{"ok":true,"passport":{"revision_id":"4d0e24b8-4610-4538-8edd-88a3bb8fb347","revision_origin":"course","name":"Injoy Coaching Trust","city":"KALLANGUR","state":"QLD","slug":"injoy-coaching-trust-ec8b04fa72","canonical_url":"https://mcp-api.admin.gnr.media/public/passports/injoy-coaching-trust-ec8b04fa72","marketing_passport_html_url":"https://mcp-api.admin.gnr.media/public/passports/injoy-coaching-trust-ec8b04fa72","compiled_text":"Injoy Coaching Trust\nMarketing Passport\n\nYour complete marketing foundation, organised in one place.\n\n1. Business Basics\nWebsite Address\nhttps://actionbusinessgrowth.com.au/\n\nBusiness Stage\nEstablished\n\nCountry\nAU\n\nWhich industry best describes your primary business?\n**Business Coaching / Professional Services** — specifically, business coaching, mentoring, planning, leadership development and business performance improvement for SMEs.\n\nHow does your business primarily operate?\nPrimarily through 1-on-1 business coaching, with personalised programs tailored to each owner’s business goals and challenges. Delivery also includes business planning, mentoring, succession planning, workshops, seminars and group coaching, with larger businesses able to involve their management teams as well.\n\nWhere do you currently serve customers?\nPrimarily across Moreton Bay, North Brisbane and the Sunshine Coast, supporting business owners throughout the local and surrounding South East Queensland region.\n\nIf you have a physical presence, where is it located?\nKallangur Queensland\n\nWhich location matters most for your growth right now?\nSouth East Queensland\n\n2. Mission, Vision, and Values\nMission (what you do and who you help?)\nTo help business owners build stronger, more profitable and sustainable businesses through practical coaching, planning, accountability and proven business systems.\n\nVision (what success looks like in the future?)\nTo see more small and medium business owners create thriving businesses that perform well, develop strong teams, operate with better systems, and give their owners greater freedom and quality of life.\n\nCore values (3–5 guiding principles)\nAccountability — helping business owners stay focused and follow through on what matters.\nPractical Results — focusing on measurable improvement in business performance, profitability and growth.\nContinuous Learning — helping owners develop the knowledge and capability to make better decisions and become more self-sufficient.\nPeople and Leadership — developing owners, leaders and teams so the business can perform at a higher level.\nIntegrity and Trust — working as a dependable, supportive guide who challenges clients while keeping their goals at the centre.\n\n3. Products and Services\nList of core products/services.\n1-on-1 Business Coaching — personalised coaching for business owners, with management-team coaching available for larger SMEs.\nBusiness Planning — structured business planning, financial modelling and “what-if” scenario planning.\nSuccession Planning — business valuation, leadership development, systems and preparation for future ownership or management transition.\nBusiness Mentoring — ongoing support, accountability and a trusted sounding board for business decisions.\nWorkshops, Seminars & Group Coaching — practical training in areas such as planning, marketing, sales, leadership, team development and systems.\nBusiness Performance Review — a structured review to identify key issues, priorities and opportunities for improvement.\n\nOutcomes: the results your customers get.\nClients are helped to improve profitability and revenue, create clearer goals and plans, strengthen leadership and teams, develop better systems, improve accountability, and reduce the owner’s dependence on day-to-day operations. ActionCOACH North Brisbane clients collectively increased revenue by $9.1 million in one year, averaging 27.7% growth, and created 55 new jobs.\n\nPricing: how you package or charge for your work.\nOur coaching is offered through tailored programs based on the size and complexity of the business. Larger businesses typically have more areas, people and systems to improve, so the scope of the program is adjusted accordingly.\n\nWe do not charge by the hour. Our programs are structured around the value and results the business is working to achieve, with coaching tailored to the individual business rather than a one-size-fits-all package.\n\nWe also back our coaching with a 17-week guarantee: the aim is to generate enough additional profit through business improvements to cover the coaching fees within 17 weeks.\n\nHero Offer: the offer that drives most of your revenue.\nOur flagship offer is our 17-Week Guaranteed Business Coaching Program. We work with each business to identify and implement improvements designed to increase profitability, with the goal of generating enough additional profit within 17 weeks to cover the coaching fees.\n\n4. Audience and Customers\nIdeal customer profile (plain English).\nOur ideal customer is the owner of a small to medium-sized business who wants to improve the performance of the business and is committed to making changes. They often have a team, increasing complexity, and a need for better systems, stronger leadership, clearer planning, improved profitability, and greater accountability. We work across a wide range of industries rather than specialising in only one sector.\n\nCustomer segments (if you serve more than one type of customer).\nWe serve start-up business owners who want to get the basics right from the beginning, established small to medium-sized business owners who want to improve and grow their business, larger SMEs where both the owner and management team need to work toward the same goals, and experienced business owners who value mentoring, accountability, and having someone to bounce ideas around with.\n\nCustomer Problems: the challenges they face.\nOur customers are often dealing with issues such as not enough leads or sales, poor or inconsistent profitability, weak systems, difficulty managing or developing their team, lack of clear goals, poor use of time, and being too involved in the day-to-day running of the business. In practical terms, they may be thinking, “I’m working too hard for the return I’m getting,” “everything depends on me,” “my team needs more direction,” “we need better systems,” or “I know the business could perform better, but I’m not sure what to fix first.”\n\nWhy do customers choose you?\nCustomers choose us because the coaching is tailored to their individual business rather than being a generic, one-size-fits-all service. We focus on accountability, practical implementation, better systems, stronger leadership, and measurable business improvement. We also do not charge by the hour; the program is structured around the business and the results being worked toward, and our 17-week guarantee is designed around increasing profit enough to cover the coaching fees within that period.\n\n5. Competitors and Differentiators\nDirect Competitors: businesses offering similar products or services.\nbusiness coaches, coaching franchises, consultants, mentors, accountants, or specific named businesses you come across.\n\nIndirect Competitors: alternatives your customers might choose instead.\nThey try to fix things themselves, rely on their accountant, hire a consultant, join a peer group, use online courses, or simply do nothing\n\nYour Edge: what you do differently and why customers choose you.\nMy experience, my coaching style, how tailored my programs are, the accountability, the 17-week guarantee,\n\n6. Brand Positioning and Messaging\nPositioning Statement: the core idea you want to own.\nI help business owners make more profit with less of their own time and energy by building a business that runs efficiently, performs without them, and gives them their life back.\n\nShort pitch / 7-second explanation.\nI help business owners make more profit, build a team that works efficiently, and create a business they can step away from.\n\nHooks/Taglines: memorable lines that spark interest.\nGet your life back from your business.\nMore profit. Less owner dependence.\nBuild a business that works without you.\nTake the holiday. Let the business keep working.\nMore profit, less time and energy.\nA better business should give you more freedom.\nBuild the team. Improve the profit. Get your life back.\nYour business should work for you, not depend on you.\nBetter ideas. Better decisions. Better business.\nChallenge your thinking. Change your business.\n\nTone of Voice: choose the style that fits your brand.\nWise, experienced, encouraging and professional, with a willingness to challenge clients when needed. The voice should feel like an experienced business coach who asks the right questions, brings fresh ideas into the conversation, and helps clients challenge the underlying beliefs that may be holding them or their business back. It should be practical and thought-provoking rather than corporate or overly polished, combining encouragement with accountability and the confidence that comes from experience.\n\n7. Brand Story\nWho is your ideal customer?\nOur ideal customer is a small to medium-sized business owner who has built a viable business but wants it to perform better without demanding so much of their personal time and energy. They want greater profit, a more capable team, better systems, and the freedom to step away from the business without everything depending on them.\n\nWhat are they struggling with?\nThey are often working too hard and carrying too much responsibility themselves. The business may rely heavily on them to make decisions, solve problems, manage people, and keep things moving. They may be frustrated that their team is not working as efficiently as it could, profits are not where they want them to be, and taking a proper holiday feels difficult because they worry about what will happen while they are away.\n\nHow does your brand help?\nI help business owners look at their business differently, challenge the beliefs and habits that may be holding them back, and identify practical ways to improve performance. Through tailored coaching, accountability and the ideas that come from our coaching conversations, we work on improving profit, developing the team, strengthening systems and reducing the business's dependence on the owner.\n\nWhat does life look like after success?\nThe owner has a more profitable business that requires less of their personal time and energy. Their team works efficiently, the business has stronger systems, and they can take regular holidays or time away knowing the business will continue to operate while they are gone. Instead of the business controlling their life, they have greater freedom to enjoy the life they built the business to provide.\n\n8. Brand Personality and Voice\nBrand personality traits.\nEncouraging\nWise\nExperienced\nSupportive\nThought-provoking\nPractical\nBelieving\nChallenging without being dictatorial\nCollaborative\nFocused on personal and business growth\n\nVoice Guidelines: the do's and don'ts that keep your communication consistent.\nDo sound like an experienced guide who gets alongside the business owner rather than telling them what to do.\nDo use encouraging language that shows you believe in the client's ability to grow, change and achieve their goals.\nDo ask questions and introduce ideas that help clients think differently and arrive at better decisions.\nDo challenge assumptions and underlying beliefs when they are preventing progress.\nDo connect business improvement with personal growth, helping the owner become the person they need to be to achieve different results.\nDo speak practically about profit, teams, systems, time, freedom and the real outcomes business owners want.\nDo share useful ideas, perspectives and material that clients can consider, rather than presenting yourself as the person with all the answers.\nDo sound experienced, calm, professional and confident without needing to prove how clever you are.\nDo use words and ideas such as encourage, believe, support, challenge, ideas, growth, possibility, accountability, freedom, profit, team, systems, goals and results.\nDon't sound commanding, controlling or as though you dictate what a client must do.\nDon't use language that makes the client dependent on you for answers.\nDon't talk down to business owners or imply that you know their business better than they do.\nDon't use aggressive motivational language, hype or exaggerated promises.\nDon't make coaching sound like a rigid formula that is applied the same way to every business.\nDon't make the brand overly corporate, clinical or impersonal.\nDon't focus only on financial results; connect business results with the owner's time, energy, confidence, development and quality of life.\nDon't present yourself as the hero of the story. The business owner is the person achieving the change; your role is to guide, encourage, challenge and help them see possibilities they may not see on their own.\n\nOne-Word Descriptor: the single word that captures your brand's essence.\nGuide\n\n9. Brand Style Guide\nLogo usage notes.\nUse the approved ActionCOACH logo artwork without altering, rearranging, stretching, squashing, skewing, recolouring, adding effects, or reducing its opacity. Maintain clear space around the logo equal to at least one times the height of the “O” in the wordmark. Choose the approved light or dark logo version that gives the strongest contrast with the background. Avoid busy photographs or high-contrast patterns that reduce legibility. Where possible, favour left-aligned logo placement rather than centring it. Use the approved primary logo lockup for the Passport cover unless the format requires one of the alternative approved lockups.\n\nBrand colour # numbers\n#FFD100 Jonquill — main brand colour\n#202020 Eerie Black — primary dark colour\n#FFFFFF White — primary background colour\n#D6D6D6 Timberwolf — primary supporting neutral\n#FD9900 Orange Peel — primary accent colour\n#FE7100 Pumpkin — secondary colour\n#FFED31 Aureolin — secondary yellow\n#FF4801 Tangelo — secondary orange\n\nFonts / typography.\nAncorli is the ActionCOACH logo typeface and may be used sparingly as an accent or subheading font. Futura is the headline typeface, particularly for large headings and uppercase subheadings, giving the brand a clear, confident and structured feel. Poppins is the main body typeface for written content, chosen for its modern, warm and highly readable character. Typography should generally be left aligned, spacious and easy to read. Avoid unauthorised fonts, excessive styling, outlines, drop shadows, distorted type and centred or fully justified multi-line copy.\n\nVisual preferences.\nThe visual style should feel professional, confident, approachable and focused on progress. Photography should feature real business owners and teams taking action, leading, collaborating and making decisions. Coaching photography should show genuine one-to-one conversations, workshops and moments of insight, with the coach and client presented as equals rather than the coach dominating the interaction. Client-success imagery should communicate freedom, confidence, fulfilment and forward progress. Use natural or clean lighting, authentic business environments, clean workspaces and organised settings. Layouts should have generous white space, strong structure and predominantly left-aligned content, supported where appropriate by approved circles, arrows and shapes inspired by the ActionCOACH identity. Avoid cluttered layouts, artificial or overly staged imagery, busy backgrounds, unnecessary decorative elements and visuals that make the brand feel aggressive, impersonal or overly corporate.\n\n10. Website and Infrastructure\nWhat website platform do you use? Tick one. If you select other, please provide the platform name.\nGo High Level\n\nWhere is your Domain or DNS hosted?\nBizConnect\n\n11. Marketing Channels\nCurrent channels in use.\nWebsite, LinkedIn, Facebook, networking, referrals, workshops, Google, local business groups, Instagram, YouTube,\n\nChannels you want to use next.\nBlueSky, Threads\n\nPaid vs organic mix (if any).\nOrganic only\n\n12. Marketing Assets\nExisting assets (logo files, photos, videos, testimonials, case studies, written content).\nCommercial in Confidence\n\n13. Keywords and SEO Focus\nCore topics you want to be known for.\nCommercial in Confidence\n\nPrimary keywords/themes (the search terms and themes your ideal customers actually use)\nCommercial in Confidence\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":"injoy coaching trust marketing passport your complete marketing foundation, organised in one place. 1. business basics website address https://actionbusinessgrowth.com.au/ business stage established country au which industry best describes your primary business? **business coaching / professional services** — specifically, business coaching, mentoring, planning, leadership development and business performance improvement for smes. how does your business primarily operate? primarily through 1-on-1 business coaching, with personalised programs tailored to each owner’s business goals and challenges. delivery also includes business planning, mentoring, succession planning, workshops, seminars and group coaching, with larger businesses able to involve their management teams as well. where do you currently serve customers? primarily across moreton bay, north brisbane and the sunshine coast, supporting business owners throughout the local and surrounding south east queensland region. if you have a physical presence, where is it located? kallangur queensland which location matters most for your growth right now? south east queensland 2. mission, vision, and values mission (what you do and who you help?) to help business owners build stronger, more profitable and sustainable businesses through practical coaching, planning, accountability and proven business systems. vision (what success looks like in the future?) to see more small and medium business owners create thriving businesses that perform well, develop strong teams, operate with better systems, and give their owners greater freedom and quality of life. core values (3–5 guiding principles) accountability — helping business owners stay focused and follow through on what matters. practical results — focusing on measurable improvement in business performance, profitability and growth. continuous learning — helping owners develop the knowledge and capability to make better decisions and become more self-sufficient. people and leadership — developing owners, leaders and teams so the business can perform at a higher level. integrity and trust — working as a dependable, supportive guide who challenges clients while keeping their goals at the centre. 3. products and services list of core products/services. 1-on-1 business coaching — personalised coaching for business owners, with management-team coaching available for larger smes. business planning — structured business planning, financial modelling and “what-if” scenario planning. succession planning — business valuation, leadership development, systems and preparation for future ownership or management transition. business mentoring — ongoing support, accountability and a trusted sounding board for business decisions. workshops, seminars & group coaching — practical training in areas such as planning, marketing, sales, leadership, team development and systems. business performance review — a structured review to identify key issues, priorities and opportunities for improvement. outcomes: the results your customers get. clients are helped to improve profitability and revenue, create clearer goals and plans, strengthen leadership and teams, develop better systems, improve accountability, and reduce the owner’s dependence on day-to-day operations. actioncoach north brisbane clients collectively increased revenue by $9.1 million in one year, averaging 27.7% growth, and created 55 new jobs. pricing: how you package or charge for your work. our coaching is offered through tailored programs based on the size and complexity of the business. larger businesses typically have more areas, people and systems to improve, so the scope of the program is adjusted accordingly. we do not charge by the hour. our programs are structured around the value and results the business is working to achieve, with coaching tailored to the individual business rather than a one-size-fits-all package. we also back our coaching with a 17-week guarantee: the aim is to generate enough additional profit through business improvements to cover the coaching fees within 17 weeks. hero offer: the offer that drives most of your revenue. our flagship offer is our 17-week guaranteed business coaching program. we work with each business to identify and implement improvements designed to increase profitability, with the goal of generating enough additional profit within 17 weeks to cover the coaching fees. 4. audience and customers ideal customer profile (plain english). our ideal customer is the owner of a small to medium-sized business who wants to improve the performance of the business and is committed to making changes. they often have a team, increasing complexity, and a need for better systems, stronger leadership, clearer planning, improved profitability, and greater accountability. we work across a wide range of industries rather than specialising in only one sector. customer segments (if you serve more than one type of customer). we serve start-up business owners who want to get the basics right from the beginning, established small to medium-sized business owners who want to improve and grow their business, larger smes where both the owner and management team need to work toward the same goals, and experienced business owners who value mentoring, accountability, and having someone to bounce ideas around with. customer problems: the challenges they face. our customers are often dealing with issues such as not enough leads or sales, poor or inconsistent profitability, weak systems, difficulty managing or developing their team, lack of clear goals, poor use of time, and being too involved in the day-to-day running of the business. in practical terms, they may be thinking, “i’m working too hard for the return i’m getting,” “everything depends on me,” “my team needs more direction,” “we need better systems,” or “i know the business could perform better, but i’m not sure what to fix first.” why do customers choose you? customers choose us because the coaching is tailored to their individual business rather than being a generic, one-size-fits-all service. we focus on accountability, practical implementation, better systems, stronger leadership, and measurable business improvement. we also do not charge by the hour; the program is structured around the business and the results being worked toward, and our 17-week guarantee is designed around increasing profit enough to cover the coaching fees within that period. 5. competitors and differentiators direct competitors: businesses offering similar products or services. business coaches, coaching franchises, consultants, mentors, accountants, or specific named businesses you come across. indirect competitors: alternatives your customers might choose instead. they try to fix things themselves, rely on their accountant, hire a consultant, join a peer group, use online courses, or simply do nothing your edge: what you do differently and why customers choose you. my experience, my coaching style, how tailored my programs are, the accountability, the 17-week guarantee, 6. brand positioning and messaging positioning statement: the core idea you want to own. i help business owners make more profit with less of their own time and energy by building a business that runs efficiently, performs without them, and gives them their life back. short pitch / 7-second explanation. i help business owners make more profit, build a team that works efficiently, and create a business they can step away from. hooks/taglines: memorable lines that spark interest. get your life back from your business. more profit. less owner dependence. build a business that works without you. take the holiday. let the business keep working. more profit, less time and energy. a better business should give you more freedom. build the team. improve the profit. get your life back. your business should work for you, not depend on you. better ideas. better decisions. better business. challenge your thinking. change your business. tone of voice: choose the style that fits your brand. wise, experienced, encouraging and professional, with a willingness to challenge clients when needed. the voice should feel like an experienced business coach who asks the right questions, brings fresh ideas into the conversation, and helps clients challenge the underlying beliefs that may be holding them or their business back. it should be practical and thought-provoking rather than corporate or overly polished, combining encouragement with accountability and the confidence that comes from experience. 7. brand story who is your ideal customer? our ideal customer is a small to medium-sized business owner who has built a viable business but wants it to perform better without demanding so much of their personal time and energy. they want greater profit, a more capable team, better systems, and the freedom to step away from the business without everything depending on them. what are they struggling with? they are often working too hard and carrying too much responsibility themselves. the business may rely heavily on them to make decisions, solve problems, manage people, and keep things moving. they may be frustrated that their team is not working as efficiently as it could, profits are not where they want them to be, and taking a proper holiday feels difficult because they worry about what will happen while they are away. how does your brand help? i help business owners look at their business differently, challenge the beliefs and habits that may be holding them back, and identify practical ways to improve performance. through tailored coaching, accountability and the ideas that come from our coaching conversations, we work on improving profit, developing the team, strengthening systems and reducing the business's dependence on the owner. what does life look like after success? the owner has a more profitable business that requires less of their personal time and energy. their team works efficiently, the business has stronger systems, and they can take regular holidays or time away knowing the business will continue to operate while they are gone. instead of the business controlling their life, they have greater freedom to enjoy the life they built the business to provide. 8. brand personality and voice brand personality traits. encouraging wise experienced supportive thought-provoking practical believing challenging without being dictatorial collaborative focused on personal and business growth voice guidelines: the do's and don'ts that keep your communication consistent. do sound like an experienced guide who gets alongside the business owner rather than telling them what to do. do use encouraging language that shows you believe in the client's ability to grow, change and achieve their goals. do ask questions and introduce ideas that help clients think differently and arrive at better decisions. do challenge assumptions and underlying beliefs when they are preventing progress. do connect business improvement with personal growth, helping the owner become the person they need to be to achieve different results. do speak practically about profit, teams, systems, time, freedom and the real outcomes business owners want. do share useful ideas, perspectives and material that clients can consider, rather than presenting yourself as the person with all the answers. do sound experienced, calm, professional and confident without needing to prove how clever you are. do use words and ideas such as encourage, believe, support, challenge, ideas, growth, possibility, accountability, freedom, profit, team, systems, goals and results. don't sound commanding, controlling or as though you dictate what a client must do. don't use language that makes the client dependent on you for answers. don't talk down to business owners or imply that you know their business better than they do. don't use aggressive motivational language, hype or exaggerated promises. don't make coaching sound like a rigid formula that is applied the same way to every business. don't make the brand overly corporate, clinical or impersonal. don't focus only on financial results; connect business results with the owner's time, energy, confidence, development and quality of life. don't present yourself as the hero of the story. the business owner is the person achieving the change; your role is to guide, encourage, challenge and help them see possibilities they may not see on their own. one-word descriptor: the single word that captures your brand's essence. guide 9. brand style guide logo usage notes. use the approved actioncoach logo artwork without altering, rearranging, stretching, squashing, skewing, recolouring, adding effects, or reducing its opacity. maintain clear space around the logo equal to at least one times the height of the “o” in the wordmark. choose the approved light or dark logo version that gives the strongest contrast with the background. avoid busy photographs or high-contrast patterns that reduce legibility. where possible, favour left-aligned logo placement rather than centring it. use the approved primary logo lockup for the passport cover unless the format requires one of the alternative approved lockups. brand colour # numbers #ffd100 jonquill — main brand colour #202020 eerie black — primary dark colour #ffffff white — primary background colour #d6d6d6 timberwolf — primary supporting neutral #fd9900 orange peel — primary accent colour #fe7100 pumpkin — secondary colour #ffed31 aureolin — secondary yellow #ff4801 tangelo — secondary orange fonts / typography. ancorli is the actioncoach logo typeface and may be used sparingly as an accent or subheading font. futura is the headline typeface, particularly for large headings and uppercase subheadings, giving the brand a clear, confident and structured feel. poppins is the main body typeface for written content, chosen for its modern, warm and highly readable character. typography should generally be left aligned, spacious and easy to read. avoid unauthorised fonts, excessive styling, outlines, drop shadows, distorted type and centred or fully justified multi-line copy. visual preferences. the visual style should feel professional, confident, approachable and focused on progress. photography should feature real business owners and teams taking action, leading, collaborating and making decisions. coaching photography should show genuine one-to-one conversations, workshops and moments of insight, with the coach and client presented as equals rather than the coach dominating the interaction. client-success imagery should communicate freedom, confidence, fulfilment and forward progress. use natural or clean lighting, authentic business environments, clean workspaces and organised settings. layouts should have generous white space, strong structure and predominantly left-aligned content, supported where appropriate by approved circles, arrows and shapes inspired by the actioncoach identity. avoid cluttered layouts, artificial or overly staged imagery, busy backgrounds, unnecessary decorative elements and visuals that make the brand feel aggressive, impersonal or overly corporate. 10. website and infrastructure what website platform do you use? tick one. if you select other, please provide the platform name. go high level where is your domain or dns hosted? bizconnect 11. marketing channels current channels in use. website, linkedin, facebook, networking, referrals, workshops, google, local business groups, instagram, youtube, channels you want to use next. bluesky, threads paid vs organic mix (if any). organic only 12. marketing assets existing assets (logo files, photos, videos, testimonials, case studies, written content). commercial in confidence 13. keywords and seo focus core topics you want to be known for. commercial in confidence primary keywords/themes (the search terms and themes your ideal customers actually use) commercial in confidence 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":"02e66155657cb1bc8dabfc4715fbf80f6f8da0057ea496dbe139e036233104f0","foundation_line":"Your complete marketing foundation, organised in one place.","published_at":"2026-09-22T07:16:23.175Z","logo_url":"https://mcp-api.admin.gnr.media/public/passports/injoy-coaching-trust-ec8b04fa72/logo","sections":[{"module_id":"m01","number":1,"heading":"Business Basics","anchor":"business-basics","blocks":[{"question":"Website Address","answer":"https://actionbusinessgrowth.com.au/"},{"question":"Business Stage","answer":"Established"},{"question":"Country","answer":"AU"},{"question":"Which industry best describes your primary business?","answer":"**Business Coaching / Professional Services** — specifically, business coaching, mentoring, planning, leadership development and business performance improvement for SMEs."},{"question":"How does your business primarily operate?","answer":"Primarily through 1-on-1 business coaching, with personalised programs tailored to each owner’s business goals and challenges. Delivery also includes business planning, mentoring, succession planning, workshops, seminars and group coaching, with larger businesses able to involve their management teams as well."},{"question":"Where do you currently serve customers?","answer":"Primarily across Moreton Bay, North Brisbane and the Sunshine Coast, supporting business owners throughout the local and surrounding South East Queensland region."},{"question":"If you have a physical presence, where is it located?","answer":"Kallangur Queensland"},{"question":"Which location matters most for your growth right now?","answer":"South East Queensland"}]},{"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":"To help business owners build stronger, more profitable and sustainable businesses through practical coaching, planning, accountability and proven business systems."},{"question":"Vision (what success looks like in the future?)","answer":"To see more small and medium business owners create thriving businesses that perform well, develop strong teams, operate with better systems, and give their owners greater freedom and quality of life."},{"question":"Core values (3–5 guiding principles)","answer":"Accountability — helping business owners stay focused and follow through on what matters.\nPractical Results — focusing on measurable improvement in business performance, profitability and growth.\nContinuous Learning — helping owners develop the knowledge and capability to make better decisions and become more self-sufficient.\nPeople and Leadership — developing owners, leaders and teams so the business can perform at a higher level.\nIntegrity and Trust — working as a dependable, supportive guide who challenges clients while keeping their goals at the centre."}]},{"module_id":"m03","number":3,"heading":"Products and Services","anchor":"products-and-services","blocks":[{"question":"List of core products/services.","answer":"1-on-1 Business Coaching — personalised coaching for business owners, with management-team coaching available for larger SMEs.\nBusiness Planning — structured business planning, financial modelling and “what-if” scenario planning.\nSuccession Planning — business valuation, leadership development, systems and preparation for future ownership or management transition.\nBusiness Mentoring — ongoing support, accountability and a trusted sounding board for business decisions.\nWorkshops, Seminars & Group Coaching — practical training in areas such as planning, marketing, sales, leadership, team development and systems.\nBusiness Performance Review — a structured review to identify key issues, priorities and opportunities for improvement."},{"question":"Outcomes: the results your customers get.","answer":"Clients are helped to improve profitability and revenue, create clearer goals and plans, strengthen leadership and teams, develop better systems, improve accountability, and reduce the owner’s dependence on day-to-day operations. ActionCOACH North Brisbane clients collectively increased revenue by $9.1 million in one year, averaging 27.7% growth, and created 55 new jobs."},{"question":"Pricing: how you package or charge for your work.","answer":"Our coaching is offered through tailored programs based on the size and complexity of the business. Larger businesses typically have more areas, people and systems to improve, so the scope of the program is adjusted accordingly.\n\nWe do not charge by the hour. Our programs are structured around the value and results the business is working to achieve, with coaching tailored to the individual business rather than a one-size-fits-all package.\n\nWe also back our coaching with a 17-week guarantee: the aim is to generate enough additional profit through business improvements to cover the coaching fees within 17 weeks."},{"question":"Hero Offer: the offer that drives most of your revenue.","answer":"Our flagship offer is our 17-Week Guaranteed Business Coaching Program. We work with each business to identify and implement improvements designed to increase profitability, with the goal of generating enough additional profit within 17 weeks to cover the coaching fees."}]},{"module_id":"m04","number":4,"heading":"Audience and Customers","anchor":"audience-and-customers","blocks":[{"question":"Ideal customer profile (plain English).","answer":"Our ideal customer is the owner of a small to medium-sized business who wants to improve the performance of the business and is committed to making changes. They often have a team, increasing complexity, and a need for better systems, stronger leadership, clearer planning, improved profitability, and greater accountability. We work across a wide range of industries rather than specialising in only one sector."},{"question":"Customer segments (if you serve more than one type of customer).","answer":"We serve start-up business owners who want to get the basics right from the beginning, established small to medium-sized business owners who want to improve and grow their business, larger SMEs where both the owner and management team need to work toward the same goals, and experienced business owners who value mentoring, accountability, and having someone to bounce ideas around with."},{"question":"Customer Problems: the challenges they face.","answer":"Our customers are often dealing with issues such as not enough leads or sales, poor or inconsistent profitability, weak systems, difficulty managing or developing their team, lack of clear goals, poor use of time, and being too involved in the day-to-day running of the business. In practical terms, they may be thinking, “I’m working too hard for the return I’m getting,” “everything depends on me,” “my team needs more direction,” “we need better systems,” or “I know the business could perform better, but I’m not sure what to fix first.”"},{"question":"Why do customers choose you?","answer":"Customers choose us because the coaching is tailored to their individual business rather than being a generic, one-size-fits-all service. We focus on accountability, practical implementation, better systems, stronger leadership, and measurable business improvement. We also do not charge by the hour; the program is structured around the business and the results being worked toward, and our 17-week guarantee is designed around increasing profit enough to cover the coaching fees within that period."}]},{"module_id":"m05","number":5,"heading":"Competitors and Differentiators","anchor":"competitors-and-differentiators","blocks":[{"question":"Direct Competitors: businesses offering similar products or services.","answer":"business coaches, coaching franchises, consultants, mentors, accountants, or specific named businesses you come across."},{"question":"Indirect Competitors: alternatives your customers might choose instead.","answer":"They try to fix things themselves, rely on their accountant, hire a consultant, join a peer group, use online courses, or simply do nothing"},{"question":"Your Edge: what you do differently and why customers choose you.","answer":"My experience, my coaching style, how tailored my programs are, the accountability, the 17-week guarantee,"}]},{"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":"I help business owners make more profit with less of their own time and energy by building a business that runs efficiently, performs without them, and gives them their life back."},{"question":"Short pitch / 7-second explanation.","answer":"I help business owners make more profit, build a team that works efficiently, and create a business they can step away from."},{"question":"Hooks/Taglines: memorable lines that spark interest.","answer":"Get your life back from your business.\nMore profit. Less owner dependence.\nBuild a business that works without you.\nTake the holiday. Let the business keep working.\nMore profit, less time and energy.\nA better business should give you more freedom.\nBuild the team. Improve the profit. Get your life back.\nYour business should work for you, not depend on you.\nBetter ideas. Better decisions. Better business.\nChallenge your thinking. Change your business."},{"question":"Tone of Voice: choose the style that fits your brand.","answer":"Wise, experienced, encouraging and professional, with a willingness to challenge clients when needed. The voice should feel like an experienced business coach who asks the right questions, brings fresh ideas into the conversation, and helps clients challenge the underlying beliefs that may be holding them or their business back. It should be practical and thought-provoking rather than corporate or overly polished, combining encouragement with accountability and the confidence that comes from experience."}]},{"module_id":"m07","number":7,"heading":"Brand Story","anchor":"brand-story","blocks":[{"question":"Who is your ideal customer?","answer":"Our ideal customer is a small to medium-sized business owner who has built a viable business but wants it to perform better without demanding so much of their personal time and energy. They want greater profit, a more capable team, better systems, and the freedom to step away from the business without everything depending on them."},{"question":"What are they struggling with?","answer":"They are often working too hard and carrying too much responsibility themselves. The business may rely heavily on them to make decisions, solve problems, manage people, and keep things moving. They may be frustrated that their team is not working as efficiently as it could, profits are not where they want them to be, and taking a proper holiday feels difficult because they worry about what will happen while they are away."},{"question":"How does your brand help?","answer":"I help business owners look at their business differently, challenge the beliefs and habits that may be holding them back, and identify practical ways to improve performance. Through tailored coaching, accountability and the ideas that come from our coaching conversations, we work on improving profit, developing the team, strengthening systems and reducing the business's dependence on the owner."},{"question":"What does life look like after success?","answer":"The owner has a more profitable business that requires less of their personal time and energy. Their team works efficiently, the business has stronger systems, and they can take regular holidays or time away knowing the business will continue to operate while they are gone. Instead of the business controlling their life, they have greater freedom to enjoy the life they built the business to provide."}]},{"module_id":"m08","number":8,"heading":"Brand Personality and Voice","anchor":"brand-personality-and-voice","blocks":[{"question":"Brand personality traits.","answer":"Encouraging\nWise\nExperienced\nSupportive\nThought-provoking\nPractical\nBelieving\nChallenging without being dictatorial\nCollaborative\nFocused on personal and business growth"},{"question":"Voice Guidelines: the do's and don'ts that keep your communication consistent.","answer":"Do sound like an experienced guide who gets alongside the business owner rather than telling them what to do.\nDo use encouraging language that shows you believe in the client's ability to grow, change and achieve their goals.\nDo ask questions and introduce ideas that help clients think differently and arrive at better decisions.\nDo challenge assumptions and underlying beliefs when they are preventing progress.\nDo connect business improvement with personal growth, helping the owner become the person they need to be to achieve different results.\nDo speak practically about profit, teams, systems, time, freedom and the real outcomes business owners want.\nDo share useful ideas, perspectives and material that clients can consider, rather than presenting yourself as the person with all the answers.\nDo sound experienced, calm, professional and confident without needing to prove how clever you are.\nDo use words and ideas such as encourage, believe, support, challenge, ideas, growth, possibility, accountability, freedom, profit, team, systems, goals and results.\nDon't sound commanding, controlling or as though you dictate what a client must do.\nDon't use language that makes the client dependent on you for answers.\nDon't talk down to business owners or imply that you know their business better than they do.\nDon't use aggressive motivational language, hype or exaggerated promises.\nDon't make coaching sound like a rigid formula that is applied the same way to every business.\nDon't make the brand overly corporate, clinical or impersonal.\nDon't focus only on financial results; connect business results with the owner's time, energy, confidence, development and quality of life.\nDon't present yourself as the hero of the story. The business owner is the person achieving the change; your role is to guide, encourage, challenge and help them see possibilities they may not see on their own."},{"question":"One-Word Descriptor: the single word that captures your brand's essence.","answer":"Guide"}]},{"module_id":"m09","number":9,"heading":"Brand Style Guide","anchor":"brand-style-guide","blocks":[{"question":"Logo usage notes.","answer":"Use the approved ActionCOACH logo artwork without altering, rearranging, stretching, squashing, skewing, recolouring, adding effects, or reducing its opacity. Maintain clear space around the logo equal to at least one times the height of the “O” in the wordmark. Choose the approved light or dark logo version that gives the strongest contrast with the background. Avoid busy photographs or high-contrast patterns that reduce legibility. Where possible, favour left-aligned logo placement rather than centring it. Use the approved primary logo lockup for the Passport cover unless the format requires one of the alternative approved lockups."},{"question":"Brand colour # numbers","answer":"#FFD100 Jonquill — main brand colour\n#202020 Eerie Black — primary dark colour\n#FFFFFF White — primary background colour\n#D6D6D6 Timberwolf — primary supporting neutral\n#FD9900 Orange Peel — primary accent colour\n#FE7100 Pumpkin — secondary colour\n#FFED31 Aureolin — secondary yellow\n#FF4801 Tangelo — secondary orange"},{"question":"Fonts / typography.","answer":"Ancorli is the ActionCOACH logo typeface and may be used sparingly as an accent or subheading font. Futura is the headline typeface, particularly for large headings and uppercase subheadings, giving the brand a clear, confident and structured feel. Poppins is the main body typeface for written content, chosen for its modern, warm and highly readable character. Typography should generally be left aligned, spacious and easy to read. Avoid unauthorised fonts, excessive styling, outlines, drop shadows, distorted type and centred or fully justified multi-line copy."},{"question":"Visual preferences.","answer":"The visual style should feel professional, confident, approachable and focused on progress. Photography should feature real business owners and teams taking action, leading, collaborating and making decisions. Coaching photography should show genuine one-to-one conversations, workshops and moments of insight, with the coach and client presented as equals rather than the coach dominating the interaction. Client-success imagery should communicate freedom, confidence, fulfilment and forward progress. Use natural or clean lighting, authentic business environments, clean workspaces and organised settings. Layouts should have generous white space, strong structure and predominantly left-aligned content, supported where appropriate by approved circles, arrows and shapes inspired by the ActionCOACH identity. Avoid cluttered layouts, artificial or overly staged imagery, busy backgrounds, unnecessary decorative elements and visuals that make the brand feel aggressive, impersonal or overly corporate."}]},{"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":"Go High Level"},{"question":"Where is your Domain or DNS hosted?","answer":"BizConnect"}]},{"module_id":"m11","number":11,"heading":"Marketing Channels","anchor":"marketing-channels","blocks":[{"question":"Current channels in use.","answer":"Website, LinkedIn, Facebook, networking, referrals, workshops, Google, local business groups, Instagram, YouTube,"},{"question":"Channels you want to use next.","answer":"BlueSky, Threads"},{"question":"Paid vs organic mix (if any).","answer":"Organic only"}]},{"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":"Commercial in Confidence"}]},{"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":"Commercial in Confidence"},{"question":"Primary keywords/themes (the search terms and themes your ideal customers actually use)","answer":"Commercial in Confidence"}]},{"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"}]}]}}