As a quick glance report, concept statement has been proved as a useful document in business management. It is defined as a brief verbal and/or graphical presentation made by one party to another in order to obtain approval or decision over the matter raised in such statement. Generally it is submitted in response to request made by the party that approves or decides. Salient points in writing a concept statement are explained below:
In keeping with brevity, a concept statement must not ordinarily exceed three pages. It can be intended to several types of receivers. Higher management requires concept statement to decide on a course of action; customers seek a statement that affords him best business terms; collaborators look for a statement that alludes on the advantages of doing business; service providers such as advertisement agencies need clarification of the purpose; finally someone else might look forward solve his own problem. Chief characteristics of concept statement includes: conciseness, to the point, of essence, unique in design and with lot of usefulness for all parties concerned.
Nobody can produce a concept statement by a magic wand or by the sleight of hands as card players do. A lot of handwork and conceptual thinking goes in, before writing a concept statement. Thereafter, it is reduced to black and white over and over to get the right copy in your hand. Here are the contents that must be included in a typical concept statement:
1. Introduction: Give background including reference to the person who requested concept statement; purpose intended to serve
2. Description: Summarize description in eye-catching words and paint a broad brush stroke of the uniqueness of the concepts contained in the statement
3. Benefits & Usefulness: Identify key benefits to the business; how it will play out in the near term and long terms, as regards to your own business, as against competitors and as a bulwark for the industry you are in. Point form of summary of usefulness functional departments must be given
4. Constraints & Limitations: Do not feel down-beaten about admitting any constraints envisaged as per the concept statement; inadequacies of the concept must be underlined along with any limitations that are imposed within or without in putting the concept into practice
5. Response: After ascertaining potential objections to the concept from inside the business, you must air your thoughts to alleviate doubts and fears emanating from the objecting quarters
6. Consequences: After examining potential uneasiness outside the business, you must say how you can neutralize it; you have to list the type of risks you have to face and how you will marginalize these; summarize the pot-holes and land-mines that lay in your path in implementing the concept statement
7. Probability of Success: Never live in a dream world and wish troubles, snags and failures fly away; never turn blind–eye to reality. Stay attuned to the fact that business is all about taking and managing risks and uncertainty. So tell the receiver of the statement what is the probability of success associated with this concept without going hyperbole or putting positive spin about it. Say frankly what you envisage as critical elements in putting concept statement into practice
8. Resources & Cost: List the human and physical resources you require in translating the concept statement into action steps. You also have to give a cost break-down in terms of finance
9. Time Span: The proposed implementation of the concept must be date-marked; you can do this in phases to facilitate identification of tasks and time duration
10. Responsibility: The person or persons in the case of team work, who are responsible, must be named
11. Reporting to: The person to whom the responsibility holders report to must be clearly stated and frequency and form of such report output must be underscored
12. Approval Sought: As the last point you must state the approval needed in clear and concise English.
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