Question 1
What is your business name?
If you haven't decided yet, what are you leaning toward?
Question 2
What does your business do in one sentence?
Example: "I help small restaurants get more customers through social media management."
Question 6
Why did you start this business?
The real reason, not the polished version. What problem did you see that made you say "I should build this"?
Question 7
Where do you want this business to be in 3 years?
Revenue, lifestyle, team size, reputation — whatever matters most to you.
Question 8
What's your single biggest fear or obstacle right now?
Question 9
Who is your ideal customer? Describe them like a real person.
Age range, job title, income level, location, lifestyle — be as specific as possible.
Question 10
What is the #1 problem your business solves for them?
Question 11
What happens if they DON'T solve this problem?
What does their life or business look like if they do nothing?
Question 12
Have you already worked with customers? If yes, describe your best one.
What made them great? What did they buy? How did they find you?
Question 13
Where do your ideal customers hang out — online and offline?
Social platforms, forums, events, publications, communities, etc.
Question 14
When searching for a solution like yours, what would they type into Google?
List 3-5 phrases.
Question 15
What objections do potential customers have before buying from you?
Price too high? Don't trust it? Already tried something similar?
Question 16
Is your customer the person who pays, or do they need to convince someone else?
A boss, partner, spouse, committee — who else is involved in the decision?
Question 17
How much is solving this problem worth to your customer?
In dollars, time saved, stress reduced — help us understand the value from their perspective.
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Next: What You Sell
Question 18
List every product or service you offer (or plan to offer).
For each one: name, brief description, price (or planned price), and who it's for.
Question 20
What does a customer actually receive when they buy from you?
Deliverables, timeline, meetings, results — walk us through it step by step.
Question 22
Do you offer different tiers or packages?
e.g. Basic / Pro / Premium. If yes, describe them. If no, would you consider it?
Question 23
What makes your offer different from hiring someone cheaper on Fiverr or doing it themselves?
Question 24
Do you have any guarantees, warranties, or risk-reversals?
Money-back guarantee, free revisions, performance guarantees, etc.
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Next: Competition
Question 26
Name 3-5 competitors or alternatives your customers might consider instead of you.
Direct competitors, DIY solutions, or "do nothing" all count.
Question 27
What do your competitors do well?
Question 28
What do your competitors do poorly or ignore?
Question 29
How is your approach fundamentally different from theirs?
Not just "better quality" — what's structurally different about how you operate, deliver, or think?
Question 30
What would make a customer choose you over the most popular competitor, even if you're more expensive?
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Next: Brand & Personality
Question 33
What brands (in any industry) do you admire and why?
Example: "Apple — because everything feels simple and premium."
Question 34
Is there a tone or style you absolutely do NOT want?
Example: "Don't sound corporate." or "Nothing cutesy."
Question 35
Do you have existing brand assets?
Logo, brand colors, fonts, website, social media profiles — list what exists and share links.
Question 35b
Got a website we can look at?
Drop the link and we'll pull your existing colours, fonts and vibe straight from it — saves you describing them. Leave blank if you don't have one yet.
Question 35c
Your brand colours
If you know your exact colour codes (hex), pop them in — we'll use them everywhere. Don't know them? Just describe your colours below and we'll match.
Question 36
What's your brand's origin story in 2-3 sentences?
How did this business come to exist? What's the human story behind it?
Question 37
Do you have a tagline or slogan?
If not, is there a phrase you keep coming back to when describing what you do?
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Next: Sales & Money
Question 38
How do customers currently find you?
Word of mouth, social media, Google, referrals, cold outreach, ads, etc.
Question 40
What monthly revenue would make this business "working" for you?
The number where you'd feel like it's real and sustainable.
Question 41
Walk us through how a stranger becomes a paying customer today.
Example: "They see my Instagram post, click link in bio, book a free call, I send a proposal, they pay."
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Next: Operations
Question 45
What does a typical work week look like for you right now?
Hours spent on the business, what tasks eat most of your time.
Question 46
What tools or software do you currently use to run your business?
Anything — Google Docs, Canva, QuickBooks, Notion, a notebook, whatever.
Question 48
What are the key steps when you deliver your product/service?
From the moment someone pays to the moment they're done with you.
Question 49
What does an amazing customer experience look like to you?
How do you want people to FEEL when they work with you or buy from you?
Question 50
Is there anything else we should know about your business?
Anything about your customers, goals, or situation that we didn't ask. This is your space.
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Next: Foundation
Section 8 of 8
Building Your Foundation
These final questions help us build your Brand Bible, Style Guide, and growth strategy. Think about partnerships, offers, and the story behind your business.
Question 51
Do you have any business insurance?
Public liability, professional indemnity, product insurance, etc. If not, that's fine — just say "none yet."
Question 52
Do you have any certifications, licenses, or industry memberships?
Professional accreditations, trade licenses, industry body memberships, relevant qualifications.
Question 53
Do you currently have any referral partners or people who send you business?
Other businesses, professionals, or people who recommend you to their clients or network.
Question 54
Who would be your dream referral partners?
What types of businesses or professionals serve your ideal customer before, after, or alongside you?
Question 55
Are you interested in offering packages, memberships, or subscription-based pricing?
Retainers, monthly plans, bundles, loyalty programs — anything recurring.
Question 56
What's your first-visit or introductory offer?
A free consultation, a discounted first session, a sample product — what gets someone in the door for the first time?
Question 57
What's the defining moment that made you believe in this business?
The moment it clicked — a conversation, a win, a realisation, a frustration that pushed you to act.
Question 58
If you could go back to day one, what advice would you give yourself?
Question 59
What's the best thing a customer or client has ever said about you or your business?
A quote, a review, a message, something someone said in person — the words that made you proud.
Question 60
How would a close friend describe your business to someone who's never heard of it?
Not the polished elevator pitch — the casual, honest version a friend would say at dinner.
Question 61
Describe your ideal logo — do you want just text, an icon/symbol, or a combination? Any specific imagery or style you're drawn to?
Think about what would look great on a business card, website header, and shopfront sign.
Question 62
Are there any common logos in your industry that you're sick of seeing or want to avoid?
This helps us ensure your brand stands out from the crowd.
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