markedskrav

Markedskrav is a term used in product management and marketing to denote the market-driven requirements a product or service must satisfy to be successful in its target market. It describes what customers need, which problems they want solved, and what outcomes the market expects, including constraints such as regulatory, technical, and budget considerations. The concept is commonly documented in a market requirements document (MRD) or an equivalent framework, providing the rationale for product strategy and feature prioritization and serving as a reference for cross-functional teams.

The purpose of markedskrav is to ensure alignment among stakeholders, guide product planning, and inform decisions about scope, positioning, pricing, distribution, and go-to-market activities. The process typically involves market research and customer discovery to identify segments, jobs to be done, pain points, and desired outcomes; analysis of the competitive landscape; and the formulation of concrete requirements or criteria that the product must meet, expressed in measurable success metrics.

Content usually covered includes the target market and buyer personas, key use cases, essential features and performance criteria, quality and reliability requirements, regulatory and safety considerations, pricing and packaging, and success metrics such as adoption, market share, and customer satisfaction. Markedskrav should be kept current to reflect changing market conditions and competition, and they form the basis for translating market insights into concrete product development work.