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Practical Project Initiation: A Handbook with Tools by Karl E Wiegers

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Marketplace Expectations

When choosing release criteria, keep in mind that different types of customers desire various combinations of time to market, features, quality, and value proposition. Geoffrey Moore divided the potential market for a product into the five customer categories shown in Figure 5-1 (Moore 1991). This analysis was derived from an earlier discussion about the diffusion of innovation by Rogers and Shoemaker (1971). Be sure to know your audience when you’re trying to determine what "done" means for your product.

Distribution of market segments.

Figure 5-1. Distribution of market segments.

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