This document will be the closing capture statement of the Concept Development Phase. Requires customer approval.
A one to two sentence statement that captures the idea of the product. The Vision Statement.
One to two paragraphs describing what the product is. This is created before the Proposal document. More of a “This is an Idea I have.”
Major selling points.
The target audience for the product. Who will want to buy it. Also include some historical references in the market selling to said audience. Benefits of this product from the customers perspective (I'm not sure on vagaries with this one).
Identify the target hardware. If it is to be the PC identify hardware requirements to use the product.
This is to identify what the underlying message will be and how it will be conveyed to the target market.
These are rough estimates based on the technical and other lead's opinions.
If it is to be marketed internally then state the skill set needed to complete this project(no names).
If it is to be marketed commercially then state the team with resume like information.
Try to give a brief analysis on other products in this market and how they compare to the one being proposed.
Identify any potential risks in developing the product and describe ways of mitigating them. These are software development risks or timeline risks or even return on investment risks.
Reiterate why this is a great product and why this team of people are the ones to create it. Also state something about how the product will potentially be a great hit through measuring market interest.
Anything that can represent the final product. These can be drawings of the User Interfaces, Work flow, or an animation of a concept of the final product in use. Also, one could have a prototype for the product as well.