Section A: Context on the Opportunity

Premise

• What do you have to believe in order for this opportunity to matter?

Catalyst/Opportunity

• Premises should dovetail into this external, destabilizing factor → becomes the opportunity
• Think of this as the hypothesis statement

Problem & Solutions

• Should be “I” statements from the perspective of the user
• Should be descriptive, behavior-oriented answers to each problem

Section B: Executing on the Opportunity

Product Overview

• ICP
• User journey
  • Given the ICP (list characteristics of their profile), answer these questions:
    • First time hearing about the platform?
    • Where to go download it?
    • First action on the platform?
    • How do we know that they’ll come back? And why?
    • When do they pay for it? And why?
    • Why do they tell their friends about it?
• Killer feature (show in user journey, synonymous with the “how do we know that they’ll come back”)

Why now?

• Why is this not too early and why is this not too late?

GTM

• What is the team’s unfair advantage for accessing the ICP, and closing them to join the platform (retention & revenue)