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Subject

Business

What products or services do you have available to offer now?
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How are your products and services cross-sold or up-sold? Do you have anything in place that increases the customer lifetime value besides customers deciding to come back for more?
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What are your best-selling products or services? Worst-selling? And why?
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Of the people who visit your website each month, what % of them convert to customers?
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How many customers do you have total?
How many buy just the one-off products?
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What email marketing, if any, are you doing now?
(Broadcast newsletters, subscriber onboarding, post-purchase up-selling or cross- selling, etc.)
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Demographic

For your ideal customer, what do they buy first? What leads them to your website or other online channels?
Define your ideal consumer, client or customer?
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What resistance do people have in buying your products?
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What is your Unique Selling Proposition? or Why do people buy from you and not your competitors?
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Financial

Without introducing any new products, what realistic monthly sales figures would make this project a success?
What increase in monthly sales would make this a home-run?
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What is the average value of a customer?
(Easy formula: Total annual sales / number of invoices per year. This is your average sale per year)
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What percentage of customers buy just once, and what percentage buy again?
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What are you currently spending your advertising dollars on?
(please be specific as to the marketing initiative and how much per month)
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