Before we start building, we need to understand your business, your customers, and everything we'll be working with. Fill this out as completely as you can. Anything you don't have, leave blank, we'll sort it together on the kickoff call.
Who we're working with and how to reach you.
The specific people we're building this for. Not "everyone", the real humans whose lives change when they find your brand. Define up to three.
The outcome they're chasing. Not features, the felt result.
The friction, fear, or false belief stopping them.
Platforms, communities, podcasts, gyms, group chats.
What makes this business actually real. Not the polished pitch, the truth underneath. The lived experience, the contradictions, the reasons it has to exist.
The real reason. Not the founders-day-speech version, the actual moment or itch that set it off.
The mistakes, the wrong turns, the years spent doing it wrong before getting it right. This is where authority comes from.
The contrarian view. The thing you'd argue against the room about. The opinion you'd put on a billboard.
Background, access, experience, networks, scars. The thing that makes you specifically the right person for this.
The line you won't cross. Authenticity shows up in the refusals.
The character the brand plays. The way it walks into a room. Not what it sells, who it is.
The one that fits best. If you're torn between two, pick the one that drives the strategic decisions.
The supporting character. Adds depth and tension.
How does the brand sound when it speaks? Are we conversational or formal? Punchy or poetic? Funny or serious?
Two or three references. Tell me what you like about them.
The hooks, the entry points, the reasons someone stops scrolling. Each angle is a different way into the same brand.
If we only got one line, what's the thing we say?
Cover every possible angle. Fill in what you can, skip what doesn't apply. The more angles documented, the more ad variations and content hooks we can pull from later.
List the offers, with prices if relevant.
Acts of service. Acts of kindness. The free things we give away that earn the right to sell. Lead magnets, micro offers, value drops.
Free, downloadable, high-utility. Three to five ideas.
Low-ticket entry products. $7, $27, $47. The first yes.
Templates, swipe files, calculators, scripts, frameworks.
Workshops, free Q&As, shout-outs, partnerships, donations, behind-the-scenes access.
If a happy customer wanted to tell their friend, what would they hand them?
Everything we need to actually do the work. What you already have, what we need to build, what we need access to.
Google Drive, Dropbox, Figma, Notion. Share a link.
Meta Business Manager, Shopify, Klaviyo, Mailchimp, Squarespace, Webflow, GA4, etc.
Topics, language, imagery, claims we cannot make.