| If you are like many firms, you have hit a home run or two. But lately, new products have not generated the revenue you had hoped. Why did this happen? Was the requirements list too long? Did the requirements list change frequently during development? Did development take a great deal longer than you originally planned? Did you have an intimate understanding of the needs of a market segment, or an intimate understanding of the needs of one big customer? Everything we do to win a customer (sales processes, all marketing programs, etc.) is focused on the buyer. Everything we do to keep a customer is focused on the user. The user’s satisfaction gives us recurring revenue and referrals. Each product contains some features that are “buying criteria” and others that are “using criteria”. Before you can drive down to the details of individual requirements, you must first understand the difference between the two. DELIVERABLE: This service delivers reports from onsite interviews with ten existing customers of your current product. These reports identify existing buying/using criteria, and future needs for additional buying/using criteria.
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