Discovery | Talent and skills

Discovery Form

Discovery

Brand Discovery
Customer Personas
Differentiation
User Experience
General Questions
Website Discovery
Content Creation & Marketing
Transactional Assessment

First Name

Last Name

Company Name

Designation

Brand Discovery

What type of business do you own? What do you do?

Why did you start your business? How did you get to where you are? What is your story?

What is your purpose and mission?

What is your Unique Selling Point / Value Proposition

What are your products/services? (list them all in bullet format in order of most profitable?

What are some common questions that your customers ask about your product/service?

What are common objections you deal with from converting leads to customers?

Customer Personas

Your ideal customer profile ( Age range, gender, income/revenue, geographic location) Describe your ideal client. What are they like? What are they passionate about? What do they dream of or what to achieve?

What are the top three pain points, challenges, frustrations, struggles your ideal client has?

What do you offer that addresses/solves the pain points, challenges, frustrations, struggles listed above?

A market is simply any group of actual or potential buyers of a product. There are three major types of markets.

The consumer market. Individuals and households who buy goods for their own use or benefit are part of the consumer market. Drug and grocery items are the most common types of consumer products.
The industrial market. Individuals, groups or organizations that purchase your product or service for direct use in producing other products or for use in their day-to-day operations.
The reseller market. Middlemen or intermediaries, such as wholesalers and retailers, who buy finished goods and resell them for a profit.

What market(s) do you consider your customers in?

Negative Persona. Who don’t you want as a customer?

Differentiation

How are you different from anyone else who does what you do? What is unique about you, your business, your services, products, and programs, your background, or even the way you work?

What is the one thing you want to be known for? What reputation are you building?

What are your top five core values? And the top values of your ideal clients?

User Experience

What type of experience do you want people to have when they interact with your brand? What do you want others to say about your brand when telling friends about you?

Who are your main competitors, or people who are doing what you want to do, and in your eyes, doing it right? Please provide names and websites.

What persuades a customer to buy their first product/service from you?

What are the sources of getting leads for the first transaction?

What brings the customers back for additional products/services? (Your outreach, their needs?)

General Questions

Are there any brand materials already in existence that we need to match or coordinate with? Any colors, typefaces we must use? Do you have any requirements for your visual brand design?

Are there any sensitivities we should be aware of about your brand, industry, market, or audience? (Things to avoid or be careful of, colors that are frowned upon, imagery that is taboo or overused, etc.)

Is there anything specific you want in terms of how your brand is presented visually?

Is there anything you dislike, can’t stand, or definitely don’t want in terms of the design?

Are there any special requirements we need to know about?

Website Discovery

What is the overall goal of your website? Why are we doing this project together? What do you want to see happen as a result of creating your new website?

If you have a current website, what do you like about it, what’s working?

If you have a current website, what do you NOT LIKE about it, What’s NOT working?

Are there specific pages you already know must be included in the navigation menu?

What actions do you want visitors to take on your site? Subscribe? Register? Signup? Buy? Is there more than one? Which is the most important?

Are you including an email marketing opt-in? If so, will you be providing a free gift or opt-in offer? Do you know what the free gift or offer will be?

Will you be blogging on the site?

Is there anything specific that you know must be included in your website?

Will you be including any forms on your website (contact form, intake form, booking form, speaking form, etc.)?

Please provide links to websites that you love, not just in design and look and feel, but in flow and layout. They do not have to be in your industry or for similar businesses.

Please provide links to websites that have features similar to those that you’re looking for or want to implement on your website. Explain the features, or make screenshots to make sure we understand what it is you are after.

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Content Creation & Marketing

Do you currently have a content marketing strategy?

What terms would your ideal customer search for to find you?

How do you create and promote your content?

What channels will you use to push content once it’s published?

What have you done in the past that has worked?

What hasn’t worked?

How will this project assist in your current and future strategies?

Transactional Assessment

How many customers do you support monthly?

How many new leads do you currently get each month and where are they coming from?

How many transactions on average do you have with each customer?

What percentage of your business is from new clients vs. repeat?

Thank you for answering this long list of questions. It is an important step in the process of understanding your company, its products/services and your customers.

Please let us know if you have any questions.