BUSINESS & BRAND

COMPANY

• What is the product or service that you offer? What do you do?
• What is your business model?
• How are you better than your competitors?
• What do customers feel makes you special?

CUSTOMERS

• Who are your target segments / personas?
• What are their biggest challenges (pains)?
• What are their goals (gains)? What problems are they trying to solve?
• What tasks do they need to accomplish (jobs-to-be-done)?
• What steps do the customers take from awareness, interest, desire, and action?

COMPETITORS

• Who are your direct competitors?
• What differentiates you? What do you do better than your competitors?