01
What does your business do and who do you serve?
Rationale: Niche categorization, IVP starting point, proposal framing.
Scroll Media — Internal Tool
Discovery Question Checklist
Work through these questions conversationally during the call. Your AI note-taker handles the rest.
Section 01
Business Basics
1 of 6
Establish operational foundation before going strategic.
02
How long have you been in business?
Rationale: Credibility narrative, maturity context.
03
Where are you located? Do you serve clients locally, regionally, or nationally?
Rationale: TAM ladder, geo-keyword strategy, content targeting.
04
How does your business primarily generate revenue? B2C, B2B, or both?
Rationale: Critical — shapes entire funnel strategy and content mix.
05
What is the average lifetime value of one of your clients or customers?
Rationale: ROI modeling, helps frame the investment conversation.
Section 02
Goals & Priorities
2 of 6
Understand what success looks like before recommending anything.
06
What is your number one goal for social media in the next 6–12 months?
Rationale: Directs CTA strategy, content pillars, and proposal positioning.
07
What does success look like to you 90 days from now?
Rationale: Sets expectation baseline, surfaces the client's real definition of results.
08
Are there any specific revenue goals, launches, or milestones coming up that social should support?
Rationale: Feeds content calendar priorities and BOFU content strategy.
Section 03
Current Social State
3 of 6
Establish the real starting line, not the assumed one.
09
How would you describe your current Instagram presence?
Rationale: Stage assignment (Spark/Lift/Rise/Thrive), calibrates expectations.
10
What have you tried on social media before? What worked? What did not?
Rationale: Avoids repeating failed approaches, surfaces early format signals.
11
What is the biggest thing holding you back on social right now?
Rationale: Captures pain language in their own words — feeds proposal copy directly.
12
Who is currently managing your social media?
Rationale: Surfaces operational context, identifies transition complexity.
Section 04
Audience & Positioning
4 of 6
Start building the IVP before the proposal is written.
13
Who is your ideal customer? Describe them specifically.
Rationale: IVP foundation — demographics, psychographics, decision triggers.
14
What problem do you solve for them that nobody else does quite the same way?
Rationale: Differentiation positioning, content angle development.
15
How do your best clients typically find you today?
Rationale: Channel attribution, understanding the current conversion path.
16
What do your best clients say about you? What do they value most?
Rationale: Social proof language, IVP values mapping, testimonial content direction.
Section 05
Content & Brand
5 of 6
Understand aesthetic direction and content history before proposing creative.
17
Are there any brands — in your industry or completely outside it — whose social presence you admire?
Rationale: Aesthetic direction, content style reference, sets visual benchmark.
18
How comfortable are you or your team being on camera?
Rationale: Determines founder content viability — highest-performing format in most niches.
19
Do you have existing brand assets? Photos, videos, logo files, brand guidelines?
Rationale: Scopes production needs, identifies asset gaps before Month 1.
20
What does your content approval process look like? Who needs to sign off?
Rationale: Identifies bottlenecks before they happen, sets expectation for 5-day approval window.
Section 06
Fit & Logistics
6 of 6
Confirm mutual fit and surface any operational constraints before proposing.
21
Have you worked with a social media agency or contractor before? How did it go?
Rationale: Surfaces objections, prior experience context, calibrates expectations.
22
What is your timeline? When are you looking to get started?
Rationale: Urgency signal, proposal timing, kickoff scheduling.
23
Is there anything that would make this a difficult engagement on your end?
Rationale: Pre-empts problems — availability, approvals, budget concerns, team dynamics.
24
Who else is involved in this decision?
Rationale: Identifies stakeholders, prevents post-call surprises from a second decision-maker.
After the Call
After the Call — AI Extraction Prompt
Drop your call transcript into Claude or your AI tool with this prompt:
This output feeds directly into the proposal build. Send the mapped answers to Claude in the scroll-media project to begin the proposal.