For the Product Team, building an evidenced-based assessment of your customers, markets, competition, product, pricing, financials, plan and vision is critical when we want to get funding for a new initiative. But once funded, we often forget this–we charge headlong into delivery and stop reflecting on the fundamentals of why we’ve built our product. But think of it like this; your market is not static–every aspect from customers through to competition is changing. The product plan is where we document those changes. Fifteen minutes per week reflecting on “what is changing in my market” and captured in the product plan means you keep an up-to-date view of market conditions.