This simple template outlines essential information and data to support the approval of a new product development. While it may not address elements unique to certain markets/technologies, it can form the basis of any new product development review.

1. Kay Associates (www.kayassociates.org)
Company Name
BUSINESS OBJECTIVE PLAN
PRODUCT NAME: X
PRODUCT NUMBER: X
REVSION: X
DATE: X
PREPARED BY: X
APPROVALS:
PRODUCT PLANNING PRODUCT
DEVELOPMENT
OPERATIONS FINANCE EXECUTIVE REVIEW
DATE: DATE: DATE: DATE: DATE:
1 | P a g e

2. Kay Associates (www.kayassociates.org)
TYPE NAME OF PRODUCT
Type a one or two paragraph outline of the product, its fit within the product roadmap and
the target market segment.
BOP Page 2 of 7

3. Kay Associates (www.kayassociates.org)
TABLE OF CONTENTS
MARKET OVERVIEW...............................................................................................................................................4
MARKET BACKGROUND......................................................................................................................................4
TRENDS & COMMENTS........................................................................................................................................4
PROJECTED MARKET GROWTH............................................................................................................................4
GENERAL OPPORTUNITY.....................................................................................................................................4
CUSTOMER BASE ............................................................................................................................................... 4
COMPETITION..................................................................................................................................................... 4
RISKS OF MARKET ENTRY..................................................................................................................................4
PRODUCT DEVELOPMENT STRATEGY.............................................................................................................5
PRODUCT OVERVIEW..........................................................................................................................................5
FUNCTIONAL OVERVIEW.....................................................................................................................................5
PRODUCT UNIQUENESS........................................................................................................................................5
COST OF FUNCTION TODAY................................................................................................................................5
PRICING CONSTRAINTS.......................................................................................................................................5
BENEFITS TO CUSTOMER.....................................................................................................................................5
MARKETING/SALES - INTRODUCTION PLAN..................................................................................................6
OBJECTIVE: ....................................................................................................................................................... 6
STRATEGY:......................................................................................................................................................... 6
OVERALL PLAN:.................................................................................................................................................. 6
Betasites ................................................................................................................................................................6
Tools.......................................................................................................................................................................6
Collatoral...............................................................................................................................................................6
Software requirements...........................................................................................................................................6
Resources...............................................................................................................................................................6
MARKET PENETRATION PLAN..............................................................................................................................6
STRATEGIC ALLIANCES.......................................................................................................................................6
NEW PRODUCT BUSINESS ANALYSIS................................................................................................................7
BOP Page 3 of 7

4. Kay Associates (www.kayassociates.org)
MARKET OVERVIEW
Market Background
Trends & Comments
Projected Market Growth
General Opportunity
Customer Base
Competition
Risks Of Market Entry
BOP Page 4 of 7

5. Kay Associates (www.kayassociates.org)
PRODUCT DEVELOPMENT STRATEGY
Product Overview
Functional Overview
Product Uniqueness
Cost Of Function Today
Pricing Constraints
Benefits to Customer
BOP Page 5 of 7

6. Kay Associates (www.kayassociates.org)
MARKETING/SALES - INTRODUCTION PLAN
Objective:
Strategy:
Overall Plan:
Betasites
Tools
Collatoral
Software requirements
Resources
Market Penetration Plan
Strategic Alliances
BOP Page 6 of 7

7. Kay Associates (www.kayassociates.org)
NEW PRODUCT BUSINESS ANALYSIS
Include a spreadsheets analysis (another template) that addresses project development
resources/cost, milestones, revenue projections, cost analysis/COS, and ROI.
BOP Page 7 of 7