TO: GROUP ALPHA
FROM: DOWNEND
SUBJECT: EXPANDED ROLE FOR MARKET RESEARCH PRODUCT MANAGERS.

Mary, Linda and Don have been playing a larger role in bringing
our products to the Market. The attached description formalizes
the role of the Product Manager.  The Product Manager role overlaps
and complements the Project Leader role. The Product Manager carries
the project into the Marketplace and makes sure it is presented in the 
best possible way to maximize sales. To accomplish this of course 
requires an intimate feel for the strengths and weaknesses of the product;
Hence, the Product Managers need to interact with the project during
the development. Please be sure to include the Product Manager as 
part of the team when setting up meetings and developing the product.

Calfee used to say the a game sold itself, i.e., the collections 
determined success or failure of the game regardless of any 
Sales or Marketing effort.  That may have been true when intial
orders for a game ran close to 10,000, but in the current marketplace
we desparately need the the Marketing follow-through of a Product Manager
to even get a few thousand games out there - only then can a game begin
to sell itself.
		- Chris Downend

Mary Fujihara has developed the following description:   


PRODUCT MANAGER FUNCTION


Overall Goals

* Assist managment in defining and maintaining appropriate product mix.

* Provide engineering teams with current market data and player trends to
  be used in developing new start ups and designing game play features.   

* Provide objective assessment of product potential throughout the deve-
  lopment process and communicate to teams to reach mutually defined goals.

* Drive product to market through sales and distribution, with advertising
  and promotion responsibilities.


FUNCTIONAL RESPONSIBILITIES

Product Initiation

* Briefing with available programmer/team on current product mix and focus.

* Review of current market trends and successful features of top games and
  player behavior.   

* Evaluate marketability of new product proposals once concept and game 
  specs defined (target players, locations, price point, potential sales).

* If licensed properties available for consideration, review parameters
  and potential application of property.

Product Development

* Coordinate with project leader on timing and goals for each phase in
  development (e.g., goals for reviews).   

* Follow up with project leader on action items from reviews.

* Establish timing and objective of focus groups and field tests.

* Provide development recommendations as result of focus and player surveys.

* Maintain product logic/focus throughout development.

Product Release

* Recommend marketing release decision based on earnings history and product
  need/demand.
 
* Responsible for game manuals.

* Recommend factory settings.

Product Marketing

* Review game graphics and packaging.

* Recommend launch strategy (timing, samples, introduction method).

* Allocate advertising budget and programs for print materials, trade ads,
  promotional events.

* Drive product introductions to the field and any secondary merchandising
  campaigns.

* Work with sales team on product posture, positioning approach, key selling
  features, and earnings performance.

Additional Functions

* Coordinate the evaluation and testing of all potential licensed games
  (primarily test boards from Japan).

* Responsible for evaluation and review of outside game submissions.