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Working Backwards, in a minute

Write the press release first.

PRFAQ.com turns a paragraph about your idea into a full Amazon-style PR/FAQ — a one-page press release dated the day you ship, a customer FAQ, and the internal questions your leadership team will actually ask.

Free account, 10 drafts, about a minute each. We never store the briefs you write or the documents we generate.

pantry-prfaq.md
Press release

Pantry turns the food you already bought into tonight’s dinner

A free app for busy households that suggests three dinners you can cook right now, using only what is already in your kitchen.


SEATTLE, WA — March 4, 2026 — Pantry today launched an app that answers the 5:45pm question — what’s for dinner — without a trip to the store. Households photograph the inside of the fridge once, scan a grocery receipt, and Pantry proposes three dinners that need nothing they don’t already have.

American households throw out about a third of the groceries they buy, and it is rarely because they planned badly.

The method

A press release is the cheapest prototype you will ever build.

01

Write the launch, not the plan

A PR/FAQ is dated the day the product ships. Writing in the past tense forces you to say what actually changed for a customer, which a roadmap never makes you do.

02

If it is boring, change the product

The press release is a cheap test. When the announcement is dull on the page, it will be dull in the market — and editing a paragraph costs less than editing a quarter.

03

Answer the hard questions early

The internal FAQ is where sizing, unit economics, dependencies, and the top risks get written down while they are still cheap to be wrong about.

Anatomy

What lands in the document.

Every draft follows the same structure, because the structure is what makes the conversation useful. You choose the voice, the audience, and how deep the FAQs go.

  1. 01

    Headline & subheadline

    Under ten words, then one sentence naming the customer and what they can now do.

  2. 02

    Summary paragraph

    A dateline and three sentences that carry the whole announcement. Assume nobody reads further.

  3. 03

    Problem & solution

    The problem in the customer’s terms, specific enough to hurt — then the mechanism that removes it.

  4. 04

    Two quotes

    A leader explaining why this approach over the obvious one, and a named customer with a real before and after.

  5. 05

    Customer FAQ

    Price, availability, limits, privacy, migration, and what happens when it breaks.

  6. 06

    Internal FAQ

    Sizing arithmetic, the 12-month success metric, why us, why now, the hardest technical problem, what is out of scope, and the risks in order.

A finished example

This is what comes back.

An abridged draft for an invented consumer app. Highlighted figures are the ones the model made up — they are marked so you know exactly what to go verify.

Press release

Pantry turns the food you already bought into tonight's dinner

Pantry is a free app for busy households that suggests three dinners you can cook right now, using only what is already in your kitchen.


SEATTLE, WA — March 4, 2026 — Pantry today launched an app that answers the 5:45pm question — what's for dinner — without a trip to the store. Households photograph the inside of the fridge once, scan a grocery receipt, and Pantry proposes three dinners that need nothing they don't already have. Pantry is free on iOS and Android starting today.

American households throw out about a third of the groceries they buy, and it is rarely because they planned badly. It is because the second bunch of cilantro is behind the milk. By the time anyone remembers it, it is compost. Recipe apps make this worse rather than better: they start from a dish someone wants to cook, then hand the cook a shopping list. The food already paid for stays in the drawer.

Pantry starts from the other end. It builds a running picture of what a household actually has, updates it from receipts and a weekly fridge photo, and ranks dinners by how much of that inventory they use up before it turns. Every suggestion is under 30 minutes and shows which ingredients it burns down and how many days those ingredients have left.

We built the inventory first and the recipes second, which is backwards from how every other cooking app is made. It is also the only order that lets us promise you won't need to go to the store.
Dana Okafor, Head of Product, Pantry

Getting started takes about three minutes. Download Pantry, take one photo of the open fridge and one of the pantry shelf, and point the camera at the last grocery receipt. Pantry produces a first set of dinners immediately and gets sharper over the first two weeks as it learns what a household actually eats.

I used to buy groceries twice a week and still order takeout on Thursdays because nothing in the fridge added up to a meal. Six weeks in, we're down to one grocery run and we've thrown out almost nothing. My daughter has opinions about the tofu one.
Marisol Reyes, parent of two, Portland, OR

Pantry is available today in the App Store and on Google Play. There is no subscription and no ads.

Customer FAQ
01Does Pantry work if I never scan a receipt?

Yes, but less well. A fridge photo alone gets useful suggestions on day one. Receipts are what let Pantry track quantities and expiry, which is how it knows the yogurt has three days left. You can also add items by voice as you unpack.

02What happens to my photos?

Fridge photos are processed to extract an item list and then deleted within 24 hours. The item list stays on your device and syncs encrypted. Pantry does not sell data and has no advertising business.

03How is this free?

Grocery retailers pay Pantry when a household chooses to send a top-up list to a delivery partner. Nothing changes about the recipes you are shown based on who pays — the ranking is inventory-first, and we publish that ranking logic.

Internal FAQnot for publication
01Who exactly is the customer, and how many are there?

Households that cook four or more weeknight dinners and use a grocery delivery or pickup service at least monthly. In the US that is roughly 18M households; our beachhead is the 4.1M of them with a child under 12, where the 5:45pm decision is sharpest and the waste is highest.

02What does success look like in 12 months?

35% of installs still cooking a Pantry-suggested dinner in week 8, and a self-reported reduction in weekly grocery runs of at least one. Retention at week 8 is the number that matters; everything else is a leading indicator of it.

03What is the hardest technical problem, and what if we cannot solve it?

Estimating quantity and remaining shelf life from a single photo. If we cannot get inventory accuracy above 80%, suggestions will call for ingredients the household does not have, and one bad suggestion costs more trust than five good ones earn. The fallback is a receipt-first product with the photo as an optional refinement — smaller, but still honest about what it knows.

04What are we explicitly not building in v1?

No meal planning across the week, no shopping list generation beyond a single top-up, no nutrition tracking, and no social features. Each of these is a reason for the team to stop working on inventory accuracy, which is the only thing that makes the product work.

Questions

About this tool.

What is a PR/FAQ?

It is the document at the center of Amazon’s Working Backwards method: a one-page press release for a product that does not exist yet, followed by the frequently asked questions — first from customers, then from the people inside the company who have to fund it. You write it before you build, and you use it to decide whether to build at all.

Will this write my strategy for me?

No. It writes the draft. The value of a PR/FAQ is the argument you have with your team about what is in it, and this gets you to that argument in a minute instead of a week. Expect to rewrite the customer quote and every number.

Why are some figures highlighted?

Anything the model invented rather than took from your brief is wrapped in brackets and highlighted, and listed underneath the draft. Those are the claims that will get challenged in the room, so they are marked rather than hidden.

Which model writes the document?

Claude, through the Vercel AI Gateway. You can pick between Sonnet 5 for speed, Opus 5 when you want the internal FAQ to fight back, and Haiku 4.5 for quick iteration on a rough idea.

Do I need an account?

Yes. An account is what makes the 10-draft allowance possible — without one there is no way to tell one person from another. Signing up takes a few seconds and costs nothing.

Do you keep my product idea?

No. Your brief is sent to the model to produce the draft and is never written to a database. All we store against your account is an email address and a count of how many drafts you have generated. Closing the tab loses the draft, so download it.

Is this affiliated with Amazon?

No. Working Backwards is Amazon’s method and is widely published; PRFAQ.com is an independent tool built on top of the format.

What would the announcement say?

Find out before you spend a quarter finding out.

Or read the example one more time.