Strategy Session Questionnaire

Basic Information
1. Business Name
2. Phone Number
3. Website
4. Address
Street Address Address Line 2 City State ZIP Code

Company Data
5. Industry
6. How long in business?
7. Describe your company’s general infrastructure? (For example, “I own the business but I’m never there, and I defer to my manager.”) Explain whether it’s hands on, hands off, who runs things, political environment, partners, managers, decision makers, etc.
8. How many employees?
9. How many locations?
Local, Regional, National?
10. How many combined years of expertise do your leadership/employees have?
11. Why did you start the business?
12. How satisfied are you with the results of your business? Rank 1 to 10 (10 highest)
Please enter a number from 1 to 10.
Why?
13. Do you have a business plan?
Are you following it/on target?

Who You Are/What You Do (products/services)
14. Describe what you do
15. In 60 seconds or less (approximately 200 words) describe what you do
16. In 30 seconds or less (approximately 100 words) describe what you do
17. In 10 seconds or less (approximately 25 words) describe what you do.
18. Describe what you do in 10 words or less
19. What is different about the product or service that you offer?
20. List the BENEFITS of the service you provide or products you sell. Focus on the BENEFITS, not the features: (i.e. Automobile Feature: Air Conditioning - Benefit: cool, comfortable ride)

Competition
21. IMPORTANT: List 3 competitors:(businesses who offer your services in the same proximity and could possibly have the same customers as you)
Competitor #1:
Competitor #2:
Competitor #3:
22. What are your competitor’s biggest failings and how do you specifically fill those voids?
Competitor #1:
Competitor #2:
Competitor #3:
23. Do they do anything that you don'tor wish you could?
24. Do you have any assets, intellectual property, patents, licenses, certifications, etc that your competitors don't?
25. Is there a process or a way of doing things that is different that your competitors?
26. Have you tried putting a new spin on an old idea or do something different than the industry norm or done anything to stand out from your competition?
27. Do you know why prospects DON'T buy from you?

Audience/Target Market
28. Who is your target market?
Business-To-Business Clients or
Business-To-Consumer Clients
Others
Others
Others
29. How would you appeal to your target audience? (Why would they like you/your service)
30. Is your target market ACTIVELY LOOKING for your services? How do they search?
31. What do your customers really want… from their point of view? (Be specific. Don’t just answer a “quality product,” “low prices,” or “outstanding service.”)
32. What are your target market's concerns, fears, issues, challenges?
33. How do your products/services solve those wants for your customers or address their fears and concerns?

Existing Customers
34. How many existing clients do you have?
35. What is the makeup of your existing clients:
B-To-B Clients OR
B-To-C Clients
Others
Others
36. Have you ever asked a new client why they chose you? What was their answer?
37. What makes your company memorable? Why would customers return?
38. What do customers say about your company? [ask about the Big Ass Fans example]
39. Do you have your current customers in a computer database?
- Yes
- No
a. Do you have your current customers in a computer database?
b. Are they segmented into groups with similar buying habits/patterns?
- Yes
- No
c. Do you keep in touch with them on a regular basis?
- Yes
- No
d. How often per year?
e. When was the last time you contacted them?Why?
40. Do you regularly solicit current/past customers to buy from you again? If so, how? If not, why not?

Personal Goals
41. What are your personalfinancial goals for your business for the next 12 months? (how much would you like to earn personally?) Note: If your personal income is not directly impacted by the revenue of the company (i.e. you work for a corporation, etc, put "N/A")
42. How many hours would you like to work per day?
43. How many hours are you working per day now?
44. How many days per week would you like to work?
45. How many days per week are you working now?
46. What is your vision for your business for the next:
a.3 months:
Number of new customers:
Gross Sales:
New Profit:
b. 6 months:
Number of new customers:
Gross Sales:
New Profit:
c. 12 months:
Number of new customers:
Gross Sales:
New Profit:
d. 3-5 years:
Number of new customers:
Gross Sales:
New Profit:

47. DILO - Day In The Life Of - Please write out what your IDEAL workday would look like
5:00 am 6:00 am 7:00 am 8:00 am 9:00 am 10:00 am 11:00 am 12:00 pm
1:00 pm 2:00 pm 3:00 pm 4:00 pm 5:00 pm 6:00 pm 7:00 pm 8:00 pm
9:00 pm 10:00 pm 11:00 pm 12:00 am 1:00 am 2:00 am 3:00 am 4:00 am

5F Philosophy
We believe that any area of your life impacts all areas of your life. Our goal is to bring value to all areas of your life through creating a business that supports your lifestyle, vice-versa. The 5f Section is optional, but we strongly encourage you to complete this section to allow us to provide the most value to you.
48. Please rank the level of satisfaction in each area of your life on a scale of 1 to 10 (10-highest)If you'd care to share 'why' you've given each area the ranking you did, please feel free to do so.
Faith Family(Friends) Fitness Finance Fun

Personality
To provide the highest level of support, it's imperative that we know 'who you are'. The following personality test is a very quick, yet accurate assessment of your personality traits. Please visit www.16personalities.com to complete the assessment.Not only does it help up support you, you may also uncover things about yourself that you may have not known.
49. Enter your letters and type descriptor:

The Numbers
50. What monthlygross revenue is your business currently generating?
51. What are your current business monthly expenses? (payroll, rent, etc.) Please provide percentages...this should equal 100%
Percentage
Expense
Percentage
Expense
Percentage
Expense
Percentage
Expense
Percentage
Expense
52. What is the ANNUAL value of a customer? (How much do you earn from the average customer ANNUALLY?)
53. What is the LIFETIME value of a customer? (How much do you typically earn TOTAL from the average customer?)
54. What is the average profit margin per customer?
55. How many new clients can you feasibly service per year?
56. How is your money collected? (immediate check, immediate credit, net-terms, invoicing, electronically online, retainer, etc.)

Strategy
57. Where do you get your present customers?
a. Primary source: b. Secondary source:
58. List the methods are you currently using to generate business? List the percentage of business each method generates.
METHODS % C A C (see below) CR (see below)
CAC = Customer Acquisition Cost (How much does it cost to acquire a new client using the method listed - (If you run an ad that costs $1,000 and you acquire two new customers, your Cost of Acquisition is $500.)

CR = Conversion Rate (Out of X leads, Y become paying customers)
59. Of the list above, what is your biggest and best source of new business?
60. Does your company have a marketing budget? If so, specify (how did you come to this number?)
61. How many formalized, referral generating systems do you have working right now that everyone in your company with who interacts with your customers uses and follows?
62. Do you offer “packages” or “bundles” of one or more complimentary products to customers making a purchase? If so, how does the system work?
63. Do you know what your attrition rate is and why clients stop buying from you?
64. Do you know what your attrition rate is and why clients stop buying from you?
- Yes
- No

Verticals
65. What other products/services complement your offering? What does your offering complement?
66. What happens with your clients immediately before and after buying your products/services? (Do they buy anything from another business before coming to you? What decisions are typically made?)
67. Who else benefits from your success; excluding your customers, your employees and your family members? How many of your suppliers would be motivated to help you grow your business more because it will directly benefit them at a very high level?
68. When you create a new customer for your business or profession, who else have you indirectly created a new customer for?
69. Who is in a position to refer customers to your business?

Brand/USP Discovery
1.1 The "Why" (Passion)

Uncovering the Unique Selling Proposition - USP of your company is typically the first and most fundamental marketing project you must complete as you begin to grow your business. lt is the very cornerstone of any successful marketing plan. Before you can complete it however, it is important for you to have a good understanding of this very important concept.

Passion - What drove you to get into your business? What passion drives you still today to stay in business and keep trying to grow your business? Remembering this passion will help you begin to uncover your USP.

ASSESSMENT 1.1
Why did you get into business?
1.2 The What (Experience)

Your USP is the unique position that your company has in the mind of your potential customer. How you are positioned in their mind determines whether or not they will choose to conduct business with you. A USP must be a true reflection of what your customers experience with your company. It cannot be all images and no substance. If the USP does not match the customers’ experience - they will not return.

For example, how would you feel if you went in to Wal-Mart one day and found their prices to be equal to Neiman Marcus, Nordstroms or Saks Fifth Avenue? Conversely, how would you feel if you walked into the Nordstroms shoe department and received the service and quality that you would normally find at Wal-Mart?

Those stores have different Unique Selling Propositions. Wal-Mart promotes itself as a price leader, Nordstorms - quality and service. Yet, both of these organizations make money and satisfy a particular market demand. Each has its own unique selling proposition and attracts customers accordingly.

In order for your company to grow and survive in today’s marketplace, and beyond, you must be able to successfully answer these two questions:
- Why do people buy from you?
- If they aren’t buying from you now, why should they?
ASSESSMENT 1.2
1. Why do people buy from you?
2. If they aren’t buying from you now, why should they?
1.3 Strengths

A company today must have some kind of a sustainable competitive advantage. This is what sets it apart from the competition or makes it unique. In today’s highly competitive marketplace however, it is often difficult to really determine what is unique about a particular product or service. Many times there is nothing unique about it. ln that case, your company must establish a Unique Selling Proposition that the competition does not offer that creates extra value or gives people additional reasons to buy your product or service. Your company’s Unique Selling Proposition can take form in four different ways. It can:
1. Differentiate -
  1. Your company can create an advantage by doing something more or better or different than the competition. lt could be in the form of longer hours, better guarantee, higher quality, more selection, better service, etc.
  2. Absolute differentiation - You have a product, service, intellectual property, technology, that NO OTHER company has (KFC - 11 herbs and spices, Apple - iPhone, McDonalds - secret sauce, etc)
1. Focus on a certain niche - This means that your company can zero in on only one small segment of the market and then become either the price leader or differentiate in some way, but only to that small segment of the market.
1. Extra Value Proposition - Your Company provides more value - more quality, more service; fast, easier, better than your competitors.
1. Price leader(never recommended) - This means that out of all the competitors in the market, your company has the lowest price. This is a great advantage if it can be created and maintained. However, it is often difficult to consistently be the price leader. Many companies make the mistake of trying to be the price leader and always cut the price. This has caused many companies to go under.
ASSESSMENT 1.3
Which of these four areas do you see your company’s strength or uniqueness?
1.4 USP Characteristics

No matter which way you go to create the competitive advantage, it is crucial that every company have a distinct and very defined Unique Selling Proposition, it is your job, as the business owner, in many cases to create this USP, document it, and then firmly embed it in theminds of your employees and customers. This is crucial to the long term success of the business.

Without an effective unique selling Proposition, people will never know why they should come to your business. In the absence of any other perceived value, the buying decision on the part of the consumer will always be price This is great if you are and want to be the price leader, but if not, you will soon be out of business unless you can create the differentiation in some other way.

Important Characteristics of Effective Unique Selling Propositions
1. Be able to articulate the proposition in 90 words or less. Answer the question: why should people do business with you and not your competitors?
2. Quantity the benefit as much as possible.
3. Be specific in the areas of quality, service, selection, guarantee, etc. A USP is not a mission statement.
4. Fill a void the competition is not filling.
5. It must matter to prospects and customers.
6. It evolves - based on what competition does.
7. You must be able to execute the proposition.
1.5 Determining your own unique selling proposition

Domino’s Pizza did a terrific job in identifying a void in the pizza industry and filling it. Their USP became “If we don’t deliver your pizza within 30-minutes or less, it’s free “That literally was communicated in all advertising whenever you read an ad or saw an ad on TV. It was clear to all people that Domino's had me fastest delivery and they guaranteed that if it didn’t happen, your pizza would be free. This is what they needed in the beginning to really get things moving - and it worked. Soon, however, Pizza Hut matched the USP reminding us that an USP is not always a permanent position.

Lens Crafters determined a void in the industry; they knew people wanted their contacts and eyeglasses in a short period of time. They invited people to come into Lens Crafters located in the mall and have their prescription contacts, or eyeglasses ready in about an hour. Their message is communicated over and over in all advertising, all radio spots, and newspaper advertising. People get a clear message. They can go to Lens crafters and have their prescriptions filled and their eyeglasses or contacts ready in about an hour.

The Men's Wearhouse Clothing Store has built a tremendous business over the last several years strictly on price. Whenever the owner gets on the television he emphasizes over and over again the following: "Remember, no one - l repeat, no one buys clothes at a lower price than at The Men's Wearhouse...l guarantee it!” People now go to The Men's Wearhouse clearly understanding that the price is better there than at any other clothing store in the area.

Nordstrom clothing Store has done a superb job in distinguishing “their higher end clothes" from competition. They have emphasized this strongly and their salespeople are clearly trained in the concept, lf you are unhappy with your clothes, bring them back for a prompt exchange or refund. They also have a personal shopper program. You can call up the store and a personal shopper will gather your clothing options for you. You meet them at a certain time and choose from the clothes they have picked for you, saving you time and effort.

You want similar success with your business. Find out what voids are not being filled by competitors in the industry and fill these voids.

ASSESSMENT 1.5
Identify other USPs you recognize (Why do you shop, where you shop?)
Note: Think in terms of “voids” you’ve seen other companies fill.
1.6 The power of “Only”

“Only” is a powerful word you can use in your USP. It communicates your uniqueness. It gives your customers a single “hook” to remember you. When positioned in a void in the market place – it sets you apart from your competitors in the market place. Use it! IF you don’t use it in the writing of your USP, at least integrate it into your presentations. What’s your “Only.”

ASSESSMENT 1.6

Complete this sentence: My company is the only company that.......
Think about what your customers need and what your competitors are not doing. Create an “Only” for your business.
1.7 Your USP – A definition of who you are or can be

As we work to determine your Unique Selling Proposition it is important to add here that your new USP will not only determine who you are or have been but it can also be the catalyst for you to determine who you want to be in your industry. Right now, while you are determining your USP is the time to find out what you can do differently. What can you do that your competition can’t? What do your customers want but may not even know they want it? By finding out what you CAN BE in your industry and then letting everybody know that you are able to perform is what determining your Unique Selling Proposition is about.

Your Unique Selling Proposition should fill an obvious void in the industry.

Look at the competition and see what they are offering. Next, ask yourself the questions: “What can I offer that they do not? What can I do right now that fills a void or offers the consumer something that no one else in the industry or area offers?"

ASSESSMENT 1.7
Make a list of any service or product that you could offer that others don’t

Examples
1.8 Additional Examples of Unique Selling Propositions

Selection. Let's say that your business offers the largest selection of choices for the industry. It is a clothing store. The USP might read something like this:

XYZ clothing store has the greatest selection in the area in comfy down coats with more than 200 in stock. We have a colorful and exciting selection of Levi and Wrangler jeans. There are over 300 pair in stock with five different colors in maroon, blue, black, white, and beige to choose from. We are the only store in this area that distributes “X” brand of clothing. No one else in the area has it! We have the largest selection of women’s shoes with over six quality brands and 200 pair in stock, etc.

Guarantee. lf the USP is in the area of guarantee, it might read:

At XYZ Company we believe in assuming full responsibility for all our products. We are the only company with a guarantee this broad! If you are not completely satisfied, return it at any time for a complete refund. This is on all of our product lines except (and you might exclude a particular product.)

This Unique Selling Proposition is an interesting one because most companies will only offer the limited warranties and guarantees of the manufacturer. The common belief is that the customer will take advantage of it and you’ll begin losing money. Most of the time what happens is that the appeal is so much greater than the risk that it becomes a profitable Unique Selling Proposition. More people do business with the firm because of the guarantee than the people who take advantage of the guarantee. Price lf the USP is a pricing or discounting proposition it might be something like the following:

At XYZ Company we have the same products as company A or company B but we are the only company that can sell them at 30% to 50% less. This is because we have an overhead that is approximately 50% less than that of our competitors. Because of our building location and the design of our facilities we are able to keep costs at a lower level. We also purchase in greater volume than our competitors - providing us with quantity discounts - which we can then pass along to our customers in lower prices.

Sometimes, what you do may not be unique in your industry, but is unique in the mind of your customer. A good example of this is when many companies go through a complicated or extensive process to serve their customers, but the customers don’t really know about it. The first company to educate the customers about this process becomes attached to this “uniqueness “in the minds of the customers. This is called preemptive marketing.

ls there some process or procedure that you go through to serve your customers well? Extensive continuing education? Federal regulations? Cleaning standards and procedures? Attending trade shows to keep up with the latest changes?

Service. Perhaps your company is unique because of the service it provides. lf so, then it needs a service oriented USP. The following might be applicable:

At XYZ Auto Repair Facility we are concerned enough with the maintenance of your vehicle that we have it on computer with us. We know exactly its maintenance schedule and recommended checkups. We enter in all of the work done on your vehicle and indicate those areas of recommended service in the future. We enter that into our computer and then invite you back when the time comes to have those other services performed. No other maintenance facility is this concerned with your automobile. We want to make certain at XYZ Auto Repair Facility that your costs in owning a vehicle are reduced. By performing periodic maintenance and routine checks, we have saved our average customer between $500 and $1000 over the last eight years. We want to continue our service to you and your vehicle.
When you purchase your computer from us, we are the only company that will come to your place of business and install it free of charge. We leave you a dedicated phone number for any assistance you need. We take the time to train your employees in their respective areas of responsibility on how to utilize the computer. At XYZ Computer Company we offer continuing, ongoing telephone consultation with our professional and experienced technicians. There is a $2.00 per minute charge for this service but because of our excellent technicians, most problems are resolved in only fifteen minutes or less! We will do everything we can to answer your questions and solve your technical problems over the phone so you don’t incur a more expensive on-site charge.

Each of these USPs identifies a void in the industry where needs and desires of customers remain unfilled!

Important Note: Your USP should be ninety words or less. You can state the USP then go on to provide details and more description. Identify your USP with headlines or in bold.

For example, in the next section you will see several USPs that appear to be longer than ninety words. However, the actual USP is shorter and some of the verbiage is inserted as an explanation to the USP.
1.9 Multiple Unique Selling Propositions

Often, as you start identifying and determining your USP you will begin to find more than one USP for your business or different USPs for different parts of your business. Don’t fall into the belief that you must have only one USP. However, make sure that your USPs are doable and as mentioned above, make sure you are not trying to all things to all people. Target your market!

A mid-sized custom computer manufacturing company starts out every advertisement with their USP “We can beat any price on a comparable computer by $100.00!” They then immediately start their next USP and begin to describe how their components are superior to their competition. They end each ad with the USP of the lifetime service and satisfaction guarantee.

Each USP, which they actually do perform, attracts a wider Segment of their market. Consequently, they are one of the fastest growing businesses in their area.

Notice that each USP was of significant value to their customer base. They didn’t have useless USPs that described how shiny their computers were, or clean their stores were. They focused on what their research had revealed about computer shoppers today. They want a good price and a quality product. But that wasn’t enough. Their research showed that without the lifetime service and satisfaction guarantees the other USPs weren’t as valuable. So you see, the third USP strengthened the other two! In fact the first two USPs only grabbed people’s attention. The third USP, the lifetime Service guarantee, actually closed the deal and created the lifetime customer.

USP Examples:

USP For: ABC Graphics

(a graphics design company with multiple services and target markets)

USP for overall company:

ABC Graphics is the only graphics company in Colorado that works with you one on one - no “grapevine” communication system. The person you talk with about your job is the same person who produces it. That person is your sales representative, your quality control assurance, your graphics advisor and your friend. No more worries about your wires being crossed. You can trust that your job will come out right the first time, every time.

USP for Large Format Digital Color

Experience the flexibility of digital. You could go to a photo lab to enlarge your photographs but it will cost you $500.00 or more. Here at ABC Graphics, not only can we enlarge your photographs, we can create and integrate high quality text and graphics into it as well. The process is quick and simple. We have a large format color printer that prints 600 DPI (dots per inch), 35 inches by up to 15 feet, straight from any computer file. lf you don’t have a prepared computer file, no problem! With our full service, in-house capabilities, we can scan your photos or artwork, add text, place logos, resize and adjust colors digitally until it’s exactly how you want it - and then, Voila! You are ready to go digital. But wait! What do you want it printed on? With our state of the art equipment, we are able to give you over thirty different choices of material from paper to vinyl to backlit and more even artist canvas! Come to ABC Graphics - Where if you ask, “ls it possible”? We answer, “YES!”

USP for S/ide Production from Computer Files

We at ABC Graphics understand that giving a slide presentation can be nerve racking. Are your colors right? ls your wording correct? Are you wearing the right suit? A lot can be riding on your image. You have so much on your mind - who has time to make certain your slide presentation is perfect? ABC Graphics does! Our concept is simple; we look at your job before we run it. If we see anything that doesn’t look right we call you, if you think that all companies do this - Think again! In a recent survey, ZZ Tech was the only professional graphics firm in this area that reviewed a presentation for errors before it was produced. *

*In a recent independent test of five graphics companies, the same PowerPoint file was given to each company to create a single slide. This slide was created with intentional errors. Only ABC Graphics corrected these errors, including - spelling, grammar, inconsistencies, color compatibility, and page setup. The other four firms made no corrections. Ask us to see the results of this test. You will be stunned!!...and glad you chose ABC Graphics as your presentation expert.

USP For: DEF Nursing Bags

(A nursing bag manufacturer and distributor)

For End users: DEF Oxygen Carrying systems are designed with the end user in mind. With over thirty years of experience constructing, refining and perfecting carrying systems, our people know what our customers need to provide an easy-to-use, comfortable and convenient oxygen carrying system to give them the freedom they deserve.

So, exactly why is a DEF Bag better? Because we have been designing carrying systems for people like you for over 30 years - we have the most experience in this industry. We’ve listened to your input, stayed current on the latest construction innovations and developed what we believe to be the best possible carrier systems. For example, our carriers are constructed of rugged 400 Denier Nylon. Why 400? Because we’ve learned that rugged 400 Denier nylon provides our customers with the strength and durability they need, but at the same time, the smooth finish prevent cloth and skin abrasion. The result? Comfort and durability.

What about safety? As oxygen warms, it expands. If pure oxygen is trapped within a regular carrying system (like in a standard daypack), it can potentially be very dangerous. So how do you provide strength and durability while at the same time providing for the “breathability” that allows for the oxygen to dissipate? Our special nylon mesh does the trick. The result- safety and durability.

Let us show you what other innovations we have designed into our oxygen carrier systems for your comfort and convenience. Order one of our systems today from your local distributor or call us directly at 1-800-555-5555. Our 100% money-back guarantee assures your complete satisfaction.

For distributors:

Today’s healthcare industry is changing fast. Profit margins are slimmer. Government regulations are becoming more controlling and the overall market is becoming substantially more competitive. Yet the demand on you to make profits is ever increasing.

How do you solve this dilemma?

DEF Oxygen carrying systems are the answer to more profits.

DEF carriers are add-on sales - they are upgrade sales -they are cash sales. The strength and reputation of the DEF name as well as the quality of the products create a perfect opportunity for you to generate a high margin cash sale. But, frankly, most distributors are not. Why? Because they simply don’t think about it. All you have to do is to ask the end user!

And we support you like no other manufacturer. How? All of our carriers are in stock. Orders of less than a dozen can be shipped overnight. We have the best prices and highest margins in the industry. We support our participating distributors with consumer direct marketing and free product upgrade leads.

Are you participating in these programs? Call us now to see how the new marketing programs at DEF can help you add more profits to your bottom line.

Possible slogans:
DEF - Carrying you to profits
DEF - Carrier systems - more profits in the new world of healthcare
DEF - Profits in a “Carrying” world
DEF - Carrying profits to your bottom line

Why should people buy DEF Nursing Bags?

DEF Nursing Bags are designed with needs and demands of today’s nursing organizations in mind. ln our thirty years of experience, “we’ve heard it all.” We have continued to perfect our nursing bags so that they meet the criteria for complying with the latest JACHO protocols. Our bags also provide your nurses a simple and easy way to meet all biohazard separation requirements. No other bag in the industry does this as well and with such convenience to the nurses.

Why do we go to such incredible lengths? Because you need it. In today’s medical environment, quality of care, safety, and potential liability are all critical issues. Even your nursing bags need to be evaluated carefully.

Furthermore, DEF nursing bags provide for a professional image for your organization that will last a long time. Our specially chosen fabrics insure durability and good looks that will last for years - and all of this at the best price in the industry. Give us a call to receive a free DEF bag for a 30 day evaluation.

USP For: Sol's Bowling Center

Why Should You Go Bowling?

When you decide to bowl, you immediately enjoy a long list of benefits:

Build friendships: Whether with a friend, family or a league, bowling builds friendships and long-lasting memories.

Fee/ better about yourself' Bowling is a challenge. Whether you compete against yourself or in a league, steady improvement is a great feeling and a great accomplishment.

Year-round recreation: You can always go bowling. Regardless of the weather, your bowling center will always be a comfortable place to spend time with family and friends.

And, it is convenient. Your center is located near your home.

Fun and Relaxing: Bowling is for everyone. All ages. All levels and experience. Even those with physical handicaps can have fun bowling. Bowling is great exercise. And, nothing reduces stress better than watching and hearing your ball send ten pins crashing to the ground!

Affordable: It is hard to find a sport that provides you all the above benefits for less than the cost of a movie.

Because you know why you like to bowl we would like to invite you to do all your bowling at Sol's Bowling Center.

Why Bowl at Sol's Bowling Center?

When you bowl at Sol's, you not only enjoy all the benefits of bowling, but receive additional unique benefits.

Open Play Club: At Sol's we’ve rewarded the non-league bowler with our Open Play Club, a league in and of itself. The Open Play Club was formed to reward those in our neighborhood who would like to bowl often but not join an organized league.

Largest Open Play Club in Area: Combined with ABC Bowling Center, Sol's provides the largest Open Play Club with more lanes available than any center in the area. Open Play Club members receive a personalized ID number and card good for special open play discounts anytime lanes are available. Additional discounts from our Pro Shop are also available.

We encourage Open Play by being open at times other centers may be closed. Our hours are longer and we’re even open on Holidays.

Convenience

Sol's Bowling Center is unique from other centers because of its convenient location. Located
in a major shopping center beside I-43, access to Sol's is easy and quick. When you come bowling you can also take care of other errands and needs that you have. You can see a movie in the evening and come over afterwards for a game of bowling.

Year-round comfort

At Sol's we’ve learned our neighbors will bowl more often if we work to provide state of the art equipment, regular maintenance of the center and overall cleanliness. With automatic scoring, daily cleaning service, and daily maintenance of all machines and lanes, Sol's is anxious to see that you build friendships, improve your game, have fun and relax in year-round comfort. Bumper lanes are provided for younger bowlers. They’ll enjoy more success and enjoy bowling more often.

League commitment

While we are committed to making it convenient for the Open Play bowler to bowl, we also are unique in our commitment to leagues. We offer the finest league record keeping services anywhere at no added costs! League members also receive special discounts for open play. These discounts are good at both ABC and Sol's Lanes.

A free play area for children with adult supervision is also available.

Double value
Sol's has teamed up with ABC Lanes at 3456 West Farm Rd. in nearby Port Smith to offer the same unique benefits or Open Play Club and year-round comfort. Your club membership is valid at either location hereby doubling your value!

Note: ln this case, there is a USP for bowling and bowling at Sol's Bowling Center. This is because there are two different competitors:
1. Bowling versus other sports
2. Sol's Center versus other bowling centers.
This is critical in industries where atrophy (doing nothing) is the easiest option for your customers

ASSIGNMENT #1.9
Make a prioritized list of the services or products most desired by your clients. Put a star by the ones you can fulfill.
Supplementary Questions
70. How would an industry professional finish this statement about your company: "Yes, I've heard of [YOUR COMPANY], they're great at ________________ ."
71. Is there a process or a way of doing things that is different that your competitors?
72. Have you tried putting a new spin on an old idea or do something different than the industry norm?
73. Does your company use any type of tagline or slogan?
74. What do you want people to think about when they hear your company name? (i.e. when you think of Apple, you think of innovation and user experience. When you think of Publix, you think of a great shopping experience) Be specific as possible. Avoid generalities like "customer service, integrity, excellence", etc

Abstract
75. If you had to choose a color to describe your business, what would it be?
76. If your company was a person would you consider it male or female? (not considering the employees or customers, but the company itself)
77. If your company had a personality, what would it be?
78. How do you feel when you think about your business (when you're not doing your business)?
Summary
After answering the previously listed questions try to consolidate all of your thoughts into several sentences.

Marketing / Business DevelopmentStrategy Session Discovery Questionnaire

Important Information

Step 1 of 16

Basic Information

Company Data

Who You Are/What You Do (products/services)

Competition

Audience/Target Market

Existing Customers

Personal Goals

5F Philosophy

Personality

The Numbers

Strategy

Verticals

Brand/USP Discovery

1.1 The "Why" (Passion)

ASSESSMENT 1.1

1.2 The What (Experience)

ASSESSMENT 1.2

1.3 Strengths

ASSESSMENT 1.3

1.4 USP Characteristics

1.5 Determining your own unique selling proposition

1.6 The power of “Only”

ASSESSMENT 1.6

Complete this sentence: My company is the only company that.......

1.7 Your USP – A definition of who you are or can be

ASSESSMENT 1.7

Examples

1.8 Additional Examples of Unique Selling Propositions

1.9 Multiple Unique Selling Propositions

ASSIGNMENT #1.9

Supplementary Questions

Abstract

Summary

METHODS	%	C A C (see below)	CR (see below)