Tips for creating a good briefing for a digital project

1. Send your briefing to the right parties

Before creating a briefing, it’s wise 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 your team? Many digital agencies work with an agile methodology—could that work for you too? These are all questions you can investigate beforehand. This way, you avoid having to reject someone later for a reason you already know now.

 2. Compare apples to apples

When creating a briefing, don’t send it to completely different parties. Instead, approach parties that are somewhat similar. An international tech company and the small design agency around the corner operate with different budgets and methods. This can result in entirely different proposals, where one party might be eight times more expensive than the other. Therefore, decide in advance which type of agency best suits your project.

3. Plan the project internally first

Creating a briefing also means thinking about internal planning. A digital project requires not only time from the contractor but also from your team. 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 create a realistic timeline to include in the briefing. Mentioning an unachievable deadline—“the website must go live in one month”—doesn’t come across as very professional and leads to promises no one can keep.  

4. Be transparent about the pitch process

In your briefing, of course, you’ll mention a deadline for submitting proposals. But also explain whether there will be a Q&A round, if you expect a presentation of the proposal, and how long you’ll 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, don’t 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 above your budget, requiring cuts 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 truly need to be custom-built and where existing solutions will suffice. Your budget will guide these choices.

6. Request previous work

The best proof that a party can build a good ticketing system or design an innovative brand identity is showing that they’ve done it before. It provides a good insight into the contractor’s experience and working method. Therefore, ask for examples of similar work and follow up with questions: 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 smart to be open about your team’s strengths and areas for development in your briefing. It’s also important to clearly communicate your own capabilities when creating a briefing. For instance, do you already have experience with certain technologies? Can you create content yourself, and is there time for it? By stating this upfront, contractors can better cater 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!