Product Concept Statement : What Should You Include

Imagine you have an idea for a new product and know it’s got a market, but you know nothing about the product design concept. You are unsure of the conceptual design or where to start because you are doing it for the first time. Working through all the why’s and details of your product idea in your head will be handy for you. In other words, put it into paper and draft a product concept statement. But what is a product concept? Let’s explore.

While everyone appreciates a well-finished product, not everyone understands the critical steps of product development. Moreover, to achieve that, the idea and product itself go through many iterations, prototypes, and market trials.

Therefore, a solid product concept is what can make your product idea a successful reality. If you’re new to the idea of concept design and product development, it can be helpful to work with tools such as Realizr.

In addition, if you need more personal guidance, hire an expert to work you through the discovery stage.

In the first place, a product concept is simple: it’s a statement that explains the problem the product aims to solve. Also, how the product will solve the problem. While working on your product concept, you’re explaining the reason there’s a need for your product, thereby guiding your team’s decision-making process as they create the product you’re going to be selling.

Additionally, a product concept is essential to the research and development process for large companies and individual inventors & startups. The old adage is true: if you don’t know where you’re going, you’ll probably end up elsewhere.

Correspondingly, your conceptual design or product concept statement guides each step of the decision-making process throughout product development.

However, it’s a live document that can be modified and edited as more information evolves and new and better applications for the product are discovered!

In addition to explaining the need for the product in the current market, a product concept will also describe the target audience for the product and may explain how the product improves the target audience member’s life.

This example of a product concept statement for a company creating a new tea brewing system shows the various components of a solid product concept explanation. While outsourcing your product concept statement is certainly possible, you’ll want to work closely with your concept design or product concept team to ensure that they fully grasp the purpose of your product and the hole in the market you’re attempting to fill.

Again, a product concept statement embodies everything that makes the product unique. For instance, it helps the research and development team understand how to create the project specifications. Your product concept or conceptual design will answer several questions, including:

In light of the above, let’s take a look at some of the common traits you’ll see across successful product concept statements.

If you have a great idea, it’s time to make it a reality. As a matter of fact, your product concept statement is a great place to start. Above all, our Realizr tool might be your right hand during the brainstorming and working through the details of your conceptual design. Of course, if you would need more guidance and navigation. Our team will be happy to work with you on your discovery stage.

In conclusion, at LA NPDT, we’re here to help you through the creation of a concept design statement to help you zero in on what you want to create. We understand how tough it can be to articulate your idea for your product. We will help you to navigate the process. Reach out to us today to learn more about how we can help you make your idea into reality. Schedule a consultation now!

A concept statement is not a paragraph of adjectives. It is a set of claims each of which can later be proven false, which is what makes it useful to an engineering team. Fill the template below and you will have something a designer, a molder and an investor can all argue with productively.

Once the statement survives contact with real users, it becomes the source document for requirements: each line converts into something testable. The user line drives ergonomics and use-case testing, the price line drives material and process selection, the risk line drives what the first prototype has to prove. Teams that skip this step usually end up prototyping aesthetics while the actual risk sits untouched.

If you want a second opinion on a concept before committing to design, our consulting engagements can start there.

A product concept statement explains the problem a product aims to solve and how it will solve that problem. It guides decision-making during product development. This statement helps clarify the need for the product in the market and identifies its target audience.

A product concept statement is essential for the research and development process. It guides each step of decision-making throughout product development. It also explains the need for the product, its target audience, and how it improves their lives, helping to make a product idea successful.

A product concept statement answers several key questions. These include the goals of the product, the pain points it solves, how it solves those pain points, who the end users are, and whether similar products exist in the market. It helps the R&D team create project specifications.

Common components of a product concept statement include convenience, functionality or performance, lifestyle or target market appeal, quality, and price. These elements describe how the product addresses user needs, its effectiveness, who it benefits, its distinctiveness, and its cost justification.

A concept statement is not a spec and it is not marketing copy. It is the shortest document that lets an engineer, a designer, a buyer and an investor argue about the same thing. If two readers finish it with different pictures in their heads, it has failed regardless of how polished the writing is. The discipline that produces a good one is subtraction: write the long version, then cut every sentence that does not change a decision downstream.

Most concept statements collapse at the benefits section because the claims are unfalsifiable. “Easier to use” cannot be designed against.

“Setup in under two minutes by a first-time user without reading instructions&rdquo. Can be: it becomes a usability test protocol, a target for the interaction design, and a pass/fail gate for the first working prototype.

Convert every benefit into a number, a time, or an observable behaviour before the statement leaves your desk.

Keep the statement under one page and version it. When the concept changes after a round of testing, edit the document instead of writing a new one; the diff is the clearest record you will have of what the team learned. Teams that treat it as a living artefact almost always reach a stable design faster than teams that write it once and file it away.