The Reserve · Client Onboarding

Welcome aboard. Let's get the lay of the land.

This is the universal Reserve intake. We use it for every client. Anything Charles already knows is pre-filled — verify or edit. The rest is yours to answer in your own words. Plan on 30–45 minutes. Your answers auto-save in this browser, so you can step away and come back.

Estimated time30–45 min

Sections12

Auto-savesIn this browser

Contact

The basics so we can find you and address you the way you want to be addressed.

Full name *

Brand / company name *

Email *

Phone *

Include country code if outside the US.

Primary website *

Business at a glance

The shape of what you do, who buys, and what the numbers look like today.

1. Business name(s).

If you run more than one, list them all and tell me which is the primary one we're scoping.

2. One-sentence description of what you do.

No buzzwords. Imagine telling a friend at a dinner party.

3. Website URL(s).

List all sites you own — primary first.

4. Years in business

5. Where are you located? (country + timezone)

6. Who is the buyer?

Describe your ideal customer in 1–2 sentences.

7. Your offer ladder, prices, and current status.

Each line: name — price — status (live / pre-launch / sunsetting).

8. Current monthly revenue range *

under $5k $5k–$25k $25k–$75k $75k–$250k $250k+

9. Top 3 revenue sources today, ranked.

Brand identity

Voice, words, and references. This becomes the brand-linter for anything we write or design in your name.

1. Brand voice and tone in 3 adjectives.

2. Words or phrases you NEVER want used in your content.

3. Words or phrases you LOVE and want amplified.

4. Three brands you admire — and one sentence on why.

5. Three brands you'd hate to be compared to — and why.

6. Brand fonts + colors (or link to a brand kit).

7. Anything else a writer or designer would need to NOT screw up when speaking on your behalf.

Public presence

Channels you actually maintain. Leave blank what doesn't apply.

Channel

URL / handle

How often you post

Website

LinkedIn (personal)

LinkedIn (company)

Instagram

Facebook

YouTube

TikTok

X / Twitter

Threads / Bluesky

Podcast (host)

Podcast (guest)

Newsletter

Other (Skool, Discord, etc.)

1. Which channels are working? Where do real customers actually come from?

2. Which channels feel like a chore? Where do you post out of obligation?

Your software stack

List everything you use, even if you're not sure it matters. Tools we don't know about are the ones that bite us later. The more you add, the better.

Customer journey

How a stranger becomes a paying customer — and what happens next.

1. Walk me through how a complete stranger becomes a paying customer. Step by step, 3–7 steps.

2. Where do most leads enter today? (Top 2.)

3. What happens between "lead enters" and "lead pays"? Calls, emails, sequences, manual touches?

4. What happens in the first 7 days after someone pays? (Onboarding, welcome, kickoff.)

5. How do you collect testimonials, reviews, or referrals today?

6. How often does a customer buy from you twice? What makes that happen?

Numbers

Only what you know. Estimates are fine — mark them as such.

1. Average deal size

2. Paying customers in the last 12 months

3. Conversion rate (lead → paid)

4. CAC (cost to acquire one customer)

5. Refund / churn rate

6. Three numbers you wish you had but don't track today.

Bottleneck

This section is the gold. Take your time. The clearer you are here, the faster we move.

1. Where do your hours go in a typical week that you wish they didn't?

2. What's the one task you avoid until it becomes urgent?

3. What part of your business runs entirely in your head? (Not documented anywhere.)

4. What breaks when you take a full week off with no laptop?

5. Where is money quietly leaving the business that shouldn't be? (Refunds, churn, unbilled work, missed renewals, ad waste.)

6. Where is money on the table you're not collecting? (Cold leads, dormant lists, upsells you don't make, referrals you don't ask for.)

7. What's the lie you tell yourself about why a specific bottleneck hasn't been fixed yet?

Vision

What "won" looks like — short, medium, dream.

1. In 12 months, what does "won" look like — in one sentence?

2. In 5 years, what does "won" look like — in one sentence?

3. What do you NEVER want to delegate? (The work that has to stay with you.)

4. What do you want your hours on every day, if the system ran without you?

5. The dream day — 8am to 8pm.

6. What would you hope to achieve in the first 30 days that would make this a homerun of an investment in your AI skillset / systems?

The concrete outcome that, if it happened in the next 30 days, you'd already feel this was worth every dollar.

Working together

Logistics. So we move at your pace, on your terms.

1. Best time of day for you (your timezone).

2. Decision style

Fast and revise Slow and certain By data By gut

3. How do you want to be pushed?

Hard challenge / hold space / both at different moments?

4. What would make this engagement a 10/10 by end of year one?

Anything else

Last word is yours.

1. Anything we didn't ask that you want Charles to know before we start building?

2. The question you wish someone had asked you 5 years ago.

3. Anything you do NOT want to talk about or work on in this engagement?

When you're ready, send it over. We'll confirm receipt by email within a few hours.