Problem StatementsProblem Statements::More Work or Better Work?More Work or Better Work?

Stewart Rogers, PMC, CSM

srogers74@yahoo.com

http://www.strategicproductmanager.com/

Why are you here?Why are you here?

� Learn about market problems◦ What are they?

◦ Where do you find them?

◦ Why write them?

◦ How to write them? ◦ How to write them?

◦ Why are they useful?

◦ How to prioritize them?

◦ How do you find the time?

What does this solve?What does this solve?

What are they?What are they?

prob·lem state·ment (prŏb'ləm stāt'mənt), n.

• Defines the problem in the context of the marketin order to determine an appropriate solution

• Clearly states the problem with enough contextual • Clearly states the problem with enough contextual detail to establish why it is important

• The problem should be measurable and observable

What are they? (cont’d)What are they? (cont’d)

• The Problem Statement should include a concise description of the entities and personas and how they interact with one another

• It should exclude questions or solutions

• It is a gap between the real and the desired or a contradiction between principle and practice

Where do you find them?Where do you find them?

� Customers

� Prospects

� Sales

� Analysts

� Consultants / Subject Matter Experts� Consultants / Subject Matter Experts

� Support

� #1 Answer: Talk to people!

Why write them?Why write them?

� For yourself◦ Focus on the market problems and not the solution

� For development◦ Clearer more focused requirements◦ Clearer more focused requirements

◦ Develop solutions to problems

� For marketing◦ Better marketing material (e.g. feature benefits)

◦ More targeted messaging

How to write them?How to write them?

The following steps can help you develop a realistic problem statement:

• Be specific• Keep it restrictive to the scenario and the persona• Keep it restrictive to the scenario and the persona• Focus on single problems• Use observed, measurable facts - not opinions

How to get started?How to get started?

Input:It takes too long to complete the online quote for my clients.

Example:

Problem Statement:Mark is frustrated by the effort to complete a quote. To generate a quote, Mark has to enter the client’s contact information into the RES-1 system twice.

Why is it not a requirement?Why is it not a requirement?

re·quire·ment (rĭ-kwīr'mənt), n.

• A requirement is a statement of the least stringent conditions that must hold to solve or avoid a market problem

Example:

The RES-1 system shall maintain the contact information throughout the Quoting process.

market problem

Why are they useful?Why are they useful?

• Better communication• Focused prioritization• Clearer end goals• Better documentation• Better marketing efforts• Increased Customer satisfaction• Increased Customer satisfaction• Better solutions

How to prioritize them?How to prioritize them?

• Executive Leadership• ROI Calculators ++

• Impact, Scope, Strategic Fit, Willingness to Pay?

• Group Processes

Question to ask:Question to ask:• Does it align with your corporate and product

strategies?

How to find time to write them?How to find time to write them?

� Problem Statement Writing Days

� Automation

� By writing them

ReviewReview

Police often lose track of suspects on foot patrol because of reduced visibility and a lack of foot speed

Anyone catch the subtle error here?

ResourcesResources

� Blogs:◦ Cauvin→ http://cauvin.blogspot.com

◦ Product Beautiful → http://www.productbeautiful.com

◦ The Product Management View → http://featureplan.com/community

◦ Product Marketing Blog → http://www.productmarketing.com/blogs/productmarketing◦ Product Marketing Blog → http://www.productmarketing.com/blogs/productmarketing

�Webinars:◦ Writing Problem Statements →

http://techwriting-marta.blogspot.com/2006/09/statement-schmatement.html