{"ok":true,"passport":{"revision_id":"8b7d76ce-31ec-4207-95c0-016d6dfad373","revision_origin":"course","name":"Connected Impact","city":"Broxburn","state":"Please select","slug":"connected-impact-2326b5cf31","canonical_url":"https://mcp-api.admin.gnr.media/public/passports/connected-impact-2326b5cf31","marketing_passport_html_url":"https://mcp-api.admin.gnr.media/public/passports/connected-impact-2326b5cf31","compiled_text":"Connected Impact\nMarketing Passport\n\nYour complete marketing foundation, organised in one place.\n\n1. Business Basics\nWebsite Address\nhttps://connectedimpact.online/\n\nBusiness Stage\nGrowing\n\nCountry\nUnited Kingdom (serving US-based clients)\n\nWhich industry best describes your primary business?\nConsulting — digital marketing consulting and implementation for coaches, consultants, and speakers. I build integrated revenue systems where marketing, sales, onboarding, and delivery work as one connected engine, and I extend that with managed speaking events, referral systems, and a networked ecosystem that connects these experts to each other and to opportunities.\n\nHow does your business primarily operate?\nPrimarily online, with a hybrid layer. Core consulting and implementation are delivered remotely and run as project-based or retainer engagements. On top of that I run managed speaking events and a networked community, which bring in live and in-person elements. The ecosystem ties the pieces together so clients gain both systems and connections.\n\nWhere do you currently serve customers?\nThe United States. My clients are US-based coaches, consultants, and speakers, and my offers are built around that market. Delivery is remote, so I serve clients nationwide rather than being tied to a single state or city.\n\nIf you have a physical presence, where is it located?\nHome office — remote-first. No US shopfront or public premises; all consulting, implementation, and community delivery happens online, with managed speaking events hosted as needed.\n\nWhich location matters most for your growth right now?\nThe United States as a whole, focused on where my ideal clients cluster rather than one geography. Growth is driven by referral and network effects across the coach, consultant, and speaker ecosystem.\n\n2. Mission, Vision, and Values\nMission (what you do and who you help?)\nI help US-based coaches, consultants, and speakers turn scattered marketing, sales, and delivery into one integrated revenue system — so their business grows without the founder becoming the bottleneck, and success serves both the bank account and the mission. Beyond systems, I connect these experts through managed speaking events, referral engines, and a networked ecosystem that grows their business through relationships rather than hustle.\n\nVision (what success looks like in the future?)\nA world where mission-driven experts scale their impact without sacrificing their sanity or their purpose. Success looks like a community of coaches, consultants, and speakers whose businesses run on connected systems and warm relationships — where growth comes from referrals, stages, and ecosystem, not cold grind, and where every founder feels their work still serves the mission that started it.\n\nCore values (3–5 guiding principles)\nIntegration over isolation. Marketing, sales, onboarding, and delivery are one system, not separate departments — I build them to work as a single engine.\n\nBank account and soul. Real success funds your life and honours your mission. I refuse the trade-off between profit and purpose.\n\nClarity over chaos. Calm, structured systems beat frantic tactics. Founders should scale without drowning in complexity. Diagnose before you build. I understand the whole revenue engine before fixing any single part — no guessing, no random tactics.\n\nGrowth through connection. Referrals, relationships, and community outperform cold outreach every time.\n\n3. Products and Services\nList of core products/services.\nFour connected services for US-based coaches, consultants, and speakers. Consulting —\ndiagnosing the revenue engine and mapping where marketing, sales, onboarding, and delivery\nbreak down. Implementation — building the integrated systems, CRM, and automation that run\nwithout the founder. Managed speaking events — turning stages into a reliable client-acquisition\nchannel. And a networked ecosystem with referral systems that generate warm growth over cold\noutreach. Together they form a ladder: diagnostic, done-for-you build, then ongoing support and\ncommunity.\n\nOutcomes: the results your customers get.\nA business that grows without the founder as the bottleneck. Marketing, sales, and delivery operate as one system, so leads convert, onboarding is smooth, and nothing falls through the cracks. Speaking and referrals create a steady flow of qualified opportunities. The deeper result: revenue that serves both the bank account and the mission — scale without chaos, success still aligned with purpose.\n\nPricing: how you package or charge for your work.\nhow you package or charge\nI package by depth of engagement, not by the hour. Entry is a fixed-price diagnostic audit. Done-for-you builds are single all-in project fees with upfront terms. Ongoing work runs as a monthly fractional retainer. Events and ecosystem access sit as their own tiers. Pricing is custom but typically built from: GoHighLevel hosting at $97/month; custom website builds $1,000–$5,000; course builds $2,000–$5,000; managed events including marketing and social posting at $1,000.\n\nHero Offer: the offer that drives most of your revenue.\nThe done-for-you build and fractional retainer drive most revenue — the full integrated revenue system designed, built, and running, followed by ongoing fractional support. This is where the transformation lands: the whole engine working as one, with me as the systems partner keeping it optimised.\n\n4. Audience and Customers\nIdeal customer profile (plain English).\nA US-based coach, consultant, or speaker running a mission-driven service business, typically in the $200,000–$720,000 per year range (USD). They have a strong personal brand, real expertise, and paying clients — but their growth runs through them personally. They're successful enough to feel the strain and ambitious enough to want to scale without burning out or losing the purpose that started it all. This is the ideal customer, though businesses below that range can be served with lower-tier offers.\n\nCustomer segments (if you serve more than one type of customer).\nThree overlapping types. Coaches and consultants who sell their expertise and need marketing, sales, and delivery to stop depending on their personal effort. Professional speakers who want stages to become a predictable client channel rather than one-off gigs. And established experts ready to build a referral and ecosystem-driven growth engine instead of chasing cold leads.\n\nCustomer Problems: the challenges they face.\nTheir systems don't talk to each other. Marketing generates leads but can't prove what's working; sales complains about lead quality; onboarding and delivery are held together manually. The founder is the bottleneck — nothing scales without them. Growth feels like grinding harder rather than building smarter, and somewhere along the way the business stopped feeling connected to its mission.\n\nWhy do customers choose you?\nI treat marketing, sales, onboarding, and delivery as one integrated system, not isolated tactics — so I fix the disconnect, not just the symptom. I diagnose the whole revenue engine before building, so nothing is guesswork. And I hold both sides of success: I build systems that serve the bank account and the mission, letting founders scale without chaos and without losing why they started.\n\n5. Competitors and Differentiators\nDirect Competitors: businesses offering similar products or services.\nDigital marketing and automation agencies serving coaches and consultants. GoHighLevel implementation shops that build CRMs and funnels. Fractional CMOs and revenue operations consultants who install strategy and systems. Sales-funnel and lead-generation agencies promising more leads. These all overlap with parts of what I do — but most sell a single slice: ads, funnels, or automation in isolation.\n\nIndirect Competitors: alternatives your customers might choose instead.\nThe alternatives clients weigh instead of hiring me. Doing it themselves — the founder juggling tools and tactics on top of delivery. Hiring in-house marketing or ops staff. Buying courses, templates, or \"systems in a box\" and hoping to self-implement. Piecing it together with freelancers or VAs. And the quietest competitor of all: doing nothing and living with the chaos.\n\nYour Edge: what you do differently and why customers choose you.\nwhat you do differently\nI don't sell a slice — I build the whole revenue engine as one connected system, aligning marketing, sales, onboarding, and delivery so they finally work together. I diagnose before I build, so nothing is guesswork or generic tactics. Unlike pure agencies, I add a growth layer competitors don't touch: managed speaking events, referral systems, and a networked ecosystem that generate warm growth through relationships, not cold spend. And I hold a standard most competitors ignore — building businesses that serve both the bank account and the mission, so founders scale without chaos and without losing their purpose. Clients choose me because I fix the disconnect between departments, not just the symptom in one of them.\n\n6. Brand Positioning and Messaging\nPositioning Statement: the core idea you want to own.\nFor US coaches, consultants, and speakers whose growth runs entirely through them, I'm the specialist who turns scattered marketing, sales, and delivery into one integrated revenue engine — so the business scales without the founder as the bottleneck, and success serves both the bank account and the mission. I don't optimise one channel. I connect the whole system.\n\nShort pitch / 7-second explanation.\nI help experts build one connected revenue system — so marketing, sales, and delivery finally work together and growth stops depending on them.\n\nHooks/Taglines: memorable lines that spark interest.\nEveryone optimises one channel. I integrate the entire revenue engine.\nYour marketing, sales, and delivery aren't three problems. They're one broken system.\nStop being the bottleneck in your own business.\nScale without the chaos.\nBank account and soul — you shouldn't have to choose.\n\nTone of Voice: choose the style that fits your brand.\nTwo registers, one brand. Public marketing voice: bold, direct, provocative — it names the pain plainly and challenges the \"more tactics\" reflex. Client communication voice: calm, structured, consultative — professional and solution-focused, no hype. The through-line in both is clarity: systems thinking over scattered tactics, straight talk over buzzwords, and a refusal to separate profit from purpose.\n\n7. Brand Story\nWho is your ideal customer?\nThe Hero: A US-based coach, consultant, or speaker with real expertise and a mission that matters. They've built something that works — paying clients, a strong personal brand, genuine impact. They're not starting out; they're successful enough to feel the ceiling pressing down.\n\nWhat are they struggling with?\nTheir Struggle: Every part of the business runs through them. Marketing throws off leads but nobody can prove what's working. Sales complains the leads are weak. Onboarding and delivery are held together by memory and manual effort. Nothing scales without them in the room. So they work harder, add another tactic, buy another tool — and the chaos only grows. Worst of all, the business they built to serve their mission now feels like it owns them.\n\nHow does your brand help?\nYour Role: I'm the guide who's seen this exact pattern many times. I don't hand them another tactic — I diagnose the whole revenue engine and show them the real problem: marketing, sales, onboarding, and delivery were never built to work as one system. Then I build that system with them, and add a growth layer most never reach — managed speaking events, referral engines, and a networked ecosystem that bring warm opportunities through relationships, not cold grind.\n\nWhat does life look like after success?\nTheir Transformation: The bottleneck is gone. Leads convert, onboarding runs itself, and nothing falls through the cracks. Growth comes from stages, referrals, and community instead of harder hustle. The founder steps out of the machine and back into the work only they can do. And the business finally does what it was always meant to — serve both the bank account and the mission, scaling without chaos and without losing its soul.\n\n8. Brand Personality and Voice\nBrand personality traits.\nFive traits shape how the brand shows up. Clear — cuts through complexity and names the real problem plainly. Direct — says the honest thing, even when it challenges the client's thinking. Systematic — thinks in engines and structures, never random tactics. Grounded — calm and consultative, no hype or pressure. Purpose-driven — holds that success should serve both the bank account and the mission. Together: a straight-talking systems thinker who genuinely cares whether the work still means something.\n\nVoice Guidelines: the do's and don'ts that keep your communication consistent.\nDo speak plainly and structure everything clearly — recaps, sections, next steps. Do diagnose before prescribing; show the reasoning behind a recommendation. Do challenge the \"more tactics\" reflex and reframe problems as system problems. Do adapt register: bold and provocative in public marketing, calm and structured in client communication. Do lead with the customer's outcome, not our process.\n\nDon't use corporate buzzwords, jargon, or marketing hype. Don't over-rely on emojis or exclamation points in client-facing communication. Don't oversell or manufacture urgency. Don't offer isolated tactics dressed up as strategy. Don't separate profit from purpose — both matter, always.\n\nOne-Word Descriptor: the single word that captures your brand's essence.\nConnected.\n\n9. Brand Style Guide\nLogo usage notes.\nBrand colours.\nTeal (Primary) #4EC9C1\nDeep Teal (Primary) #3A9D94\nSun Orange (Accent) #F5A623\nEmber Orange (Accent) #E2521F\nWhite (Neutral) #FFFFFF\nCharcoal / Ink (Text) #222222\n\nBrand colour # numbers\nBrand colours.\nTeal (Primary) #4EC9C1\nDeep Teal (Primary) #3A9D94\nSun Orange (Accent) #F5A623\nEmber Orange (Accent) #E2521F\nWhite (Neutral) #FFFFFF\nCharcoal / Ink (Text) #222222\n\nFonts / typography.\nClean, modern sans-serif for the wordmark, paired with a flowing script accent for \"connected.\" Medium to bold weights preferred for headings. Tone rules: warm and approachable over corporate, clear over clever.\n\nVisual preferences.\nKeep layouts clean and spacious, let the sun/diamond icon breathe, and use the orange sunburst accent sparingly as a focal point. Preferred backgrounds: white or soft off-white. Avoid busy photography behind the logo, and avoid muting the teal/orange contrast that gives the mark its energy. Brand promise: connection and clarity, delivered with genuine warmth.\n\n10. Website and Infrastructure\nWhat website platform do you use? Tick one. If you select other, please provide the platform name.\nWordpress  Webflow  Shopify  Other  GHL\n\nWhere is your Domain or DNS hosted?\nCloudflare  GoDaddy  Namecheap  Via domain registrar's control panel\n\n11. Marketing Channels\nCurrent channels in use.\nLinkedIn is the primary engine — organic content and consultative, diagnostic outreach to coaches, consultants, and speakers. Speaking and live events double as both delivery and client acquisition, putting me in front of the exact audience I serve. Referrals and warm relationships drive a large share of new work. Email and CRM nurture (run through GoHighLevel) keep conversations moving and prospects warm. Content repurposing turns talks, calls, and posts into a steady stream across channels.\n\nChannels you want to use next.\nDeepen the managed speaking events channel into a repeatable, packaged client-acquisition system rather than one-off stages. Build out the networked ecosystem and community so referrals compound and members generate warm opportunities for each other. Expand content into longer-form and video to support authority and lead generation in parallel. Selective podcast and partnership placements to reach new pockets of the coach/consultant/speaker market. Content redistribution from online events into YouTube, Facebook, Instagram, and TikTok.\n\nPaid vs organic mix (if any).\nThe core is organic and relationship-driven — content, speaking, referrals, and ecosystem — because warm growth converts better and aligns with the brand. Paid plays a supporting role rather than the lead: targeted Google Ads and retargeting to amplify proven organic content and capture existing demand, not to buy cold volume. The planned mix stays organic-first, with paid layered in to accelerate what's already working.\n\n12. Marketing Assets\nExisting assets (logo files, photos, videos, testimonials, case studies, written content).\n(WHAT YOU ALREADY HAVE TO WORK WITH)\n\nAssets currently on file.\nLogo files — CI Logo V8 (Cropped), icon-only V9 PNG, and a secondary mark (2.png). Photos — a square founder bio photo (JD Square Bio Pic on Blue). Video — a client testimonial (Testimonial Marita.mp4). Together these give a working base for the website, social profiles, and proposal documents, though additional case studies, event photography, and long-form video are still needed as the business scales.\n\n13. Keywords and SEO Focus\nCore topics you want to be known for.\nThe themes I want to own in search, expressed in plain language. Marketing and sales systems for coaches, consultants, and speakers. Marketing automation and CRM setup for service businesses. Getting more clients without being the bottleneck. Turning speaking into a client-acquisition channel. Referral-driven growth for experts. Scaling a coaching or consulting business without chaos. Each topic maps to a real problem my customers feel, not to my internal framework names.\n\nPrimary keywords/themes (the search terms and themes your ideal customers actually use)\nThe terms my ideal customers actually type. Marketing automation for coaches, CRM for consultants, GoHighLevel setup for coaches, lead generation for consultants, sales funnel for coaches, how to get more coaching clients, how to get more consulting clients, fractional CMO for coaches, how to scale a coaching business, systemize my consulting business, marketing systems for service businesses, how to stop being the bottleneck in my business, referral system for consultants, how to get booked as a speaker, and speaker marketing. These carry buying intent — they signal someone actively trying to fix the exact problems I solve.\n\n14. Goals and Success Metrics\nPrimary business goal (your main focus for the next 6–12 months).\nCommercial in Confidence\n\nKey outcomes you care about (leads, sales, visibility, etc.).\nCommercial in Confidence\n\nBiggest constraints: what's limiting progress (time, budget, clarity, systems).\nCommercial in Confidence\n","compiled_search_text":"connected impact marketing passport your complete marketing foundation, organised in one place. 1. business basics website address https://connectedimpact.online/ business stage growing country united kingdom (serving us-based clients) which industry best describes your primary business? consulting — digital marketing consulting and implementation for coaches, consultants, and speakers. i build integrated revenue systems where marketing, sales, onboarding, and delivery work as one connected engine, and i extend that with managed speaking events, referral systems, and a networked ecosystem that connects these experts to each other and to opportunities. how does your business primarily operate? primarily online, with a hybrid layer. core consulting and implementation are delivered remotely and run as project-based or retainer engagements. on top of that i run managed speaking events and a networked community, which bring in live and in-person elements. the ecosystem ties the pieces together so clients gain both systems and connections. where do you currently serve customers? the united states. my clients are us-based coaches, consultants, and speakers, and my offers are built around that market. delivery is remote, so i serve clients nationwide rather than being tied to a single state or city. if you have a physical presence, where is it located? home office — remote-first. no us shopfront or public premises; all consulting, implementation, and community delivery happens online, with managed speaking events hosted as needed. which location matters most for your growth right now? the united states as a whole, focused on where my ideal clients cluster rather than one geography. growth is driven by referral and network effects across the coach, consultant, and speaker ecosystem. 2. mission, vision, and values mission (what you do and who you help?) i help us-based coaches, consultants, and speakers turn scattered marketing, sales, and delivery into one integrated revenue system — so their business grows without the founder becoming the bottleneck, and success serves both the bank account and the mission. beyond systems, i connect these experts through managed speaking events, referral engines, and a networked ecosystem that grows their business through relationships rather than hustle. vision (what success looks like in the future?) a world where mission-driven experts scale their impact without sacrificing their sanity or their purpose. success looks like a community of coaches, consultants, and speakers whose businesses run on connected systems and warm relationships — where growth comes from referrals, stages, and ecosystem, not cold grind, and where every founder feels their work still serves the mission that started it. core values (3–5 guiding principles) integration over isolation. marketing, sales, onboarding, and delivery are one system, not separate departments — i build them to work as a single engine. bank account and soul. real success funds your life and honours your mission. i refuse the trade-off between profit and purpose. clarity over chaos. calm, structured systems beat frantic tactics. founders should scale without drowning in complexity. diagnose before you build. i understand the whole revenue engine before fixing any single part — no guessing, no random tactics. growth through connection. referrals, relationships, and community outperform cold outreach every time. 3. products and services list of core products/services. four connected services for us-based coaches, consultants, and speakers. consulting — diagnosing the revenue engine and mapping where marketing, sales, onboarding, and delivery break down. implementation — building the integrated systems, crm, and automation that run without the founder. managed speaking events — turning stages into a reliable client-acquisition channel. and a networked ecosystem with referral systems that generate warm growth over cold outreach. together they form a ladder: diagnostic, done-for-you build, then ongoing support and community. outcomes: the results your customers get. a business that grows without the founder as the bottleneck. marketing, sales, and delivery operate as one system, so leads convert, onboarding is smooth, and nothing falls through the cracks. speaking and referrals create a steady flow of qualified opportunities. the deeper result: revenue that serves both the bank account and the mission — scale without chaos, success still aligned with purpose. pricing: how you package or charge for your work. how you package or charge i package by depth of engagement, not by the hour. entry is a fixed-price diagnostic audit. done-for-you builds are single all-in project fees with upfront terms. ongoing work runs as a monthly fractional retainer. events and ecosystem access sit as their own tiers. pricing is custom but typically built from: gohighlevel hosting at $97/month; custom website builds $1,000–$5,000; course builds $2,000–$5,000; managed events including marketing and social posting at $1,000. hero offer: the offer that drives most of your revenue. the done-for-you build and fractional retainer drive most revenue — the full integrated revenue system designed, built, and running, followed by ongoing fractional support. this is where the transformation lands: the whole engine working as one, with me as the systems partner keeping it optimised. 4. audience and customers ideal customer profile (plain english). a us-based coach, consultant, or speaker running a mission-driven service business, typically in the $200,000–$720,000 per year range (usd). they have a strong personal brand, real expertise, and paying clients — but their growth runs through them personally. they're successful enough to feel the strain and ambitious enough to want to scale without burning out or losing the purpose that started it all. this is the ideal customer, though businesses below that range can be served with lower-tier offers. customer segments (if you serve more than one type of customer). three overlapping types. coaches and consultants who sell their expertise and need marketing, sales, and delivery to stop depending on their personal effort. professional speakers who want stages to become a predictable client channel rather than one-off gigs. and established experts ready to build a referral and ecosystem-driven growth engine instead of chasing cold leads. customer problems: the challenges they face. their systems don't talk to each other. marketing generates leads but can't prove what's working; sales complains about lead quality; onboarding and delivery are held together manually. the founder is the bottleneck — nothing scales without them. growth feels like grinding harder rather than building smarter, and somewhere along the way the business stopped feeling connected to its mission. why do customers choose you? i treat marketing, sales, onboarding, and delivery as one integrated system, not isolated tactics — so i fix the disconnect, not just the symptom. i diagnose the whole revenue engine before building, so nothing is guesswork. and i hold both sides of success: i build systems that serve the bank account and the mission, letting founders scale without chaos and without losing why they started. 5. competitors and differentiators direct competitors: businesses offering similar products or services. digital marketing and automation agencies serving coaches and consultants. gohighlevel implementation shops that build crms and funnels. fractional cmos and revenue operations consultants who install strategy and systems. sales-funnel and lead-generation agencies promising more leads. these all overlap with parts of what i do — but most sell a single slice: ads, funnels, or automation in isolation. indirect competitors: alternatives your customers might choose instead. the alternatives clients weigh instead of hiring me. doing it themselves — the founder juggling tools and tactics on top of delivery. hiring in-house marketing or ops staff. buying courses, templates, or \"systems in a box\" and hoping to self-implement. piecing it together with freelancers or vas. and the quietest competitor of all: doing nothing and living with the chaos. your edge: what you do differently and why customers choose you. what you do differently i don't sell a slice — i build the whole revenue engine as one connected system, aligning marketing, sales, onboarding, and delivery so they finally work together. i diagnose before i build, so nothing is guesswork or generic tactics. unlike pure agencies, i add a growth layer competitors don't touch: managed speaking events, referral systems, and a networked ecosystem that generate warm growth through relationships, not cold spend. and i hold a standard most competitors ignore — building businesses that serve both the bank account and the mission, so founders scale without chaos and without losing their purpose. clients choose me because i fix the disconnect between departments, not just the symptom in one of them. 6. brand positioning and messaging positioning statement: the core idea you want to own. for us coaches, consultants, and speakers whose growth runs entirely through them, i'm the specialist who turns scattered marketing, sales, and delivery into one integrated revenue engine — so the business scales without the founder as the bottleneck, and success serves both the bank account and the mission. i don't optimise one channel. i connect the whole system. short pitch / 7-second explanation. i help experts build one connected revenue system — so marketing, sales, and delivery finally work together and growth stops depending on them. hooks/taglines: memorable lines that spark interest. everyone optimises one channel. i integrate the entire revenue engine. your marketing, sales, and delivery aren't three problems. they're one broken system. stop being the bottleneck in your own business. scale without the chaos. bank account and soul — you shouldn't have to choose. tone of voice: choose the style that fits your brand. two registers, one brand. public marketing voice: bold, direct, provocative — it names the pain plainly and challenges the \"more tactics\" reflex. client communication voice: calm, structured, consultative — professional and solution-focused, no hype. the through-line in both is clarity: systems thinking over scattered tactics, straight talk over buzzwords, and a refusal to separate profit from purpose. 7. brand story who is your ideal customer? the hero: a us-based coach, consultant, or speaker with real expertise and a mission that matters. they've built something that works — paying clients, a strong personal brand, genuine impact. they're not starting out; they're successful enough to feel the ceiling pressing down. what are they struggling with? their struggle: every part of the business runs through them. marketing throws off leads but nobody can prove what's working. sales complains the leads are weak. onboarding and delivery are held together by memory and manual effort. nothing scales without them in the room. so they work harder, add another tactic, buy another tool — and the chaos only grows. worst of all, the business they built to serve their mission now feels like it owns them. how does your brand help? your role: i'm the guide who's seen this exact pattern many times. i don't hand them another tactic — i diagnose the whole revenue engine and show them the real problem: marketing, sales, onboarding, and delivery were never built to work as one system. then i build that system with them, and add a growth layer most never reach — managed speaking events, referral engines, and a networked ecosystem that bring warm opportunities through relationships, not cold grind. what does life look like after success? their transformation: the bottleneck is gone. leads convert, onboarding runs itself, and nothing falls through the cracks. growth comes from stages, referrals, and community instead of harder hustle. the founder steps out of the machine and back into the work only they can do. and the business finally does what it was always meant to — serve both the bank account and the mission, scaling without chaos and without losing its soul. 8. brand personality and voice brand personality traits. five traits shape how the brand shows up. clear — cuts through complexity and names the real problem plainly. direct — says the honest thing, even when it challenges the client's thinking. systematic — thinks in engines and structures, never random tactics. grounded — calm and consultative, no hype or pressure. purpose-driven — holds that success should serve both the bank account and the mission. together: a straight-talking systems thinker who genuinely cares whether the work still means something. voice guidelines: the do's and don'ts that keep your communication consistent. do speak plainly and structure everything clearly — recaps, sections, next steps. do diagnose before prescribing; show the reasoning behind a recommendation. do challenge the \"more tactics\" reflex and reframe problems as system problems. do adapt register: bold and provocative in public marketing, calm and structured in client communication. do lead with the customer's outcome, not our process. don't use corporate buzzwords, jargon, or marketing hype. don't over-rely on emojis or exclamation points in client-facing communication. don't oversell or manufacture urgency. don't offer isolated tactics dressed up as strategy. don't separate profit from purpose — both matter, always. one-word descriptor: the single word that captures your brand's essence. connected. 9. brand style guide logo usage notes. brand colours. teal (primary) #4ec9c1 deep teal (primary) #3a9d94 sun orange (accent) #f5a623 ember orange (accent) #e2521f white (neutral) #ffffff charcoal / ink (text) #222222 brand colour # numbers brand colours. teal (primary) #4ec9c1 deep teal (primary) #3a9d94 sun orange (accent) #f5a623 ember orange (accent) #e2521f white (neutral) #ffffff charcoal / ink (text) #222222 fonts / typography. clean, modern sans-serif for the wordmark, paired with a flowing script accent for \"connected.\" medium to bold weights preferred for headings. tone rules: warm and approachable over corporate, clear over clever. visual preferences. keep layouts clean and spacious, let the sun/diamond icon breathe, and use the orange sunburst accent sparingly as a focal point. preferred backgrounds: white or soft off-white. avoid busy photography behind the logo, and avoid muting the teal/orange contrast that gives the mark its energy. brand promise: connection and clarity, delivered with genuine warmth. 10. website and infrastructure what website platform do you use? tick one. if you select other, please provide the platform name. wordpress webflow shopify other ghl where is your domain or dns hosted? cloudflare godaddy namecheap via domain registrar's control panel 11. marketing channels current channels in use. linkedin is the primary engine — organic content and consultative, diagnostic outreach to coaches, consultants, and speakers. speaking and live events double as both delivery and client acquisition, putting me in front of the exact audience i serve. referrals and warm relationships drive a large share of new work. email and crm nurture (run through gohighlevel) keep conversations moving and prospects warm. content repurposing turns talks, calls, and posts into a steady stream across channels. channels you want to use next. deepen the managed speaking events channel into a repeatable, packaged client-acquisition system rather than one-off stages. build out the networked ecosystem and community so referrals compound and members generate warm opportunities for each other. expand content into longer-form and video to support authority and lead generation in parallel. selective podcast and partnership placements to reach new pockets of the coach/consultant/speaker market. content redistribution from online events into youtube, facebook, instagram, and tiktok. paid vs organic mix (if any). the core is organic and relationship-driven — content, speaking, referrals, and ecosystem — because warm growth converts better and aligns with the brand. paid plays a supporting role rather than the lead: targeted google ads and retargeting to amplify proven organic content and capture existing demand, not to buy cold volume. the planned mix stays organic-first, with paid layered in to accelerate what's already working. 12. marketing assets existing assets (logo files, photos, videos, testimonials, case studies, written content). (what you already have to work with) assets currently on file. logo files — ci logo v8 (cropped), icon-only v9 png, and a secondary mark (2.png). photos — a square founder bio photo (jd square bio pic on blue). video — a client testimonial (testimonial marita.mp4). together these give a working base for the website, social profiles, and proposal documents, though additional case studies, event photography, and long-form video are still needed as the business scales. 13. keywords and seo focus core topics you want to be known for. the themes i want to own in search, expressed in plain language. marketing and sales systems for coaches, consultants, and speakers. marketing automation and crm setup for service businesses. getting more clients without being the bottleneck. turning speaking into a client-acquisition channel. referral-driven growth for experts. scaling a coaching or consulting business without chaos. each topic maps to a real problem my customers feel, not to my internal framework names. primary keywords/themes (the search terms and themes your ideal customers actually use) the terms my ideal customers actually type. marketing automation for coaches, crm for consultants, gohighlevel setup for coaches, lead generation for consultants, sales funnel for coaches, how to get more coaching clients, how to get more consulting clients, fractional cmo for coaches, how to scale a coaching business, systemize my consulting business, marketing systems for service businesses, how to stop being the bottleneck in my business, referral system for consultants, how to get booked as a speaker, and speaker marketing. these carry buying intent — they signal someone actively trying to fix the exact problems i solve. 14. goals and success metrics primary business goal (your main focus for the next 6–12 months). commercial in confidence key outcomes you care about (leads, sales, visibility, etc.). commercial in confidence biggest constraints: what's limiting progress (time, budget, clarity, systems). commercial in confidence","content_hash":"5598d4a5216453e3667653cef68326176ce1c710b4cff30db49e28bc9d0d477d","foundation_line":"Your complete marketing foundation, organised in one place.","published_at":"2026-09-24T12:18:02.104Z","logo_url":"https://mcp-api.admin.gnr.media/public/passports/connected-impact-2326b5cf31/logo","sections":[{"module_id":"m01","number":1,"heading":"Business Basics","anchor":"business-basics","blocks":[{"question":"Website Address","answer":"https://connectedimpact.online/"},{"question":"Business Stage","answer":"Growing"},{"question":"Country","answer":"United Kingdom (serving US-based clients)"},{"question":"Which industry best describes your primary business?","answer":"Consulting — digital marketing consulting and implementation for coaches, consultants, and speakers. I build integrated revenue systems where marketing, sales, onboarding, and delivery work as one connected engine, and I extend that with managed speaking events, referral systems, and a networked ecosystem that connects these experts to each other and to opportunities."},{"question":"How does your business primarily operate?","answer":"Primarily online, with a hybrid layer. Core consulting and implementation are delivered remotely and run as project-based or retainer engagements. On top of that I run managed speaking events and a networked community, which bring in live and in-person elements. The ecosystem ties the pieces together so clients gain both systems and connections."},{"question":"Where do you currently serve customers?","answer":"The United States. My clients are US-based coaches, consultants, and speakers, and my offers are built around that market. Delivery is remote, so I serve clients nationwide rather than being tied to a single state or city."},{"question":"If you have a physical presence, where is it located?","answer":"Home office — remote-first. No US shopfront or public premises; all consulting, implementation, and community delivery happens online, with managed speaking events hosted as needed."},{"question":"Which location matters most for your growth right now?","answer":"The United States as a whole, focused on where my ideal clients cluster rather than one geography. Growth is driven by referral and network effects across the coach, consultant, and speaker ecosystem."}]},{"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":"I help US-based coaches, consultants, and speakers turn scattered marketing, sales, and delivery into one integrated revenue system — so their business grows without the founder becoming the bottleneck, and success serves both the bank account and the mission. Beyond systems, I connect these experts through managed speaking events, referral engines, and a networked ecosystem that grows their business through relationships rather than hustle."},{"question":"Vision (what success looks like in the future?)","answer":"A world where mission-driven experts scale their impact without sacrificing their sanity or their purpose. Success looks like a community of coaches, consultants, and speakers whose businesses run on connected systems and warm relationships — where growth comes from referrals, stages, and ecosystem, not cold grind, and where every founder feels their work still serves the mission that started it."},{"question":"Core values (3–5 guiding principles)","answer":"Integration over isolation. Marketing, sales, onboarding, and delivery are one system, not separate departments — I build them to work as a single engine.\n\nBank account and soul. Real success funds your life and honours your mission. I refuse the trade-off between profit and purpose.\n\nClarity over chaos. Calm, structured systems beat frantic tactics. Founders should scale without drowning in complexity. Diagnose before you build. I understand the whole revenue engine before fixing any single part — no guessing, no random tactics.\n\nGrowth through connection. Referrals, relationships, and community outperform cold outreach every time."}]},{"module_id":"m03","number":3,"heading":"Products and Services","anchor":"products-and-services","blocks":[{"question":"List of core products/services.","answer":"Four connected services for US-based coaches, consultants, and speakers. Consulting —\ndiagnosing the revenue engine and mapping where marketing, sales, onboarding, and delivery\nbreak down. Implementation — building the integrated systems, CRM, and automation that run\nwithout the founder. Managed speaking events — turning stages into a reliable client-acquisition\nchannel. And a networked ecosystem with referral systems that generate warm growth over cold\noutreach. Together they form a ladder: diagnostic, done-for-you build, then ongoing support and\ncommunity."},{"question":"Outcomes: the results your customers get.","answer":"A business that grows without the founder as the bottleneck. Marketing, sales, and delivery operate as one system, so leads convert, onboarding is smooth, and nothing falls through the cracks. Speaking and referrals create a steady flow of qualified opportunities. The deeper result: revenue that serves both the bank account and the mission — scale without chaos, success still aligned with purpose."},{"question":"Pricing: how you package or charge for your work.","answer":"how you package or charge\nI package by depth of engagement, not by the hour. Entry is a fixed-price diagnostic audit. Done-for-you builds are single all-in project fees with upfront terms. Ongoing work runs as a monthly fractional retainer. Events and ecosystem access sit as their own tiers. Pricing is custom but typically built from: GoHighLevel hosting at $97/month; custom website builds $1,000–$5,000; course builds $2,000–$5,000; managed events including marketing and social posting at $1,000."},{"question":"Hero Offer: the offer that drives most of your revenue.","answer":"The done-for-you build and fractional retainer drive most revenue — the full integrated revenue system designed, built, and running, followed by ongoing fractional support. This is where the transformation lands: the whole engine working as one, with me as the systems partner keeping it optimised."}]},{"module_id":"m04","number":4,"heading":"Audience and Customers","anchor":"audience-and-customers","blocks":[{"question":"Ideal customer profile (plain English).","answer":"A US-based coach, consultant, or speaker running a mission-driven service business, typically in the $200,000–$720,000 per year range (USD). They have a strong personal brand, real expertise, and paying clients — but their growth runs through them personally. They're successful enough to feel the strain and ambitious enough to want to scale without burning out or losing the purpose that started it all. This is the ideal customer, though businesses below that range can be served with lower-tier offers."},{"question":"Customer segments (if you serve more than one type of customer).","answer":"Three overlapping types. Coaches and consultants who sell their expertise and need marketing, sales, and delivery to stop depending on their personal effort. Professional speakers who want stages to become a predictable client channel rather than one-off gigs. And established experts ready to build a referral and ecosystem-driven growth engine instead of chasing cold leads."},{"question":"Customer Problems: the challenges they face.","answer":"Their systems don't talk to each other. Marketing generates leads but can't prove what's working; sales complains about lead quality; onboarding and delivery are held together manually. The founder is the bottleneck — nothing scales without them. Growth feels like grinding harder rather than building smarter, and somewhere along the way the business stopped feeling connected to its mission."},{"question":"Why do customers choose you?","answer":"I treat marketing, sales, onboarding, and delivery as one integrated system, not isolated tactics — so I fix the disconnect, not just the symptom. I diagnose the whole revenue engine before building, so nothing is guesswork. And I hold both sides of success: I build systems that serve the bank account and the mission, letting founders scale without chaos and without losing why they started."}]},{"module_id":"m05","number":5,"heading":"Competitors and Differentiators","anchor":"competitors-and-differentiators","blocks":[{"question":"Direct Competitors: businesses offering similar products or services.","answer":"Digital marketing and automation agencies serving coaches and consultants. GoHighLevel implementation shops that build CRMs and funnels. Fractional CMOs and revenue operations consultants who install strategy and systems. Sales-funnel and lead-generation agencies promising more leads. These all overlap with parts of what I do — but most sell a single slice: ads, funnels, or automation in isolation."},{"question":"Indirect Competitors: alternatives your customers might choose instead.","answer":"The alternatives clients weigh instead of hiring me. Doing it themselves — the founder juggling tools and tactics on top of delivery. Hiring in-house marketing or ops staff. Buying courses, templates, or \"systems in a box\" and hoping to self-implement. Piecing it together with freelancers or VAs. And the quietest competitor of all: doing nothing and living with the chaos."},{"question":"Your Edge: what you do differently and why customers choose you.","answer":"what you do differently\nI don't sell a slice — I build the whole revenue engine as one connected system, aligning marketing, sales, onboarding, and delivery so they finally work together. I diagnose before I build, so nothing is guesswork or generic tactics. Unlike pure agencies, I add a growth layer competitors don't touch: managed speaking events, referral systems, and a networked ecosystem that generate warm growth through relationships, not cold spend. And I hold a standard most competitors ignore — building businesses that serve both the bank account and the mission, so founders scale without chaos and without losing their purpose. Clients choose me because I fix the disconnect between departments, not just the symptom in one of them."}]},{"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":"For US coaches, consultants, and speakers whose growth runs entirely through them, I'm the specialist who turns scattered marketing, sales, and delivery into one integrated revenue engine — so the business scales without the founder as the bottleneck, and success serves both the bank account and the mission. I don't optimise one channel. I connect the whole system."},{"question":"Short pitch / 7-second explanation.","answer":"I help experts build one connected revenue system — so marketing, sales, and delivery finally work together and growth stops depending on them."},{"question":"Hooks/Taglines: memorable lines that spark interest.","answer":"Everyone optimises one channel. I integrate the entire revenue engine.\nYour marketing, sales, and delivery aren't three problems. They're one broken system.\nStop being the bottleneck in your own business.\nScale without the chaos.\nBank account and soul — you shouldn't have to choose."},{"question":"Tone of Voice: choose the style that fits your brand.","answer":"Two registers, one brand. Public marketing voice: bold, direct, provocative — it names the pain plainly and challenges the \"more tactics\" reflex. Client communication voice: calm, structured, consultative — professional and solution-focused, no hype. The through-line in both is clarity: systems thinking over scattered tactics, straight talk over buzzwords, and a refusal to separate profit from purpose."}]},{"module_id":"m07","number":7,"heading":"Brand Story","anchor":"brand-story","blocks":[{"question":"Who is your ideal customer?","answer":"The Hero: A US-based coach, consultant, or speaker with real expertise and a mission that matters. They've built something that works — paying clients, a strong personal brand, genuine impact. They're not starting out; they're successful enough to feel the ceiling pressing down."},{"question":"What are they struggling with?","answer":"Their Struggle: Every part of the business runs through them. Marketing throws off leads but nobody can prove what's working. Sales complains the leads are weak. Onboarding and delivery are held together by memory and manual effort. Nothing scales without them in the room. So they work harder, add another tactic, buy another tool — and the chaos only grows. Worst of all, the business they built to serve their mission now feels like it owns them."},{"question":"How does your brand help?","answer":"Your Role: I'm the guide who's seen this exact pattern many times. I don't hand them another tactic — I diagnose the whole revenue engine and show them the real problem: marketing, sales, onboarding, and delivery were never built to work as one system. Then I build that system with them, and add a growth layer most never reach — managed speaking events, referral engines, and a networked ecosystem that bring warm opportunities through relationships, not cold grind."},{"question":"What does life look like after success?","answer":"Their Transformation: The bottleneck is gone. Leads convert, onboarding runs itself, and nothing falls through the cracks. Growth comes from stages, referrals, and community instead of harder hustle. The founder steps out of the machine and back into the work only they can do. And the business finally does what it was always meant to — serve both the bank account and the mission, scaling without chaos and without losing its soul."}]},{"module_id":"m08","number":8,"heading":"Brand Personality and Voice","anchor":"brand-personality-and-voice","blocks":[{"question":"Brand personality traits.","answer":"Five traits shape how the brand shows up. Clear — cuts through complexity and names the real problem plainly. Direct — says the honest thing, even when it challenges the client's thinking. Systematic — thinks in engines and structures, never random tactics. Grounded — calm and consultative, no hype or pressure. Purpose-driven — holds that success should serve both the bank account and the mission. Together: a straight-talking systems thinker who genuinely cares whether the work still means something."},{"question":"Voice Guidelines: the do's and don'ts that keep your communication consistent.","answer":"Do speak plainly and structure everything clearly — recaps, sections, next steps. Do diagnose before prescribing; show the reasoning behind a recommendation. Do challenge the \"more tactics\" reflex and reframe problems as system problems. Do adapt register: bold and provocative in public marketing, calm and structured in client communication. Do lead with the customer's outcome, not our process.\n\nDon't use corporate buzzwords, jargon, or marketing hype. Don't over-rely on emojis or exclamation points in client-facing communication. Don't oversell or manufacture urgency. Don't offer isolated tactics dressed up as strategy. Don't separate profit from purpose — both matter, always."},{"question":"One-Word Descriptor: the single word that captures your brand's essence.","answer":"Connected."}]},{"module_id":"m09","number":9,"heading":"Brand Style Guide","anchor":"brand-style-guide","blocks":[{"question":"Logo usage notes.","answer":"Brand colours.\nTeal (Primary) #4EC9C1\nDeep Teal (Primary) #3A9D94\nSun Orange (Accent) #F5A623\nEmber Orange (Accent) #E2521F\nWhite (Neutral) #FFFFFF\nCharcoal / Ink (Text) #222222"},{"question":"Brand colour # numbers","answer":"Brand colours.\nTeal (Primary) #4EC9C1\nDeep Teal (Primary) #3A9D94\nSun Orange (Accent) #F5A623\nEmber Orange (Accent) #E2521F\nWhite (Neutral) #FFFFFF\nCharcoal / Ink (Text) #222222"},{"question":"Fonts / typography.","answer":"Clean, modern sans-serif for the wordmark, paired with a flowing script accent for \"connected.\" Medium to bold weights preferred for headings. Tone rules: warm and approachable over corporate, clear over clever."},{"question":"Visual preferences.","answer":"Keep layouts clean and spacious, let the sun/diamond icon breathe, and use the orange sunburst accent sparingly as a focal point. Preferred backgrounds: white or soft off-white. Avoid busy photography behind the logo, and avoid muting the teal/orange contrast that gives the mark its energy. Brand promise: connection and clarity, delivered with genuine warmth."}]},{"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  Webflow  Shopify  Other  GHL"},{"question":"Where is your Domain or DNS hosted?","answer":"Cloudflare  GoDaddy  Namecheap  Via domain registrar's control panel"}]},{"module_id":"m11","number":11,"heading":"Marketing Channels","anchor":"marketing-channels","blocks":[{"question":"Current channels in use.","answer":"LinkedIn is the primary engine — organic content and consultative, diagnostic outreach to coaches, consultants, and speakers. Speaking and live events double as both delivery and client acquisition, putting me in front of the exact audience I serve. Referrals and warm relationships drive a large share of new work. Email and CRM nurture (run through GoHighLevel) keep conversations moving and prospects warm. Content repurposing turns talks, calls, and posts into a steady stream across channels."},{"question":"Channels you want to use next.","answer":"Deepen the managed speaking events channel into a repeatable, packaged client-acquisition system rather than one-off stages. Build out the networked ecosystem and community so referrals compound and members generate warm opportunities for each other. Expand content into longer-form and video to support authority and lead generation in parallel. Selective podcast and partnership placements to reach new pockets of the coach/consultant/speaker market. Content redistribution from online events into YouTube, Facebook, Instagram, and TikTok."},{"question":"Paid vs organic mix (if any).","answer":"The core is organic and relationship-driven — content, speaking, referrals, and ecosystem — because warm growth converts better and aligns with the brand. Paid plays a supporting role rather than the lead: targeted Google Ads and retargeting to amplify proven organic content and capture existing demand, not to buy cold volume. The planned mix stays organic-first, with paid layered in to accelerate what's already working."}]},{"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\nAssets currently on file.\nLogo files — CI Logo V8 (Cropped), icon-only V9 PNG, and a secondary mark (2.png). Photos — a square founder bio photo (JD Square Bio Pic on Blue). Video — a client testimonial (Testimonial Marita.mp4). Together these give a working base for the website, social profiles, and proposal documents, though additional case studies, event photography, and long-form video are still needed as the business scales."}]},{"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":"The themes I want to own in search, expressed in plain language. Marketing and sales systems for coaches, consultants, and speakers. Marketing automation and CRM setup for service businesses. Getting more clients without being the bottleneck. Turning speaking into a client-acquisition channel. Referral-driven growth for experts. Scaling a coaching or consulting business without chaos. Each topic maps to a real problem my customers feel, not to my internal framework names."},{"question":"Primary keywords/themes (the search terms and themes your ideal customers actually use)","answer":"The terms my ideal customers actually type. Marketing automation for coaches, CRM for consultants, GoHighLevel setup for coaches, lead generation for consultants, sales funnel for coaches, how to get more coaching clients, how to get more consulting clients, fractional CMO for coaches, how to scale a coaching business, systemize my consulting business, marketing systems for service businesses, how to stop being the bottleneck in my business, referral system for consultants, how to get booked as a speaker, and speaker marketing. These carry buying intent — they signal someone actively trying to fix the exact problems I solve."}]},{"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":"Commercial in Confidence"},{"question":"Key outcomes you care about (leads, sales, visibility, etc.).","answer":"Commercial in Confidence"},{"question":"Biggest constraints: what's limiting progress (time, budget, clarity, systems).","answer":"Commercial in Confidence"}]}]}}