We've reviewed hundreds of project briefs. The good ones share a common structure. Here's what to include.
1. The Problem Statement
Start with the problem you're solving, not the solution you want. Describe the current situation and why it's unsatisfactory.
2. Goals & Success Metrics
How will you know the project succeeded? Be specific — 'increase conversions by 15%' is far more useful than 'improve the website'.
3. Target Audience
Describe who will use this product. Include demographics, technical ability, and what they're trying to accomplish.
4. Constraints
Budget, timeline, technical stack, brand guidelines — surface these early so nobody is surprised later.
5. Out of Scope
Explicitly stating what you're NOT building is just as valuable as defining what you are.