Tips for creating a good briefing for a digital project

1. Send your briefing to the right parties

Before creating a briefing, it is smart to research which companies you want to approach. Do they have experience in your sector and have they developed a similar product before? Or do they have a working method that suits you? Many digital agencies work with an agile method; can that work for you too? These are all questions you can investigate in advance. This way, you can avoid having to reject someone later for a reason you already know now.

 2. Compare apples with apples

When creating a briefing, do not send it to completely different parties, but approach parties that are somewhat similar. An international tech company and the small design agency around the corner work with different budgets and methods. This can lead to completely different proposals, where one party might be eight times as expensive as the other. Therefore, make a choice in advance about which type of agency best suits your project.

3. Plan the project internally in advance

Creating a briefing also means thinking about the internal planning. A digital project requires time not only from the contractor but also from you. Try to schedule the project internally first. Who will lead the project? Which colleagues need to provide feedback? And are there crucial team members who will be on vacation? By making a rough schedule, you can come up with a realistic timeline to include in the briefing. Mentioning an unattainable deadline – the website must go live in one month – does not come across as very professional and leads to promises no one can keep. 

4. Be open about the pitch process

In your briefing, you naturally mention a deadline for submitting proposals. But also indicate whether there will be a Q&A round, whether you expect a presentation of the proposal, and how long you will need to evaluate all the proposals. Moreover, give parties enough time to create a good proposal – if you took three months to prepare the briefing, do not expect agencies to deliver a perfect plan in two weeks. 

5. Mention your budget

Many organizations find it daunting to mention a budget in their briefing. But why? Without a budget indication, you risk receiving proposals far beyond your budget, requiring you to cut back afterward. And that’s a shame. A briefing with a clear budget helps contractors make a realistic proposal and provides clear boundaries. Also, think about which functionalities need to be custom-made and where existing solutions suffice. Your budget guides these choices.

6. Ask for previous work

The best proof that a party can build a good ticketing system or design an innovative brand identity is showing that they have done it before. It provides a good insight into the contractor’s experience and working method. Therefore, ask for examples of similar work and inquire further: What went well? What could have been improved? This helps you assess whether their definition of success aligns with yours.

7. Share what you can do – and what you can’t

It’s wise to be open in your briefing about the strengths and areas for improvement within your own team. It’s also important to communicate clearly about your own capabilities when creating a briefing. For example, do you already have experience with certain technologies? Can you create content yourself, and is there time for it? By addressing this in advance, contractors can better respond to your needs. Are you already working agile, or do you want to grow in this area? The more information you share, the better the contractor’s proposal will fit your situation.

Want to create an effective briefing? Use these 7 tips to draft a clear and complete document. A strong briefing leads to better proposals, smoother collaboration, and forms a solid foundation for your digital project. Good luck!