① What was asked, deadline, who it go...
③ Premises (what we know)
④ Limits (what we cannot use)
⑤ Picture of success
⑦ Table of strong ideas (write them a...
⑩ The core sentence and why you chose it
⑫ Work plan table (from the outline i...
Idea Mind Map Boa...
How to use (4 boa...
Request, success,...
Premises and rules
Limits and worries
Insights and reasons
1/4
Check the request
Ctrl+F / ⌘F : 2/4...
→ 2/4
2/4
Branch out ideas
↙ 3/4
What was asked e.g. Plan something that gets customers who bought once on our o nline shop to buy a second time (from my manager)
Deadline e.g. Proposal due Friday in two weeks. Check-in next Wednesday
Who it goes to e.g. My manager, then the director's meeting if it passes
② Check the reque...
The request
What
e.g. Focus on getting more second purchases (no new pr oduct development)
Why
e.g. Fewer people buy a sec ond time than last year
Who
e.g. Customers who bought o nce. Promotions and shippin g are involved
When
e.g. Run it for three month s from November
Where
e.g. The online shop and em ails to customers
How
e.g. Proposal of three A4 p ages or fewer, in the usual company format
e.g. People who bought a second time: 25 of 100 last year, 20 this year
e.g. We can only email customers who registered as members
Keep numbers and company rules separate
e.g. Budget up to $2,000
e.g. Only two people can work on it: me and a junior colleague
e.g. Discounts up to 10% (a sales department rule)
e.g. In three months, 25 of 100 customers buy a second time
e.g. My manager says, "I can take this to the director's meeti ng"
Include one thing you can say with a number
⑥ Branch out idea...
Get them to buy again (p icture of success in ⑤)
Who (the customer's prob lem)
e.g. A first-time buyer does n ot know what to buy next
How
e.g. Send it by email one mont h after the purchase
Timing and budget
e.g. Send in the first week of November, in time for year-e…
What
e.g. A how-to-use video for wh at they bought, plus a next r…
Similar cases
e.g. The how-to emails another online shop sends
Small test
e.g. For the first month, send to only 100 people
"If..." idea
Branches used
Why it looks good
Idea 1
e.g. If a how-to video arrives a month after purchase, th ey will want to buy again
e.g. Who x What
e.g. One video can be reused again and again
Idea 2
e.g. If signing up as a member makes next shipping free, more people will sign up
e.g. What x Timing and budget
e.g. It is ready before year-end shopping
Idea 3
e.g. If we send a discount coupon to people who write a r eview, they will buy again
e.g. How x Similar cases
e.g. It works for other shops
Idea 4
e.g. If we send to only 100 people in the first month, we can test small
e.g. Small test
e.g. The loss is small even if it fails
3/4
Pin the core in a...
→ 4/4
4/4
Plan the outline ...
⑧ One-line test f...
Candidate A How-to video after 1 month
e.g. Who: customers one month after their first purchase
e.g. What: a how-to video and the next recommendation
e.g. Why now: fewer people are buying a second time
Candidate B Free shipping for sign-up
e.g. Who: customers who are not registered members
e.g. What: make their next shipping free
e.g. Why now: it is just before year-end shopping
Candidate C Review for a coupon
e.g. Who: customers who wrote a review
e.g. What: send a coupon for their next purchase
e.g. Why now: cannot write it (the reason is weak)
⑨ Pros and cons (...
Pros
e.g. One video can be reused again and again
e.g. Sending to just 100 people lets us test small
e.g. It answers the customer's problem directly
Cons
e.g. The video takes two weeks to make
e.g. People who do not read emails will not get it
If you think of a countermeasure for a con, add it
The core sentence e.g. Email customers one month after their first purchase a how- to video and a next recommendation, raising second purchases to 25 of 100
Why we chose it e.g. Candidates A and B were the ones where "why now" could be w ritten. A answers the customer's problem directly. The con in ⑨ (video takes two weeks) still fits a November start
What happens to the dropped ideas e.g. Candidate B goes in as a year-end add-on, in one line at th e end of the proposal
⑪ Proposal outlin...
The core sentence (from ⑩)
Background and problem
e.g. Second purchases fell fro m 25 to 20 per 100 customers
Steps and timing
e.g. Test with 100 people in N ovember, send to everyone in …
How to measure
e.g. After three months, are 2 5 of 100 buying a second time?
What we do
e.g. Send a how-to video and r ecommendations after one month
Budget and people
e.g. Video $1,300, emails $700 , two people
Owner
Reviewer
Deadline
Research the numbers
e.g. Me
e.g. Sam from promotions
e.g. Next Monday
Research similar ...
e.g. Kim, my junior colleague
e.g. Me
e.g. Next Tuesday
Manager review
e.g. Me
e.g. My manager
e.g. Next Wednesday
Draft the proposal
e.g. Me
e.g. My manager
e.g. Friday in two weeks
→ 2/4
Branch out ideas
↙ 3/4
Pin the core in a...
→ 4/4
Plan the outline ...
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