1. Introduction
    1. Product Description
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    2. Stakeholders
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        1. Title Click here to edit
        2. Organization Click here to edit
        3. Email Click here to edit
        4. Phone Click here to edit
    3. Team Member Names
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        1. Title Click here to edit
        2. Organization Click here to edit
        3. Email Click here to edit
        4. Phone Click here to edit
    4. Related Documents
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    5. Author(s)
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    6. Sign-Off List
      1. Training
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        2. Organization Click here to edit
      2. Channels
        1. Name Click here to edit
        2. Organization Click here to edit
      3. International
        1. Name Click here to edit
        2. Organization Click here to edit
      4. Public
        1. Name Click here to edit
        2. Organization Click here to edit
      5. Sales
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      6. Marketing Communications
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      7. Product Management
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        2. Organization Click here to edit
  2. Executive Summary
    1. Customer and Market Analysis
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    2. Service Offer Definition
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    3. Revenue Forecast and Financial Analysis
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    4. Sales Execution Plan
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    5. Go-To-Market Strategy
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  3. Plan
    1. Market Analysis
      1. Situational Analysis / Drivers
        1. What is driving us to do this?
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        2. SWOT Analysis
          1. Strengths
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          3. Weaknesses
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          5. Opportunities
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          7. Threats
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        3. Customer Findings - What have we learned from customers?
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      2. Competitive Analysis
        1. Do we have competitors and threats in these target markets with the proposed offerings?
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        2. What are our competitors doing and how are they positioning?
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        3. How do we position against each competitor?
          1. hello
      3. Target Customer(s)
        1. Buyer Profile
          1. Title
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          3. Industry
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          5. Geography
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          7. Business Size
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        2. User Profile
          1. Title
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          3. Industry
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          5. Geography
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          7. Business Size
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        3. What do customers want and need?
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        4. What business problems do each of these customers have?
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      4. Customer Segmentation
        1. Which customers or sets of customers do we sell to?
          1. Click here to add a customer
          2. Click here to add a customer
        2. What are the target market segments that we want to go after?
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          2. Click here to a add a target market segment
        3. What are the distinct problems for each segment of the market?
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      5. Total Available Market
        1. New Prospects
          1. How much of each target segment have we penetrated?
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          3. How much opportunity is available in each target segment?
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        2. Existing Customers
          1. Can we up-sell existing customers?
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    2. Offer Definition
      1. Offering
        1. What are we selling?
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        2. Product/Service Definition
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        3. Pricing
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        4. Packaging
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        5. Positioning
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      2. Value Proposition
        1. What is the Value Proposition to the customer?
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        2. What problem/pain are we solving?
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    3. Financial Analysis
      1. Revenue Forecasts
        1. Revenue and P&L Forecast (5 Years)
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        2. Revenue should be split out quarterly
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      2. Cost Analysis
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      3. Profitability Analysis
        1. P&L for the offer to include gross margin, net income and break even analysis.
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    4. Sales Execution Plan
      1. Sales Strategy
        1. Direct Sales Strategy
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        2. Inside Sales Strategy
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        3. Channel Sales Strategy
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    5. Go-To-Market Strategy
      1. Messaging
        1. What is the key messaging for the service offer? (Pain, alternatives, solution)
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        2. How do we communicate internally?
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        3. How do we communicate externally?
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      2. Promotion Strategy
        1. Marketing Programs (Installed base versus new prospects)
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        2. Advertising (Publications, etc.)
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        3. Analyst Relations (Target Analysts)
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        4. Public Relations
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        5. Events (Trade shows, SEO/SEA, Seminars)
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        6. Webinars
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      3. Demand Generation & Lead Qualification
        1. How do we generate and qualify new leads for the target offer?
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        2. Prospect Lists
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        3. Key Questions to Ask
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        4. Sales Collateral
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        5. Website
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        6. Presentations
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        7. Data Sheet(s)
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        8. White Papers
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