{"ok":true,"passport":{"revision_id":"legacy_1d24806b0b54428be9f06371c035dc8c","revision_origin":"legacy_import","name":"By Accident","city":"Melbourne","state":"Victoria","slug":"by-accident-f5b33a6b89","canonical_url":"https://mcp-api.admin.gnr.media/public/passports/by-accident-f5b33a6b89","marketing_passport_html_url":"https://mcp-api.admin.gnr.media/public/passports/by-accident-f5b33a6b89","compiled_text":"By Accident\nMarketing Passport\n\nYour complete marketing foundation, organised in one place.\n\n1. Business Basics\nWebsite Address\nhttps://www.byaccident.com.au\n\nBusiness Stage\nGrowing\n\nCountry\nAustralia\n\nWhich industry best describes your primary business?\nConsulting, Training and Facilitation (Neurodiversity, Brain Injury, Lived Experience, Trauma-informed Practice), Mentoring.\n\nHow does your business primarily operate?\nHybrid model combining in-person workshops, facilitated group programs, and online delivery. Services are both appointment-based and program-based, with structured series and one-off engagements.\n\nWhere do you currently serve customers?\nPrimarily Melbourne-based with services delivered across Victoria, and expanding to Australia-wide through online programs and partnerships.\n\nIf you have a physical presence, where is it located?\nBased in Melbourne, with programs and workshops delivered at partner venues, community spaces, and client sites.\n\nWhich location matters most for your growth right now?\nMelbourne and wider Victoria for in-person program growth, alongside expansion Australia-wide through online delivery and in-person if requested.\n\n2. Mission, Vision, and Values\nMission (what you do and who you help?)\nBy Accident helps people living with trauma, brain injury, and major life disruption rebuild identity, connection, and confidence through lived-experience workshops, facilitated conversations, and trauma-informed peer support.\n\nVision (what success looks like in the future?)\nTo create a more inclusive and trauma-aware community where people impacted by brain injury and trauma feel seen, understood, and empowered to build a meaningful future beyond survival.\n\nCore values (3–5 guiding principles)\n• Lived Experience First — We lead with authenticity, honesty, and real-world understanding.\n• Human Connection — We create safe spaces where people feel heard, valued, and less alone.\n• Trauma-Informed Practice — We approach every interaction with empathy, respect, and emotional safety.\n• Growth Through Adversity — We believe people can rebuild identity, purpose, and confidence after life-changing experiences.\n• Inclusion & Advocacy — We challenge stigma and advocate for greater understanding of neurodiversity, trauma, and invisible disability.\n\n3. Products and Services\nList of core products/services.\nBy Accident delivers trauma-informed workshops, facilitated peer conversations, lived-experience presentations, and community-based programs focused on brain injury, trauma, identity rebuilding, and neurodiversity awareness. Services include workshop series, speaking engagements, support groups, community events, advocacy projects, and collaborative programs with health, disability, and community organisations.\n\nOutcomes: the results your customers get.\nParticipants gain connection, validation, confidence, and practical tools to navigate life after trauma or brain injury. Programs help people reduce isolation, rebuild identity, strengthen communication, and develop a sense of purpose and belonging. Organisations gain greater understanding of trauma-informed practice, lived experience perspectives, and inclusive community engagement.\n\nPricing: how you package or charge for your work.\nis structured across workshops, speaking engagements, group programs, and consulting collaborations. Revenue is generated through ticketed events, funded community programs, organisational partnerships, grants, and facilitation fees. Flexible pricing allows services to be adapted for individuals, community organisations, and funded programs.\n\nHero Offer: the offer that drives most of your revenue.\nThe core revenue-driving offer is the By Accident workshop series — facilitated trauma-informed group conversations led through lived experience, helping people impacted by trauma and brain injury reconnect with themselves and others in a safe and supportive environment.\n\n4. Audience and Customers\nIdeal customer profile (plain English).\nBy Accident serves adults living with brain injury, trauma, or other life-changing experiences who are seeking connection, understanding, and practical ways to rebuild identity and confidence. It also serves organisations wanting authentic lived-experience education and trauma-informed engagement.\n\nCustomer segments (if you serve more than one type of customer).\nPrimary customers are people with acquired brain injury, disability, trauma, and their families or carers. Secondary customers include health services, disability providers, community organisations, government agencies, educators, and employers seeking workshops, presentations, or community programs.\n\nCustomer Problems: the challenges they face.\nIndividuals often experience isolation, loss of identity, reduced confidence, stigma, and difficulty finding meaningful peer support. Organisations may struggle to deliver authentic lived-experience engagement, improve inclusion, or build trauma-informed knowledge within their teams and communities.\n\nWhy do customers choose you?\nPeople choose By Accident because it combines lived experience with professional facilitation in a safe, respectful, and practical way. Programs are authentic, trauma-informed, and focused on creating genuine connection rather than simply sharing information. Participants leave feeling understood, empowered, and better equipped to move forward, while organisations gain credible insights that strengthen inclusion and community outcomes.\n\n5. Competitors and Differentiators\nDirect Competitors: businesses offering similar products or services.\nBy Accident shares the market with disability peer support organisations, brain injury support services, trauma-informed facilitators, motivational speakers, and community wellbeing providers offering workshops and lived-experience programs.\n\nIndirect Competitors: alternatives your customers might choose instead.\nCustomers may instead choose counselling or psychology services, rehabilitation programs, online support groups, self-help resources, coaching, community health programs, or choose not to seek support because they feel misunderstood or isolated.\n\nHidden Competitors: the real battle.\nNot Provided\n\nYour Edge: what you do differently and why customers choose you.\nBy Accident is led by authentic lived experience of brain injury spanning more than 25 years, combined with professional facilitation, public speaking, and community engagement. Rather than focusing on diagnosis or clinical treatment, the business creates safe, trauma-informed spaces where people reconnect with identity, purpose, and each other. Programs are built on genuine peer connection, practical conversations, and hope grounded in real experience. This combination of lived expertise, neurodiversity advocacy, and community-building provides a level of authenticity and trust that is difficult for traditional service providers to replicate.\n\n6. Brand Positioning and Messaging\nPositioning Statement: the core idea you want to own.\nBy Accident helps people affected by brain injury and trauma rebuild identity, confidence, and connection through lived experience, trauma-informed workshops, and authentic peer support.\n\nShort pitch / 7-second explanation.\nWe help people move beyond survival after brain injury and trauma by creating safe spaces for connection, growth, and hope through lived experience.\n\nHooks/Taglines: memorable lines that spark interest.\n• Life changed by accident. Growth happens by choice.\n• Real conversations. Real connection. Real recovery.\n• Where lived experience becomes lasting change.\n• Rebuilding identity through connection.\n• Turning lived experience into hope for others\n\nTone of Voice: choose the style that fits your brand.\nThe By Accident brand voice is authentic, compassionate, hopeful, and empowering. It speaks with honesty rather than hype, using plain language that is warm, respectful, and inclusive. Every message is grounded in lived experience, trauma-informed practice, and practical encouragement, inspiring confidence while avoiding clinical jargon or unrealistic promises.\n\n7. Brand Story\nWho is your ideal customer?\nThe Hero: Our customers are people whose lives have been changed by brain injury, trauma, or other significant life events. They want to reconnect with themselves, build meaningful relationships, and find hope beyond simply getting through each day.\n\nWhat are they struggling with?\nMany feel isolated, misunderstood, and disconnected from the person they once were. They often struggle with confidence, identity, stigma, and finding support from people who genuinely understand their experience. Organisations also seek better ways to engage with lived experience and create more inclusive, trauma-informed communities.\n\nHow does your brand help?\nBy Accident provides a safe, supportive environment where lived experience becomes a source of strength rather than limitation. Through workshops, peer conversations, presentations, and community programs, we help people feel heard, valued, and equipped to move forward while helping organisations better understand and support those they serve.\n\nWhat does life look like after success?\nPeople leave with renewed confidence, stronger connections, and a clearer sense of identity and purpose. They realise they are not alone, discover practical ways to move forward, and become part of a community that values resilience, inclusion, and hope. Organisations build greater empathy, stronger engagement, and more inclusive practices that create lasting positive change.\n\n8. Brand Personality and Voice\nBrand personality traits.\nBy Accident has a grounded, human, and compassionate personality shaped by lived experience. It is authentic rather than polished, hopeful without being unrealistic, and respectful in how it speaks about trauma, disability, and recovery. It is inclusive, calm, and steady, creating a sense of safety and trust for people who may feel overwhelmed or disconnected.\n\nVoice Guidelines: the do's and don'ts that keep your communication consistent.\nThe brand voice should always be clear, simple, and human. It should prioritise understanding over complexity, using plain language rather than jargon or clinical phrasing. It should acknowledge lived experience with respect and never sensationalise trauma or make exaggerated promises. Communication should feel warm and steady, never rushed or overly promotional. It should avoid motivational clichés, corporate language, or anything that minimises the seriousness of lived experience. Instead, it should focus on validation, connection, and practical hope grounded in reality.\n\nOne-Word Descriptor: the single word that captures your brand's essence.\nGrounded\n\n9. Brand Style Guide\nLogo [upload].\nBrand colours (locked palette):\nBy Accident — Primary (from logo)\n#452821\n#DE752A\n\nSuggested Supporting Palette (from style-guide direction)\n#7C93A6\n#C98A5D\n#8FA37E\n#E3A857\n#F6EEE7\n#333323\n\nBrand colour # numbers\nBy Accident — Primary (from logo)\n#452821\n#DE752A\n\nFonts / typography.\nTypography should prioritise clarity and accessibility. Sans-serif fonts with strong readability are preferred, reflecting a modern but human tone. Headlines should feel calm and confident, while body text remains simple, spacious, and easy to read for audiences who may experience cognitive fatigue or sensory overwhelm.\n\nVisual preferences.\nThe overall visual direction should feel real, human, and unpolished in a purposeful way. Imagery should focus on authentic people, connection, and lived experience rather than staged or overly polished stock photography. Design should use generous white space, soft edges, and calming layouts to reduce cognitive load. The visual identity should support emotional safety, inclusion, and clarity, ensuring accessibility is central rather than an afterthought.\n\n10. Website and Infrastructure\nWhat website platform do you use? Tick one. If you select other, please provide the platform name.\nWordpress\n\nWhere is your Domain or DNS hosted?\nVia domain registrar's control panel\n\n11. Marketing Channels\nCurrent channels in use.\nBy Accident currently operates through a small number of core channels focused on connection and lived experience visibility. These typically include a website presence built on WordPress, direct outreach and partnerships with community and disability organisations, and in-person or facilitated workshop delivery. Communication is likely supported by word-of-mouth referrals and relationship-based networking within health, disability, and community sectors.\n\nChannels you want to use next.\nFuture growth can expand into content-led channels such as consistent blog articles and SEO-focused storytelling on the WordPress site, email newsletters to build an engaged community, and social media platforms that support education and awareness (such as LinkedIn for organisational partnerships and Instagram or Facebook for community storytelling). Podcast guest appearances, webinars, and video-based storytelling could also strengthen visibility and trust by showcasing lived experience in accessible formats.\n\nPaid vs organic mix (if any).\nAt this stage, the strongest approach is organic-first growth, focused on storytelling, partnerships, and consistent content that builds trust over time. Paid marketing can be introduced later in a targeted way, primarily to promote specific workshops, events, or community programs rather than broad brand awareness. A balanced approach would prioritise organic content and relationship-building, with small, strategic paid campaigns used to amplify proven offers and reach specific audiences such as organisations, carers, or support services.\n\n12. Marketing Assets\nExisting assets (logo files, photos, videos, testimonials, case studies, written content).\n(WHAT YOU ALREADY HAVE TO WORK WITH)\n\nReady to use\nNot Provided — this stocktake (logo files, photos, videos, testimonials, case studies, written content) was not completed in the source questionnaire and should be filled in before scaling marketing production.\n\nNeeds updating & organising.\nNot Provided\n\nTo be created.\nNot Provided\n\nCurrent priority.\nNot Provided\n\n13. Keywords and SEO Focus\nCore topics you want to be known for.\nNot Provided\n\nPrimary keywords/themes (the search terms and themes your ideal customers actually use)\nNot Provided\n\nContent focus & SEO principles.\nNot Provided\n\n14. Goals and Success Metrics\nPrimary business goal (your main focus for the next 6–12 months).\nOver the next 6–12 months, the primary goal for By Accident is to establish a consistent pipeline of paid and funded workshops, speaking engagements, and community programs that build both financial sustainability and wider reach across disability, brain injury, and trauma-informed sectors.\n\nKey outcomes you care about (leads, sales, visibility, etc.).\nSuccess is defined by increased bookings for workshops and speaking engagements, stronger partnerships with organisations in health, disability, education, and community services, and growing visibility of lived-experience programs through consistent referrals and inbound enquiries.\n\nAdditional indicators of success include a growing audience for content and storytelling, improved engagement with community networks, and the development of repeat organisational clients who integrate By Accident programs into their ongoing training or support services.\n\nBiggest constraints: what's limiting progress (time, budget, clarity, systems).\nThe primary constraint is likely capacity and systemisation — balancing delivery of programs with the time required to build consistent marketing, content creation, and partnership development systems.\n\nSecondary constraints may include limited marketing infrastructure, inconsistent lead generation processes, and the need to strengthen scalable systems that turn visibility into repeatable bookings.\n","compiled_search_text":"by accident marketing passport your complete marketing foundation, organised in one place. 1. business basics website address https://www.byaccident.com.au business stage growing country australia which industry best describes your primary business? consulting, training and facilitation (neurodiversity, brain injury, lived experience, trauma-informed practice), mentoring. how does your business primarily operate? hybrid model combining in-person workshops, facilitated group programs, and online delivery. services are both appointment-based and program-based, with structured series and one-off engagements. where do you currently serve customers? primarily melbourne-based with services delivered across victoria, and expanding to australia-wide through online programs and partnerships. if you have a physical presence, where is it located? based in melbourne, with programs and workshops delivered at partner venues, community spaces, and client sites. which location matters most for your growth right now? melbourne and wider victoria for in-person program growth, alongside expansion australia-wide through online delivery and in-person if requested. 2. mission, vision, and values mission (what you do and who you help?) by accident helps people living with trauma, brain injury, and major life disruption rebuild identity, connection, and confidence through lived-experience workshops, facilitated conversations, and trauma-informed peer support. vision (what success looks like in the future?) to create a more inclusive and trauma-aware community where people impacted by brain injury and trauma feel seen, understood, and empowered to build a meaningful future beyond survival. core values (3–5 guiding principles) • lived experience first — we lead with authenticity, honesty, and real-world understanding. • human connection — we create safe spaces where people feel heard, valued, and less alone. • trauma-informed practice — we approach every interaction with empathy, respect, and emotional safety. • growth through adversity — we believe people can rebuild identity, purpose, and confidence after life-changing experiences. • inclusion & advocacy — we challenge stigma and advocate for greater understanding of neurodiversity, trauma, and invisible disability. 3. products and services list of core products/services. by accident delivers trauma-informed workshops, facilitated peer conversations, lived-experience presentations, and community-based programs focused on brain injury, trauma, identity rebuilding, and neurodiversity awareness. services include workshop series, speaking engagements, support groups, community events, advocacy projects, and collaborative programs with health, disability, and community organisations. outcomes: the results your customers get. participants gain connection, validation, confidence, and practical tools to navigate life after trauma or brain injury. programs help people reduce isolation, rebuild identity, strengthen communication, and develop a sense of purpose and belonging. organisations gain greater understanding of trauma-informed practice, lived experience perspectives, and inclusive community engagement. pricing: how you package or charge for your work. is structured across workshops, speaking engagements, group programs, and consulting collaborations. revenue is generated through ticketed events, funded community programs, organisational partnerships, grants, and facilitation fees. flexible pricing allows services to be adapted for individuals, community organisations, and funded programs. hero offer: the offer that drives most of your revenue. the core revenue-driving offer is the by accident workshop series — facilitated trauma-informed group conversations led through lived experience, helping people impacted by trauma and brain injury reconnect with themselves and others in a safe and supportive environment. 4. audience and customers ideal customer profile (plain english). by accident serves adults living with brain injury, trauma, or other life-changing experiences who are seeking connection, understanding, and practical ways to rebuild identity and confidence. it also serves organisations wanting authentic lived-experience education and trauma-informed engagement. customer segments (if you serve more than one type of customer). primary customers are people with acquired brain injury, disability, trauma, and their families or carers. secondary customers include health services, disability providers, community organisations, government agencies, educators, and employers seeking workshops, presentations, or community programs. customer problems: the challenges they face. individuals often experience isolation, loss of identity, reduced confidence, stigma, and difficulty finding meaningful peer support. organisations may struggle to deliver authentic lived-experience engagement, improve inclusion, or build trauma-informed knowledge within their teams and communities. why do customers choose you? people choose by accident because it combines lived experience with professional facilitation in a safe, respectful, and practical way. programs are authentic, trauma-informed, and focused on creating genuine connection rather than simply sharing information. participants leave feeling understood, empowered, and better equipped to move forward, while organisations gain credible insights that strengthen inclusion and community outcomes. 5. competitors and differentiators direct competitors: businesses offering similar products or services. by accident shares the market with disability peer support organisations, brain injury support services, trauma-informed facilitators, motivational speakers, and community wellbeing providers offering workshops and lived-experience programs. indirect competitors: alternatives your customers might choose instead. customers may instead choose counselling or psychology services, rehabilitation programs, online support groups, self-help resources, coaching, community health programs, or choose not to seek support because they feel misunderstood or isolated. hidden competitors: the real battle. not provided your edge: what you do differently and why customers choose you. by accident is led by authentic lived experience of brain injury spanning more than 25 years, combined with professional facilitation, public speaking, and community engagement. rather than focusing on diagnosis or clinical treatment, the business creates safe, trauma-informed spaces where people reconnect with identity, purpose, and each other. programs are built on genuine peer connection, practical conversations, and hope grounded in real experience. this combination of lived expertise, neurodiversity advocacy, and community-building provides a level of authenticity and trust that is difficult for traditional service providers to replicate. 6. brand positioning and messaging positioning statement: the core idea you want to own. by accident helps people affected by brain injury and trauma rebuild identity, confidence, and connection through lived experience, trauma-informed workshops, and authentic peer support. short pitch / 7-second explanation. we help people move beyond survival after brain injury and trauma by creating safe spaces for connection, growth, and hope through lived experience. hooks/taglines: memorable lines that spark interest. • life changed by accident. growth happens by choice. • real conversations. real connection. real recovery. • where lived experience becomes lasting change. • rebuilding identity through connection. • turning lived experience into hope for others tone of voice: choose the style that fits your brand. the by accident brand voice is authentic, compassionate, hopeful, and empowering. it speaks with honesty rather than hype, using plain language that is warm, respectful, and inclusive. every message is grounded in lived experience, trauma-informed practice, and practical encouragement, inspiring confidence while avoiding clinical jargon or unrealistic promises. 7. brand story who is your ideal customer? the hero: our customers are people whose lives have been changed by brain injury, trauma, or other significant life events. they want to reconnect with themselves, build meaningful relationships, and find hope beyond simply getting through each day. what are they struggling with? many feel isolated, misunderstood, and disconnected from the person they once were. they often struggle with confidence, identity, stigma, and finding support from people who genuinely understand their experience. organisations also seek better ways to engage with lived experience and create more inclusive, trauma-informed communities. how does your brand help? by accident provides a safe, supportive environment where lived experience becomes a source of strength rather than limitation. through workshops, peer conversations, presentations, and community programs, we help people feel heard, valued, and equipped to move forward while helping organisations better understand and support those they serve. what does life look like after success? people leave with renewed confidence, stronger connections, and a clearer sense of identity and purpose. they realise they are not alone, discover practical ways to move forward, and become part of a community that values resilience, inclusion, and hope. organisations build greater empathy, stronger engagement, and more inclusive practices that create lasting positive change. 8. brand personality and voice brand personality traits. by accident has a grounded, human, and compassionate personality shaped by lived experience. it is authentic rather than polished, hopeful without being unrealistic, and respectful in how it speaks about trauma, disability, and recovery. it is inclusive, calm, and steady, creating a sense of safety and trust for people who may feel overwhelmed or disconnected. voice guidelines: the do's and don'ts that keep your communication consistent. the brand voice should always be clear, simple, and human. it should prioritise understanding over complexity, using plain language rather than jargon or clinical phrasing. it should acknowledge lived experience with respect and never sensationalise trauma or make exaggerated promises. communication should feel warm and steady, never rushed or overly promotional. it should avoid motivational clichés, corporate language, or anything that minimises the seriousness of lived experience. instead, it should focus on validation, connection, and practical hope grounded in reality. one-word descriptor: the single word that captures your brand's essence. grounded 9. brand style guide logo [upload]. brand colours (locked palette): by accident — primary (from logo) #452821 #de752a suggested supporting palette (from style-guide direction) #7c93a6 #c98a5d #8fa37e #e3a857 #f6eee7 #333323 brand colour # numbers by accident — primary (from logo) #452821 #de752a fonts / typography. typography should prioritise clarity and accessibility. sans-serif fonts with strong readability are preferred, reflecting a modern but human tone. headlines should feel calm and confident, while body text remains simple, spacious, and easy to read for audiences who may experience cognitive fatigue or sensory overwhelm. visual preferences. the overall visual direction should feel real, human, and unpolished in a purposeful way. imagery should focus on authentic people, connection, and lived experience rather than staged or overly polished stock photography. design should use generous white space, soft edges, and calming layouts to reduce cognitive load. the visual identity should support emotional safety, inclusion, and clarity, ensuring accessibility is central rather than an afterthought. 10. website and infrastructure what website platform do you use? tick one. if you select other, please provide the platform name. wordpress where is your domain or dns hosted? via domain registrar's control panel 11. marketing channels current channels in use. by accident currently operates through a small number of core channels focused on connection and lived experience visibility. these typically include a website presence built on wordpress, direct outreach and partnerships with community and disability organisations, and in-person or facilitated workshop delivery. communication is likely supported by word-of-mouth referrals and relationship-based networking within health, disability, and community sectors. channels you want to use next. future growth can expand into content-led channels such as consistent blog articles and seo-focused storytelling on the wordpress site, email newsletters to build an engaged community, and social media platforms that support education and awareness (such as linkedin for organisational partnerships and instagram or facebook for community storytelling). podcast guest appearances, webinars, and video-based storytelling could also strengthen visibility and trust by showcasing lived experience in accessible formats. paid vs organic mix (if any). at this stage, the strongest approach is organic-first growth, focused on storytelling, partnerships, and consistent content that builds trust over time. paid marketing can be introduced later in a targeted way, primarily to promote specific workshops, events, or community programs rather than broad brand awareness. a balanced approach would prioritise organic content and relationship-building, with small, strategic paid campaigns used to amplify proven offers and reach specific audiences such as organisations, carers, or support services. 12. marketing assets existing assets (logo files, photos, videos, testimonials, case studies, written content). (what you already have to work with) ready to use not provided — this stocktake (logo files, photos, videos, testimonials, case studies, written content) was not completed in the source questionnaire and should be filled in before scaling marketing production. needs updating & organising. not provided to be created. not provided current priority. not provided 13. keywords and seo focus core topics you want to be known for. not provided primary keywords/themes (the search terms and themes your ideal customers actually use) not provided content focus & seo principles. not provided 14. goals and success metrics primary business goal (your main focus for the next 6–12 months). over the next 6–12 months, the primary goal for by accident is to establish a consistent pipeline of paid and funded workshops, speaking engagements, and community programs that build both financial sustainability and wider reach across disability, brain injury, and trauma-informed sectors. key outcomes you care about (leads, sales, visibility, etc.). success is defined by increased bookings for workshops and speaking engagements, stronger partnerships with organisations in health, disability, education, and community services, and growing visibility of lived-experience programs through consistent referrals and inbound enquiries. additional indicators of success include a growing audience for content and storytelling, improved engagement with community networks, and the development of repeat organisational clients who integrate by accident programs into their ongoing training or support services. biggest constraints: what's limiting progress (time, budget, clarity, systems). the primary constraint is likely capacity and systemisation — balancing delivery of programs with the time required to build consistent marketing, content creation, and partnership development systems. secondary constraints may include limited marketing infrastructure, inconsistent lead generation processes, and the need to strengthen scalable systems that turn visibility into repeatable bookings.","content_hash":"c6eb25d57457fd60c3fe25bfeeda55eb692554bba84000c486505211fbb3570e","foundation_line":"Your complete marketing foundation, organised in one place.","published_at":"2026-08-24T14:11:09.183Z","logo_url":"https://mcp-api.admin.gnr.media/public/passports/by-accident-f5b33a6b89/logo","sections":[{"module_id":"m01","number":1,"heading":"Business Basics","anchor":"business-basics","blocks":[{"question":"Website Address","answer":"https://www.byaccident.com.au"},{"question":"Business Stage","answer":"Growing"},{"question":"Country","answer":"Australia"},{"question":"Which industry best describes your primary business?","answer":"Consulting, Training and Facilitation (Neurodiversity, Brain Injury, Lived Experience, Trauma-informed Practice), Mentoring."},{"question":"How does your business primarily operate?","answer":"Hybrid model combining in-person workshops, facilitated group programs, and online delivery. Services are both appointment-based and program-based, with structured series and one-off engagements."},{"question":"Where do you currently serve customers?","answer":"Primarily Melbourne-based with services delivered across Victoria, and expanding to Australia-wide through online programs and partnerships."},{"question":"If you have a physical presence, where is it located?","answer":"Based in Melbourne, with programs and workshops delivered at partner venues, community spaces, and client sites."},{"question":"Which location matters most for your growth right now?","answer":"Melbourne and wider Victoria for in-person program growth, alongside expansion Australia-wide through online delivery and in-person if requested."}]},{"module_id":"m02","number":2,"heading":"Mission, Vision, and Values","anchor":"mission-vision-and-values","blocks":[{"question":"Mission (what you do and who you help?)","answer":"By Accident helps people living with trauma, brain injury, and major life disruption rebuild identity, connection, and confidence through lived-experience workshops, facilitated conversations, and trauma-informed peer support."},{"question":"Vision (what success looks like in the future?)","answer":"To create a more inclusive and trauma-aware community where people impacted by brain injury and trauma feel seen, understood, and empowered to build a meaningful future beyond survival."},{"question":"Core values (3–5 guiding principles)","answer":"• Lived Experience First — We lead with authenticity, honesty, and real-world understanding.\n• Human Connection — We create safe spaces where people feel heard, valued, and less alone.\n• Trauma-Informed Practice — We approach every interaction with empathy, respect, and emotional safety.\n• Growth Through Adversity — We believe people can rebuild identity, purpose, and confidence after life-changing experiences.\n• Inclusion & Advocacy — We challenge stigma and advocate for greater understanding of neurodiversity, trauma, and invisible disability."}]},{"module_id":"m03","number":3,"heading":"Products and Services","anchor":"products-and-services","blocks":[{"question":"List of core products/services.","answer":"By Accident delivers trauma-informed workshops, facilitated peer conversations, lived-experience presentations, and community-based programs focused on brain injury, trauma, identity rebuilding, and neurodiversity awareness. Services include workshop series, speaking engagements, support groups, community events, advocacy projects, and collaborative programs with health, disability, and community organisations."},{"question":"Outcomes: the results your customers get.","answer":"Participants gain connection, validation, confidence, and practical tools to navigate life after trauma or brain injury. Programs help people reduce isolation, rebuild identity, strengthen communication, and develop a sense of purpose and belonging. Organisations gain greater understanding of trauma-informed practice, lived experience perspectives, and inclusive community engagement."},{"question":"Pricing: how you package or charge for your work.","answer":"is structured across workshops, speaking engagements, group programs, and consulting collaborations. Revenue is generated through ticketed events, funded community programs, organisational partnerships, grants, and facilitation fees. Flexible pricing allows services to be adapted for individuals, community organisations, and funded programs."},{"question":"Hero Offer: the offer that drives most of your revenue.","answer":"The core revenue-driving offer is the By Accident workshop series — facilitated trauma-informed group conversations led through lived experience, helping people impacted by trauma and brain injury reconnect with themselves and others in a safe and supportive environment."}]},{"module_id":"m04","number":4,"heading":"Audience and Customers","anchor":"audience-and-customers","blocks":[{"question":"Ideal customer profile (plain English).","answer":"By Accident serves adults living with brain injury, trauma, or other life-changing experiences who are seeking connection, understanding, and practical ways to rebuild identity and confidence. It also serves organisations wanting authentic lived-experience education and trauma-informed engagement."},{"question":"Customer segments (if you serve more than one type of customer).","answer":"Primary customers are people with acquired brain injury, disability, trauma, and their families or carers. Secondary customers include health services, disability providers, community organisations, government agencies, educators, and employers seeking workshops, presentations, or community programs."},{"question":"Customer Problems: the challenges they face.","answer":"Individuals often experience isolation, loss of identity, reduced confidence, stigma, and difficulty finding meaningful peer support. Organisations may struggle to deliver authentic lived-experience engagement, improve inclusion, or build trauma-informed knowledge within their teams and communities."},{"question":"Why do customers choose you?","answer":"People choose By Accident because it combines lived experience with professional facilitation in a safe, respectful, and practical way. Programs are authentic, trauma-informed, and focused on creating genuine connection rather than simply sharing information. Participants leave feeling understood, empowered, and better equipped to move forward, while organisations gain credible insights that strengthen inclusion and community outcomes."}]},{"module_id":"m05","number":5,"heading":"Competitors and Differentiators","anchor":"competitors-and-differentiators","blocks":[{"question":"Direct Competitors: businesses offering similar products or services.","answer":"By Accident shares the market with disability peer support organisations, brain injury support services, trauma-informed facilitators, motivational speakers, and community wellbeing providers offering workshops and lived-experience programs."},{"question":"Indirect Competitors: alternatives your customers might choose instead.","answer":"Customers may instead choose counselling or psychology services, rehabilitation programs, online support groups, self-help resources, coaching, community health programs, or choose not to seek support because they feel misunderstood or isolated.\n\nHidden Competitors: the real battle.\nNot Provided"},{"question":"Your Edge: what you do differently and why customers choose you.","answer":"By Accident is led by authentic lived experience of brain injury spanning more than 25 years, combined with professional facilitation, public speaking, and community engagement. Rather than focusing on diagnosis or clinical treatment, the business creates safe, trauma-informed spaces where people reconnect with identity, purpose, and each other. Programs are built on genuine peer connection, practical conversations, and hope grounded in real experience. This combination of lived expertise, neurodiversity advocacy, and community-building provides a level of authenticity and trust that is difficult for traditional service providers to replicate."}]},{"module_id":"m06","number":6,"heading":"Brand Positioning and Messaging","anchor":"brand-positioning-and-messaging","blocks":[{"question":"Positioning Statement: the core idea you want to own.","answer":"By Accident helps people affected by brain injury and trauma rebuild identity, confidence, and connection through lived experience, trauma-informed workshops, and authentic peer support."},{"question":"Short pitch / 7-second explanation.","answer":"We help people move beyond survival after brain injury and trauma by creating safe spaces for connection, growth, and hope through lived experience."},{"question":"Hooks/Taglines: memorable lines that spark interest.","answer":"• Life changed by accident. Growth happens by choice.\n• Real conversations. Real connection. Real recovery.\n• Where lived experience becomes lasting change.\n• Rebuilding identity through connection.\n• Turning lived experience into hope for others"},{"question":"Tone of Voice: choose the style that fits your brand.","answer":"The By Accident brand voice is authentic, compassionate, hopeful, and empowering. It speaks with honesty rather than hype, using plain language that is warm, respectful, and inclusive. Every message is grounded in lived experience, trauma-informed practice, and practical encouragement, inspiring confidence while avoiding clinical jargon or unrealistic promises."}]},{"module_id":"m07","number":7,"heading":"Brand Story","anchor":"brand-story","blocks":[{"question":"Who is your ideal customer?","answer":"The Hero: Our customers are people whose lives have been changed by brain injury, trauma, or other significant life events. They want to reconnect with themselves, build meaningful relationships, and find hope beyond simply getting through each day."},{"question":"What are they struggling with?","answer":"Many feel isolated, misunderstood, and disconnected from the person they once were. They often struggle with confidence, identity, stigma, and finding support from people who genuinely understand their experience. Organisations also seek better ways to engage with lived experience and create more inclusive, trauma-informed communities."},{"question":"How does your brand help?","answer":"By Accident provides a safe, supportive environment where lived experience becomes a source of strength rather than limitation. Through workshops, peer conversations, presentations, and community programs, we help people feel heard, valued, and equipped to move forward while helping organisations better understand and support those they serve."},{"question":"What does life look like after success?","answer":"People leave with renewed confidence, stronger connections, and a clearer sense of identity and purpose. They realise they are not alone, discover practical ways to move forward, and become part of a community that values resilience, inclusion, and hope. Organisations build greater empathy, stronger engagement, and more inclusive practices that create lasting positive change."}]},{"module_id":"m08","number":8,"heading":"Brand Personality and Voice","anchor":"brand-personality-and-voice","blocks":[{"question":"Brand personality traits.","answer":"By Accident has a grounded, human, and compassionate personality shaped by lived experience. It is authentic rather than polished, hopeful without being unrealistic, and respectful in how it speaks about trauma, disability, and recovery. It is inclusive, calm, and steady, creating a sense of safety and trust for people who may feel overwhelmed or disconnected."},{"question":"Voice Guidelines: the do's and don'ts that keep your communication consistent.","answer":"The brand voice should always be clear, simple, and human. It should prioritise understanding over complexity, using plain language rather than jargon or clinical phrasing. It should acknowledge lived experience with respect and never sensationalise trauma or make exaggerated promises. Communication should feel warm and steady, never rushed or overly promotional. It should avoid motivational clichés, corporate language, or anything that minimises the seriousness of lived experience. Instead, it should focus on validation, connection, and practical hope grounded in reality."},{"question":"One-Word Descriptor: the single word that captures your brand's essence.","answer":"Grounded"}]},{"module_id":"m09","number":9,"heading":"Brand Style Guide","anchor":"brand-style-guide","blocks":[{"question":"Logo [upload].","answer":"Brand colours (locked palette):\nBy Accident — Primary (from logo)\n#452821\n#DE752A\n\nSuggested Supporting Palette (from style-guide direction)\n#7C93A6\n#C98A5D\n#8FA37E\n#E3A857\n#F6EEE7\n#333323"},{"question":"Brand colour # numbers","answer":"By Accident — Primary (from logo)\n#452821\n#DE752A"},{"question":"Fonts / typography.","answer":"Typography should prioritise clarity and accessibility. Sans-serif fonts with strong readability are preferred, reflecting a modern but human tone. Headlines should feel calm and confident, while body text remains simple, spacious, and easy to read for audiences who may experience cognitive fatigue or sensory overwhelm."},{"question":"Visual preferences.","answer":"The overall visual direction should feel real, human, and unpolished in a purposeful way. Imagery should focus on authentic people, connection, and lived experience rather than staged or overly polished stock photography. Design should use generous white space, soft edges, and calming layouts to reduce cognitive load. The visual identity should support emotional safety, inclusion, and clarity, ensuring accessibility is central rather than an afterthought."}]},{"module_id":"m10","number":10,"heading":"Website and Infrastructure","anchor":"website-and-infrastructure","blocks":[{"question":"What website platform do you use? Tick one. If you select other, please provide the platform name.","answer":"Wordpress"},{"question":"Where is your Domain or DNS hosted?","answer":"Via domain registrar's control panel"}]},{"module_id":"m11","number":11,"heading":"Marketing Channels","anchor":"marketing-channels","blocks":[{"question":"Current channels in use.","answer":"By Accident currently operates through a small number of core channels focused on connection and lived experience visibility. These typically include a website presence built on WordPress, direct outreach and partnerships with community and disability organisations, and in-person or facilitated workshop delivery. Communication is likely supported by word-of-mouth referrals and relationship-based networking within health, disability, and community sectors."},{"question":"Channels you want to use next.","answer":"Future growth can expand into content-led channels such as consistent blog articles and SEO-focused storytelling on the WordPress site, email newsletters to build an engaged community, and social media platforms that support education and awareness (such as LinkedIn for organisational partnerships and Instagram or Facebook for community storytelling). Podcast guest appearances, webinars, and video-based storytelling could also strengthen visibility and trust by showcasing lived experience in accessible formats."},{"question":"Paid vs organic mix (if any).","answer":"At this stage, the strongest approach is organic-first growth, focused on storytelling, partnerships, and consistent content that builds trust over time. Paid marketing can be introduced later in a targeted way, primarily to promote specific workshops, events, or community programs rather than broad brand awareness. A balanced approach would prioritise organic content and relationship-building, with small, strategic paid campaigns used to amplify proven offers and reach specific audiences such as organisations, carers, or support services."}]},{"module_id":"m12","number":12,"heading":"Marketing Assets","anchor":"marketing-assets","blocks":[{"question":"Existing assets (logo files, photos, videos, testimonials, case studies, written content).","answer":"(WHAT YOU ALREADY HAVE TO WORK WITH)\n\nReady to use\nNot Provided — this stocktake (logo files, photos, videos, testimonials, case studies, written content) was not completed in the source questionnaire and should be filled in before scaling marketing production.\n\nNeeds updating & organising.\nNot Provided\n\nTo be created.\nNot Provided\n\nCurrent priority.\nNot Provided"}]},{"module_id":"m13","number":13,"heading":"Keywords and SEO Focus","anchor":"keywords-and-seo-focus","blocks":[{"question":"Core topics you want to be known for.","answer":"Not Provided"},{"question":"Primary keywords/themes (the search terms and themes your ideal customers actually use)","answer":"Not Provided\n\nContent focus & SEO principles.\nNot Provided"}]},{"module_id":"m14","number":14,"heading":"Goals and Success Metrics","anchor":"goals-and-success-metrics","blocks":[{"question":"Primary business goal (your main focus for the next 6–12 months).","answer":"Over the next 6–12 months, the primary goal for By Accident is to establish a consistent pipeline of paid and funded workshops, speaking engagements, and community programs that build both financial sustainability and wider reach across disability, brain injury, and trauma-informed sectors."},{"question":"Key outcomes you care about (leads, sales, visibility, etc.).","answer":"Success is defined by increased bookings for workshops and speaking engagements, stronger partnerships with organisations in health, disability, education, and community services, and growing visibility of lived-experience programs through consistent referrals and inbound enquiries.\n\nAdditional indicators of success include a growing audience for content and storytelling, improved engagement with community networks, and the development of repeat organisational clients who integrate By Accident programs into their ongoing training or support services."},{"question":"Biggest constraints: what's limiting progress (time, budget, clarity, systems).","answer":"The primary constraint is likely capacity and systemisation — balancing delivery of programs with the time required to build consistent marketing, content creation, and partnership development systems.\n\nSecondary constraints may include limited marketing infrastructure, inconsistent lead generation processes, and the need to strengthen scalable systems that turn visibility into repeatable bookings."}]}]}}