Foundations Bundle

Who this is for

A company about to invest in a website, a campaign or a hire, and working from assumptions nobody has tested. This is the thing to buy before spending money on execution, because every pound spent downstream is multiplied or wasted by whether this is right.

It is also the honest answer for a founder who says the marketing has never really worked. It usually has not, and this is usually why.

What you get

Everything in Market & Audience Research and everything in Positioning & Messaging, run as one project rather than two:

• Segmentation, ideal customer profiles, buying triggers, the decision path
• Competitor teardown, and search and channel demand analysis
• Category definition and positioning statement
• Messaging matrix by segment and buying stage
• Proof points mapped to claims, and objection handling
• Voice and language rules

Why it is better run together

The research feeds the messaging directly. Run separately, there is a gap between them where findings go cold and half the work gets repeated. Run together, the interviews serve both, the competitor work is done once, and the positioning is argued while the evidence is still fresh.

It is also faster: six weeks together against seven or eight apart.

How it works

1. Kick-off, client data review, internal interviews
2. Customer interviews, desk research, competitor teardown
3. Demand analysis, findings assembled and presented
4. Positioning session, built on findings that are now evidence rather than opinion
5. Category, positioning, messaging matrix, proof points
6. Objections, voice rules. Presented, argued, revised

There is a checkpoint at week three. The research is presented before positioning begins. If the findings challenge the brief you came in with, we deal with that then, rather than carrying an assumption into the positioning work.

What we need from you

Everything both products need, and in one go: customer data including lost deals, two hours with whoever sells, introductions to three or four customers, proof for the claims, and a willingness to rule things out.

What this is not

• Not a brand identity. No logos, no colours.
• Not execution. This decides what to build and say. Building and saying it are separate products, and we will quote them once this is done, not before.
• Not worth buying if nothing changes afterwards.

Price and terms

£7,500, against £8,800 if bought separately. Paid in three of £2,500: on signature, at the week-three checkpoint, and on delivery.

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