Here is an example of a product requirements document I used to guide the redesign and go-to-market strategy for a web application.

1. Web App 2.0
“Mailchimp for Handwritten Notes”
Intro & Goal
The true opportunity is how we grow our user base who sends more than 25 messages per
order. Data says those users repeat more frequently and can often grow into even higher
thresholds. This redesign of our self-service platform will enable our users to purchase and send
notes in bulk without the need for sales or account management intervention as the first
touchpoint.
This tool will be released in beta to a core group of customers for live feedback and testing
before fully replacing our current web application. The target for 0.9 release is Mid-October.
Who’s it for?
1. Marketing professionals looking to connect with customers in innovative ways beyond
email. They value time, convenience, and measurable results from their tools. They want
to send 1000 notes at once with the same ease as sending 1000 emails via Mailchimp.
2. Event planners looking to increase event attendance with handwritten notes. Sending
notes one at a time through our current application doesn’t serve their needs.
Why build it?
1. Sales and account management teams are overloaded with processing smaller bulk
orders. Takes away focus from Enterprise deals and is cumbersome, manual process to
onboard.
2. Analytics and user tests confirm our customers have a preference to bulk purchase
notes on their own but current web application doesn’t match user needs.
3. Base API functionality is in place.
4. This gives us a competitive edge with business users.
What are the core challenges to solve?
1. How might we empower our users to easily send more than 25 personalized handwritten
notes at a time via a web application?
2. What triggers are essential to creating habit-forming behavior for multi-note sending on
the web application?
3. 1 x 1 handwritten note sending is typically approached differently from our customer
base (mobile v. desktop experience).
Prepared by ​Aaron Roy​ | ​aaron@aaronroy.io​ | ​@aaron_wa

2. Definition of MVP​:
Not this:
Or this:
Our MVP is this:
Tech requirements for initial release:
- Mobile Responsive (Mobile, tablet and desktop viewports)
- Integrations:
- Stripe
- Google Analytics
- Mixpanel
- Intercom for on-site questions & re-engagement
- Google Places API
- Marketo
Mockups:
Prepared by ​Aaron Roy​ | ​aaron@aaronroy.io​ | ​@aaron_wa

3. MVP feature release schedule:
0.9: Beta Release for existing users - 9/21
- User gets 25 free messages for being beta tester.
- Single user can choose from house style stationery that are categorized and house
handwriting styles to send 1 x Many handwritten notes.
- User can upload list of addresses & select merge fields based on list headers.
- Airtable or ​Google Sheets API​ for address upload
- User can save return address for future orders.
- Web app has intercom
- Starting intercom budget will be approx. $500 per month.
- Transactional emails will be in place: User will get email that order has been placed,
credit card has been charged and order has shipped.
- User can create and manage custom stationery.
- Header, footer & image upload work cleanly.
- User can access dashboard where they can see drafts, order status and notes sent
across web and mobile application.
- Promo code support
1.0: Platform goes live - Soft Launch - 10/3; Full Launch - 10/18
- Updated homepage built on Wordpress with assets, tutorials and new pricing schema.
1.1: Single user can save message template for future use
1.2: International support for all types of orders
- Mobile app must include support for this as well.
2.0: User can create “Campaigns” - 12/6
- User can manage their list of addresses by adding more users to an existing campaign
or duplicating list from a campaign.
- User can review and refine problematic handwriting renders before completing campaign
orders.
- User can track the delivery of notes.
- Includes ​informed delivery​ for campaigns <100+ notes.
Other potential future features to think through:
- Ability to send campaigns directly back to the client and not just to recipients.
- Supporting note only and custom orders.
- API status page (i.e. ​https://status.imgix.com/​)
- Enabling users to digitize their own handwriting via taking a photo and uploading in-app.
Go to Market
1. Onboard marketing and work backward from 10/18 launch to determine key marketing
needs and milestones.
a. Develop nurture campaigns to existing users announcing the launch and outlining
highlights from new features.
b. Blog posts with walkthroughs of new UI.
Prepared by ​Aaron Roy​ | ​aaron@aaronroy.io​ | ​@aaron_wa

4. c. Define social media strategy across channels.
2. Write press release and use PR partners to set up outreach/coverage announcing the
launch
3. Outreach to top 20 partnership targets to get friendly blog/promo coverage.
4. Source 25-50 existing power users to beta test and evangelize at launch.
5. Schedule launch party with local users.
6. Launch on Product Hunt.
Prepared by ​Aaron Roy​ | ​aaron@aaronroy.io​ | ​@aaron_wa