© 2026 The Lofquist Group

Method

Founder View

  1. What made you start the company?
  2. What does your company do better than anyone else?
  3. What is the biggest reason your customers buy from you?
  4. Who do you think you serve?
  5. Who are your competitors?
  6. Where do you see your business going?
  7. Mission, Vision, and Values

Company View

  1. Website Review
  2. Social Media Engagement
  3. Employees
  4. Customers

Audit and Alignment

  1. Where are the differences between the “Founders View” and the “Company View”? How will you address them? Who will be in charge and when will it be done by?

First Round of Deliverables

  1. Customer Persona
    1. Demographics
    2. Psychographics
    3. Sources of information
    4. Needs + Wants + Desires
    5. Goals + Obstacles
    6. What are they trying to accomplish?
  2. Jobs-To-Be-Done (JTBD)
    1. What is the higher emotion/big thing your user is trying to achieve by using your product? How do they do that (what actions do they take?)
  3. Value Proposition
    1. Customer Persona + JTBD + Circumstance
  4. Big Hair Audacious Goal
    1. What will you be the best in the world at?

External View

  1. Target Market
  2. Industry
  3. Competitors
  4. World + Economic

Second Round Deliverables

  1. Landscape Report
    1. What are the 2-3 key takeaways from each area that you need to remember to plan?
  2. Customer Persona
    1. Demographics
    2. Psychographics
    3. Sources of information
    4. Needs + Wants + Desires
    5. Goals + Obstacles
    6. What are they trying to accomplish?
  3. Jobs-To-Be-Done (JTBD)
    1. What is the higher emotion/big thing your user is trying to achieve by using your product? How do they do that (what actions do they take?)
  4. Value Proposition
    1. Customer Persona + JTBD + Circumstance
  5. Big Hair Audacious Goal
    1. What will you be the best in the world at?

Advertising Research

  1. Keyword Research
  2. Hashtags
  3. Trends
  4. Influencers
  5. Information Sources

Ad Creation

  1. Campaign Objective
  2. Campaign Type
  3. Campaign Name
  4. Budget
  5. Targeting
  6. Timeline
  7. Add Keywords + Key Phrases
  8. Headlines
  9. Body
  10. Linking Accounts
  11. Launch

Review and Analyze

  1. Trends
  2. Top Performing Ads
  3. Top Performing Value Prop
  4. Key takeaways
  5. Content Topics

Final Round Deliverables

  1. Content Plan
    1. What are the 3 – 5 major topics your customers want to learn more about?
      1. What are 3 – 5 sub topics that relate to your major topics that you can write about?
  2. Landscape Report
    1. What are the 2-3 key takeaways from each area that you need to remember to plan?
  3. Customer Persona
    1. Demographics
    2. Psychographics
    3. Sources of information
    4. Needs + Wants + Desires
    5. Goals + Obstacles
    6. What are they trying to accomplish?
  4. Jobs-To-Be-Done (JTBD)
    1. What is the higher emotion/big thing your user is trying to achieve by using your product? How do they do that (what actions do they take?)
  5. Value Proposition
    1. Customer Persona + JTBD + Circumstance
  6. Big Hair Audacious Goal
    1. What will you be the best in the world at?

Scale + Traction

  1. New Ads
  2. Optimize Targeting
  3. Optimize Keywords and Key Phrases
  4. Target Market
    1. Growth Market
  5. Content Plan