Sample Concept

Product concepts can be written in many ways.  Below is a sample of a concept that is written as an internal communication tool for the product development team and management.  

From this concept, additional concepts may be written for market testing.

Concept Name Problem: This section describes the problem being addressed by the concept.  The problem may be identified through market research or may be someone's hunch. Product: A factual description of the product or service.  This may be sketchy early in the development stages, but will evolve over time.  It also can suggest the competitive edge the company provides. Use: A step-by-step guide to how the product is used.  This compliments the illustrations above. Benefit: This describes how this product or service will benefit the end user -- as it is now perceived.  At early stages, this is based upon hunches and experience, in later stages it may be based upon market research.