DLG Project: Problem statement and overview

In this first section, we're going to pick a problem statement that drives revenue impact:

1. Problem statement & overview
2. Hypothesis, goal setting & success metrics
3. Experimentation design: Part 1
4. Experimentation design: Part 2
5. Post experiment learnings & next steps
6. Stakeholder management

Select the right problem to solve

At any give time, any business has atleast a 100 problems they need to solve. But it's not feasible to deploy resources towards them all. You need to prioritise the problem statements based on business objectives to create real impact.

Pick a problem statement that is in line with business objectives and define that problem statement in the correct structure. This drives clarity and ensures alignment across teams.

Here's a framework you can use:

Current State: What’s happening right now?
Desired State: What do you want to achieve?
Gap: What’s preventing the desired state?

The problem statements could be → CAC needs to have halved, Onboarding needs to increase by 50%, Free to Paid conversion has to increase or Retention has not moved in the last 6 months. You may not have the charter to solve large problems, but taking a smaller lever in a bigger problem will also do wonders.

Give overview of the document

Once you've picked the right problem statement, you need to provide a concise overview to align stakeholders. This will give your team context & prime them on the purpose, scope and the expected impact what you’re solving for. In under 3-4 lines, cover the core problem and a summary of your solution.