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