Practical worksheet
Founder launch brief template
Use this brief to connect the founder's experience to a specific product launch. Complete it with the person responsible for the product message, then use the same answers when preparing a biography, media brief and executive content. The sample entries illustrate the level of detail to aim for.
Download CSV templateBegin with the buyer's problem
Describe the situation a prospective customer recognizes before introducing the product. Include the task, the person doing it and the difficulty that prompted the launch. This gives the founder story a useful starting point and helps reviewers assess whether the proposed message matches the product.
Connect the founder's experience
Choose one or two experiences that explain the founder's understanding of the problem. Record the decision or observation in plain language. Use this material differently across a short biography, interview answer and longer expert article, while keeping the central account consistent.
Assign each material a destination
List the pages and documents needed before attention arrives. Name the reviewer and the intended use for each. A press introduction, a partner email and a profile summary may draw on the same brief while answering different questions. Review the package together before the announcement.
Complete the worksheet
The working template
Use the instructions to complete your own entries. The examples illustrate the format.
| Field | What to record | Example |
|---|---|---|
| Audience | Name the person and the decision the launch should help them make. | Operations leaders assessing how to coordinate work across distributed teams. |
| Customer problem | Describe the task and current friction in one concrete sentence. | Project owners rebuild the same status report from several tools each week. |
| Founder connection | Record the experience that explains why this person understands the problem. | The founder previously coordinated the reporting process across product teams. |
| Product explanation | Say what the product helps the user do. | A shared view of project updates organized around the weekly review. |
| Main question | Choose the first question a skeptical buyer will ask. | How does this fit the systems the team already uses? |
| Materials and owners | List the deliverable, destination, reviewer and due date. | Founder biography; press page; communications lead; before announcement. |
| Follow-up topic | Choose a useful subject for the week after launch. | How to run the first team review with the new workflow. |
Before using the brief
Review the completed record
- Can a new reader explain the product and the founder's relevant experience?
- Do the biography, product page and launch message describe the same current business?
- Does each material lead to a useful next action?
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