- You: Entrepreneurial owner or manager
- Sector: Running technology or services business
- The job you need to perform: My investors and staff need a coherent plan to grow this business (post acquisition; new product or new market; at turnaround)
- Dissatisfied with: Subjective assumptions about where we stand in customers minds and what to do
- Agenda: Help us quickly understand our value to customers so we can go to market more effectively – What do they want? Who do they trust and why? How does our proposition stack up?
- Budget: Sales and Marketing.