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3 Examples of a Concept Statement

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A concept statement is an idea that gives a strategy, plan or design its meaning, purpose, direction and depth. They are commonly used in the early planning stages of businesses, brands, products, programs, projects and designs. A concept statement can be used to pitch an idea. They are also used to provide direction to work efforts as they act as a short and fundamental statement of what you are trying to achieve. The following are illustrative examples of a concept statement.

Business Concept

An early stage idea for a business. Concept statements are as short as a sentence and are never longer than a page. Business concepts are typically used to model and refine early stage ideas for a business model or unique selling proposition. Those concepts that are developed further may become a full business plan.

Business Concept

A line of luxury hotels that caters to a broad range of customer needs including families, seniors, pet owners and people with disabilities.

Rooms and services that cater to customer needs according to the demographic of each location. For example, a hotel in an area frequented by families would have rooms with features for babies and young children. All locations to have highly accessible rooms for people with disabilities.

Be the preferred brand for customers who benefit from non-standard rooms and services.

The difficulty in matching unique demand to unique rooms can complicate revenue management.

Product Concept

Innovation and product development processes typically begin by brainstorming a large number of ideas for a product. These can be documented as a product concept.

Product Concept

A lightweight snowboard that handles much like a traditional snowboard.

Experiment with new strong and lightweight materials such as graphene to develop a board with similar ride and performance to our existing snowboards with the advantage of being much lighter.

Business Case
A lighter board has several customer benefits that may command a premium price on the market. Benefits include:

- more air
- easier on the legs, particularly on the lift
- easier to transport
- the prestige of cutting edge technology

Design Concept

A design concept statement outlines an approach to creating something. At this stage, there are often requirements and constraints in place such that the design concept provides an idea for a solution. For example, a new mobile phone platform has decided to create a basic weather app that will be installed by default on the platform. The following is one of many design concepts proposed for the app.

Design Concept

The weather app for weather nerds.

The app will include all detailed data available from national weather services in an attractive interface with weekly, daily and hourly views.

Customer Needs
The most popular weather apps offer minimal information such as the probability of precipitation and temperature ranges per day. This is lacking for many purposes such as planning an event whereby precise hour by hour forecasts are often required. There are also a significant number of users who crave details about the weather.

How do we standardize the views when detailed weather data for different nations and regions has significant variation in formats and content?

Overview: Concept Statement
An idea that gives a strategy, plan or design its meaning, purpose, direction and depth.
Related Concepts
Next: Business Concept
More about concept development:
Business Concept
Challenging Assumptions
Concept Design
Concept Testing
Counterfactual Thinking
Creativity Of Constraints
Design Concept
Design Research
Divergent Thinking
Feasibility Study
First Principles
Idea Generation
Idea Screening
Inventive Step
Lead Users
Less Is A Bore
Less Is More
More Is Different
Preserving Ambiguity
Product Concept
Proof Of Concept
Worse Is Better
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