BRD document
01 BRD description
Concept: BRD document is the earliest document in the product lifecycle, is a summary of our product definition stage.
Used to: illustrate market analysis, sales strategy, profitability forecasts, product conceptualization, and so on.
Purpose: To convince leaders and colleagues to provide resources to support this project.
02 BRD writing
Writing structure: program background, product planning, operational planning, revenue & cost, profitability model, risk & countermeasures
Overall structure of the comb is as follows:
1. program background
Description of the background of all the data is best to indicate the source of data. You can get the data through the listed company's financial report, Ai Rui consulting, or some famous website's interview article, or even the insider's news, are all important reference sources.
Based on the industry as a whole, describe the following:
(1) Industry background and current status
(2) Business value/market size (in case of opening new markets)
(3) User demand
(4) Profitability model
(5) Development trend
(6) Competitors' development
2. product planning
Product planning mainly includes the positioning of the product, the core objectives of the product, the product structure and iteration of the route for an overall presentation. This part of the content can draw on the product iteration update document (if any), mainly based on the current product planning, describing the following:
(1) product positioning
(2) core objectives
(3) product structure
(4) product route
3. Operation planning
Complete operation planning, including content operation, user operation, community operation, and community operation. Including content operation, user operation, community operation, activity operation, product operation five aspects, but not all products will occupy all the operation, each product operation involves the same part is not necessarily the same, focus is not the same.
(1) content operation
(2) user operation
(3) community operation
(4) activity operation
(5) product operation
4. Profitability model
Simply put, it is to introduce the product will be through what kind of mode, channel to get revenue
5. Revenue and Cost
6. Risks and Countermeasures
SWOT analysis: Strengths, Weaknesses, Opportunities, Threats; (SWOT will not be described in detail, there is a detailed introduction to the website Oh)
MRD document
1, Overview: contains two points, background and objectives.
2. Market Overview:Describe what market you are trying to do.
2.1 Market Characterization
Tell us about the product positioning of the current market competitors from the big picture.
2.1.1 Market Problems
List the market pain points, the user in the demand, encountered in various aspects of the problem, the current market is how to meet, as well as those demand points have not been met? Or meet not enough to have the space for deep excavation.
2.1.2 Market Opportunities
According to the problems of the market, analyze the problem, is there still an opportunity to do this market? Examples of several solutions, one by one, based on the problems highlighted by the market.
2.2 Market Trends
Foreseeable estimation to assess the future development of the market, what kind of situation may arise? The emergence of a giant monopoly? Vertical segmentation? Vertical segmentation? 020 online and offline combination and so on.
2.3 Market Segmentation
For example, what are the market segments? And what are the products corresponding to these segments?
2.4 Market Barriers
What are the challenges and barriers to entering the market?
Maturity barriers. The market is already very mature, the brand experience has been y rooted in people's hearts, not segmented cut into almost no chance of winning.
Capital barriers. The market is in the early red sea or to the fire fight era such as the previous hundred group war, taxi, carpooling, takeaway market. One is the starting need a lot of money, such as Jingdong's self-built materials.
Technical barriers. Such as artificial intelligence, search, these need highly sophisticated technical talent, to realize.
Monopoly barriers. Such as medical, telecommunications, payment, etc., which require state approval.
2.5 Market Urgency
Based on the trend of market development, are there any special needs required for the start of the project?
3. User Needs Analysis:Detailed description of the motivation of user needs.
3.1 user type segmentation
Describe the segmentation dimensions of the user group, the decomposition of the user, which can be described by the typical user, type characteristics features, etc.. Different needs of the user, the focus of the product is different.
3.2 User Scenarios
Scenarios in which users' needs occur, and the characteristics of different scenarios. For example, when sleeping, when taking the subway and public transportation, when driving and so on.
4. Competitor Analysis
Direct Competitor
Indirect Competitor
Competitor Mode Analysis
PRD Documents
I. PRD Document Header
Document name, author or writer, date of writing, version record, and table of contents.
Second, PRD document content structure
PRD document content structure includes: overview, product requirements, product process description, product structure and functionality, other product requirements, on-line requirements. If necessary there are related documents, annex description.
1, overview
From the general direction, talk about the background of the project, what are the objectives, there is no competitor like? And what is the stage plan? What is the purpose of conveying the need to do this? To achieve what kind of goal? To achieve this goal stage plan is what?
2, product requirements
down to the specific place, what are the needs of the product? What needs have been added? Adjusted what? Canceled what? Need other resources to cooperate? What is the impact? In this case, it is not a good idea to talk about it from these places.
3, the product process description
To make clear each logical point, each place should go? What kind of judgment should be made? If the operation returns to the user what content? What content does the user get after triggering?
4, the product structure
Based on the internal logic of the product, decomposition, refinement of the requirements, the needs of the detailed description.
5. Other product requirements
When it comes to other product lines, it is necessary to collaborate with multiple product lines to consider various aspects. Collaborative adjustment to avoid omissions and unnecessary deviations.
6, related documents
If a project is broken down into multiple teams. Multiple requirements documents in collaboration. Such as a UGC community, there are PC-side community and APP-side community.
7, on-line requirements
Tested requirements, specific on-line time, specific some special process requirements.
8, other needs, attachments
As a supplement to the requirements, some of the needs of additional instructions, or the need for documentation, etc.
Welcome to the starting point of the College to learn more about the product documentation writing method