About My Company

For your team members to deliver good results, you need to transfer a significant amount of information from your brain to theirs. If you take the time to write it down (instead of transferring the information verbally), you then have a resource you can use over and over again.

• Take 1-2 hours to fill out this document now.
• Then invest an hour or so every couple months to update it.

This small investment of your time will help anyone who works for you gain a better understanding of your company, your market, your customers, and your goals. This knowledge will make them much more effective.  You will get better quality work, and it will be done faster and less expensively.

Here are a couple tips to make answering the questions easier:

• Short answers are fine – in fact, it is better to use 50 words than 2000.
• Answer the easy questions first, then go back and fill in more detail.
• Don't duplicate content on your website.
• It doesn't have to be perfect on your first pass – as you add to it over time it becomes deeper, richer and more valuable.

Company
URL of company website:
URL of blog:

What do most of your current customers have in common?
 
 
 
What are the top 3 benefits they get from working with your company?
1.
2.
3.
 
Who is your ideal customer?
 
 
 
How are you positioned in your market? What is your unique selling proposition?
 
 
 
What are your core competencies? What is your company best at?
 
 
 
What 3 things do you want to achieve in the next 12 months?
1.
2.
3.
 
Where do you want your company to be in 5 years?
 
 
 
 


Product/Service
(Please answer this set of questions for each product or service you want to promote.)

Product/Service name:
URL of main product/service page:
 
Ballpark pricing (if not on the website):
 
 
Target market
Who is an ideal customer? Describe as fully as you can: gender, age, profession/industry, job title, geography, personality type...
 
 
 
 
What problem are they trying to solve?
 
 
 
How do you solve it for them?
 
 
 
What do people need to understand before they can grasp the true value you provide?
 
 
 
What misconceptions do they have about your solution or solutions like this?
 
 
 
Competitors
Who are your main competitors?
(include names and URLs)
 
 
 
Why is your solution better than theirs?
How is their solution better than yours?
 
 
 
Trends
What are the most important trends in your market right now?
 
 
 
Do you address those issues in any way?
 
 
 
Learning about the market
What are the top print publications in your market?
 
 
 
Best email newsletters?
 
 
 
Best blogs?
 
 
 
Best websites/portals?
 
 
 
Best tradeshows or conferences?
 
 
 
Any discussion forums or listservs?
 
 
 
Any associations or industry trade groups?
 
 
Any social networks?
 
 
Where else can team members learn more about the market for this product/service?