# eToro Intake Questionnaire — Gap Analysis
## Original form vs what eToro actually needs

### ORIGINAL QUESTIONS (28 content questions + 7 metadata)

Q1: Please describe the assets you currently have
Q2: Please tell your origin story, but be succinct
Q3: Please describe your communication assets
Q4: Are there other like you?
Q5: Please describe your technology / service / product
Q6: Please help us understand why is that product, service or technology good for anything?
Q7: Please Help me understand why YOU think it's important to dedicate time to it
Q8: Do you think others can see the value?
Q9: In your opinion what's your niche?
Q10: Who is the 'legacy brand' in the field
Q11: Who is a 'trend setter' brand
Q12: Who is the brand who does 'mass market'
Q13: Who is a 'challenger' brand?
Q14: Now, who is like you?
Q15: Now - If this wasn't foodtech, what would it be?
Q16: What do others do well?
Q17: Please give us a list of 5 real people you can think of who would consume your product
Q18: Do you know any of these people?
Q19: Give us your best bet: What other brands speak to them?
Q20: What are the visual elements your audience needs to see in order to do business with you?
Q21: In an ideal world - how does your audiences learn about you?
Q22: What would be your best way to get prospect clients?
Q23: What happens when a user see you for the first time?
Q24: What should a user get to see you a second time?
Q25: What does it take for you to pull off a sale
Q26: According to you, what are the brand pillars?
Q27: And what are your values?
Q28: Tone of voice

### VERDICT BY QUESTION (for eToro)

IRRELEVANT (startup-level, public knowledge, or wrong framing):
- Q2: Origin story → public knowledge, Wikipedia-level
- Q4: Are there others like you? → too naive
- Q5: Describe your product → we know it
- Q6: Why is it good for anything? → patronizing for 30M+ user platform
- Q7: Why do YOU think it's important? → wrong register for C-suite
- Q8: Do others see the value? → embarrassingly basic
- Q15: If it wasn't foodtech → food-specific, wrong category
- Q17: 5 real people who consume your product → eToro has 30M users
- Q18: Do you know any of these people? → irrelevant at scale
- Q22: Best way to get clients → they have entire growth teams
- Q23: First time user experience → UX/product, not brand strategy intake
- Q24: Second time user → retention, not brand
- Q25: What does it take to pull off a sale → wrong model for consumer fintech

KEEP / ADAPT:
- Q1: Assets inventory → reframe as "brand audit"
- Q3: Communication assets → yes but more specific
- Q9: Niche perception → critical, kept
- Q10-14: Competitor mapping → KEEP — their internal PERCEPTION matters even if we know the brands
- Q16: What do others do well? → keep, reframed
- Q19: Brands that speak to audience → keep (aspirational benchmark)
- Q20: Visual elements audience needs → keep
- Q21: How audience learns about them → reframe
- Q26: Brand pillars → critical
- Q27: Values → critical
- Q28: Tone of voice → critical

MISSING ENTIRELY (what eToro actually needs):
- Why now? What's the burning platform driving this engagement?
- Where does the current brand fall short? (gap between perception and reality)
- What has changed in the business that the brand hasn't caught up to?
- What are the non-negotiables? What CANNOT change?
- What has been tried before and failed?
- What do YOUR customers say about you vs what you think they should say?
- What does your brand mean in markets where you're less dominant?
- Who has final say on brand decisions? What does sign-off look like?
- What does success look like in 12 months?