Discovery Brief
Submitted April 13, 2026
The Business Moment
What are you actually trying to achieve in the next 6 months?
Not the marketing version — the business version.
What is the May launch, specifically?
What changes, what goes live, what's at stake if it doesn't land?
Your Customers
Are these your segments — and which ones matter most for the new positioning?
What are the top 3 things customers misunderstand about Cropster?
The 150-Slide Deck
Can you share the consultant deck with us?
What's the single most important thing the deck says that your current marketing doesn't reflect?
What's the biggest internal debate about the new positioning?
Brand & Constraints
Where do the current brand guidelines live? How old are they?
What are you explicitly NOT ready for right now?
Anything Else
What's the thing you're most worried we'll miss or get wrong?
The fire is
May 4th.
Website launches in 3 weeks. No brand positioning exists. Here's what the brief tells us and what we propose.
"There is no overall strategy or tone of voice, neither a brand positioning. Hard to answer — we are completely repositioning our software and I am currently trying to include this in a marketing campaign."
Tina — intake form, April 13Website + pricing launch May 4
New pricing, packaging, and website go live simultaneously with no unified message foundation behind any of it.
20% growth + churn reduction
Reposition to productivity platform. APAC expansion — Korea and Japan specifically.
ROAST L/XL + CAFE XL only
ROAST: multi-machine, multi-location. CAFE: 100–400 locations, lock-in play. Micro/Small Cafe explicitly excluded.
150-slide deck is NDA
Can't share yet. We don't need it — she handed us the ICPs, goals, and misunderstandings. That's enough.
Three misunderstandings to demolish
It's only a roasting tool — one-dimensional, doesn't scale beyond profiling.
End-to-end platform: green coffee inventory → automated fulfillment → retail cafe operations.
Expensive and fixed — enterprise SaaS pricing, rigid, doesn't flex.
Scales with volume — the more you roast, the lower the cost per kg. A production cost, not a platform tax.
Intimidating and hard to learn — complex software requiring months to master.
Intuitive enough for any team member to navigate and master quickly.
What we propose
She's launching a website in 3 weeks with no unified positioning. We build the message foundation before it goes live — ICP matrices, counter-narratives for the 3 misunderstandings, a living document her team uses immediately.
After the website launches, we watch how the repositioning lands. Weekly market intelligence across coffee industry channels, APAC signals (Korea/Japan), competitor tracking. The data that feeds Q3/Q4 brand strategy.
She doesn't want a brand strategy now — she wants the data that leads to one. We earn this after Phases 1 and 2 prove value. Built on 2+ months of market signal data.
| Phase | Timing | Cost |
|---|---|---|
| Brand Audit + Message Architecture Urgent | Now → May 4 | €12,000 |
| Signal Room (Make + 3 months Run) | May – July | €15,500 |
| Positioning Sprint Q3 — TBD | Q3 2026 | €12,000 |
| Total committed (Phase 1 + 2) | Through July | €27,500 |
You're launching a website in 3 weeks with no positioning. We give you a message foundation before May 4 — built from the ICPs and misunderstandings you already defined — then watch how the market responds to the launch. Two phases. No long commitment. If it works, we build the brand strategy together in Q3.