# PR/FAQ · [Product or feature] · Draft v[n] · [Date] **Author:** [PM] **Reviewers:** [names] **Status:** Draft / In review / Approved / Shelved ## Press release (under one page) ### [Heading: the product named so the target customer understands it, one sentence] #### [Subheading: who the customer is and the benefit they get, one sentence] **[City] · [Outlet] · [Planned launch date]**: [Summary paragraph: what the product is and its main benefit.] **The problem.** [The customer's problem, from the customer's point of view, in their words.] **The solution.** [How the product solves it, how it differs from today's alternatives (including doing nothing), and how to get started.] "[Quote from a company spokesperson: why we built it.]" said [name, title]. "[Quote from a hypothetical customer: the outcome in their words.]" said [persona, role, company type]. **Getting started.** [How easy it is to start, and where to go.] ## External FAQ (customers and press) 1. How much does it cost? 2. How does it work? 3. How do I get help? 4. Where and how do I buy it? 5. [What does it access, and how is my data handled?] ## Internal FAQ (stakeholders; five pages or fewer for the whole FAQ) 1. Who has this problem, how many of them are there and how many will pay? 2. How does this beat the alternatives on quality, cost or speed? Who are the competitors? 3. How big is the market we can actually serve? 4. What edge cases matter, and how do we handle them? 5. What are the hardest technical, operational, legal and design problems? What new capabilities do we need? 6. What do we depend on (partners, platforms, other teams)? 7. What regulatory or compliance questions apply? 8. What are the unit economics, the upfront investment and the time to payback? 9. For AI products: what is the autonomy level, how do users notice when it's wrong and what is the blast radius? 10. What must be true for this to succeed, and what are the top three reasons it could fail?