99kits.com PRFAQ

Lean Startup

When I was first thinking about starting up 99kits as a venture in late 2016, I decided to write a piece as a way to check that I was doing something that customers actually wanted and needed. I wrote a PRFAQ. (Google it! Or take a look here).

In a nutshell it’s something that ensures that you’re working backwards. It’s a press release that is written from the customer’s perspective. It attempts to set out that what you intend to build is compelling enough for a customer to want. If it’s not then stop right there. It’s an exercise that Amazon use to justify putting ideas into full product development. Clearly it’s something that has served them well, so I thought I should give it a go.

And here it is. I wanted to publish it here as way for me to regularly check back on what we originally set-out to achieve with the business and ensure that we’re always thinking of our customer first and solving their problems.


Heading – Name the product in a way the reader (i.e. your target customers) will understand.

99kits.com Easily select, personalise and buy fantastically designed and top quality winning team wear on our website.

Sub-Heading – Describe who the market for the product is and what benefit they get. One sentence only underneath the title.

Teams and individuals can easily select great kit, add amazing personalisation features and purchase in a single visit to our website.

Summary – Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good.

99kits.com provides a frictionless way for grass roots, professional teams and individuals to select, add great personalisation features and purchase kit in a single visit. 99kits makes it easy to select the personalisation features you want. No need to ask for a quote and exchange details in emails or go to the store. You can apply our own amazing bespoke letters and numbers in colours that complement your kit selection perfectly. This is all backed up by top quality manufacturing and customer service and an expert online design consultation service to ensure you’ll keep wanting to return to create your next winning kit.

Problem – Describe the problem your product solves.

Teamwear customisation providers/suppliers focus their efforts on the manufacturing side of the business. They tend to service a local customer base as they often do their business in person – from a small store or business unit. Business is done via quotes which extends an already lengthy process. They routinely have a low-quality website that is an afterthought. Others try a little harder with their website but still operate it as secondary bolt on to the core business. Some providers use plug-in kit builders that bombard the user with so many options it leaves them with little confidence that they’ve created something that they actually want.

Solution – Describe how your product elegantly solves the problem.

99kits is a digital first business. Our core mission is to provide our users with a frictionless way the select, personalise and purchase kit through our website – direct to the customer.

We want to put the customer in control. No more emails requesting quotes and prices. We display clear pricing of our core product lines and all personalisation features. We also understand that getting fantastic looking kit needs a great eye for design – so we offer an online design service that enables you to discuss your ideas with our designers to help you bring your ideas to life instantly.

Along with the PRFAQ we also drew on inspiration from the now fabled Lean Startup by Eric Ries. It’s an excellent guide on the smart way to go about setting up your new business.

The Lean Startup

Anyway, I hope you enjoy reading this, and I’d love to hear your comments on whether we’re solving your customer problems when buying and personalising teamwear.

Happy New Year.

Cover image: Betsy Weber via Flickr

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