Setting the Hook with the Product Concept Document "Pitch"
The first page of the Product Concept Document is the pitch. The pitch is a forward-looking, customer-centric summary of the product, presented in a clear and concise manner. In my career, I've found the most effective way to frame a pitch is to use the press release format pioneered by Amazon with their PR/FAQ document structure. I've included a press release below. Other effective pitch formats can be a customer letter, or for internal products, an email or an organizational Slack/blog post. Regardless of the chosen format, the pitch should incorporate the elements detailed below for the press release and is ideally one page in length. Here is an example pitch in press release format followed by a detailed explanation. Blue Cross of Pennsylvania goes paperless with Dunder Mifflin’s FaxGPT. Realizes $50MM savings in overhead costs in the first six months. Las Vegas, NV - October 30, 2023 - Today at Insuretech Connect, the world’s largest gathering of insurance innovation, Blue...