Video Lesson

The checklist & overview [31 min]

Learn about the 12 essential elements of a good project brief

A. OUR BUSINESS

BUSINESS OWNER
* Describe yourself and what your business does in 1 or 2 sentence.

TARGET MARKET
* Describe your audience or market.

PROBLEMS WE SOLVE FOR OUR CLIENTS
* Describe the problems you solve in the marketplace.

OUR SOLUTION
* Describe the solution that you offer to the marketplace.  What results do people get.

WHAT IS DIFFERENT ABOUT US
* Describe why people buy from you (instead of your competitors), or what is unique about how you approach the problem or about your solution?

HOW DO PEOPLE INTERACT WITH US FIRST
* How do people buy from you or learn more about what you do?  What is the typical first step people take with your business?



B. OUR PRODUCTS AND SERVICES

* List each of your products or services (free or paid) and describe them with the following:

- Product Name
- Who it is for?
- Describe the problem it solves
- Describe the solution this product provides
- What is unique about it?
- What is the price?
- What trust signals do you have?
- What is the next step for people interested to know more, or to buy?
- What makes it irresistable?
- Any upsells/downsells?
- What is the typical next product purchased by clients after this one.



C. OUR CURRENT SITUATION AND GOALS

MARKET DETAILS
* List your market numbers
    • X potential Buyers
    • X revenue per client
    • X competitors
    • X alternatives to your solution
    • X Google searches
    • X Facebook questions

OUR CURRENT NUMBERS
* List your current numbers
    • Timeline (for example, last 30 days, last 12 months)
    • X pieces of content created
    • X pieces of content shared
    • X website visitors
    • X leads
    • X conversations
    • X sales
    • Average $/sales
    • X deliveries/refunds
    • X testimonials
    • X referrals

WHAT IS WORKING RIGHT NOW IN OUR BUSINESS
* What is currently working right now?

WHAT WE WANT TO IMPROVE IN OUR BUSINESS
* What is not working right now? What is urgent?

THE CURRENT OPPORTUNITIES WE SEE OR HAVE
* What opportunities do you currently see?

OTHER NOTES ABOUT OUR BUSINESS
* Anything related to your current situation?

OUR GOAL
* Describe your overall goal and the time frame.

OUR TARGETS
* Describe your targets

    • Timeline
    • X assets created
    • X assets shared
    • X visitors
    • X leads
    • X conversations
    • X sales
    • X deliveries
    • X testimonials
    • X referrals

OUR REVENUE MODEL
* Describe the way or ways you generate income

OUR PRODUCT LADDER
* Describe the sequence or products or services people buy

OUR PRIORITIES AND EXPECTATIONS
* Describe your priorities

RETURN ON INVESTMENT TARGET
* Describe your target Return on Investment numbers



D. OUR DIGITAL ASSETS

OUR CURRENT ASSETS

MARKETING ASSETS
* Search Terms, Ads, Home Page, Services Pages, Blog Posts, Social Media

ON-PAGE CTA
* List of on-page CTAs

TRIGGER-BASED CTA
* List of Trigger-based CTA

SALES ASSETS
* List of sales assets

TRUST BUILDING ASSETS
* List of trust building assets

PURCHASING ASSETS
* List of purchase assets

DELIVERY ASSETS
* List of delivery assets and platform

NEW ASSETS TO BE CREATED, DELETED OR IMPROVED
* List all new assets needed to be created, deleted or improved.


E. OUR DESIGN GUIDLINES

DESIGN COMPLEXITY
* Choose from Simple, Complex, High-end, 

DESIGN STYLE
* Mockups or list one website that you want to take inspration from.

DESIGN FLEXIBILITY
* Pixel Perfect or Stay within budget

FONTS
* List fonts used

LOGO
*List all logos, (light, dark, favicon)

COLOR PALETTE
* List color palettes

OTHER ELEMENTS
* Images, Videos, Borders, Border Radius, Shadows, Thumbnails.


F. OUR TOOLS

DOMAIN AND HOSTING
* List All domains names, subdomains, Web hosting, email hosting, backup procedures.

WEBSITE AND DESIGN
* List Website platforms, plugins, themes

COMMUNICATION
* List email hosting, email marketing platform, social networks links, email signature, live chat tools, video hosting platform,

SEO, PPC, SOCIAL NETWORKS
* List SEO tools, PPC platform, tracking and research tools.

PAYMENTS
*List incoming and outgoing payment platform or tools.

TESTING AND MONITORING
*Testing browsers,  testing hardware, recording software, monitoring software

OTHER
*List any other tools part of your workflow.  (Slack, zoom, upwork, grammarly, etc)


G. OUR TECHNICAL & BUSINESS REQUIREMENTS 

TYPE
* List all business or technical requirements

FEATURES
* List all features needed

DESIGN
* Required design: fonts, colors, templates, levels of customization

INTEGRATION
* List required integration

PERFORMANCE
* List minimum or maximum performance needed.

TRACKING
*List tracking requirements

RELIABILITY
* List reliability requirements

COSTS
* Mention budget (if any)


H. OUR TEST PLAN

LIST OF SOFTWARE THAT NEEDS TO BE TESTED BEFORE BUYING
* List all tools and features that should be evaluated

LIST OF TESTS AS WE BUILD AND BEFORE WE LAUNCH
* List all tests that should be performed.  For example: responsiveness, speed.


I. OUR TEAM
*List the people that you will be working on the project.


L. OUR SCHEDULE AND AVAILABILITY
* Schedule and availability of each team member for the project.


M. OUR BUDGET AND EXPECTED RETURNS
* Expected revenue as a result of this project.
* Budget for the project (Tools, Freelancers, Courses, Ads)


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