Steps to Writing a Concept Statement

Barbara Bean-Mellinger reports:

"When you need to clearly and succinctly explain an idea for a business, product, design or program – or for anything else that doesn't yet exist – then you need a concept statement. A concept statement can range from one sentence to one page in length, but no longer than that. It must be strong enough to hold its audience's attention – while explaining what your idea is, why it's important, who its customers will be – and how they'll benefit from it, all without sounding too much like a sales pitch...In many instances, a concept statement of one sentence is probably a bit too short, but in most instances, a full page is likely too long. After all, you're writing a statement, not an essay. A good goal is to try to make each point in one or two sentences - at most. Your concept statement should make four points:

1. What the idea is.
   
2. Why the idea is important.
   
3. Who its customers are.
   
4. How customers benefit.
   

With one to two sentences for each point, you'll have between four and eight sentences. That's approximately two short paragraphs...Your opening sentences should get to the point of explaining what your idea, plan or product is, and you don't need...to write it as a complete sentence...For your second point, explain why this product idea is important or how it differs from others on the market...Concept statements are used at the beginning of a business process, or – in this instance – at the beginning of a project, or of the design process. You could be writing to potential investors, or whoever controls the finances in your company, hoping that the representatives in question will approve the concept. Or, perhaps you're writing to a customer who has solicited ideas for new designs. While you are writing your concept statement, keep your audience in mind. For example, your concept statement is for a customer looking for unusual new chair designs to manufacture and sell...You may think the benefits are understood by what you've already said about the concept. A chair that can be used many different ways and has replacement cushions will obviously last longer than conventional office chairs. Office managers and business owners won't need to take time ordering chairs every time someone new is hired or to take the time replacing chairs that have seats that show wear and tear. Don't assume that your audience understands the benefits, as they may be aware of one benefit but not the others. Spelling out the benefits in a written concept statement reassures readers that they know all the benefits...To draw the eye to each point, consider adding subheads such as 'Concept,' 'How This Chair Differs' and 'Benefits.' Then, read your concept statement from beginning to end, to make sure that it flows evenly and that your points are easily understood. Make edits where needed. Don't be concerned if your final version differs from your original, as long as you're making it better."