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A Tekcess International client had been developing a new piece of process equipment for the semiconductor industry. The technology was novel and had generated a lot of “tire kicking” from prospects. However, after several years of product development and dozens of...read more
One of the critical factors for new product success is engineering involvement in the Market Requirements Document (MRD) development process. Failure to maintain open, active lines of communication between product management and engineering can lead to big disconnects...read more
It took one of those heavy-duty staplers to secure the pages of your Market Requirements Document (MRD). You’re a seasoned professional, so you knew to ask for more product capability than you really need. That way you’ll emerge from your negotiation with engineering...read more
Your product roadmap describes the products that you intend to develop and bring to market over time. Each product on the roadmap needs a Market Requirements Document (MRD). That MRD needs to be done sufficiently ahead of planned market introduction to allow for...read more
A Market Requirements Document (MRD) is not a Product Development Plan (PDP). The MRD represents what needs to be done to achieve your business objectives from a market perspective. An MRD seeks to answer the question, ‘Should we do it?” A PDP, on the other hand, is...read more
That high-quality product requirements in your Market Requirements Document (MRD) are necessary to ensure that engineering produces the intended product is obvious. What’s not so obvious is how to measure product-requirement quality. Without a standard for evaluating...read more
You followed the company process. You detailed every product specification. Your voice-of-the-customer validation confirmed that this is the product that the market needs. Management approved your Market Requirements Document (MRD) unanimously. You were on the path to...read more
Your product roadmap describes the products that you intend to develop and bring to market over time. Each product on the roadmap needs a Market Requirements Document (MRD) to define for whom the product exists, what it must do, and how well it must perform to...read more
I don’t think there’s a capital equipment sales or marketing professional that hasn’t argued, “We need to discount to break into this account, and once we’re in, the gross margin will go up.” This is usually rebuffed by the general managers and finance people who...read more
Chief executive officer, president, chief operating officer, and general manager are the job titles that you most often associate with the term “executive” in a company. They’re the guys accountable for profit and loss in their companies. They coordinate engineering,...read more
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