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either --- Customer Segment A, which if we gain, will provide us the
needed buzz in the market place. Customer Segment B, which unless
we win, we will lose market share to our number one competitor. And
Customer Segment C, which will be best served by our products /
solutions. For each of these target segments, a well articulated MRD /
PRD describes the competitive situation, market growth rate / potential,
etc. >>
2.4.2 Installed Customer Base
<<Describe the current customers that are targeted to migrate to this
new product / product mix / product line / solution. Describe the
envisioned migration. If appropriate, describe the reasons for the said
migration.>>
2.4.3 List of Additional Customers
<<This list can be reproduced from the MRD, and augmented, based
on interaction of the Product Manager with prospects, customers, and
independent research. Excellent open source databases available in
any Public Library can also be used to create Lead Lists. A couple of
such databases are Reference USA, and Gale. Paid resources like
InfoUSA, OneSource, CorpTech etc. can provide more aggressive lists
of prospects in the targeted customer segments. Further, research
firms like Gartner, IDC, and Forrester can also be tapped to provide
customer leads. >>
(Note: If commitments were made to deliver this product to certain
customers within certain time frames / deadlines, that table should be
included here.)
2.5 Product go-to-market Strategies and Tactics
2.5.1 Anti-Competitive Launch
<< Competitors need to be caught off-guard, if a business needs to win
key battles against arch-enemies. For example, you might want to
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