Describe it as you would to a new customer.

Include employees, contractors, family members, partners and key suppliers.

Consider income, time, family, location, wellbeing, contribution, creativity and freedom.

What do you do now, and what would you ideally own, delegate or stop doing?

Include days, working windows, leave, travel or location flexibility.

Consider offers, customers, team, revenue, reputation, systems and your role.

Name types of growth, customers, work, complexity or responsibility you do not want.

Describe their situation, stage and needs—not only their demographics.

Include one-off, recurring, customised and complementary offers.

Include owner income, team, costs, tax, reinvestment and reserves where known.

What happens from first contact until the customer says yes?

What should happen immediately after they commit?

What should the customer see, receive and feel throughout?

Consider follow-up, feedback, repeat purchases, referrals, support and the next offer.

Describe the major steps in order, even if they are currently informal.

Consider sales, enquiries, delivery, finance, marketing, customer care, systems and leadership.

Include website, email, CRM, bookings, payments, accounting, files, project management and communication.

Use customers, bookings, projects, products or hours—whatever fits your model.

For example: revenue, enquiries, conversion, margin, capacity, cash flow, retention or delivery time.