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ThinkTank Manual
Product type: alcoholic beverage
Primary market: young adults
Taste: sweet and fruity
Position: high Status and sophisticated
But random thoughts do not make a product plan; they must
be arranged into a coherent, persuasive document. So you
might organize your thoughts into an outline as shown in
Figure 1—1. With an outline it is easy to find information.
For example, if you want to examine your ideas on product
positioning, you can go straight to the section on marketing
instead of searching through an unorganized list. You can see
at a glance how your ideas fit together, which sections are
solid and which need further thought. In addition, since the
outline is organized just like the product plan will be, it
makes the document much easier to write.
But it is difficult to work with an outline on paper.
Some sections always seem to end up cluttered and hard to
read, others sparse and empty. If you want to move an idea
from one section of the outline to another, or eliminate it al-
together. you have to do a lot of erasing, crossing out, or
cutting and pasting. If you want to share the outline with a
Figure 1—1: Product Plan Outline
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