WTHAYS

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WHAT THE HECK ARE YOU SELLING?

This form can take 30 to 60 minutes to complete on average. Please take this into account before starting.
What made you decide to start this business? Is there a story behind it?
Why did you decide to offer your main product or service?
Are there any drawbacks to your product or service?
Are there any common objections that come up during sales process?

Company Brief
(description of business – 1 to 2 paragraphs)
Mission Statement
(Why are you in business? – other than income. What is your purpose or goal for the business? Start with Why!)
Top Competitors
(positioning is how do they separate themselves from everyone else)
Name
Positioning
Elevator Pitch
(up to 30 second pitch explaining what you do)

What Benefits does service or product give Customers?
(That is, what’s in it for the customer, what do they gain) Do NOT list features!
Benefit
Why should I believe that this is a benefit?
USP/UVP – Unique Selling Position / Unique Value Position
 What benefits differentiate you from everyone else in the market?  Which features differentiate you as unique in market?  How is it better than any other option for the customer? o Including doing nothing at all.  What customer “pains” do you solve? How? o Apainisaproblemthatcausescustomerdistressofsomesort without your solution. Only you can solve this pain
What will a customer lose if they don’t take action NOW?

What are the top 3 fears related to your niche?
(In other words, as it relates to your product/service, what keeps them up at night?)
How does your product/service address these fears?
What results do your clients see as a result of using your service?

If you could wave a magic wand and give your clients an ideal result from using your service/product... what would it look like?
What are your bestselling service / product?
What have you tried in the past that has failed? Why do you think it didn’t work?

What does your current marketing strategy look like?
Consider your target markets or demographics.
Everyone is NOT a target ( Think Age range, income level, gender, occupations, etc ) You can have more than one – the more information the better
What does your IDEAL client look like?
(If you could describe your perfect client, what would be their demographic?)

A commitment to a bigger contribution in the world is not only personally inspiring, it makes you and your business much more attractive to customers, team members, partners, and mentors. Consider the bigger contribution you'd like to make in the world, then clarify and focus it, so you can easily communicate it to everyone you meet in the future.
Your Current Business Contribution
(how is your product or service making the worl a better place?)
Future Contribution
(What is you vision for your business and it’s contribution)
How can you see yourself making a different in the world over your lifetime?

What The Heck Are You Selling?