2. Storyboard

3. “Shot List”
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
Persona: a first name for your target user
Target: the intended users of your app, i.e. your market segment
Pain: the source of the user’s struggles
Goal: the desired outcome for the user as a member of the target
Qualifier: in one word, what your app delivers better than any other
Proof: some form of validation (usually market- or technology-based) for the qualifier
Screenshot 1: homepage or splash screen
Screenshot 2: in-app shot that conveys user interaction
Screenshot 3: in-app shot that conveys user interaction
Competitors: 2 to 5 other products that help define your market
Partners: 3 to 5 supported services, customers, or partners
Name: the names of your team members that are relevant to the user
Role: what Name does relative for the user or organization (not always title)
Challenge: a misconception about your app (i.e. expensive, hard to learn) and your
response
Temptation: an alternative perceived as easier (i.e. take no action, go with incumbent)
and your response
Anxiety: a circumstantial fear (i.e. “boss won’t let me” or “new hardware required”) and
your response

4. Your Story

5. Meet <Persona>.
<Pain> is keeping <Persona> from <goal>.

6. What if <user goal> for <target> was <qualifier>?

7. Finally, there’s a <qualifier> way to
<user goal>.
Screenshot 1

8. Your trusted guides
Name
Team role
Name
Team role
Name
Team role

9. For <target> that want to <goal>, <your app>
provides <qualifier> <goal> because of <proof>.

10. Apps like us
We work with...
Screenshot 2

11. !
It’s too <challenge>
!
Isn’t it easier to <temptation>?
!
But I might <anxiety>

12. Acknowledge <challenge>
Refute <temptation>
Relieve <anxiety>

13. Screenshot 3
Feature 1
Feature 2
Feature 3
Feature 4
Feature 5
!
Pricing/Availability

14. Are you ready to <goal> without <pain>?
Call to Action

15. Now <Persona> is the hero because
(s)he can <goal> <qualifier>.

16. (Finally) There’s a <qualifier> way to
<goal>.
Contact info
Screenshot 1