A High-Level Concept is a one sentence pitch, describing your product in terms of others in existence that are widely known and well-established. Here are examples: “Friendster for dogs.” (Dogster) “Flickr for video.” (YouTube)

Imagine you’re at the end of your sales conversation. Your prospect is going to have to go and communicate to their stakeholders and their team about what your business does. Now let’s face it, they are not going to know your business the way that you know your business. They’re probably going to miss a ton of really valuable stuff completely out of the conversation. So a really great tool that you want to use when you’re doing your sales and your marketing is to come up with a high-level concept.

The high level concept explains your unique value proposition in a way that’s memorable. Try to avoid using phrases like, “It’s Apple but for X” or it’s “Uber but for Y.” While the framework of “it’s like this, but for this,” is really helpful as a high-level concept, you want to avoid cliches. It’s probably the hardest part of your Revenue Roadmap, second to your Unique Value Proposition. Have a think about it and try to find the thing that is sticky and memorable that you can give to your prospect at the end of a sales conversation, or if you run a Business to Consumer (B2C) business, perhaps it’s something that you could say right before they buy as social proof. Give them the reason, the core benefit for why it is they’re buying. It should be the stickiest idea or thought in your Revenue Roadmap.

How does your product fit into the bigger picture?

High-Level Concepts are perfect for investors describing your company to partners, fans spreading the word about what you’re up to, and the press covering your business in an article.

Careful! People should be familiar with the companies and or analogies used in your Concept. If you refer to your business as the love child of an obscure corporation and off-brand mythical creature, it will mean nothing to no one.