Name *

Business *

1. What prompted you to start your business?

2. Why does your business need to exist?

3. What would happen if your business didn’t exist?

4. What is your business philosophy?

5. What are you passionate about?

6. What are your company values? (Include new values if they differ from the values when you started your business.)

7. What is unique about your brand?

8. What are some key words that reflect your business

9. Do you have common phrases/sayings that you use when talking about your business?

10. Are your ideal clients skewed towards male or female? What’s the approximate percentage?

Personify your top 3 ideal clients

11. Ideal Client 1

12. Ideal Client 2

13. Ideal Client 3

14. What are your clients' problems

15. How do you solve them?

16. How do you solve these problems - in one word?

17. Who is your competition?

18. What’s good about them?

19. What isn’t?

20. Why should your clients engage you and not your competition?

21. If a client was describing you to a friend or colleague, what do you think they might say?

22. What negative things might people say about you?

23. What do you want people / clients to say about you when you’re not in the room

24. What is your business personality? Ie Corporate, serious, professional, casual, friendly, approachable, highbrow, direct

25. If your brand was a person how would you describe them?

26. What is your perceived business value? (i.e budget, premium, quality, exclusive, value, bespoke)

27. What achievement in your business are you most proud of?

28. Describe where you’d like your business to be in 12 months time?

29. What are the things that will potentially prevent you from getting there?

30. If you had a magic wand, what would your business look like in the next 90 days?