product development plan
DESCRIPTION
A template that covers basic elements of product development plan for a sample software product.TRANSCRIPT
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Product Development Plan
Sample eClaim System
{Author Name}
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Executive Summary
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Year 1 Year 2 Year 3 Year 4 Year 5
Sales 2 1 3 4 5Net Profit before Tax
31000$ 251000$ 951500$ 1236520$ 1321450$
Investment
25100$ 99010$ 89010$ 59010$ 29910$
Employment
24 21 7 6 5
Risk 4.3% 2.3% 1.2% 1.2% 1.2%
Executive SummaryThis plan is about a Transactions Management System that targets insurance sector to automate processing, tracking and tracing Incurrence claims.
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The main objectives of this plan are the following:
1. Make {Your Organization Name} among the top three leaders in the market who provide automation solutions for insurance sectors.
2. Increase the revenue of {Your Organization Name} by 1854,321$ during 5 years.
3. Strengthen the presence of {Your Organization Name} in the MENA region.
Objectives
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Product Description
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Sample eClaim System is a Transactions Management System that is used primarily for tracking and tracing Incurrence claims across different departments and sections within one or a group of Incurrence companies. The system automates such workflows and facilitates transactions’ monitoring and processing.
It also helps in balancing workload as well as managing and evaluating employees’ performance, among many other benefits. On the other hand, applicants may use the system to check the status of their applications/transactions.
Product Definition
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• Customizable work queues with simplified drag-and-drop workflow design.
• A personal, client-configurable business decision engine.
• Trend-seeking data analytics and reporting tools.
• Claims portal for accelerated, secured, real-time access to bill review data.
• Electronic billing and payment processing.
• Quick searches by bill, claim, or provider
• Views of bills waiting for review
• Adjuster authorization of bills
• Productivity tools such as alerts, watchlist, reminders.
Features
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• Easy-to-use application interface
• Leading-edge technology
• Enhanced value via multiple partnerships
• Scalable application
Non-Functional Features
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eCliam will provide the target customers with the following benefits:
• Improve Customer Service
• Increase loyalty
• Increase efficiencies
• Save money & time
• Reduce human mistakes
Benefits to Customers
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Market Analysis
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21%
28%23%
15%
13%
Market Segments
Full Line Insurance Insurance BrokersProperty & Casualty Insurance ReinsuranceLife Insurance
Target Market The Target Market is the insurance sector with more emphasis on the Insurance brokers and Property & Casualty Insurance segments.
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The insurance industry - especially in the Middle East - is currently in a low or no-growth market so the key imperative of this industry is to accelerate performance for profitable growth through focus on informed interactions, streamlining operations and delivering enterprise resilience.
As part of the effort of the insurance companies to develop customer-centric visions that will allow them to retain their customers and grow their business, there is a need to benefit from embracing IT automation solutions through:- Delivering enterprise resilience- Streamlining operations and improve agility- Accelerating performance- Managing and reducing risk through formalizing traceability
Market Needs
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Insurance companies are operating in a difficult environment. Interest rates are low, affecting returns on assets under investment, and many consumers are finding traditional life and/or annuity products hard to afford. Insurance companies are under pressure to bring new products – such as policies with lower face value – to market more quickly, and to speed up the underwriting process to reduce the chances of a new customer withdrawing his or her application.
In trying to deal with these challenges, however, Insurance companies are working within the limitations of outdated systems – often a patchwork of legacy systems stitched together following a series of mergers and acquisitions. The costs of outright system replacement can be daunting, and customized solutions can be both expensive and imprecise. However, the benefits of automated systems for new business and underwriting – in terms of speed, accuracy, cost reduction and improved service – are compelling, as well.
Under such circumstances, it is not surprising that the software as a service (SaaS) delivery model is gaining in popularity. The growth of SaaS models for automated systems might best be described as slow and steady. Recent surveys have indicated that more than a third of insurance customers currently use some form of SaaS, and 20 percent plan to adopt such a model within the next 12 months.
Market Trends
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• The Market Potential is about 15 deals during the first 5 years with average of 3 deals per year.
• The demand for SAAS deployment model is expected to increase as it has the less upfront investment.
Market Potential
Year 1 Year 2 Year 3 Year 4 Year 50
0.51
1.52
2.53
3.5
SAASOn-PremisisPay-AS-You-GoD
eals
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• Scalability• IntegrationProduct
• Many Pricing ModelsPrice
• Gulf• Middle eastPlace
• Events• NewslettersPromotion
Marketing Mix
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Since this type of products requires special focuses on developing long-lasting relationships with clients, the Marketing Orientation that will adopted is Relationship Marketing.
The marketing strategy should include branding, customer service training, community and media relations, social media, newsletters, blogs, referral programs and frequent buyer incentives. These marketing efforts are investments in the promise of long-term sales.
Moreover, with such business, acquiring new customers can cost as much as five times more than retaining current customers. So, the financial payoff to investing in long-term client relationships becomes clear.
Marketing Orientation
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Competitive Advantages (current)
{Your Organization Name} already has the needed technical expertise and resources to develop and deliver Vertical Applications and Supporting Systems.
Competitive Advantages (to be developed)
{Your Organization Name} experts need to do research to build a comprehensive understanding of the special needs of the insurance sector.
Organizational Analysis
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• location of offices: USA
• Online presences: {Web Site}
• Key personalities:
• Last event: N/A
• Ownership: {Owner}
• Organizational structure: Matrix-based
• Products: Business process management and Intelligent data capture.
• Patents and licenses: N/A
• Quality control conformance: ISO 9000
Competitors Profiles - {Competitor 1}
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• location of offices: USA
• Online presences: {Web Site}
• Key personalities: N/A
• Last event: N/A
• Ownership: N/A
• Organizational structure: Matrix-based
• Products: Business process management and Intelligent data capture.
• Patents and licenses: N/A
• Quality control conformance: CMMI
Competitors Profiles - {Competitor 2}
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eClaim {Product1} {Product2}
Strengths
• Expertise already developed for similar products
• Located in the gulf
• Strong technical support teams.
• The product is very user friendly
Weaknesses
• Rapid change in market trends
• The product is flexible enough to be integrated with backend systems
• The product does not support all types of claims
Competitive Analysis 1/2
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Competitive Analysis 2/2eClaim {Product1} {Product2}
Cost 2 2 2
Technology 3 3 3
Sales Force 3 2 3
Distribution 2 2 2
Pricing 4 3 2
Financial Strength 4 3 3
Promotion/Advertising
3 3 3
Location 4 1 1
Product/Service Quality
3 1 2
Total 28 20 21Scale:
4 = Best 3 = Good 2 = Fair 1 =Poor
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Feature eClaim {Product1} {Product2}
User friendly
Notification Engine
Customized Workflow Module
BYOD
Built-in document scanning and data entry application
Features Comparison
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87%
13%
{Competitor 1}{Competitor 2}
Current Market Shares
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Year 1 Year 2 Year 3 Year 4 Year 50
10
20
30
40
50
60
70
80
90
100
{Your Organization Name}{Competitor 1}{Competitor 2}
Estimated Share
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Product Development Plan
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The action plan is detailed in a separate file.
Action Plan
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Department/Function Level Head count
Management, administration & business development
Senior 2
Secretary 1
R&D & Implementation Senior 3
Junior 6
QA 3
Finance & Sales Senior 4
Junior 4
Marketing & Research Senior 2
Junior 2
Operations & Support Senior 1
Junior 2
Human Resources
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Position Count Date
Senior Software developer (web)
1 1/1/2017
Junior Software developer (WCF)
2 1/3/2017
Financial controller 1 1/8/2017
Marketing Specialist (Media) 2 1/9/2016
Staffing Plan
The below table highlights the additional staffing requirements
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Performance Area
Performance Measures
Target Time Frame
Financial Performance
Financial targets are met quarterly
Revenue of 120654
Year 2
Revenue of 321654
Year 3
Revenue of 521054
Year 5
Customer and Market Performance
Continuous collaboration with the customers
Establish long-term relationship with the customersCustomer retention
Evaluated yearly
Internal Efficiency and Effectiveness
• Deadlines are respected
Max usage of the resources
Evaluated yearly
Long Term Development and Innovation
• On time delivery• Quality of
deliverables
Provide a complete a bug-free product that satisfies the customer needs
6 months
Performance Objectives
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Product Technical Specifications
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•WCF•Web API•RPC•Web services•SOAP•Others
•CRM •ERP•Others
•PC• IPAD•Mobile•Others
•SQL server•Oracle•Others
Data Storage
Supported Devices
InteroperabilityIntegration
Solution Architecture
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The product will be build using the following technical resources:
• Latest .NET framework
• C# language
• Latest SQL server for system data
• Fail-over Clustering
Technical Resources
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Marketing Plan
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The following pricing models are supported:
1. On-Premises model: Traditional perpetual licensed software deployed at customer's facilities.• Basic Setup: 123405 $
• Annual maintenance: 10000$
• Branch Setup: 5200$
2. Subscription SAAS model : Combines a software subscription model with cloud deployment. • Basic Setup: 4405 $
• Annual fees: 35055$
• Branch Setup: 1800$
3. Pay-as-you-go model : Customers pay for actual usage based on transactional metrics.• Basic Setup: 9405 $
• Branch Setup: 1800$
• Transaction rate: 0.2$ to 0.9$
Pricing Strategy
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Sales/Financial Analysis
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The product is projected to show profitability (breakeven) when any of the following deals is made:
1. 2.5 deals from On-Premises model
2. Or 6 deals from Subscription SAAS model (after 14 months)
3. Or 5.2 deals from Pay-as-you-go model (with 5410 transaction per month)
Financial/Business Cases
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Pre-Launch Post-Launch
6 months Day 0 Year 1 Year 5
Revenue Forecast
0 $ 0 $ 92000 $ 2358700 $
Net Revenue 0 $ 0 $ 23050 $ 215400 $
Development Cost
0 $ 250250 $ 50000 $ 7121 $
Operations Cost 0 $ 22870 $ 19400 $ 18400 $
Marketing&Sales Cost
5000 $ 22620 $ 7200 $ 7620 $
Financial Projections
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Year 1 Year 2 Year 3 Year 4 Year 5
Dubai 1 0 1 0 0
Kuwait 0 0 0 0 1
Egypt 0 0 0 0 2
Turkey 0 0 1 1 0
Tunisia 1 1 1 0 0
KSA 1 2 0 0 0
Sales Distribution (Deals)