Section 1 of 6

About your brand

Start with the basics so Jennifer can orient before the audit begins.

Your name

Your email address

Brand name

Website URL

Primary Instagram handle

Any other key channels TikTok, LinkedIn, wholesale accounts, owned retail — list whatever is relevant right now.

What stage is your brand at? Choose the description that fits best.

Pre-launch — building toward a first release Early stage — launched and generating initial sales Growing — consistent revenue, ready to scale Established — scaling, repositioning, or expanding

List 2–3 brands you consider your primary competitors The ones you actually compete with for your customer's attention — not aspirational comps.

Section 2 of 6 — Dimension 1

Positioning and customer clarity

How clearly defined is your brand's position in the market and your understanding of who you're building for?

How would you describe your brand in two to three sentences? Not what you hope it will be — what it is right now. Write it as you'd explain it to someone who has never heard of you.

Who is your target customer? Be specific. Age range, lifestyle, values, where else they shop, what they care about beyond your product.

What makes your brand genuinely different from your competitors? Not aspirationally different — actually different right now, in a way a customer would notice and feel.

How consistent is your brand message across touchpoints?

Very inconsistent — varies significantly by channel or context Somewhat inconsistent — a core message exists but execution drifts Mostly consistent — the message holds with minor variation Fully consistent — every touchpoint reinforces the same brand clearly

Is there anything about your positioning you already know isn't working? Specific is more useful than general here. If you're not sure, that's fine to say.

Section 3 of 6 — Dimension 2

Customer experience

How does your brand actually show up for the customer — from first touch through to post-purchase?

Walk me through the typical customer journey with your brand How do they find you, what do they encounter, what does the purchase experience feel like, what happens after? As detailed as you can be.

Where do customers most commonly drop off or disengage? Select all that apply.

Discovery — can't find the brand or aren't compelled to click through Website or online store — bounce rate is high or conversion is low Cart abandonment — add to cart but don't complete purchase Post-purchase — low repeat rate or poor retention In-store or at events — foot traffic doesn't convert Not sure — don't have clear visibility into the drop-off

What do customers most often say they love about the brand? Direct quotes or paraphrases from reviews, DMs, or conversations. Specific beats general.

What complaints or friction points come up most often? Don't filter these. Honest input here leads to the most actionable audit findings.

Is there a specific customer experience gap you want Jennifer to focus on?

Section 4 of 6 — Dimension 3

Retail execution

How is your brand showing up at the point of sale — whether that's a physical store, a wholesale account, an e-commerce site, or all three?

What are your current retail channels? Select all that apply.

Direct-to-consumer e-commerce (own website) Wholesale — independent boutiques or specialty retail Department store or major retailer accounts Owned brick-and-mortar retail Pop-ups, markets, or temporary activations Marketplace (Amazon, Faire, etc.)

Strongest revenue channel

Underperforming channel

How does the brand present at the point of sale? Merchandising, fixtures, packaging, unboxing experience, staff knowledge — whatever is relevant to your channel mix.

Is there a specific retail execution challenge you want Jennifer to address? A wholesale account that isn't performing, a flagship that doesn't represent the brand, an e-commerce experience that doesn't convert.

Are you planning any new retail channel launches in the next 6–12 months?

Yes — new channel or location actively in development Possibly — evaluating options but nothing confirmed No — focused on optimizing existing channels

Section 5 of 6 — Dimensions 4 & 5

Sales performance and pricing

How is the business actually performing, and is your pricing doing the strategic work it needs to do?

Current annual revenue (approximate range) Responses are confidential and used only to calibrate audit recommendations.

Pre-revenue Under $100,000 $100,000 – $500,000 $500,000 – $2,000,000 $2,000,000+ Prefer not to say

What does your product pricing look like? Share your price range and the reasoning behind it. How did you arrive at your price points?

How do you feel about your current pricing?

We're underpriced — not reflecting the value we deliver About right — aligned with the brand and customer Getting price resistance — customers push back or don't convert Unsure — haven't pressure-tested it

Gross margin (approximate)

Metric that concerns you most

What would success look like six months from now? As specific as possible. A revenue target, a decision made, a channel launched, a positioning clarified.

Section 6 of 6

Final context

Anything else that will help Jennifer do the most useful audit possible.

What is the single most pressing issue driving you to get this audit done now? A launch coming, a plateau you've hit, a decision you're stuck on, a partnership you're evaluating.

Is there a specific dimension you want Jennifer to prioritize?

Positioning and customer clarity Customer experience Retail execution Sales performance and pricing No preference — review all five equally

What's the one thing you're most hoping the audit surfaces? The insight, the answer, or the clarity you're most hoping to walk away with.

Anything else Jennifer should know before beginning? Team size, a constraint worth knowing, a recent pivot or launch, an upcoming deadline. Optional.

Something went wrong sending your intake. Please try again, or email Jennifer directly at jennifer@lecadre.agency.

Leadership & Store Assessment Intake