One-line description of the product and what it does.
What is this? Who is it for? Why does it matter? Keep to 3-4 paragraphs max. This is the only section most people read — make it count.
One paragraph. If you had 30 seconds in an elevator with a decision-maker, what would you say?
"For [target customer] who [pain point], [product name] is a [category] that [key benefit]. Unlike [competitors], we [differentiator]."
What problem does this solve? Who has this problem? What does it cost them? Be specific. Use real numbers if available.
TAM / SAM / SOM breakdown. How big is the market? Who are the competitors? What's the trend — growing, shrinking, consolidating?
| Competitor | Positioning | Threat Level |
|---|---|---|
| Competitor A | Brief description | Low |
| Competitor B | Brief description | Medium |
| Competitor C | Brief description | High |
What are we building? How does it work? What are the core features / deliverables?
| Component | Description | Status |
|---|---|---|
| Component 1 | Description | Planned |
| Component 2 | Description | In Progress |
| Component 3 | Description | Live |
What's the moat? Why can't competitors just copy this? Be honest — "first mover" and "better UX" are not moats.
| Advantage | Defensibility | Notes |
|---|---|---|
| Advantage 1 | Weak | Easily replicable |
| Advantage 2 | Medium | Requires specific expertise |
| Advantage 3 | Strong | Network effects / data moat |
How do we reach customers? What channels? What timeline? What's the cost of acquisition?
| Phase | Timeline | Activities | Success Metric |
|---|---|---|---|
| Phase 1 | Month 1-2 | Build, validate | MVP live |
| Phase 2 | Month 3-6 | First customers | 3 paying clients |
| Phase 3 | Month 7-12 | Scale, optimize | MRR target |
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Risk 1 | High | High | Mitigation strategy |
| Risk 2 | Medium | High | Mitigation strategy |
| Risk 3 | Low | Medium | Mitigation strategy |
Revenue forecast, cost structure, break-even timeline.
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Revenue | $X | $X | $X |
| Costs | $X | $X | $X |
| Net | $X | $X | $X |
What do we need to move forward? Be specific — budget, timeline, team, dependencies.