# CE-Lite — Strategy Intake Brief ## Commercial Pilot | Assaf, Dan, Felipe **Purpose:** Feed this to Lobster first (he witnessed the conversation). Then Julia/Anton fill research gaps. Founders confirm Layer 3 only. **Maps to:** CE Universal Brand Strategy Framework (8 phases) --- ## SECTION A: THE BASICS *Feeds → Phase 00 (The Answer) + Internal Brief* ### A1. The One-Liner > What is CE-Lite in one sentence? What does it do, for whom? ### A2. The Origin > Why are you building this? What triggered it — a conversation, a pain point, a market gap? ### A3. The Team > Who's involved and what's each person's role/contribution? > - Assaf: > - Dan: > - Felipe: ### A4. The Timeline > What's the launch timeline? Any hard deadlines or external dependencies? ### A5. The Ambition > In 12 months, what does success look like? Revenue? Users? Market position? ### A6. The Budget Reality > What resources are available for launch? (Budget, team capacity, existing assets) --- ## SECTION B: THE PROBLEM & MARKET *Feeds → Phase 01 (The Crisis / Context Setting)* ### B1. The Broken Thing > What's broken in the market right now? What old model does CE-Lite replace? ### B2. The Timing > Why now? What's changed that makes this possible/necessary today? ### B3. The Forces > What trends (cultural, technological, economic) support this? ### B4. The Risk > What could kill this? What's the biggest threat or assumption that might be wrong? 🔬 **Julia fills:** Market data, industry reports, trend validation, statistics --- ## SECTION C: THE COMPETITION *Feeds → Phase 02 (The Battlefield / Competitive Landscape)* ### C1. Who Else? > List everyone doing something similar — direct competitors, indirect alternatives, DIY workarounds. ### C2. What They All Say the Same > What's the common language/positioning in this space? What does everyone claim? ### C3. Where They Fail > Where do existing solutions fall short? What do their customers complain about? ### C4. The White Space > What's the gap nobody owns? What positioning is available? ### C5. What We Borrow vs. Reject > Anything from competitors worth adopting? Anything to explicitly avoid? 🔬 **Julia fills:** Competitor analysis (pricing, features, positioning, visual audit). **Anton validates:** Is the white space real or wishful thinking? --- ## SECTION D: THE BUYER *Feeds → Phase 03 (The Buyer / Audience Map)* ### D1. Primary Audience > Who is the ideal first customer? Be specific — role, company size, situation. ### D2. What They Care About > What keeps them up at night? What are they actively trying to solve? ### D3. What They've Tried > What have they used before? What did they like/hate about those solutions? ### D4. The Trust Threshold > What proof do they need before they'll pay? (Case studies? Demo? Free trial? Referral?) ### D5. The Belief Shift > What do they believe today that we need to change? ("From thinking X → to believing Y") ### D6. Secondary Audiences > Anyone else who benefits but isn't the primary buyer? (Partners, end users, decision influencers) ### D7. Audience We're NOT Serving > Who is explicitly NOT the target? Who should we turn away? 🔬 **Julia fills:** Audience validation, size of segment, buying behavior data. **Anton challenges:** Is this audience big enough? Accessible enough? --- ## SECTION E: THE OFFER *Feeds → Phase 04 (The Claim / Positioning & Narrative)* ### E1. What We Sell > Describe the product/service. What exactly does the customer get? ### E2. How It Works > Walk through the experience: what happens from first contact to delivered value? ### E3. The Differentiator > What makes this different from everything in Section C? What's the unfair advantage? ### E4. The Technology/Method Edge > Any proprietary tech, methodology, IP, or structural advantage? ### E5. Pricing Model > How will you charge? (Per project, subscription, usage-based, tiered?) > What's the price range discussed? ### E6. The Elevator Pitch > Try to say it in 30 seconds. It's fine if it's rough — that's what strategy is for. 🔬 **Anton validates:** Is the differentiator real? Is pricing defensible? Is the pitch compelling or generic? --- ## SECTION F: THE SOUL *Feeds → Phase 05 (The Conviction / Values & POV)* ### F1. What We Stand For > 3-5 values or principles that guide how CE-Lite operates. ### F2. What We Reject > What industry norms, practices, or attitudes does CE-Lite refuse to follow? ### F3. The Point of View > If CE-Lite had a manifesto, what would paragraph one say? ### F4. Culture & Personality > If CE-Lite were a person at a dinner party, how would they behave? What would they talk about? 🔬 **Anton challenges:** Do these values have teeth or are they generic? ("We value quality" = meaningless. "We ship in 5 days what agencies take 5 months to do" = real.) --- ## SECTION G: THE VOICE *Feeds → Phase 06 (The Voice / Messaging Architecture)* ### G1. Tone Words > Pick 3-4 adjectives that describe how CE-Lite should sound. (e.g., sharp, warm, provocative, clinical, playful, authoritative) ### G2. Tone We Avoid > How should CE-Lite NEVER sound? (e.g., corporate, desperate, jargon-heavy, salesy) ### G3. Reference Brands (Voice) > Name 2-3 brands whose communication style you admire — not competitors, just voice references. ### G4. Channel Strategy > Where will CE-Lite talk to its audience? (Website, LinkedIn, email, sales calls, partnerships?) > Which channel is most important first? 🔬 **Ogilvy develops:** Full messaging architecture from these inputs. **Anton reviews:** Coherence with positioning. --- ## SECTION H: THE LOOK *Feeds → Phase 07 (The Look / Visual Territories)* ### H1. Visual References > Share 3-5 websites, brands, or designs that feel like the right direction for CE-Lite. ### H2. Visual Anti-References > Share 2-3 that feel wrong — things you explicitly don't want to look like. ### H3. CE Branding? > Does CE-Lite carry the CE brand system (Larken + Inter + #cc0000)? Or its own identity? Something in between? ### H4. Existing Assets > Any logos, colors, pages, mockups that already exist? 🔬 **Jessica scouts:** Visual territory based on inputs. **Tatiana executes:** Moodboards. **Anton reviews:** Strategy-visual coherence. --- ## SECTION I: THE PLAN *Feeds → Phase 08 (The Thesis / Strategic Recommendation)* ### I1. Go-To-Market > How are you planning to get the first 10 customers? First 50? ### I2. Pilot Structure > What does this commercial pilot look like? How many clients? What deliverables? What timeline? ### I3. Success Metrics > How will you know the pilot worked? What KPIs matter? ### I4. What Happens After the Pilot? > If the pilot succeeds, what's the next move? Scale? Productize? Raise? ### I5. Partnerships & Distribution > Any strategic partnerships, channels, or platforms that matter? ### I6. Assumptions to Test > What are you assuming is true but haven't validated yet? List them all. 🔬 **Julia researches:** Market sizing, comparable pilot benchmarks. **Anton stress-tests:** Assumptions, metrics, GTM viability. --- ## SECTION J: FOUNDER DYNAMICS *(Layer 3 — Founders Only)* *Feeds → Internal strategy, not the document* ### J1. Decision Rights > Who decides what? (Product? Pricing? Branding? Sales?) ### J2. Non-Negotiables > What's off the table? Any red lines from any founder? ### J3. Disagreements > Where do the three of you not yet agree? (It's fine — surfacing this early saves time.) ### J4. Personal Stakes > What does each founder personally need from this to consider it worthwhile? --- ## PROCESSING INSTRUCTIONS ### For Lobster (First Pass): Fill every field you can from the conversation you witnessed. Where you're uncertain, write what you heard and flag it with `[UNCERTAIN]`. Where you have nothing, write `[NOT DISCUSSED]`. ### For Julia (Research Pass): Every field marked 🔬 is yours. Fill gaps with data. Validate claims with evidence. Flag anything that contradicts what the founders said. ### For Anton (Challenge Pass): Review the completed brief. Flag: wishful thinking, untested assumptions, generic positioning, weak differentiation, audience too broad, values without teeth. Be brutal — this is internal. ### For Kitt (Synthesis): After all three passes, write the 1-page internal brief that kicks off the strategy pipeline. --- *Template version: 1.0 | Created: 2026-03-05 | Based on CE Universal Brand Strategy Framework (8 phases)*