A product brief is a concise document that outlines the goals, target audience, and key features of a new product or service. It serves as a roadmap for the product development team, guiding them through the design, development, and launch processes. By defining the product’s purpose, value proposition, and target market, a well-crafted product brief sets the stage for a successful product launch.
In today’s competitive marketplace, businesses need to be more strategic about the products they develop. A well-written product brief helps ensure that the product is aligned with the company’s overall goals and that resources are allocated effectively. It also facilitates communication and collaboration among the various stakeholders involved in the product development process.
Before diving into the details of writing a product brief, it’s essential to understand the role it plays in the product development process. A product brief is typically created early in the ideation phase and serves as a guiding document throughout the product lifecycle. It helps keep the team focused on the product’s core objectives and ensures that everyone is working towards a common goal.
what is a product brief definition
A product brief is a concise document that outlines the goals, target audience, and key features of a new product or service.
- Concise overview of product
- Defines product’s purpose
- Identifies target audience
- Lists key features and benefits
- Sets product development goals
- Guides design and development
- Facilitates communication
- Aligns stakeholders
- Reduces product development risk
- Increases chances of success
In short, a product brief is a roadmap for a new product’s development, ensuring that the team is focused, aligned, and working towards a common goal.
Concise overview of product
A concise overview of the product is a brief description that captures the essence of the product, its purpose, and its target audience. It should be written in clear and concise language, avoiding jargon and technical terms. The goal is to provide a high-level understanding of the product and to pique the reader’s interest.
The overview should answer the following questions:
- What is the product?
- What problem does it solve?
- Who is the target audience?
- What are the key benefits of the product?
It should be no more than a few sentences long and should be able to stand alone as a brief introduction to the product. Here are some examples of concise product overviews:
- “A new social media platform that connects people with similar interests.”
- “A smart home device that automates everyday tasks and makes your life easier.”
- “A subscription service that delivers personalized fashion recommendations to your doorstep.”
An effective product overview should leave the reader with a clear understanding of what the product is, who it’s for, and why it’s worth paying attention to. It should also create a desire to learn more about the product and its features.
Defines product’s purpose
The product’s purpose is its core reason for being. It’s the problem that it solves or the need that it fulfills. A well-defined product purpose is essential for creating a product that is valuable and desirable to customers.
- Solves a problem:
Many products are created to solve a specific problem or pain point for customers. For example, the iPhone was created to solve the problem of having to carry around a separate phone and music player.
- Fulfills a need:
Other products are created to fulfill a need or desire that customers have. For example, the iPad was created to fulfill the need for a portable device that could be used for browsing the web, watching videos, and playing games.
- Creates a new market:
Some products are so innovative that they create entirely new markets. For example, the Segway was created to provide a new way to get around town.
- Improves an existing product:
Many products are created to improve upon existing products. For example, the Tesla Model S was created to be a better electric car than what was currently on the market.
No matter what the product’s purpose is, it should be clearly defined in the product brief. This will help the product development team to stay focused on the core objectives of the product and to make decisions that are aligned with those objectives.
Identifies target audience
The target audience is the group of people who are most likely to buy and use a product. Identifying the target audience is essential for creating a product that is tailored to their needs and desires. A well-defined target audience will help the product development team to make decisions about the product’s features, pricing, and marketing strategy.
There are a number of factors to consider when defining the target audience, including:
- Demographics: Age, gender, income, education, location, etc.
- Psychographics: Interests, values, lifestyle, etc.
- Behavioral: Purchase habits, media consumption, etc.
Once the target audience has been identified, the product development team can develop a deep understanding of their needs and wants. This information can then be used to create a product that is perfectly suited to the target audience.
Here are some examples of target audience descriptions:
- “Professional women between the ages of 25 and 45 with a high disposable income who are interested in fashion and beauty.”
- “Millennial parents with young children who are looking for affordable and convenient products that make their lives easier.”
- “Tech-savvy early adopters who are always on the lookout for the latest gadgets and innovations.”
By clearly defining the target audience, the product development team can increase the chances of creating a product that is successful in the marketplace.
In addition to the factors listed above, the product development team may also consider the following when defining the target audience:
- Competitor analysis: Who are the competitors’ target audiences? Are there any gaps in the market that can be exploited?
- Market trends: What are the current trends in the market? Are there any emerging trends that could impact the target audience?
- Product positioning: How does the product fit into the overall market? What is its unique selling proposition?
Lists key features and benefits
The key features and benefits of a product are the specific attributes and advantages that make it worth buying. A well-defined list of key features and benefits will help the product development team to communicate the value of the product to potential customers.
- Features:
Features are the specific characteristics of a product. They can be physical attributes, such as size, weight, and color, or they can be functional attributes, such as speed, capacity, and performance.
- Benefits:
Benefits are the advantages that customers gain from using a product. They can be tangible benefits, such as saving time or money, or they can be intangible benefits, such as increased convenience or peace of mind.
When listing the key features and benefits of a product, it is important to focus on the most important ones. A good rule of thumb is to list no more than 5-7 key features and benefits.
Here are some examples of key features and benefits:
- Feature: Waterproof
Benefit: Protects your phone from water damage - Feature: Long battery life
Benefit: You can use your phone all day without having to worry about it dying - Feature: High-resolution camera
Benefit: You can take beautiful photos and videos - Feature: Easy to use
Benefit: You can get started with the product right away, without having to read a manual - Feature: Affordable price
Benefit: You can get a great product without breaking the bank
By clearly listing the key features and benefits of a product, the product development team can make it easier for potential customers to understand the value of the product and make a purchase decision.
Sets product development goals
Product development goals are the objectives that the product development team must achieve in order to create a successful product. These goals should be aligned with the product’s purpose and target audience, and they should be specific, measurable, achievable, relevant, and time-bound (**SMукRT**).
- Specific:
Product development goals should be specific and well-defined. They should clearly state what needs to be achieved, and they should leave no room for ambiguity.
- Measurable:
Product development goals should be measurable so that the team can track their progress and determine when they have been achieved.
- Achievable:
Product development goals should be achievable given the team’s resources and constraints. They should not be overly ambitious or unrealistic.
- Relevant:
Product development goals should be relevant to the product’s purpose and target audience. They should not be arbitrary or irrelevant to the success of the product.
- Time-bound:
Product development goals should be time-bound so that the team has a clear deadline to meet. They should not be open-ended or indefinite.
Here are some examples of product development goals:
- Develop a product that is easy to use and understand.
- Create a product that is compatible with existing systems and infrastructure.
- Deliver a product that meets all regulatory and safety requirements.
- Launch the product on time and within budget.
By setting clear and achievable product development goals, the team can ensure that the product is developed in a timely and efficient manner.
Guides design and development
The product brief guides the design and development of the product by providing the team with a clear understanding of the product’s purpose, target audience, key features and benefits, and product development goals. This information helps the team to make informed decisions about the product’s design, functionality, and overall user experience.
- Design:
The product brief helps the design team to create a product that is visually appealing and符合t with the brand’s identity. It also helps the team to ensure that the product is easy to use and understand.
- Functionality:
The product brief helps the development team to create a product that meets all of the functional requirements. It also helps the team to ensure that the product is compatible with existing systems and infrastructure.
- User experience:
The product brief helps the team to create a product that provides a positive user experience. It helps the team to identify and address potential pain points and to ensure that the product is easy to use and enjoyable.
By guiding the design and development process, the product brief helps to ensure that the final product meets the needs of the target audience and achieves the product development goals.
Facilitates communication
A well-written product brief facilitates communication among the various stakeholders involved in the product development process. This includes the product manager, engineers, designers, marketers, and sales team. By providing a shared understanding of the product’s purpose, target audience, key features and benefits, and product development goals, the product brief helps to ensure that everyone is on the same page and working towards a common goal.
The product brief also helps to facilitate communication between the product development team and other departments within the company, such as finance, operations, and customer support. By providing a clear overview of the product, the product brief helps these departments to understand the product’s potential impact on the business and to make informed decisions about how to support the product launch.
In addition, the product brief can be used to communicate the product’s value to potential investors and partners. By providing a concise and compelling overview of the product, the product brief can help to generate interest and support for the product.
Overall, a well-written product brief is an essential tool for facilitating communication and collaboration among the various stakeholders involved in the product development process.
Here are some specific examples of how a product brief can facilitate communication:
- The product manager can use the product brief to communicate the product’s vision and goals to the engineering and design teams.
- The engineering team can use the product brief to understand the functional requirements of the product and to develop a technical solution.
- The design team can use the product brief to create a product that is visually appealing and符合t with the brand’s identity.
- The marketing team can use the product brief to develop marketing and advertising campaigns that target the product’s ideal customer.
- The sales team can use the product brief to educate potential customers about the product’s benefits and to close deals.
Aligns stakeholders
A well-written product brief aligns stakeholders by providing a shared understanding of the product’s purpose, target audience, key features and benefits, and product development goals. This shared understanding helps to ensure that everyone is working towards a common goal and that the product is developed in a way that meets the needs of the target audience.
When stakeholders are aligned, they are more likely to be engaged in the product development process and to contribute their best work. This can lead to a more successful product launch and a higher return on investment.
Here are some specific examples of how a product brief can align stakeholders:
- The product manager can use the product brief to align the engineering and design teams around a shared vision for the product.
- The marketing and sales teams can use the product brief to align their efforts on targeting and selling the product to the right customers.
- The product brief can be used to align the entire company around a common goal of delivering a successful product to market.
In addition to the benefits listed above, a product brief can also help to align stakeholders by:
- Reducing the risk of miscommunication and conflict.
- Improving decision-making by providing a common reference point.
- Creating a more positive and productive work environment.
- Increasing the likelihood of a successful product launch.
Reduces product development risk
A well-written product brief can help to reduce product development risk by providing a clear roadmap for the product development team to follow. By defining the product’s purpose, target audience, key features and benefits, and product development goals, the product brief helps to ensure that the team is focused on developing a product that meets the needs of the market.
- Provides a clear roadmap:
A product brief provides a clear roadmap for the product development team to follow. This roadmap helps to ensure that the team is focused on developing a product that meets the needs of the market.
- Reduces the risk of miscommunication:
A product brief helps to reduce the risk of miscommunication among the product development team. By providing a shared understanding of the product’s purpose, target audience, key features and benefits, and product development goals, the product brief helps to ensure that everyone is on the same page.
- Identifies potential problems early:
A product brief can help to identify potential problems early in the product development process. By carefully considering the product’s purpose, target audience, key features and benefits, and product development goals, the team can identify potential problems and develop strategies to mitigate those risks.
- Improves decision-making:
A product brief can help to improve decision-making by providing a common reference point for the product development team. When the team is faced with a decision, they can refer to the product brief to ensure that the decision is aligned with the product’s overall goals.
By reducing product development risk, a well-written product brief can help to save time and money, and it can increase the chances of a successful product launch.
Increases chances of success
A well-written product brief can increase the chances of success for a new product by providing a clear roadmap for the product development team to follow. By defining the product’s purpose, target audience, key features and benefits, and product development goals, the product brief helps to ensure that the team is focused on developing a product that meets the needs of the market.
- Provides a clear roadmap:
A product brief provides a clear roadmap for the product development team to follow. This roadmap helps to ensure that the team is focused on developing a product that meets the needs of the market.
- Reduces the risk of failure:
A product brief helps to reduce the risk of failure by identifying potential problems early in the product development process. By carefully considering the product’s purpose, target audience, key features and benefits, and product development goals, the team can identify potential problems and develop strategies to mitigate those risks.
- Improves communication and collaboration:
A product brief helps to improve communication and collaboration among the product development team. By providing a shared understanding of the product’s purpose, target audience, key features and benefits, and product development goals, the product brief helps to ensure that everyone is on the same page.
- Increases stakeholder alignment:
A product brief helps to increase stakeholder alignment by providing a common reference point for the product development team. When the team is faced with a decision, they can refer to the product brief to ensure that the decision is aligned with the product’s overall goals.
By increasing the chances of success for a new product, a well-written product brief can help to save time and money, and it can lead to a more successful product launch.
FAQ
Here are some frequently asked questions about product briefs:
Question 1: What is a product brief?
Answer: A product brief is a concise document that outlines the goals, target audience, key features and benefits, and product development goals for a new product or service.
Question 2: Why is a product brief important?
Answer: A product brief is important because it provides a clear roadmap for the product development team to follow. It helps to ensure that everyone is on the same page and that the product is developed in a way that meets the needs of the target audience.
Question 3: What should be included in a product brief?
Answer: A product brief should include the following information:
- Product name and description
- Target audience
- Key features and benefits
- Product development goals
- Timeline and budget
- Roles and responsibilities
Question 4: Who should write a product brief?
Answer: The product brief should be written by the product manager or another member of the product development team. It is important that the person who writes the product brief has a deep understanding of the product and the target audience.
Question 5: When should a product brief be written?
Answer: The product brief should be written early in the product development process. It should be used to guide the product development team throughout the process, from ideation to launch.
Question 6: How long should a product brief be?
Answer: A product brief should be concise and to the point. It should be no more than two pages long.
Question 7: What are some tips for writing a great product brief?
Answer: Here are some tips for writing a great product brief:
- Keep it concise and to the point.
- Use clear and concise language.
- Avoid jargon and technical terms.
- Focus on the target audience.
- Be specific about the product’s goals.
- Get feedback from others.
By following these tips, you can write a product brief that will help to ensure the success of your new product.
A product brief is an essential tool for any product development team. By providing a clear roadmap for the product development process, a product brief can help to save time and money, and it can increase the chances of a successful product launch.
Now that you know what a product brief is and why it’s important, here are some tips for writing a great product brief:
Tips
Here are four tips for writing a great product brief:
Tip 1: Keep it concise and to the point.
A product brief should be no more than two pages long. It should be easy to read and understand, so avoid jargon and technical terms. Focus on the most important information, such as the product’s purpose, target audience, key features and benefits, and product development goals.
Tip 2: Use clear and concise language.
The language in your product brief should be clear and concise. Avoid using ambiguous or confusing language. Use active voice and strong verbs. Make sure that your product brief is easy to understand for everyone on the product development team.
Tip 3: Focus on the target audience.
The target audience is the most important factor to consider when writing a product brief. The product brief should be tailored to the needs and wants of the target audience. Consider the target audience’s demographics, psychographics, and behavioral patterns. What are their pain points? What are their needs? How can your product solve their problems?
Tip 4: Be specific about the product’s goals.
The product brief should clearly state the product’s goals. What do you want the product to achieve? Do you want to increase sales? Improve customer satisfaction? Enter a new market? The product’s goals should be specific, measurable, achievable, relevant, and time-bound (**SMART**).
Closing Paragraph for Tips
By following these tips, you can write a product brief that will help to ensure the success of your new product.
A well-written product brief is an essential tool for any product development team. It provides a clear roadmap for the product development process and helps to ensure that everyone is on the same page. By following the tips in this article, you can write a product brief that will help your team to develop a successful product.
Conclusion
A product brief is a concise document that outlines the goals, target audience, key features and benefits, and product development goals for a new product or service. It is an essential tool for any product development team, as it provides a clear roadmap for the product development process and helps to ensure that everyone is on the same page.
The main points of this article are as follows:
- A product brief should be concise and to the point.
- It should use clear and concise language.
- It should focus on the target audience.
- It should be specific about the product’s goals.
- It should be written early in the product development process.
- It should be reviewed and updated regularly.
By following the tips in this article, you can write a product brief that will help to ensure the success of your new product.
A well-written product brief is a valuable asset for any product development team. It can help to save time and money, and it can increase the chances of a successful product launch. So, if you are planning to develop a new product, be sure to write a product brief.