In startups most founders know their product area or industry well, that's how they got the idea for their business, but rarely do they have all the other business knowledge and experience to get a product to market successfully. You need a plan to insure product development stays on budget, on time and on track to provide superior value to the target customer. You need a team with several disciplines to go from product to company. You need this system t insure your development productivity stays high and focused on the things that matter to customers, not product designers.