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Product Brief on Acid Template

The Product Brief (on Acid)-aka PBA-is a central framework that’s distilled the most essential product information in a brief that can be applied for iterative applications across sales, marketing, and customer success materials.
Glo Robinson

Product Description

Write a one or two sentence description of your product or feature.
Example: Calendly automates scheduling throughout your pipeline, so you can meet, win and serve your best leads right now.

How it Works

You should be able to describe how your product or feature works in three-five steps. Then list which features are essential for the user to complete each step.
Name
Step One.
Step Two.
Step Three.
1
Description
Let Calendly know your availability preferences and it’ll do the work for you.
Send guests your Calendly link or embed it on your website.
They pick a time and the event is added to your calendar.
2
Key Features
Team Scheduling
Lead Routing
Web Browsers
Workflows
Calendly for CRM
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Target Audiences

Who is your target user or target buyer? Sometimes they are the same, but sometimes (mostly in B2B), the person using the product can vary from the person who signs the contract for purchase.
User Personas
Sales Manager
Product Manager

Buyer Personas
VP of Sales
Director of Sales

Key Indicators

Identifying how to measure success of your product is always a challenge.
Ultimate desired outcome: what’s the ultimate objective for your target user? (i.e: increase revenue, save time, improve efficiency)
Ultimate desired outcome: Help Sales Teams Increase Revenue
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Use Cases: Your use cases should be measurable value propositions that a user can benefit from in more than one way (aka use case).
Value Proposition #1: Reduce Schedule Time
Customer Performance Indicator: create a metric that a user would track to determine success to meet their objective.
Customer Performance Indicator: # of calls scheduled per day
List your external key indicators/metrics that measure success for your use case
50% reduction in time required to move clients from sales to account management
40% fewer scheduling emails needed to launch projects
93% of sales teams achieve faster sales cycles with Calendly

Value Proposition #2: Capturing Quality Leads
Customer Performance Indicator: create a metric that a user would track to determine success to meet their objective.
Customer Performance Indicator: # of deals closed
List your external key indicators/metrics that measure success for your use case
93% of sales teams achieve faster sales cycles with Calendly
2x more deals with Calendly
89% of sales teams close more deals with Calendly.

Use Cases

This is a way to help you break down all the ways your core value propositions and provide sufficient context.
Search
Reduce Scheduling Time
When it takes too much time to schedule meetings throughout the sales process, we want more time to sell so we can shorten our sales cycle.
Capturing Quality Leads
When there are too many inbound leads to sort, we want to capitolize on potential sales opportunities so that we can schedule the highest number of demos.
Reduce Scheduling Time
Features
List all the features that apply to this use case.
Web Browsers
Workflows
Calendly for CRM
JTBD
When [I have a pain point], I want [solution] so I can [achieve my customer performance indicator]
When it takes too much time to schedule meetings throughout the sales process, we want more time to sell so we can shorten our sales cycle.
Pain Points
What are the current frustrations and pains your target user is currently experiencing?
Inefficient meeting processes and back-and-forth emails slow down your sales cycle.
Missed form requests, slow responses, and tedious back-and-forth by email risked slowing and sidetracking sales.
all of your team's meeting-related headaches—time-zone math, adding conference details, double-booking
extra data entry to make sure a meeting makes someones calendar
Pain Relievers/Solutions
What are some technical solutions to alleviate your user’s pain?
automatically scheduling your team's initial, mid-cycle and group meetings with all of the right people.
Suggested Times in emails, and let prospects book meetings with one click.
detects the invitee time zone automatically, eliminating any added steps, while accommodating shifts.
Automatically update your leads, contacts, and opportunities in real-time.
Value Propositions
What is the value/gains the user can receive from your product's solutions?
Book meetings faster
Make it super easy for your prospect to connect with you
Keep your customer data accurate
Performance Indicators
What metrics can you use to measure the impact of your value propositions?
50% reduction in time required to move clients from sales to account management
40% fewer scheduling emails needed to launch projects
93% of sales teams achieve faster sales cycles with Calendly
Product Transformation
Whats the product vision for how your product helps your user achieve their ultimate goals?
-Specialists take an average of 18 calls each day, and they are onboarding twice the customers they did before trying Calendly.
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Company Differentiation

This is a spreadsheet to store all your methods of credibility, reliability and security. Keep your testimonials, case studies, compliance measures documented in one central place for your product.
Content
Type
Sort
Solutions
1
"The Hubspot integration has streamlined and minimized the time it was taking to schedule interviews with my sales reps and potential sales reps."- Becky, Calendly User, Consumer Goods
Testimonial
Credibility
Sales
2
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How Lyft accelerated its B2B sales cycle with Calendly
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Case Study
Credibility
Sales
3
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Fewer admin distractions, double the demos for Virtru’s sales team
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Case Study
Credibility
Sales
4
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Streamlined customer experience translates into more clients for Ancestry.com
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Case Study
Credibility
Customer Success
Sales
5
Help Center
Resources
Reliability
All Solutions
6
Contact Us Page
Contact
Reliability
All Solutions
7
Video Tutorials
Resources
Reliability
All Solutions
8
Security Page
Compliance
Safety/Security
All Solutions
9
GDPR/CCPA
Compliance
Safety/Security
All Solutions
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