Once you’ve got a campaign in mind, it’s time to outline it as a pitch for others to see and understand. A pitch may be delivered as:

• a presentation in realtime
• written up and shared before your Cycle planning meeting.

We prefer the latter as it allows everyone to come prepared to make decision and it keeps the meeting short.

At the high-level, the pitch can be divided into 2 distinct parts: Problem, and Solution.

Problem

In this section, you need to make a case for the problem(s) you’ve uncovered.

• Start by outlining the key constraint you set out to study.
• State your problem thesis.
• Provide supporting evidence.
  • Why is this a problem?
  • Who’s affected?
  • What’s at stake?

Solution

In the section, you need to make a case for pursuing your proposed solution.

• Use a “demo” to show how your solution is better
• Provide supporting evidence
  • Analogs
  • Quick tests
• Ballpark the potential ROI
  • What’s the time box?
  • What’s the scope?
  • What’s the effort vs payoff?