Onboarding Checklist

Prepared for:
Mash Bonigala
Date:
30/08/2019
MI Impeccable MEDIA contact@mimpeccablemedia.com Mihai Iliescu

QUESTIONAIRE - CONFIDENTIAL

Please fill this Questionnaire with as much detail as possible. The longer it is, the better
for me. I’ve had a client hand me 15 pages before and I think it’s one of the main
reasons I was able to deliver them successful campaigns. Feel free to beat that record.

Some of the questions may not apply. Don’t mind them.

1) What is the mission statement of your business?

We help business owners create Blue Ocean brand strategies that delight their

customers and dominate their market segments

2) What does your business do (what is your main product/service)?

Our main service is our brand immersion strategy service that articulates our

client’s brand positioning and enables them to tell their brand story to the

right audience and stand out in their minds. This also includes brand identity

and marketing systems.

3) Who is your ideal customer (age, gender, job, income)?

Chris is a 35-year-old entrepreneur who wants to provide an awesome service

to his clients through his brand. He is passionate about what he does and

works hard to build his business. He is married and has two kids. He lives in a

decent suburb and drives a Chevy. Chris has a Bachelor of Arts (B.A.) degree.

Chris is an energetic, positive, and self-motivated person. He is very

personable and friendly and has a unique outlook on life in the workplace and

outside of work. He is very talented and a quick thinker, and great at problem
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solving. His business makes around $150,000 per year but he wants to scale

and move to the next level to cross the $250K threshold first and then the

$500K mark.

4) Who is your product NOT for?

This service is not for people who do not have funds – essentially starting out

without any seed funding. This is not for business owners who want to spend

the least on branding or marketing and would rather have their brother’s

teenage son design their logo and website. This service is not for people

looking for the cheapest service option in the market and do not care about

expertise or value.

5) What are your target audience demographics & interests (ethnicity, religion,

Favourite magazines, favourite books, people they follow and etc…)?

Ethnicity & religion do not matter. They could have varied interests but do

know about the power of capitalism and realize that to grow a business you

need to invest. So, they may read a lot of business books, follow business

leaders online and may watch YouTube videos on business development.

They may be into self-development and invest a significant amount of time

trying to improve themselves.

6) What problem in your customers’ lives is your product/service solving?

They are running a decent business but do not know how to get to the next

level and attract the right kind of audience to their business to scale. They do

not have a strategy in place and do not know how to differentiate themselves

in the marketplace.
MI Impeccable MEDIA contact@mimpeccablemedia.com Mihai Iliescu

7) What benefits does your solution provide for the audience?

Our strategy service enables our clients to go from being a business to being

a blue ocean brand that does not have to compete at the bottom.

8) Who are your main competitors (please provide the link to their website)?

There are many agencies who provide strategy at the top level but these are

agencies that work with super large clients. There is not many in the market

segment that we are operating in – for good reason: people at this level do not

understand the importance of strategy and brand building and are not willing

to invest – at least that was the case. The trend is changing as more people

are starting to realize that strategy is critical and part of my drive is to educate

people on this critical element.

9) How is your solution different from other similar products/services on the market?

Most operators in our sector deal with the design side of brand building –

logos, identities, brand elements. Not many deal with strategy. We are

probably unique in this particular segment and with a laser like targeted

audience we will be pioneers in brand immersion marketing model.

10) What are your business objectives for this project?

We want to package this service in an efficient and affordable way and attract

the right audience through content and webinars. We want to be able to

provide our strategy and brand building service to at least 20 clients a month

in the next 6-8 months and then 50 clients a month in 12 months. Alternatively,

we get fewer clients but at higher ticket prices. Either way, the goal is to make
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$30K in the short term, $60K in the medium and $120K in the long term – per

month.

11) What are your targets for this project?

Draw targeted traffic into our funnel to nurture and educate them so they go

from cold to hot in 6-8 weeks and get on a 30-minute discovery call with me. I

also want to fine tune the funnel and the service package.

12) What revenue streams does your business currently have?

For this service, we are currently doing around $15K - $20K per month.

13) What is the price tag of your product/service (cheapest product, most expensive,

average price)?

Cheapest product (logo design) - $550 / Most expensive (Full brand building) -

$15,000 / Average expensive (strategy + design) - $6,000

14) What are your best-selling products?

Brand Identity at the moment at an average of $1,250

15) What are your profit margins on those products?

On Brand Identity, profit margin is 10% / On Strategy services, profit margin is

25%

16) What upsells/cross-sells can you provide (webinars/books/products

events/bundles/discounts/free shipping, etc.)?

So far, the arc starts with either a logo/brand identity or a strategy/brand

naming service and may lead to related services but no concrete upsell

process.
MI Impeccable MEDIA contact@mimpeccablemedia.com Mihai Iliescu

17) What is your average order value per customer?

$850

18) What is your customer lifetime value?

$3,500

19) What is your return/ cancellation rate on all orders?

< 2%

20) What is the main reason people return your product/ cancel a contract?

Usually this happens with the cheapest project for logos and a client may not

like the designs and we feel that they are unreasonable and we actually cancel

the project and issue a refund. I am great believer in firing bad clients and

giving their money back rather than waste time, resources and emotions with

bad or unreasonable clients.

21) How much traffic per month are you getting on your website/ landing page?

We are currently getting 18K to 20K visitors per month

22) What are your main traffic sources (google adwords, organic, facebook, affiliate and

etc…)?

Organic Google, Facebook page, very little from other social media channels

23) What are your average Conversion Rates on (adjust according to your specific

business):

a) Visitor to Cart/ Optin page to product page:

Not sure

b) Cart to Checkout / product to order form:

Not sure
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c) Checkout to Purchase / order form to OTO:

Not sure

d) OTO to thank you page:

Not sure

24) What content do you have ready (lead magnets, video, testimonial and etc…)n ?

100s of high quality blog posts, 100s of awesome client case studies, a decent

8 day video course lead magnet, 100s of testimonials on website, 100+ videos

on YouTube. I have a personal blog and brand with 1000s of high quality

connections on LinkedIn and a few followers on Twitter.

25) Do you have examples of what you would like to base your campaign on? Do you

have any data on how well this solution worked for somebody else?

Not sure

26) Can you provide your own designs?

Yes

27) Do you have branding guidelines, fonts, graphics?

Yes

28) Do you have example designs?

Yes

29) What information about your customers do you need to capture?

Name, Email, Revenue (if in business), Budget for marketing

30) What CRM/Email Automation platform are you using?

ActiveCampaign
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31) What is the size of your mailing list?

Approx 2,000

32) Who are the people in your mailing list? Have you engaged with them before?

They are entrepreneurs and business owners who signed up for my 8-day

video course on how to build a robust brand

33) Do you have any Facebook Groups that you own/are an authority in?

No

34) What other marketing avenues do you currently use?

LinkedIn

35) What else would you like to ad?

Targeting is key – we want to attract the right kind of people since the end

goal is a high-ticket service through a discovery call and we cannot afford to

get on the phone with people who do not understand the value of our service

and cannot afford us. Need help organizing our service offering and providing

our services in the best way to the right people. We are too close to our

services and process to see what is wrong or how to improve it.