Be concise but precise.

The purpose of this doc is to give the team and stakeholders a succinct view on the problem space.

This document is intended to be complementary to our overall strategy, positioning, competitive and other documents. We should assume those are known, and only put in this document what is specific or different about this problem space.

Briefly confirm the strategic alignment and if this project falls into one of the strategic initiatives

• Short description of the segment

• Can we make an Ideal Customer Profile (ICP)?

• Are the customer roles different from our over-arching ones (check here)?

Start writing here:

What problem do we solve? See if we have answers for these topics / questions:

• Unmet needs - succinct description

  • When there is no problem, it is highly unlikely that there is a business

  • Try to describe the needs in terms of jobs the customer needs to do (Job-To-Be-Done) format.

  • Pains / Gains (try to use bullet points)

• Existing alternatives - if applicable, and why they fail to deliver a solution

• Why does the customer have to solve the problem now? Is there an urgent reason-to-act?

• Is this problem at scale or local/trivial?

Start writing here:

Why UCF is better or worse positioned to solve the need

Why would we not be well positioned?

Start writing here:

• Do we have validation of the needs?

  • Beyond internal conversations, discussions with partners and friends.

  • Customer discovery interviews

    • real customers, face-to-face

• Industry stats?

  • e.g. research reports, general industry numbers,…

Start writing here:

Use high-level descriptions of capabilities, use bullets, this is not PRD phase

• Outline of key capabilities to address the unmet need (not technical)

Start writing here:

What is defensibly unique about our capability <> unmet needs set?

Start writing here:

Total Addressable Market (TAM)

The whole universe of state agencies who experience this need.

Serviceable Available Market (SAM)

The part of this market that we can realistically reach and convert in a medium- to long-term.

Serviceable Obtainable Market (SOM)

What can we realistically capture of this market in 18-24 months after solution launch? What are our beach-heads? Taking into account our

• Competitive advantage

• Current market penetration of competitors

• Our marketing and sales teams' need for time to reach the customers in (pre-)buying mode

Start writing here:

Early adopters & how to reach them:

• Strategy: Top-down or bottom-up (see here)

• Marketing channels

  • Which ones and why are they the best to reach this SOM?

• Budget:

  • Do we need funds to spend on marketing?

  • Estimate for CAC in this market

• Sales execution

  • Strategy direct or partner-led

Start writing here:

Strategy to scale-up

Infliction point when to switch

Start writing here:

• Value & pricing model

  • Do we offer identical pricing and model as for other customers?

• What is the expected revenue of our SOM?

Start writing here:

If we don't have any, that is ok, don't invent any.

Start writing here:

If we don't have any, that is ok, don't invent any.

Start writing here: