“Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.”

– Peter Drucker

I call it product plan here for simplicity, but I refer to the tactical plan for delivering the business offering, whether that’s product, service, or both. You already did the essential planning for your business offering in your lean plan strategy and tactics. Product tactics include regular monitoring of product or service quality, launch dates, packaging, feature sets, technology, bundles, design, prototypes if required, configuration, and sourcing. The lean plan collects the specific tactics to execute. It has no more description than what is needed to execute.

This chapter provides more background for developing those tactics; and it covers the need for additional explanation and description when your business requires a more formal plan or pitch, for outsiders.

It includes:

• Align business offering with target market
• What to Include in a Product Plan