Consumer apps live or die on retention. Use this template to make sure the core habit and the first-session value are clear before you build.
- 01
Headline
One verb-driven line naming the customer or the change. Write it as a journalist would, not a tagline.
Example
Tide turns five spare minutes into a daily journaling habit.
- 02
Sub-headline
One sentence: who it's for and the outcome they get.
Example
For people who've failed to keep a journal, Tide makes it a 60-second daily ritual.
- 03
The problem
Describe what the customer struggles with today - concrete and specific, before the solution.
Example
People want to journal but quit within days - blank pages are intimidating and a long session never fits the day.
- 04
The solution
Explain how the product solves the problem, in plain language a customer would understand.
Example
Tide asks one adaptive question a day, takes under a minute, and surfaces patterns over time so the habit feels worth keeping.
- 05
Customer quote
A fictional but honest quote, present tense - it should only make sense if the product is genuinely good.
Example
It's the first journaling app I've kept past week one. The one-question format is the whole trick.
- 06
Customer FAQ
Answer what a real customer asks: price, how to start, what they need, how it differs from what they use now.
Example
Is it free? Free daily prompt forever; a subscription unlocks insights, history search, and themed prompt packs.
- 07
Stakeholder FAQ
Answer the harder questions: build cost, the single biggest risk, why now, and what has to be true to succeed.
Example
Biggest risk? Day-7 retention - if the one-question habit doesn't stick early, nothing downstream matters. That's the metric to prove first.
Generate a PR/FAQ from your idea
Skip the blank page. Answer a short guided interview and Working Backwards fills the whole thing in - free to start.
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