| The Gold Feature MRD TechniqueIn a previous issue | | | | product focus. |
| of the 280 Insider (June 2004) we discussed how to | | | | The Gold Feature technique is particularly effective if |
| use themes as a technique for writing MRDs (Market | | | | you are on short release cycles or are doing a point |
| Requirements Documents) and keeping your team | | | | release (1.1, 1.2, etc). Many of your team members |
| and product releases focused. Another powerful and | | | | may want to include all kinds of other features that |
| useful approach is called the Gold Feature technique. | | | | can be of varying interest and value to your |
| The idea behind the Gold Feature technique is that | | | | customers. If you can get them focused on the one |
| you choose a single feature that is the absolute most | | | | Gold Feature for the release (and in agreement that |
| important priority for the release, and then you get | | | | everything else is a "nice to have" priority but that |
| the entire team to rally around it as the focus. This | | | | you won't hold up the release for it), you'll have a |
| single feature provides enough customer value to | | | | much better chance of success. You'll also have a |
| hang the entire release on. It is compelling enough | | | | higher likelihood of meeting a tight schedule, as you |
| that all of your customers will want to upgrade (and | | | | can plan the release with more certainty if the Gold |
| some potential new customers will be further | | | | Feature is the only critical path item. |
| convinced to purchase). And it is simple enough to | | | | I've used this technique successfully several times |
| communicate from a marketing and competitive point | | | | when working with clients. One of the releases had a |
| of view that it gives your product a noticeable boost. | | | | client-side piece of software that was downloaded |
| Ideally you should be able to describe the Gold | | | | from the web, and the Gold Feature was "60% |
| Feature in one to five words. Some examples might | | | | smaller download," resulting in more rapid adoption by |
| include: 1.) 30% Faster Performance 2.) Import MS | | | | new customers. Another was "Easier signup process", |
| Word files or 3.) Double your battery life. It has to be | | | | which led to 30% more customers completing the |
| simple and very compelling - if your release has a long | | | | signup process to try out the product. |
| list of features, but you can't find a one to five word | | | | Using the Gold Feature technique is an easy and |
| value message to communicate, it's going to be very | | | | powerful way to keep your products and your team |
| hard to build a marketing campaign and keep your | | | | focused and on track. |