IDEA Brief

  1. Brand purpose

  • Define the brand/business in a single declarative sentence.

  1. Problem

  • Describe the pain of the customer (or the customer’s customer).
  • Outline how the customer addresses the issue today.

  1. Solution / Strategy

  • Show where your product physically sits.
  • Demonstrate your company’s value proposition to make the customer’s life better.
  • Provide use cases.

  1. Why now

  • Set-up the historical evolution of your category.
  • Define recent trends that make your solution possible.

  1. Market size

  • Identify/profile the customer you cater to.
  • Calculate the Total Available Market (TAM), Servicable Available Market (SAM) and Servicable Obtainable Market (SOM).

  1. Competition

  • List competitors
  • List competitive advantages

  1. Product

  • Product line-up (form factor, functionality, features, architecture, intellectual property).
  • Development roadmap.

  1. Business model

  • Sales & distribution model
  • Average account size and/or lifetime value
  • Revenue model
  • Pricing
  • Customer/pipeline list

  1. Team

  • Founders & Management
  • Board of Directors/ Board of Advisors