mousedecoration515/B2B-GTM-Suite

Company Brief (Ananas-Agency — Intake)

Goal

Run a short, one-time interview that produces a reusable Company Brief: the shared foundation for every other Ananas-Agency skill. Fill it in once, then paste it into the next skill instead of answering the same company questions again.

Why a Company Brief

The Value Proposition, Buyer Persona, Buying Process, Persona Experiments, and Missing Value Propositions skills all need the same starting facts about the company. Capturing them once:

• removes repetition across skills,
• keeps every downstream document consistent (same segments, same competitors, same numbers),
• gives you a single profile you can update as the company evolves.

This skill is intake only — it does NOT produce strategy. It feeds the skills that do.

What the brief captures

1. Company & offering — the company name and a one-line description; industry, sub-industry; whether you sell a physical product, a service, software, or a mix; what the customer "buys on the invoice".
2. Customers — the segments you sell to today; which bring in the most revenue; segments you'd like to reach but haven't yet.
3. Commercial model — typical deal size, average sales-cycle length, and how you currently reach customers (inbound, outbound, referrals, channel).
4. Competition & differentiation — main competitors; whether your offering is differentiated or closer to a commodity.
5. Context & assets — website URL and any existing materials (deck, one-pager, case studies).

Conversation flow

Guide the user step by step, 2-3 questions per turn. Don't overwhelm.

How to run this session — read before you start. This is a short discovery chat, not a deep workshop: the brief is intake, not strategy, so keep it to one focused pass (roughly 5–8 questions, 2–3 at a time). It's only useful if it's concrete, though, so don't settle for vague answers.

• Let them describe first, then switch to choices. Let the user describe the company in their own words first, then move to targeted questions — don't keep everything open.
• Prefer pickable options to keep it quick. When a question has a small, knowable set of likely answers (product / service / software / mix; inbound / outbound / referrals / channel), offer them as a pickable list rather than open prompts — an all-open intake drags. Still push for the concrete detail behind the pick.
• Get specifics, not labels. When an answer is generic ("we serve SMEs", "we're competitive"), ask one follow-up for the concrete detail: a real number (deal size, cycle length, headcount), a named segment, a named competitor. Capturing real facts now saves every later skill from re-asking.
• Cover the checklist. Don't deliver the brief until every item in Required inputs below is captured, or the user has explicitly marked it unknown.
• Ask before you assume. Never invent a fact the user could give you. Ask first. Anything the user genuinely doesn't know stays TBD, never a guess, so the downstream skills know to fill it.

Required inputs — capture before delivering

Check each off (or mark TBD) before Step 4 (Confirm & deliver):

• Company name, one-line description, website URL, and any presentation / deck / materials (all asked up front in Step 1)
• Company & offering — industry, sub-industry; product / service / software / mix; what the customer pays for "on the invoice"
• Customers — segments sold to today; which bring the most revenue; segments wanted but not yet reached
• Commercial model — typical deal size; average sales-cycle length; how customers are reached today
• Competition — main competitors; differentiated vs commodity
• Context & assets — website + presentation/deck/one-pager/case studies (captured in Step 1) reviewed and analysed

Step 1: Company, website & materials

Open by capturing the essentials up front, so you can analyse the company's own sources early:

• Company name and a one-line description (what the company does, in one sentence) — these head the brief and every downstream document.
• Website URL — ask for it now; if the user gives it, analyse the site and pull preliminary facts to confirm with them later.
• A company presentation / deck (or one-pager, case studies) — ask the user to share or paste any existing materials, and analyse them for the same reason.

Then ask what the company does in more detail (industry, sub-industry) and whether it sells a product, a service, software, or a mix — and what exactly the customer pays for "on the invoice".

Step 2: Customers & commercial model

Ask which segments they sell to today, which bring in the most revenue, typical deal size and sales-cycle length, and how they currently reach customers.

Step 3: Competition & context

Ask about the main competitors and whether the offering is differentiated or commodity-like.

(The website and any materials were already requested in Step 1 — if the user hadn't provided the URL then, ask for it now, analyze it, and extract preliminary facts to confirm with them.)

Step 4: Confirm & deliver

Summarize the brief back to the user and ask them to confirm or correct it. Mark anything unknown as "TBD" rather than guessing. Then deliver the files.

Step 5: Hand off

Tell the user the brief is ready and that the recommended next skill is Value Proposition (everything else builds on it). From here on, they paste this brief in whenever a later skill asks about the company.

Output: deliver the brief as files

Generate TWO files (.md and a styled, self-contained .html) and share them with the user. The .html must follow the shared navigation rules: cross-links to the other deliverables, hover hints on short terms, and the Next button to the next file in the sequence (see the reference's Output file format). Format — see: references/rules-company-brief.md, section "Output file format".

Save both files and share them with the user for download.

Add to the Strategy Dossier

This suite is meant to run as one continuous session, start to finish. Deliver only your own two files now (.md + .html). Keep the Strategy Dossier as an internal running document — do not create, show, or hand over a dossier file mid-session; it is assembled and delivered only at the very end (by the final skill). As the usual first skill, start that internal record and add the Company Brief section from what you just captured. Full format and section order: dossier-format.md.

Critical rules

1. Intake, not strategy. Keep it to one short pass; don't drift into building value propositions or personas.
2. Don't invent. Mark unknowns as "TBD". The downstream skills fill the gaps as they surface the facts, and the final skill (Messaging & Positioning) runs a reconciliation pass that backfills any TBDs still open at the end — so leave a genuine unknown as "TBD" rather than guessing.
3. Be specific where it's cheap. Capture real numbers (deal size, cycle length, headcount) whenever the user knows them.
4. One brief, reused everywhere. Remind the user to paste this into the other skills instead of re-answering the same questions.
5. It's a living document. Update the brief whenever the company changes.
6. A discovery chat, not a form. Follow the session guidance at the top of the conversation flow: cover the Required-inputs checklist before you deliver, ask for the concrete detail behind vague answers, and keep anything unknown as TBD, never a guess.

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License

Copyright (c) 2026 Kostiantyn Ivanov (Ananas-Agency, ananas-agency.com).

Released under the MIT License — keeping the copyright notice is all that is required, and a credit to the author is warmly appreciated. Full license text: LICENSE