- Introduction
Describe your business in a short paragraph… this is your elevator story. - Feelings
How do you want your brand to make others feel? - Look & Feel
What’s the look you want and how does that feel? - Positioning
Are you a Walmart or a Rolex? - Likes & Dislikes
Name a few companies you like and dislike, and why. - Competitors
Who’s out there we need to beat? How are you different, and what makes you better? - Needs
What exactly do you need at the end of this project? - Budget
How much have you allocated to build this project? - Time/Cost/Quality
Which two of these three is most important? What is your timeline?
