This document provides an outline for a product business plan. It includes sections for describing the product, target audience, value proposition, competitive analysis, business objectives, pricing strategy, marketing, sales enablement, and timeline. The target audience section describes analyzing customer challenges and needs. Competitive analysis involves listing competitors and their value propositions. Business objectives include revenue and profitability targets. Marketing involves case studies, whitepapers, and other collateral. Sales enablement includes playbooks and messaging. The timeline lays out milestones and key activities quarter-by-quarter. The overall purpose is to provide a comprehensive plan to bring a new product to market and achieve sales and business goals.

1. Product Business Plan Template
XXXXXX

2. Content
› Product Description
› Target Audience
› Value Proposition
› Competitive Analysis
› Business Objectives
› Pricing Strategy
› Marketing
› Sales Enablement
› Timeline

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Product Description

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Target Market/Fit
● Target Audience
● Problem the Product is solving
 Is the problem we are solving a vitamin or a painkiller?
● Value Proposition
 Not feature list, instead the promise to your customer on the value you will deliver for
them.
● Strategic differentiation
 Why is your solution 10x better than the leading alternatives.

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Target Market/Fit
● Analyze

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Customer Analysis
● Advocate the user:
 Understand the challenges/issues of target
users/customers
 By understanding how the product can deliver the vale
target users are looking for
 By continuously listening to feedback (customer
interviews, meetings, etc.)

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Competitive Analysis
Competitor Competitor unique value proposition Response
Who is already in/after our
market, who is about to arrive?
If I were the end-customer, why would I consider this
competitor´s product?
What are we going to do about the
competitor? Decision to
ignore/monitor/act.

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Product improvement items
● What functions/features is needed in product to deliver the value the target users
are looking for.

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Unique Value Prop (do the Messaging TP)
● Focus on answering these three
questions for your product:
• Who is it for?
• What does it do?
• Why is it different?
● Leverage the “Challenger Sales
Model”

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KEY TRENDS/PILLARS
(3 Power Positions)
Position 1
• Customer Digital life style (data driven)
• Customer buying behavior
• New competition
• Data driven?
• Agility
Position 2
• Technology shifts
• Saas
• NFV/SDN
• Machine learning
• Consumer trends
• IoT (IoE)
• Cost
• Agility
• (Jonas Forsberg – persona)
Position 3
• NFV/SDN
• Saas
• NetOps =) DevOps
• Automation
• Sourcing
• Agility (innovation)
• (Markus Johansson – persona)
KEY CUSTOMER
CHALLENGES
• Pressure on margin
• New revenue streams capitalize on your
analytics data
• Customer retention
• Campaigns
• Cost, TTM, quality (customer experience)
• Justify own value (proof of innovation)
• Old boxed in solutions
• Keep up with innovation trends
• Find new revenue streams
• Operational efficiency
• Cost pressure
• Direct pains – integration
• Outsourcing long TTM
• Multi vendor environments
• Get network to work with the OSS apps (delays,
etc.)
• Manual processes
• Regulations (?)
• BSS Data?
• Hacks maintenance
• Cultural barriers
KEY MARKET INSIGHTS
AUDIENCE/PERSONAS
 Primary
 Influencer
 Business Leader
 Line of Business Champions
 Business Analyst/ Tech
 Innovator Technology Leader
 IT management, asset management
 Technology Owner
 C-level Influencer
 Technology Owner
 Application Management
 Infrastructure Management
 (C-level Influencer)

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PORTFOLIO
(Key Offerings
Positioned, USP´s)
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leo.
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commodo.
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dapibus leo.
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• Duis et lectus interdum, gravida elit in, dapibus
leo.
KEY
CAPABILITIES & SOLUTIONS
COMPETITORS
EVIDENCE/PROOF
(Why Is It Better)

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Pricing (together with Pricing Manager)
● Value Based Pricing

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Business Objectives
Objective TimeLine Plan
E.g. Revenue targets,
Profitability targets, Market
share increase (sell more
licenses)
Q1, Q2,Q3 or Q4? What's the strategy to achieve the goals?

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Pipeline Gap Summary – Licence Sales - xxxxxxx
(x 2,5)* -- get from finance
GEO´s Quota Pipeline
SFDC
Weighted
%
Pipeline
Target
GAP Average
dealsize
# of deals
for Quota
EUR x MSEK x MSEK 16% X MSEK xMSEK x MSEK x
MEA xx MSEK x MSEK 2% x MSEK x MSEK x MSEK x
APAC xx MSEK x MSEK 13% x MSEK X MSEK x MSEK x
AMER xx MSEK X MSEK 18% x MSEK X MSEK x MSEK x
Alliances xx MSEK x MSEK 74% x MSEK xx MSEK x MSEK x
Total xx MSEK x MSEK x MSEK x
* Close ratio

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Marketing (with Marcom)
Name Timeline Plan
E.g. Case study, ROI study,
whitepaper, video, infographic,
blog, byline article, industry
publications
Q1, Q2, Q3 or Q4? Why, who and how will the collateral be produced.

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Sales Enablement
Name Timeline Plan
E.g. Sales Playbook, Q&A,
messaging document,
Learfnifyer video, Case study,
ROI study, whitepaper,
Q1, Q2, Q3 or Q4? Why, who and how will the collateral be produced.

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Promotion Strategy (with Marcom)
Name Timeline Plan
E.g. Advertising (on-line),
publications, Campaign,
spokespeople
Q1, Q2, Q3 or Q4?
Focus regions.
How are you going to achieve your lead goals?
Budget/Cost

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Timeline
Q2 Q3
Milestone 1
Milestone 2
Milestone 1
Milestone 2
Key Activity 1
Key Activity 2
Key Activity 1
Key Activity 2
Q4 Q1 (2017)
Milestone 1
Milestone 2
Milestone 1
Milestone 2
Key Activity 1
Key Activity 2
Key Activity 1
Key Activity 2

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