What do you write when you brief a software studio?
One sentence describing the software and who will use it. The brief a studio can start from is the one a founder can write in a minute — the specification is the studio's job, and asking a buyer to produce it is asking them to do the work they came to buy.
What belongs in the first sentence?
The software, and the person who will use it. "A place where amateur football clubs handle registrations, payments and the calendar" carries a product and an audience, and a team can begin on it within the hour.
What makes that sentence work is the audience half. Name the user and a list of features turns into a set of decisions that make themselves.
Length adds very little after that. A two-page document written before anybody has drawn anything mostly records guesses, and the guesses get corrected by the first prototype rather than by more writing.
What belongs to the studio instead?
The architecture, the tools, the data model, the sequence of screens, and every decision that follows from those. That is the work being bought, and specifying it in advance narrows what the studio is able to bring.
The same goes for effort estimates. A brief that says "this should be simple" has priced the work before anybody looked at it, and a studio that agrees in order to be agreeable is a studio setting up its own delay.
Where a decision is already made — a technology the company runs on, a system it has to speak to, a rule the regulator sets — that belongs in the brief, because it is a constraint rather than a preference.
What is worth attaching?
Anything that already exists: a logo, a deck, a document, a screenshot of the thing being replaced. These arrive with the sentence and travel with it into the work.
A picture of the current process is worth more than a description of it. A spreadsheet somebody maintains by hand explains a business in a way three paragraphs rarely manage.
And that is the whole brief. The First 72 takes one sentence, an email address and anything already prepared, and returns a high-fidelity prototype, a technical scope and a fixed build quotation within 72 hours for AED 4,500.
The First 72 · AED 4,500 · Delivered within 72 hours.
Updated 2026-08-04