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Free template
Founder brief template
The 8-question intake we run on every Activation Audit. Fill it in 20 minutes; we read it in 10.
Most agency discovery calls waste 45 minutes establishing context you already have written down somewhere. This is the form we ask every Audit buyer to fill in before we look at their site, so the diagnostic starts on the right problem. Eight questions across audience, offer, current funnel, biggest leak, and history. Fillable PDF; works fine as a print-and-write template, a Notion page paste, or a Google Doc duplicate. Free standalone, use it for your own internal planning, no Audit required.
What’s inside
- 8 questions covering audience, offer, channels, conversion, biggest leak, history of what worked and what didn't.
- A scoring rubric for self-prioritization, which question's answer is your sharpest opportunity right now.
- Worked example of a filled-in brief from a synthetic SMB founder (per WAP §12 illustrative-only rule).
- A 'what to do next' page mapping common answer patterns to the right Activation Stack layer to attack first.
Frequently asked
Do I have to share the filled brief with anyone?
No. Most readers use it as a personal planning document. If you buy an Activation Audit afterward, sharing the brief shortens our turnaround time, but it's optional.
How long does it take to fill in?
20 to 30 minutes for a founder who knows their numbers. Up to an hour if you have to dig for conversion rates or channel attribution. Worth doing properly, the value is in the structure of the questions, not the speed.
Can I use this for someone else's business (e.g., a client's)?
Yes. Marketers and consultants use it as a discovery template before a strategy engagement. Attribution stays on you; we just ask the questions cleanly.
How is this different from a generic marketing intake form?
Most agency intake forms are 4 to 6 pages of generic 'what are your goals' questions. This one is 8 questions specifically tuned to surface which Activation Stack layer is the cheapest highest-impact fix. The questions are answer-shaped, they force the founder to be specific where they usually hedge.
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Stop reading. Ship something.
The Audit beats the checklist.
This template covers the hero layer. The Activation Audit walks all four Activation Stack layers and lands a prioritized fix list in your inbox within 72 hours.
