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.

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

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• 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)?

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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 opportunity.

  • 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 (incl. home-grown) - 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?

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Why UCF is better or worse positioned to solve the problem.

Why would we not be well positioned?

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