1. WHO ARE YOUR MAIN COMPETITORS? Think in terms of your current market or the market you want to be in. Don’t compare your skills. Just list who could be a potential competitor in your space.
2. WHAT DO YOU THINK SETS YOU APART FROM YOUR COMPETITORS? Given your both offering a similar service and/or product, what makes yours worth the money VERSUS theirs? Don’t generalize (i.e. I’m just better than them or they’re not good).
3. DEFEND YOUR BRAND AS THOUGH YOU WERE IN A COURT HEARING. WHAT ARE THE PROBLEMS WITH THEIR SERVICES OR PRODUCT? How does your brand promise solve those problems?
4. HOW (AND WHERE) DO YOUR COMPETITORS MARKET THEMSELVES?
5. WHO IS YOUR PRIMARY MARKET IN TERMS OF YOUR BUYER? Your “existing” buyer or market, not who you want it to be.
6. WHAT IS THE AGE RANGE OF YOUR PRIMARY CURRENT BUYER? Also, are they male or female?
7. DO YOU ENJOY OR STILL ENJOY WORKING IN YOUR EXISTING MARKET? Why or why not?
8. WHEN THINKING OF YOUR CURRENT VIEWING (LIVE) AUDIENCE OR FANS, WHO ARE THEY AND WHAT IS THEIR AGE RANGE? What is their demographic background?
9. HOW DOES YOUR BUYER CURRENTLY PERCEIVE YOU? Who are you to them? Are you the industry leader or are you the up and coming? How do they relate to you as opposed to your competition?
10. HOW DOES YOUR BUYER FIND OUT ABOUT YOU?
11. WHERE DO MOST OF YOUR BUYERS LIVE? What's your current geographical reach (miles, states)?
12. ARE YOU LOOKING TO EXPAND, MODIFY, OR COMPLETELY CHANGE YOUR TARGET MARKET OR AUDIENCE OR WILL IT REMAIN THE SAME?
13. IF YOU WANT TO BREAK INTO A NEW MARKET AREA WHAT WOULD YOU LIKE TO MOVE TOWARD? What audience or market would make you happiest and why?
14. IN YOUR MIND, WHAT IS THE AGE RANGE OF THE BUYER FOR THIS NEW MARKET? Are these buyers primarily male or female (if you know)?
15. WHO IS THE VIEWING (LIVE) AUDIENCE IN THIS NEW MARKET? Give as much demographics detail as possible, even if you are just guessing, fill out who you think it might be.
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