Current State - What is your prospect’s current situation? Tech Stack, Business objectives, and overall needs.

Challenges - What challenges your prospect is facing relative to the problem your solution can solve, and the metrics that quantify how big the problem is (this will help you justify the cost of your solution).

Ideal Solution - Your customer should define what they are looking for in a solution, what their requirements are, and if their requirements are met, would justify a purchase.

Expected Benefits - If the solution is able to meet their requirements, what happens to their business because of it?

Business Case - Use this as a summary that your prospect can use to build a case on your behalf internally during the evaluation process.

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