Your Business
First, what's your full name?
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What's your email address?
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What is your business name and website?
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What do you sell, and who do you primarily sell it to?
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How long has your business been operating?
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How many people currently work in the business, including founders and contractors?
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What is your approximate average monthly revenue?
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Less than $50k
$50k–$75k
$75k–$150k
$150k–$300k
$300k+
What is your approximate average monthly net profit before tax? (Profit after operating expenses and before tax)
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Less than $30k
$30k–$50k
$50k–$100k
$100k+
Not sure
Revenue & Client Acquisition
Where do most of your new clients currently come from? (Select all that apply)
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Referrals and word of mouth
Existing client relationships and repeat business
Founder-led networking and relationships
LinkedIn and personal brand
Website and inbound enquiries
Outbound prospecting and direct outreach
Partnerships and strategic alliances
Paid advertising
Other
How predictable is your client acquisition and revenue pipeline?
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Very predictable. We have a consistent process that generates opportunities.
Fairly predictable, but results still fluctuate.
Inconsistent. We rely heavily on referrals and relationships.
Unpredictable. We don't have a repeatable acquisition process.
We have enough demand, but struggle to convert or service it profitably.
How dependent is the business on referrals or the founders' personal networks for new business?
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Almost entirely dependent
More than 75%
Around 50%
Less than 25%
We have several reliable acquisition channels that don't depend on the founders' networks
How satisfied are you with the quality of your current client portfolio? (1 = very dissatisfied, 10 = extremely satisfied)
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Dissatisfied
Satisfied
What are the biggest challenges with your current client base or pipeline? (Select all that apply)
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Not enough qualified opportunities
Attracting clients with sufficient budgets
Too many small or low-value clients
Too much revenue concentrated in a few clients
Clients are too transactional or short-term
We struggle to convert opportunities into long-term engagements
We have demand, but not enough delivery capacity
We have good clients but need a better acquisition process
Other
Pricing & Profitability
How confident are you that your pricing reflects the value you deliver?
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Very confident. We price based on value and commercial impact.
Fairly confident, but there is room to improve.
We tend to price based on market rates or competitors.
We often undercharge or discount to win business.
Our pricing hasn't been properly reviewed for some time.
We don't have a consistent pricing strategy.
Which of the following best describes your current client economics?
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Most clients are highly profitable and commercially attractive.
A small number of clients generate most of our profit.
Some large clients generate significant revenue but have low margins.
Smaller clients consume disproportionate time and resources.
We don't properly understand profitability by client.
Our margins fluctuate significantly depending on the work.
Where do you believe you are currently losing profit or leaving money on the table? (Select up to 3)
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Underpricing our services
Too much custom work and scope creep
Spending too much time on low-value clients
Not charging for the full value we deliver
Inefficient delivery and operational costs
Poor client or service mix
Lack of recurring or retainer revenue
Discounting to close deals
Too much founder involvement in delivery
I'm not sure
If you could replace 30% of your current clients with better-fit, higher-value clients, what would that change for your business?
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Operational Scalability, Systems & AI
How dependent is your business on you personally?
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Almost everything depends on me.
I am still heavily involved in both sales and delivery.
I lead the business, but the team handles most execution.
The business operates well without my day-to-day involvement.
We have a genuinely scalable operating structure.
Imagine you stepped away from the business for two weeks without checking in. What would happen?
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The business would largely stop.
Sales or delivery would suffer significantly.
The team would manage, but important decisions would be delayed.
Business would continue with minor disruption.
Business would operate almost entirely as usual.
Approximately what percentage of your current revenue could the business retain if you personally reduced your involvement by 50%?
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Almost all of it.
More than 75%.
Around 50%.
Less than 25%.
Almost none.
I genuinely don't know.
What is currently preventing you from growing without increasing your own workload? (Select up to 3)
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Too much delivery depends on me
The team lacks clear roles, accountability or ownership
We don't have sufficiently documented processes or systems
We struggle to delegate effectively
Our client mix requires too much bespoke work
We need to attract more high-value clients
We don't have enough delivery capacity
Our offer isn't sufficiently standardised or scalable
We are still too involved in day-to-day operations
We don't have a clear commercial strategy
Other
How effectively are you currently using technology, AI and automation to improve business efficiency and reduce manual work?
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We have integrated AI and automation extensively across the business.
We use AI and automation in several areas, but there is significant untapped potential.
We use some basic tools, but most processes remain manual.
We are experimenting with AI, but haven't implemented it meaningfully.
We haven't explored how AI and automation could improve our business.
I'm not sure where to start.
Which areas of your business could benefit most from greater automation or AI adoption? (Select all that apply)
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Marketing and content creation
Lead generation and prospecting
Sales processes and follow-ups
Client onboarding and communication
Service delivery and fulfilment
Internal operations and administration
Reporting, financial analysis and business intelligence
Team productivity and knowledge management
We already automate most of these areas
I'm not sure
If demand increased by 30% tomorrow, could your business handle it without compromising quality, margins or your personal workload?
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Yes, comfortably.
Yes, with some adjustments.
Only by hiring more people.
Only if I personally worked more.
No, we are already at capacity.
I'm not sure.
Brand, Positioning & Market Presence
Are you actively building your brand presence across digital platforms?
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Yes, consistently across several platforms.
Yes, but primarily on one platform.
We have some activity, but no consistent strategy.
We rely mostly on referrals and word of mouth.
We aren't actively building our brand presence.
How are you currently building your brand?
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Primarily through the founder's personal brand.
Primarily through the company brand.
A combination of founder and company brands.
Through individual team members or subject-matter experts.
We don't have a clearly defined brand strategy.
Do you have an active LinkedIn presence?
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Yes, primarily through my personal profile.
Yes, through both personal and company profiles.
Yes, primarily through our company page.
We have profiles but aren't particularly active.
No meaningful LinkedIn presence.
If applicable, please provide your LinkedIn profile URL and company page URL.
Does LinkedIn generate inbound business opportunities for you? (By inbound, I mean people reaching out directly because they've seen your profile, content or activity and want to explore working with you.)
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Yes, consistently.
Occasionally, but not predictably.
We receive engagement, but very few business enquiries.
Almost never.
We aren't actively using LinkedIn to generate business.
Does your content generate the reach and traction you expect?
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Yes, it consistently reaches the right audience and generates meaningful engagement.
We get good reach, but it doesn't translate into business opportunities.
We get some engagement, but our reach is limited.
Our content doesn't generate the traction we expect.
We don't have a consistent content strategy.
We aren't currently creating content.
What do you believe is your strongest competitive advantage?
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Sales & Value Capture
Where do you experience the most friction in your sales process?
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Generating enough qualified opportunities.
Getting in front of decision-makers.
Communicating our value and differentiation.
Justifying our pricing.
Converting proposals into signed agreements.
Moving clients from one-off projects into ongoing retainers.
Negotiating commercial terms.
We win business, but the economics aren't attractive enough.
We don't have a consistent sales process.
Sales are working well; our challenge is elsewhere.
How would you describe your current offer structure?
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Clear, well-defined offers with strong margins.
Mostly customised, depending on the client.
A mix of projects, retainers and recurring engagements.
We have several services but no clear offer architecture.
Our offers have evolved organically and need reviewing.
We are unsure whether our current offers are commercially optimal.
Are you consistently converting the full value of your expertise into profitable, long-term client relationships?
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Yes, we have strong recurring relationships and retainers.
We have some long-term clients, but significant opportunities are missed.
We often solve problems for clients without capturing the ongoing value.
We mainly sell one-off projects or transactions.
We struggle to communicate the broader commercial impact of our work.
I'm not sure.
Your Next Level
What are the three most important outcomes you want to achieve in the next 12 months?
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If you could fix just one thing in your business right now, what would have the biggest commercial impact?
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What have you already tried to address this challenge? What worked, and what didn't?
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Why is solving this important now, rather than in another 6–12 months?
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What role do you see AI and automation playing in your business over the next 12 months?
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A major opportunity to increase profitability and operational efficiency.
A way to scale delivery without significantly increasing headcount.
A way to reduce founder dependency.
A way to improve the quality and speed of our services.
Something we know we should explore, but haven't prioritised.
Not a current priority.
Is there anything else about your business, ambitions or current challenges that would be useful for me to understand before we speak?