Offer & Positioning

1. Describe your service
2. What are your offers that you currently have
3. Will clients either save money with your service or make money
4. What value proposition do you currently have
5. How much does your product cost
6. what makes you unique to competitors currently
7. Why would somebody not buy
8. Describe the challenges your clients face and the issue your product or service solves for them?

Client overview & Current ICP

1. Scan Through all your existing case studies.
   1. Industry/Vertical (We will redefine this later)
   2. Revenue Ranges
   3. Employee Count
   4. Location
   5. Department
   6. Management Level
   7. Seniority, etc
2. Analyse the following:
   1. Profitability of the project
   2. Enjoyed working on the project?
   3. LTV of that customer
   4. Average Contract Value
   5. Sales cycle length (amount of calls & timelime from start to finish)
3. Within that, who are 5 dream companies you’d like to work with
4. When you’ve answered all of these questions, start segmenting and prioritizing them. Rank them from 1 to 5. 1 Being a project you’d like to do again and 5 being one that you’d never want to do again.
5. Pick 5 projects that you’ve ranked with number 1.
6. Then start digging into what you’ve done for those clients. Go deeper than “We built them a system for their Data inception” or “We do everything for the Office of the CFO advisory”. Find out the transformation you’ve delivered. I.e 9% increase in Incident response, resulting in X

Messaging & Assets

1. Do you have any value add content (Videos, articles, awards, certifications, publications, keynotes)?