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This is how ideas mature from ideas into concepts and refined with the concept document
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The process
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1. blue skyWhere all ideas are captured, anything goes, no filters :)
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2. melting potIn the melting pot ideas are trasformed into Concepts. We use the ICE framework to prioritise (rank) the list.
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3. concept paperA document where an idea is transformed into an experiment
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4. experimentsThese are the ideas that where transformed into proper experiments and worked on
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Terms used on the backlogs
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ChannelWhere is this concept being tested? examples: website, email, Facebook, YouTube, etc.
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MetricHow will you measure the impact of this concept
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Marketing hoursIndicate the number of non-developer/design hours expected to execute the initiative
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Product hoursIndicate the number of developer/design hours expected to execute the initiative
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Gut feeling
Indicate your gut feeling regarding the success of the initiative (from 1 to 5 where 5 = great expectations)
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How big reach in # users? (big=5; small=1)
If the proposed concept is rolled out into production, will that, how many users will this experiment touch when rolled out?
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Big change vs current situation?Is the proposed concept a big change to the user or product
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Are you solving a current problem? (yes=5, no=1)
Is the concept a solution to an ongoing problem
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Sure that this will work? (yes=5, no=1)
How confident are you about the success of this concept
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Mkt time (little=5;a lot=1)How many marketing employee hours (note less hours has a higher score)
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Prod. time (little=5;a lot=1)How many developer employee hours (note less hours has a higher score)
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Additional budget? (little=5;a lot=1)
If there are any other costs involved to develop this concept add it here (marketing capaign, external expertise)
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Scope
The concepts that require large budgets will need to be scoped and need to be presented to a commettee (the GC)
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OwnerThe person that is accountable that the idea is being seen through end-to-end
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