Business holds the facts everything else rests on
Business holds the facts that anchor everything else. Its fields include Name, Legal name, Tagline, One line pitch, Founded, Headquarters, Website, Company type, Stage, and a B2B or B2C business model. Products sit beneath those company details. Each product has a description, category, target user, and key features. Positioning then records your positioning statement, category, and named competitor entries with the differentiator that sets you apart. Those entries stop an agent inventing your differences when it writes a comparison page.Objectives records what the work is for
Objectives what you’re working toward and how you’ll judge the result. You can define a content mission, a content tilt with its unique angle and difference, primary and secondary business objectives, and funnel mapping. The mapping runs stage by stage, including SEE and THINK, with a goal, relevant content types, evaluation metrics, and an optional numeric target for each stage.What’s next
Audiences and voices
Set who the work addresses and how it sounds.
Content types
Set the shape each deliverable takes.