Business Description/Mission Statement
Please briefly describe your business. What are your products and/or services? You can also put your Mission Statement here if you have one.
What's Your "Once Upon A Time?"
Please tell the story of your business by telling me about the roots of your passion. If it helps, start with Once Upon a Time. How did you get to where you are? Here, forget the business pitch, and just tell me a tale about you, your journey, and how this business came to be.
What Sets You Apart?
In a few words, please express what sets you apart from others in your field? What's your special offer? What overlooked or neglected need in your industry are you fulfilling? Or are you a thought leader in a new industry?
Describe Your Ideal Customer
As if they were a real individual, tell me what they're like, what are their interests, and where might they work, etc.
What emotional needs does your brand satisfy for your audience?
What emotions would you like your customer community to feel when they interact with your business?
What are the psychographics of your customers?
Values, beliefs, lifestyle, interests?
Who Is Your Audience?
List a few types of people or groups who want or need your services. Be as specific as possible. Who is your tribe?
Where Is Your Audience?
If you were to think of your customers as a tribe or community, where would they be hanging out? Where do you find them? Brainstorm both places online and out in the community.
What Problems Are You Going to Solve?
Thinking again about all you've said already about your customers, what problems do they have that you can solve? Be as specific as possible.
How would you like your business to be perceived?
Please list some adjectives (e.g. professional, friendly, casual, serious, ethereal, humorous, sophisticated, high-end, empowering, authoritative).
Current Professional Goals
What are your top 3 business/professional goals at this time?
Long-term Professional Goals
What are the long-term goals of your business? If you're unsure, that is ok!
Relevant Sites/Colleagues You Love
Please provide links to 1-3 websites from others in your industry or similar line of work that you love, and why. To take this farther, who is doing something similar to you really well? What can you learn?
Keywords & Searchability
What are some keywords you associate with your business? What would people "google" if they were looking for your offerings?