What should an MVP brief include?

Who will use the product, what problem it solves, the one thing a customer pays for, a list of what does not belong in the first version, a deadline with a reason, a budget as a range and one person who decides.

Because a first version should prove one thing. A long brief usually means it has not been decided what matters most. The details get filled in during the work, once you see the first finished parts.

Do I have to give a budget?

A range, yes. Without it a vendor cannot tell whether to propose a simple solution or a big one. The amount you are willing to put into the first version, even if the idea does not take off, is enough.

Template with an example

One-page brief for your first version: what to build first and what to cut

A good brief for the first version of a product has seven lines: customer, problem, the one thing they pay for, what stays out of the first version, deadline, budget and who decides. First check with six questions whether you are ready, then fill in the template and compare it with the filled-in example. If something does not fit on one line, it has not been decided yet.

What you fill in and tick stays in this browser window only. Nothing is sent unless you ask for your result by email. It is gone when you close the page, so print your result.

For founders who want a first version of their product built. Fill in the template before you start calling vendors. If something does not fit on one line, it has not been decided yet.

Since 2023 we have shipped 15+ production projects. The ones that went best were those where the founder could say which one thing a customer would pay for, and what does not belong in the first version.

1. Are you ready?

Tick what is true. Where it is not, sort it out before you pay for development.

You have the money for the first version now, not "after the investment".
At least a few people have said they want it: customers, a waiting list or pre-orders.
You know how the first version earns or saves its first money.
One person decides on the scope.
You know what customers do today instead of using your product.
Your deadline has a reason, not just a date.

2. The template

Fill it in right here and print the page or save it as a PDF. You can then send the brief to anyone, including another vendor.

Item	What to think about	Your answer
Customer	Who exactly will use it. Not "everyone", one group of people.
Problem	What hurts them today and how they deal with it now, even if badly.
The one thing they pay for	One feature, not a list. If nothing else worked, they would still pay for this.
Not in the first version	Everything that can wait. This list should be longer than the list of what is in.
Deadline	By when, and why then: a season, an investor, a customer who is waiting.
Budget	A range you are willing to put into the first version, even if the idea does not take off.
Who decides	One person who says yes or no, and within how many days.

3. Example (made up)

Neither the business nor the numbers are real. The example shows how much detail to write.

Item	Example
Customer	Cafés in one city that buy pastries from one bakery every morning.
Problem	Orders arrive in the evening by text message and phone. The baker copies them onto paper at night, and every change leads to a mistake.
The one thing they pay for	A café orders for tomorrow from a phone by 8 pm, and in the morning the baker sees one list of what to bake.
Not in the first version	Online payments, delivery routes, stock, a loyalty programme, an app in the app stores, more bakeries.
Deadline	By the end of March, because in April the bakery adds new cafés and can no longer handle it by hand.
Budget	A range the founders are willing to lose if the cafés do not use it. Write your own numbers in the template.
Who decides	The owner of the bakery. She replies within two days.

4. Check before you send it

The one thing a customer pays for fits in one sentence.
The "not in it" list is longer than the "in it" list. If the first version has more than three features, cut the ones the customer would pay without.
The deadline has a reason, not just a date.
The budget is a range, not "we'll see".
One person decides, and they know it.

More tools for you

How far are you from a first paid version? 10 questions

10 questions on your first paying customer, scope, money and timing. See what to settle before the build.

7 sentences that should make you walk away from an agency

Warning sentences when choosing a vendor for your first version, why they are a problem and what to ask instead.

Frequently asked questions

What should an MVP brief include?: Who will use the product, what problem it solves, the one thing a customer pays for, a list of what does not belong in the first version, a deadline with a reason, a budget as a range and one person who decides.
Why only one page?: Because a first version should prove one thing. A long brief usually means it has not been decided what matters most. The details get filled in during the work, once you see the first finished parts.
Do I have to give a budget?: A range, yes. Without it a vendor cannot tell whether to propose a simple solution or a big one. The amount you are willing to put into the first version, even if the idea does not take off, is enough.

Where to next

MVP and product

A working product in weeks, not months

First version plan

The next step is a first version plan: scope, date and first step.

Tell us what has to ship first Or a 15-minute intro call

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