in Section 3.2 – Metric Definition.
1.2.3 Competitive Analysis
Describe what our major indirect and direct competitors’ competitors are doing to solve the
problem. Include relevant product and growth metric statistics such as daily app downloads,
daily and/or monthly active users, engagement per session; the more specific to the customer
need we can be the better (e.g., number of users using competitor’s need solution).
• Which relevant features are considered “table stakes”? Which are “differentiators”?
• Which relevant features of our competitors (even partially) satisfy the primary customer
needs of the segment in question?
Note: You may take this from Section 2 of Team Assignment III: TAM Estimation, Competitive
Analysis, and Opportunity Sizing. Please include any updates from teaching team feedback.
1.2.2 Opportunity Sizing
Describe the estimated opportunity size of the unmet customer need(s) of your all 3 market
segments.
• Show your calculations or other justification for your identified opportunity “gap.” Can
you validate this estimate with any other proxy data?
• How might this opportunity change in the future if you address it later?
• Does addressing this problem “unlock” future opportunities?
Note: You may take this from Section 3 of Team Assignment III: TAM Estimation, Competitive
Analysis, and Opportunity Sizing. Please include any updates from teaching team feedback.
2. Solution Definition
2.1 Product Feature Scope and Requirements
2.1.1 Requirements Enumeration
List all possible requirements for the product feature that shape the overall solution as motivated
by the customer problem, primary customer needs, customer journey, and business problem.
List both very important requirements and less important requirements.
2.1.2 Minimum Viable Product (MVP) Feature Requirements
Your goal is to quickly get your solution (product feature) to market while still solving the
problem. From your full set of product feature requirements, go through each requirement and
assign it a priority level: “Must have” and “Nice to Have” requirements. Then, downselect to the
minimal set of “Must Have” requirements.
● (P0): Must Have – Will not launch without it
● (P1) Nice to Have – Okay if available Post-Launch
Important: Please detail the main decision points and tradeoffs justifying the most critical
requirements for your MVP. What tradeoffs and design decisions did you make? Try to justify
these decisions using data. Is this data readily available (e.g., past usage of an existing feature
across cohorts) or would it require collecting new data?
2.1.3 Solution Ideation
Solution Ideation: Ideate by writing, drawing, or creating figures of possible solution(s).
Begin by being non-judgmental and ideating many possible solutions from members of
your team. Allow everyone to participate and do not “shoot down” each other’s solutions.
It may be helpful to sketch your ideas at first personally before sharing. You do not need
to turn in all your possible solutions for this assignment, but you should take time as a
team to brainstorm and consider many possible solutions that satisfy MVP requirements.
2.2 User Stories + Detailed Feature Definition
User Story Product “Sub-Features”
Defined by PM To be defined by Design and Engineering
Short 1-2 sentence description of a “User These are the actual “sub-features” designed by
Story” describing the “what” and “why” for designers and developed by engineers. In this
a customer’s P0 product requirement.2 course, you will map a single “User Story” to a
single “sub-feature”.
Example: “As a restaurant general Example: “Add Average Daily Overquoted Food
manager, I want to quickly understand Delivery View to Manager Dashboard”
how often food deliveries are taking longer
than quoted to food orderers today, so Engineering: (Optional) Link to Jira ticket for
that I can make changes to my quoting or this features “Story”3
restaurant operations.”
Design: (Optional) Link to wireframes or
mockups in Figma4
Important: Please define at least 10 “user stories” corresponding to the critical requirements
the new product feature must satisfy. Use the “As a …, I want to …, so that …” format as
shown in the example and in class.
2
“User Stories” are not at the same conceptual level as a primary “Customer Need” defined in the Section 1 -
Problem Definition. Instead, a single primary “Customer Need” has many “User Stories.” User stories are lower-level
requirements for how the user tangibly interacts with the product as part of the solution to solve their primary
customer need(s). Use your “Customer Journey” for the target customer from Section 1.1 and “MVP Requirements”
from Section 2.1.3 to define “User Stories” corresponding to product “sub-features.”
3
The engineering lead or product owner may create a ticket for the feature representing a bite-size amount of work
for engineering. In agile development, you might say this feature is implemented as a “Story” within an “Epic”, where
the Epic implements the overall “Feature” this PRD describes.
4
Design may mockup the feature and potentially link candidate designs for input by the PM and other stakeholders
during design review, and eventually the final design. For very high-stakes features, preliminary user testing may also
be included and linked to here.
3. Testing Plan
3.1 Hypothesis Definition and Testing Overview
In a paragraph or two, please state an overview and goals of the testing plan. What hypothesis
do you have that captures whether you are satisfying the consumer needs and business
objectives? Importantly, is this hypothesis falsifiable? What would the empirical evidence be
that shows your solution is not adequately solving the problem?
3.2 Metric Definition
Please define at the following metrics for defining success and failure of our product feature. For
each metric, estimate the forecasted numbers we expect and what those numbers are now?
• What is the primary metric? How do we measure this metric – can we measure it
directly or do we need to measure and combine secondary metrics?
• What are the key secondary metrics? How do they relate to the primary metric?
• What are key guardrail metrics that can act as an early warning if our feature is not
solving the customer problem as intended or affecting other metrics?
• How does this vary across cohorts, timescale, and any other relevant contextual factors?
Important: We require at least 1 metric in each category - Primary, Secondary, Guardrail.
Metrics may be for tracking how well you solve the User Problem, alignment with strategic
OKRs, or other criteria as specified in Section 1 - Problem Definition.
Primary Metrics:
Secondary Metrics:
Guardrail Metrics:
3.3 Tracking and Analytics
What tracking do you need to measure your metrics? Do you have instrumentation within the
app to track the key metrics defined above? Do you have dashboards in place to track impact?
Important: We require at minimum 1 description or figure detailing what exactly in your product
will be instrumented to track events. Further, describe what kind of events and event properties
will be tracked for the metrics defined above.
3.4 Experimental Design
3.4.1 Control and Treatment Definition
Please define the control group and treatment groups in your tested population.
• How do you know you are randomizing correctly, to ensure your customers in the control
and treatment groups are otherwise identical?
• What are the risky sources of randomization bias (e.g., selection bias, representative
bias)? If we cannot ensure perfect randomization, how can we detect if this is the case
ahead of time?
• What about correlation with other concurrently running A/B tests for features either in-
progress or already released?
3.4.2 Experimental Setup
Please describe in detail the experimental setup for testing whether your launched feature is
“successful” or not?
● Experimental hypothesis and corresponding metric
● Experimental cells and treatment conditions
● Desired statistical significance and statistical power
● Desired detection % data lift of experimental metric
● Minimum number of data
● Expected duration of experiment (i.e., how long do you need to A/B test?)
3.5 Results
Please give your results here. What is the main takeaway of the Testing Plan and its
consequent results? Give an overview of who, what, where, and when the data was collected
for your experiment.
Note: You may make up the numbers in this section, but they must be realistic.
4. Product Roadmap and Launch Plan
4.1 Product Roadmap
Please develop and submit a product roadmap that includes your Course Project’s product
feature using any software you choose (e.g., Excel, Productboard, Figma). We ask you define
10 other product features “in progress,” “planned,” or on your “feature backlog.” You may
choose any type of roadmap (e.g., sprint plan, Kanban, feature timeline, release timeline, etc.).
For your roadmap with your 10 different product features + 1 Course Project feature, we require
your team assume or give context such that 4 product features should have feature
dependencies corresponding to the 4 types of feature dependencies discussed in class:
• Customer Dependency: customer needs to do X, before they can do Y
• Technical Dependency: we need X before Y for technical reasons
• Strategic Dependency: we need X before Y for product strategic reasons
• Learning Dependency: we need X to learn whether we should do Y or Z
For this assignment submission, please submit a screenshot of your product roadmap as well
as the roadmap document itself. These must show the 4 dependencies you have assumed.
Further, give a 1-2 paragraph short writeup and justification of the 4 product features that have
the 4 feature dependencies as given above.
4.2 Operational Checklist
TEAM PROMPT Y/N ACTION (if yes)
Analytics Do you need additional tracking? Work with [person] on logging
Sales Do you need sales enablement materials? Work with [person]
Marketing Does this impact shared KPI? Work with [person] on goal adjustment
Customer Success Do you need to update support or training? Work with [person] on updates
Product Marketing Do you need a go-to-market (GTM) plan? Work with [person] with at least [x]
(pricing, packaging, positioning, messaging) weeks notice to kickoff workstreams
Partners Will this impact any external partners? Work with [person] on GTM plan
Globalization Are you launching in multiple countries? Work with [person]
Legal Are there potential legal ramifications? Work with [person]
4.3 Key Milestones
TARGET DATE MILESTONE DESCRIPTION EXIT CRITERIA
YYYY-MM-DD Pilot Internal testing with employees only No bugs on a rolling 7-day basis
YYYY-MM-DD Beta Early cohort of 20 customers At least 10 customers would be
disappointed if you took it away
YYYY-MM-DD Early Access Invite-only customers from sales At least 1 win from every cohort.
YYYY-MM-DD Launch All customers in target cohorts. Measure and monitor
