What? Who? Why? How? When? Where?


I was trained to write press releases in my first job out of graduate school and I wrote three or more a week for three and a half years, each one edited by my boss who was an excellent writer and editor.

This is the framework used by journalists when reporting a story, adapted for founder presentations:

What is it you do?
  • What problem do you solve?
  • What opportunity do you create?
  • Are you a pain pill (must have!) or a vitamin (nice to have …)?
Who do you do it for? Who are the:
  • End users
  • Economic decision makers
  • Influencers
Who are you? The team
  • Why are you best equipped to do it? Experience/expertise.
  • Gaps to be filled?
  • Others involved: Board of Directors, advisors, consultants
Why do you do it?
  • What is your mission?
  • What are the benefits to customers? to the company? to you as an individual?
How do you do solve the problem or create the opportunity?
  • The  product or service
  • Features and benefits
  • UI
  • Specifications
  • Demo or prototype
When is it done?
  • Is this a service or product that is used once?
  • Used occasionally?
  • Used regularly?
  • Used only for a fixed period of time?
Where is it used?
  • In business
  • In schools
  • In the home
  • In the car
  • mobile
  • elsewhere
  • as a part of another product or service

Author: Mentorphile

Mentor, coach, and advisor to entrepreneurs, small businesses, and non-profit organizations. General manager with significant experience in both for-profit and non-profit organizations. Focus on media and information. On founding team of four venture-backed companies. Currently Chairman of Popsleuth, Inc., maker of the Endorfyn app for keeping fans updated on new stuff from their favorite artists.

5 thoughts on “What? Who? Why? How? When? Where?”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: