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MRD templates: Standard and Startup

Two MRD templates for different situations. Copy the one you need, fill in the sections, delete the prompts.

How to choose:

  • Standard MRD — new market entry, product line launch, formal market analysis
  • Startup MRD — early-stage, hypothesis validation, time-constrained research

More on each format: MRD — the complete guide.

Standard MRD

Full template with eight sections. For teams entering a new market or launching a new product line with formal market evidence.

# MRD — [Market / Product Name]

## Overview
- **Market / Product:**
- **Author:**
- **Date:**
- **Version:**
- **Status:** Draft / In Review / Approved
- **Review Cycle:** Quarterly / Semi-annual

## 1. Executive Summary
One-page overview: what market is being analyzed, why now, and what this document recommends. Write this section last.

## 2. Market Analysis
### Market Size
| Metric | Value | Source | Year |
|--------|-------|--------|------|
| TAM (Total Addressable Market) |  |  |  |
| SAM (Serviceable Addressable Market) |  |  |  |
| SOM (Serviceable Obtainable Market) |  |  |  |
| CAGR |  |  |  |

### Market Trends
- [Trend 1: description and evidence]
- [Trend 2]

## 3. Customer Segments
### Segment 1: [Name]
- **Size:** [number of potential buyers]
- **Buying behavior:** [how they evaluate and purchase]
- **Pain points:** [what problems they face]
- **Willingness to pay:** [price sensitivity]
- **Current alternatives:** [how they solve the problem today]

### Segment 2: [Name]
[Same structure]

## 4. Personas
### Persona 1: [Name / Role]
- **Role:**
- **Responsibilities:**
- **Goals:**
- **Frustrations:**
- **Decision-making authority:** Influencer / Decision-maker / Budget holder
- **Tools used today:**

### Persona 2: [Name / Role]
[Same structure]

## 5. Competitive Analysis
| Competitor | Positioning | Strengths | Weaknesses | Pricing | Market Share |
|-----------|------------|-----------|-----------|---------|-------------|
|           |            |           |           |         |             |

### Competitive Gaps
- [Gap 1: need that competitors address poorly or not at all]
- [Gap 2]

## 6. Requirements by Segment
| ID | Requirement | Segment(s) | Priority | Evidence |
|----|------------|-----------|----------|---------|
| MR-001 |        |           | Critical / High / Medium | [interviews, survey, data] |
| MR-002 |        |           |          |         |

Note: these are market needs, not product features. The PRD translates needs into features.

## 7. Go-to-Market Implications
- **Target segment (first):** [which segment to pursue first and why]
- **Positioning:** [how to position against competitors]
- **Pricing:** [pricing model and rationale]
- **Channels:** [how to reach the buyers]
- **Messaging themes:** [key messages that resonate]

## 8. Metrics Strategy
| Metric | Target | Timeline |
|--------|--------|----------|
| Market share |  |  |
| Revenue by segment |  |  |
| Customer acquisition cost |  |  |
| Segment penetration |  |  |

Startup MRD

Minimal template with five sections. For early-stage teams that need market context without a multi-week research effort.

More: Startup MRD — guide.

# Startup MRD — [Product / Market]

- **Author:**
- **Date:**
- **Stage:** Pre-product / Pre-revenue / Early revenue

## 1. Opportunity
What pain exists, for whom, and why now?

[1-2 paragraphs with available data: market reports, trends, signals from conversations]

## 2. Customer Segments
### Segment 1: [Name]
- **Who:** [role, company size, industry]
- **Problem:** [what they struggle with]
- **Current solution:** [how they handle it today]
- **Willingness to pay:** [if known]

### Segment 2: [Name]
[Same structure]

## 3. Competitive Landscape
| Alternative | What it does well | Where it falls short |
|------------|------------------|---------------------|
|            |                  |                     |

Include manual processes and workarounds as alternatives.

## 4. Key Requirements
| # | Market need | Evidence | Segment |
|---|------------|---------|---------|
| 1 |            |         |         |
| 2 |            |         |         |

Express as outcomes, not features.

## 5. Success Metrics
| Metric | Target | Timeline |
|--------|--------|----------|
|        |        |          |

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