Quick Capture

This should be a really high level statement that talks about WHY you started this business and WHY get up out of bed in the morning – what cause the business is working toward, and why anyone should care “People don’t buy what you do, but why you do it. The goal is to do business with people who believe what you believe.”

This should be a list of things that makes your business unique - your USP - Unique Selling Propositions. What do you do that is different than your competitors?

Make a list of all the services or "things" you do in your business. Be very specific and name everything. Think bullet points, not drawn out explanations.

These are groups of “like” people that we can classify as an entity based on how we sell to them or what products/services they buy from us. Ex: for you would be: 1. Candidates 2. Clients. But then each may have a sub group. Ex: group 1: HR --- group 2: owners. Each group is communicated to uniquely but buys the same thing.

Break down for each bucket and label accordingly.

What do they have in common. Ex: likes sports, disposable income, competitive, likes to drink alcohol, etc... (list as many as you can)

Bullet point list of challenges for each of your buckets you defined above. This can be anything in their professional or personal life. List as many as you can think of. (quick bullet points for each)

Bullet point list of motivators for each of your buckets you defined above. This can be anything in their professional or personal life. List as many as you can think of. (quick bullet points for each)

List as many as are relevant Ex: Atmosphere - location - attention to detail - expertise, ease of use - etc...

Ex: Email marketing, social ads, events, etc... Please add detail as to why it was a success.

Ex: 30% growth of website visitors per month, 10% growth in form submissions, 20% growth in social audience size

Name as many as you can

Ex: Social media, from customers, google search, billboards, etc...