Business Context Builder

Step 1: Get Website First

Start with:

What's your company website?

Once provided, use WebFetch to analyze:

• Homepage (main value prop, positioning)
• Pricing page (if exists) → pricing model, sales motion
• About page (if exists) → company info, stage
• Product/features page → use cases, differentiators

Store insights for use in subsequent questions.

Step 2: Check Existing Context

Read /context/business/ and list which files exist vs missing.

Step 3: Determine Depth

What level of business context do you need?

A. Minimum viable — Core files only (identity, icp, product, gtm)
B. High-precision — All files for full context
C. Fill gaps only — Complete only what's missing

Step 4: Gather Context (Propose → Confirm)

For each file, work through fields ONE at a time:

The Pattern

1. Propose a value based on website analysis
2. Ask user to confirm or edit
3. Wait for response before next question
4. Save file when complete, then move to next

Example Flow

Based on your website, it looks like you're in the **B2B SaaS / Sales Intelligence** space.

Is that correct, or would you describe it differently?

User: "Yes, that's right" → Save and move on

User: "Actually, we're more MarTech focused" → Update and move on

When you can't infer from website

If the website doesn't provide enough info:

I couldn't determine your target company sizes from the website.

What company sizes do you typically target?
- Examples: 11-50, 51-200, 201-1000, 1000+

When users want to skip

• Mark as [TBD] in the file
• Move to next question
• Note it can be filled later

Step 5: File Order

Minimum Viable:

1. identity.md
2. icp.md
3. product.md
4. gtm.md (budget portion only)

High-Precision (additional): 5. positioning.md 6. gtm.md (full) 7. stack.md 8. performance.md 9. constraints.md 10. brand-guidelines.md

Step 6: Save Each File

Save each file as you complete it. Don't wait until the end.

Update behavior:

• If file exists, update only changed fields
• Preserve existing data
• Add "Last Updated" timestamp

Propose → Confirm Examples

For identity.md

Based on your website:
- **Industry:** B2B SaaS / Sales Intelligence
- **Business Model:** SaaS (subscription)
- **Stage:** Scale (based on customer logos and team size)

Does this look right? Edit anything that's off.

For icp.md

From your website, it looks like you target:
- **Industries:** B2B SaaS, Tech, Professional Services
- **Company Size:** 50-1000 employees (mid-market focus)
- **Personas:** Sales leaders, Revenue Operations, VP Sales

Correct? Or would you adjust any of these?

For product.md

Based on your product pages, your core use cases seem to be:
1. Finding new prospects that match your ICP
2. Enriching existing CRM data
3. Identifying buying signals

Is that accurate? What would you add or change?

For brand-guidelines.md

Based on your website, I've identified these brand elements:

**Visual Identity:**
- Primary color: Deep blue (#1E3A8A) - used in headers and CTAs
- Secondary color: Light gray (#F3F4F6) - backgrounds
- Accent: Teal (#0D9488) - highlights and links
- Typography: Sans-serif (appears to be Inter or similar) for both headings and body

**Tone of Voice:**
- Professional but approachable
- Direct and confident
- Technical but accessible

**Visual Style:**
- Clean, minimalist aesthetic
- Mix of custom illustrations and product screenshots
- Light mode dominant

Does this capture your brand accurately? What would you adjust or add?

For fields you can't infer

I couldn't find pricing details on your website.

What's your sales motion?
A. Self-serve (customers buy without sales)
B. Sales-assisted (sales helps but not required)
C. Enterprise (always involves sales)

What to Look for on Website

Homepage

• Main headline → value proposition
• Subheadline → target audience hints
• Hero CTA → sales motion (demo vs trial vs signup)
• Customer logos → company size/industry signals

Pricing Page

• Pricing model (subscription, usage, etc.)
• Plan tiers → target segments
• "Contact sales" vs "Buy now" → sales motion
• Enterprise tier → upmarket motion

About/Company Page

• Company description
• Team size → stage indicator
• Funding mentions → stage indicator
• Office locations → regions

Product/Features Page

• Feature categories → use cases
• Integrations → tech stack hints
• Comparison tables → competitors

Customers/Case Studies Page

• Customer logos → ICP industries
• Case study metrics → proof points
• Testimonial quotes → value prop validation

Brand Elements (Across All Pages)

• Colors: Primary and secondary colors used in headers, buttons, links
• Typography: Font families for headings vs body text, font weights
• Visual style: Illustrations vs photos, minimalist vs detailed, light vs dark
• Imagery: People-focused vs product-focused, stock vs custom
• Logo: Shape, colors, variations (light/dark backgrounds)
• Tone: Formal vs casual, technical vs accessible, playful vs serious
• CTAs: Button styles, action words used ("Get Started" vs "Request Demo")
• Messaging patterns: How headlines are structured, value prop phrasing

File Formats

identity.md

# Business Identity

**Last Updated:** [Date]

- **Company:** [Name]
- **Website:** [URL]
- **Industry:** [Category]
- **Business Model:** [SaaS / Marketplace / Services / Hybrid]
- **Stage:** [Pre-PMF / Post-PMF / Scale / Enterprise]
- **Regions:** [Countries/regions of operation]
- **Languages:** [Primary languages]

icp.md

# ICP & Personas

**Last Updated:** [Date]

## Ideal Customer Profile

- **Industries:** [Target industries]
- **Company Size:** [Employee ranges]
- **Geography:** [Target regions]

## Buyer Personas

| Persona | Title/Function | Seniority | Role |
|---------|---------------|-----------|------|
| [Name] | [Title] | [Level] | Decision-maker / Influencer / User |

## Exclusions (Bad Fit)

- [Types of customers to avoid]

product.md

# Product & Value Proposition

**Last Updated:** [Date]

## Product/Offering

- **Core Product:** [What you sell]
- **Top Use Cases:**
  1. [Use case 1]
  2. [Use case 2]
  3. [Use case 3]
- **Pricing Model:** [Subscription / Usage / One-time / Hybrid]
- **Sales Motion:** [Self-serve / Sales-assisted / Enterprise]
- **Free Trial:** [Yes/No, duration]
- **Demo Required:** [Yes/No]
- **Sales Cycle:** [Typical length]

## Value Proposition

### Problems Solved
1. [Problem 1]
2. [Problem 2]
3. [Problem 3]

### Value Levers
- **Revenue:** [How you help grow revenue]
- **Cost:** [How you reduce costs]
- **Risk:** [How you reduce risk]
- **Time:** [How you save time]

### Quantified Outcomes
- [Metric, e.g., "Reduce CAC by 25%"]

positioning.md

# Positioning & Proof

**Last Updated:** [Date]

## Differentiation

### Competitors
- **Direct:** [Same problem solvers]
- **Indirect:** [Alternative approaches]

### Key Differentiators
1. [What you do that others don't]
2. [Unique capability]
3. [Unfair advantage]

### Why Customers Choose You
- [Primary reason]

### What You Don't Compete On
- [Intentional gaps]

## Proof & Social Proof

### Customer Logos (Approved)
- [Logo 1]
- [Logo 2]

### Testimonials
> "[Quote]" — [Name], [Title], [Company]

### Case Study Metrics
- [Company]: [Result]

### Awards/Certifications
- [If any]

gtm.md

# GTM Strategy & Budget

**Last Updated:** [Date]

## Go-to-Market

- **Primary Channels:** [Paid, organic, outbound, partnerships]
- **Funnel:** [Awareness → Lead → MQL → SQL → Deal]
- **Primary Conversion:** [Demo / Trial / Assessment]
- **Inbound vs Outbound:** [Mix]

## Budget & Goals

- **Monthly Budget:** [Range]
- **Target CPL:** [Amount]
- **Target CAC:** [Amount]
- **Time Horizon:** [Short-term / Long-term]
- **Risk Appetite:** [Conservative / Balanced / Aggressive]

stack.md

# Technical Stack

**Last Updated:** [Date]

- **CRM:** [Tool]
- **Analytics:** [Tool]
- **Ad Platforms:** [LinkedIn, Google, Meta, etc.]
- **Tag Management:** [GTM, etc.]
- **Attribution Model:** [First-touch / Last-touch / Multi-touch]

## Known Issues
- [Tracking gaps or data problems]

performance.md

# Historical Performance & Assets

**Last Updated:** [Date]

## What Has Worked
- [Successful approaches]

## What Has Failed
- [Failed experiments]

## Benchmarks
- **CPL:** [Current average]
- **Conversion Rate:** [Lead → MQL → SQL]
- **Average Deal Size:** [Amount]

## Seasonality
- [Patterns]

## Content Assets

- **Reports/Guides:** [List]
- **Case Studies:** [List]
- **Webinars:** [List]
- **Product Demos:** [List]
- **Blog/Content Hub:** [URL]

constraints.md

# Decision Rules & Compliance

**Last Updated:** [Date]

## Decision Rules

### Success Definition
- [What success looks like]

### Pause Conditions
- [When to stop]

### Scale Conditions
- [When to increase investment]

## Compliance

### Legal Constraints
- [Regulatory requirements]

### Industry-Specific Rules
- [If any]

brand-guidelines.md

# Brand Guidelines

**Last Updated:** [Date]

## Visual Identity

### Colors
- **Primary:** [Color name + hex code]
- **Secondary:** [Color name + hex code]
- **Accent:** [Color name + hex code]
- **Background:** [Light/dark + hex codes]
- **Text:** [Default text color + hex code]

### Typography
- **Headings:** [Font family, weights used]
- **Body:** [Font family, weights used]
- **Accent/Display:** [If different]

### Logo
- **Primary logo:** [Description, where to use]
- **Variations:** [Light/dark versions, icon-only]
- **Clear space:** [Minimum spacing rules]
- **Minimum size:** [If known]

### Visual Style
- **Imagery type:** [Photos / Illustrations / Mixed]
- **Photo style:** [People-focused / Product / Abstract]
- **Illustration style:** [Flat / 3D / Hand-drawn / etc.]
- **Overall aesthetic:** [Minimalist / Bold / Technical / Friendly]

## Messaging & Tone

### Tone of Voice
- **Overall:** [e.g., Professional but approachable]
- **Personality traits:** [e.g., Confident, Helpful, Direct]

### Writing Style
- **Sentence structure:** [Short and punchy / Detailed / Mixed]
- **Perspective:** [We/You/They]
- **Formality:** [Formal / Casual / Technical]

### Messaging Patterns
- **Headlines:** [How you structure main headlines]
- **Value props:** [How you communicate value]
- **CTAs:** [Preferred call-to-action phrases]

### Forbidden Language
- [Words/phrases to avoid]
- [Competitor names - mention policy]
- [Industry jargon to avoid]

## Application Examples

### Do's
- [Example of on-brand messaging]
- [Example of on-brand visual treatment]

### Don'ts
- [Example of what to avoid]
- [Common mistakes]

## Assets & Resources

### Logo Files
- [Location or link to logo files]

### Brand Kit
- [Link to Figma/brand kit if exists]

### Templates
- [Available templates]

Completion Checklist

Minimum Viable

• identity.md
• icp.md
• product.md
• gtm.md (at least budget section)

High-Precision

• positioning.md
• gtm.md (full)
• stack.md
• performance.md
• constraints.md
• brand-guidelines.md

Reference Files

• All Questions by Section