A Template for Creating Outlines for White Papers on Technical Subjects
Arlington, MA
What’s most important in developing white papers on technical subjects is what you say rather than how you say it. The outline is where you determine what you are going to say in the document. The most successful white papers follow a tried-and-true problem-solution format. This document will provide a template for developing an outline for a problem-solution format white paper along with an example.
1. Introduction
The introduction should be a brief summary of the entire paper, hitting briefly on each of the main headings below. Ideally, the length should be only one paragraph to give the reader a quick summary of what they are going to gain by reading the full document. The focus of the introduction should be on a generic statement of the problem and the solution addressed in the white paper, preferably without introducing any company specific-solutions. The last part of the introduction should hit on the benefits provided by the solution.
Example:
The introduction does not normally need to be outlined
2. Trends
The trends section of the outline should be an overview of how trends are causing and exacerbating the problem that will be addressed in the white paper. The focus is normally on technological changes and economic trends but trends in the marketplace can also be covered. This is a good place to bring in third party references such as from industry experts or research organizations.
Example: Aerospace industry facing challenges
Complexity increasing
Long project lifecycles
Potential for many more projects
Budgets squeezed
Talent crisis
Need to coordinate virtual enterprises
3. Problem
Here’s where we define the specific customer problem that we are addressing. This is arguably the most important section of the white paper because if the reader doesn’t buy into the problem then it is unlikely that he or she will consider buying the solution. It’s important that this section addresses a real problem faced by potential customers in their own language as opposed to marketing hype. It’s good to bring in metrics or quotes by actual users to provide validation.
Example: Conventional program management methods not up to the challenge
Projects over budget
Data is highly dispersed and fragmented
Old way of working – multiple tools for specialists, program status consolidated manually and reported in Excel and PowerPoint – stand-up meetings
Resulting business problems
4. Solution
This section explains exactly how your solution works and how it differs from alternatives. It’s best to maintain objectivity at this point by being descriptive rather than selling. The solution section talks about features rather than benefits to give your potential customer an understanding of what it is you are offering.
Example: New generation of program management systems can meet the challenge
New way of working – everyone goes to one system
Multiple specialist tools integrated to provide consistency
Stand-up meetings with program management system
Single version of the truth in real time
Single repository for project information
Ensures entire organization knows what requirements need to be met
Aligns, synchronizes and shares contracts and subcontracts
Ensures all promised data deliveries occur on time
Formally define format in which data is to be provided by extended enterprise
Ensure all players know and communicate their intended product architecture
Communicate items requiring special care and attention
Disseminate responsibility selections to extended partner team
Synchronize sub-contract activity with configuration and deliverables management
Define and manage product end-item builds
Execute and manage risk reduction strategies and report risk status
Easily access a consolidated list of assigned issues across all projects for execution and closure
Data accessible from Microsoft desktop tools
Collaborate on review and audits
Providing traceability of information
Evolving the product definition
5. Benefits
Now that we have established our credibility by defining a problem and a solution we can start talking benefits. Making a major purchase usually requires demonstrating return on investment (ROI) so this section should focus on making the case that the solution provides a return far above its cost. Wherever possible provide metrics that will help potential customers begin to calculate quantitative advantages such as higher revenues or lower costs.
Example: Results
Keys to better program outcomes
All program members know what requirements they are supposed to meet
Suppliers and partners report their status in real time
Rollup status across programs and divisions
Use limited skilled resources effectively
Leveraging supplier’s IP while protecting it properly
Embed knowledge into the tools
Measure performance in real time across a consistent and common set of metrics
Maintain IP security automatically
6. Examples
The next step is to prove the benefits of your solution by providing real-world examples. If your solution is on the market and you have people successfully using it, this section can consist of several short case studies. Mentioning the actual customer names is better but not essential if you are having difficulty getting permission to use their names. If you don’t have customers for your solution yet, then provide hypothetical examples of how potential customers in a particular situation could benefit from using your product. Whenever possible, provide numbers that demonstrate the return on investment delivered by your solution.
Example: Case histories
Company A
Company B
Company C
Company D
7. Conclusion
The conclusion should summarize and reinforce the entire white paper with an emphasis on the benefits provided by the solution. Finally, the solution should conclude with a call to action.
Example:
The conclusion does not normally need to be outlined
About Structured Information
Jerry Fireman has written over 5,000 white papers on a wide range of technology subjects for companies such as Microsoft, Oracle, Cisco, Honeywell, Emerson, and many others. His company Structured Information specializes in writing and illustrating technical content that meets the requirements of leading companies and publications around the world and placing the content in publications and social media. Structured Information produces marketing materials that communicate effectively with your prospects and customers in their own language while requiring minimal effort on the part of your technical and marketing staff. Structured Information's project focus lets you try its services one project at a time.
Examples of typical white papers written by Jerry Fireman (many more can be found at http://www.strucinfo.com)
http://www.nxtbook.com/nxtbooks/mediasolutions/windsystems201001/#/52
http://health-care-it.advanceweb.com/editorial/content/editorial.aspx?cc=213238
If you like this document, Jerry would really appreciate it if you would blog about it or provide a link to it: http://www.strucinfo.com/wwwstrucinfocom/2010/2/10/a-template-for-creating-outlines-for-white-papers-on-technic.html
Contact information:
Jerry Fireman
Structured Information
Phone: 781-674-2300
Email: jerry_fireman@strucinfo.com
Website: http://www.strucinfo.com
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Lynn M. Miller, LMA, LLC
Business Development & Consultation
*The Professional with a Flair!*
Phone: 718.506.2329
Fax: 718.228.7331
lmallc@vmdirect.com
www.lmallc.com
Posted via email from LMALLC By SocialNetGate
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