1 Positioning — the one-liner
We help [who] do [what outcome] without [the pain they expect]. If a stranger can't repeat it, rewrite it.
2 Best-fit customer
Specific enough to recognize in a room. Who are they, what triggers them to buy, where do they pay attention?
3 The offer
What they buy, what it costs, and the reason to act now instead of later.
4 Two channels — and only two
Channel A: where customers have actually come from. Channel B: where your audience pays attention. Everything else is off the list this quarter.
5 Budget & time
Monthly dollars + weekly hours you'll actually commit. Small and consistent beats big and abandoned.
$ / month · hrs / week:
6 The five numbers
Leads, cost per customer, email list size, conversion rate, revenue from marketing. Check monthly.
7 This quarter's three priorities
Three projects, in order. If a task doesn't serve one of these, it waits.
1.
2.
3.