Prepares the concept for Concept approval. The product line manager runs it, and product marketing, finance and engineering leadership review it before the business unit decision owner sees the package.
MustMarket requirements are documented, sourced and reviewed with lead customers or segments.
MustEach market requirement is tied to a use case and a named segment or lead customer.
MustMust-have and nice-to-have features are separated, and not everything is marked essential.
ShouldPrice and volume expectations state their basis.
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