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Vector 21 · Phase 2 of 4
Product & Service Definition — Client Intake
Phase 2 goes deeper — your offering, brand, delivery systems, and how you'll measure success. Answer from what you know. Fields marked Required must be completed before you can submit.
Phase 2 of 4
Step 1 of 6 · About 5–7 minutes per step
⚠ Please complete all Required fields before submitting.
① Confirm Details
② Your Offering
③ Brand & Identity
④ How It's Delivered
⑤ Build & Operations
⑥ Measuring Success
USED ACROSS ALL 5 DOCUMENTS

Confirm Your Details

Quick confirmation of your business information before we go deeper. Re-enter or update anything that's changed since Phase 1.
The name you use (or plan to use) when talking to customers. This is the name we'll use throughout all five Phase 2 documents.
What does it do and who is it for? Keep it simple and direct.
DOCUMENT 5 — Information Architecture

How Your Offering Is Structured

Describe the parts of your product or service, who uses each part, and how a customer moves through the experience from start to finish.
This builds your Information Architecture Document — a structured map of your product or service components, how they fit together, and how customers interact with them. This is a planning document, not a technical spec.
Break your product or service into its key components, modules, or service lines. For each one, tell us what it does. Think of these as the major building blocks — not every feature, just the ones that matter most.
Component or feature name What it does (one sentence)
＋ Add another component or feature
For each component, tell us who uses it — is it the customer, your internal team, or both?
Component What it does Who uses it
＋ Add another
Give us their title or role — the person who interacts with your offering day-to-day.
Think about the stages a customer goes through: they first hear about you, they try it, they get set up, they use it regularly, and eventually they expand or refer others. For each stage, tell us what the customer does, what your system or service does in response, and what the ideal outcome is.
Stage What the customer does What your product/service does Expected outcome
＋ Add another stage
A handoff is when responsibility or control passes from one party to another. For example: "After the customer fills out the onboarding form, we take over and build the setup for them." List any moments like this in your process.
＋ Add a handoff moment

What comes IN from the customer:

What goes OUT to the customer:

DOCUMENT 6 — Brand & Design System

Your Brand Identity

Tell us what your brand stands for, how you want to sound, and how you want to look. Arcpoint interprets this and provides creative direction — a review round is standard before anything is executed.
This builds your Brand & Design System — your visual identity guidelines, brand personality, tone of voice, and aesthetic direction. Think of it as the rulebook for how your brand looks and sounds.
⚑ Arcpoint provides creative direction — you validate before execution Your inputs here guide Arcpoint's brand recommendations. We don't finalize anything without showing it to you first. A creative direction review round is built into the process.
Is the brand name the same as your business name, or does your product have its own separate brand?
Try this: "We exist to [do X] so that [audience] can [achieve Y]." This is bigger than what you sell — it's the reason the business exists.
If your brand were a person, how would they come across? Pick adjectives that feel right. Examples: trustworthy, bold, approachable, sharp, warm, no-nonsense, expert, friendly, calm, energetic.
Try this format: "For [your customer], [brand name] is the [type of product/service] that [unique benefit] because [why you can deliver it]."
Do You Already Have a Brand? →

If you already have any brand assets, a website, or social presence — share them here. This helps Arcpoint understand what already exists and what needs to be built, extended, or refreshed. If you're starting from scratch, skip to the color and style questions below.

If yes, describe what you have and paste a link to a file, image, or design folder where we can view it. Google Drive, Dropbox, a website URL, or any shareable link works.
Share your URL if you have one. If it's under construction or not live yet, tell us that too — it helps us understand where you are.
Share any handles or URLs for accounts you already have — even if they're not active yet. This tells us what channels are in play and what branding is already out there.
＋ Add another social account
Visual Identity →
Describe the colors that feel right — use hex codes if you have them, or just describe them (e.g., "deep navy and warm orange"). If you already have brand colors, enter them. If not, just describe the feeling you want.
The neutral color is used for backgrounds, borders, and body text. If you're unsure, leave it blank — Arcpoint will recommend one based on your primary palette.
Do you prefer a clean modern look, a classic professional feel, or something more playful? Specific font names if you know them, or just a description.
These don't need to be in your industry. Just brands whose look and feel resonate with you — and tell us what specifically you like about them.
Brand name What you like about their visual style
＋ Add another brand reference
What do you NOT want your brand to look or feel like? This is just as useful as knowing what you do want.
How Your Brand Sounds — Tone of Voice →

How your brand sounds in writing — emails, website copy, social posts, and conversations with customers.

For each row, describe how you want your brand to sound and what you want to avoid. Think about how you'd naturally talk to your ideal customer in person — then describe that. Examples: "We ARE warm and clear — We ARE NOT cold and corporate." Fill in as many rows as feel right to you.
Communication dimension We ARE (what we sound like) We ARE NOT (what to avoid)
＋ Add another dimension
DOCUMENT 7 — Service Blueprint

How Your Service or Product Is Delivered

Map out the step-by-step customer experience and what happens behind the scenes to make it work. Arcpoint designs the formal blueprint from your inputs — we'll confirm scope before building.
This builds your Service Blueprint — a detailed flow map showing what the customer sees and does, what your team does in response, and the systems and tools that make it all run. Think of it as the operating diagram for your business.
⚑ Arcpoint confirms scope before building the blueprint Tell us what you want the blueprint to cover and how you plan to use it. We'll confirm the exact scope and level of detail with you before we produce the formal artifact.
Be as precise as you can about what's in scope. What's the start point? What's the end point? What should it NOT cover? The clearer you are here, the better the blueprint we can build.
What does the customer do at each stage, and what happens in response? Also think about what could go wrong at each step — knowing the failure points helps us build a more resilient service.
# What the customer does How they do it (channel) What should happen What could go wrong
1
2
＋ Add another step
For each customer-facing step, what does your team or system do internally to make it happen? This is the "backstage" part of the service.
Customer step What the customer sees / experiences What happens behind the scenes
＋ Add a behind-the-scenes process
Every business needs a core set of systems to operate. We've listed the most common ones below — tell us what you use (or plan to use) for each. If a category doesn't apply to your business, select "Not applicable." If you're not sure, select "Open to recommendation" and Arcpoint will suggest options.
System Type What You Use (or Plan to Use) Status
Customer Relationship Management (CRM)
How you track your prospects and customers — who you've talked to, where they are in the buying process, and your history with them.
Payment Collection (How You Get Paid)
The system or platform your customers use to pay you — whether that's a point-of-sale terminal, an online checkout, invoicing software, or a payment link.
Accounting & Finance
How you track income, expenses, invoices, and taxes. Keeps you financially organized and ready for tax season or investor conversations.
Customer Communication
How you stay in touch with customers — sending emails, notifications, updates, newsletters, or support messages.
Customer Support
How customers get help when something isn't working — a help desk, ticketing system, live chat, or a dedicated support email.
Website & Online Presence
The platform your website is built on — where customers find you and learn about your offering.
Project & Delivery Management
How you manage your work, track tasks, and keep projects on schedule — especially important if you deliver services to clients.
Document & File Storage
Where you store and share documents, contracts, files, and deliverables — with your team or with clients.
Any Other Tools or Platforms?
Anything else that's important to how your business operates — scheduling, e-commerce, intake forms, inventory, HR, or anything specific to your industry.
Anything you've already decided and don't want us to question — fixed constraints or firm choices.
＋ Add a decision
Anything you're still unsure about — Arcpoint may be able to help you work through these.
＋ Add an open question
DOCUMENT 8 — Operational Scope

What It Takes to Build and Run This Business

Define what's included in your build or service delivery, what's not, and what resources you need. Arcpoint structures the scope and flags gaps through follow-up.
This builds your Technical & Operational Scope Document — a clear definition of what is being built or delivered, what resources are required, what constraints exist, and a high-level timeline.
What will your first version (Version 1 / MVP) include? MVP stands for Minimum Viable Product — the simplest version that still delivers real value to customers.
＋ Add
Features or capabilities you're deliberately saving for a later version — to keep the first version focused and achievable.
＋ Add
List your must-have requirements. For each one, tell us what it is, who will build or handle it, and how critical it is.
Requirement Description Who owns it Priority
＋ Add a requirement
Things like "we can only integrate with Square for now" or "budget is $20,000 for the build."
＋ Add a constraint
Things you need from third parties — like a vendor's API being available, a partner agreement being finalized, or funding being secured.
＋ Add a dependency
What roles, capabilities, or external help are required to build and run this? Tell us whether each is in-house, hired, or still to be figured out.
Role or skill needed Internal, external, or TBD Notes or current status
＋ Add a role or resource
Think of this as a rough roadmap from today to launch — and beyond. Break it into phases or stages, and for each one tell us what the goal is, who's doing it, and when you want it done. Estimates are completely fine — this is a planning tool, not a contract. We've pre-filled some typical milestones as a starting point. Update them to match your situation, delete the ones that don't apply, and add any that are missing.
How to fill this out: Phase = a name for this stage (e.g., "Build," "Test," "Soft Launch," "Full Launch").
What gets done = the main thing that happens in this phase — what's the deliverable or outcome?
Who's responsible = you, a contractor, a co-founder, or TBD if you haven't figured it out yet.
Target date = a month or approximate timeframe — "Month 2," "Q3 2025," or just "6 weeks from start."
Phase name What gets done / the goal for this phase Who's responsible Target date
＋ Add another milestone
Things like: "I'm a solo founder with limited budget," "We're fully remote," or "We have a strategic partner who handles X."
DOCUMENT 9 — Analytics & Measurement Plan

How You'll Measure Success

Define the numbers that matter most and how you'll track them. Arcpoint recommends benchmarks and tooling — this section is highly structured from your inputs alone.
This builds your Analytics & Measurement Plan — covering your most important business metric, the key performance indicators (KPIs) you'll track, what tools you'll use, and how often you'll review the data. KPIs are specific, measurable numbers that tell you whether your business is on track.
This is sometimes called your "North Star Metric." It's the single number that, when it grows, tells you that customers are getting value AND the business model is working. Examples: monthly recurring revenue, number of active customers, orders processed per month, or meals delivered per week.
Explain what it signals. When this number goes up, what does that tell you about the business?
The 2–3 outcomes you most want to achieve this year. Be specific — these will anchor all the metrics below.
＋ Add a goal
The Numbers You'll Track →

For each area below, tell us what you want to measure, what a good result looks like, and how often you'd review it. You don't need to have all of this figured out — fill in what you know and Arcpoint will suggest additional measures and benchmarks based on your business type.

These are the numbers that show whether people are discovering and choosing your business. Examples: new sign-ups per month, website visitors, the percentage of people who try it and then pay for it.
What you're measuring What it means Your target How often Where the data comes from
＋ Add a metric
These are numbers that show whether customers are actually using what you built and finding value in it. Examples: how often they log in, whether they complete setup, satisfaction scores, or specific actions that show they're getting results.
What you're measuring What it means Your target How often Where the data comes from
＋ Add a metric
Your Revenue & Retention Goals →

Set targets for the revenue and customer retention numbers that matter most. Estimates are fine — these help Arcpoint build the right measurement framework for your business.

Total subscription or service fees you want to be collecting per month.
What percentage of your paying customers do you expect will cancel in a given month? Lower is better. For most subscription businesses, under 5% monthly is a healthy goal.
What this means in plain terms: Imagine you have 10 customers each paying $100/month — that's $1,000/month coming in.

Now imagine 2 of those customers cancel, but 3 others upgrade to a $150/month plan.
You lost $200 (2 cancellations × $100) but gained $150 (3 upgrades × $50 more each).
Net result: you lost more than you gained from your existing customer base — that's a warning sign.

A healthy business keeps at least as much revenue from existing customers as it loses. Even better: existing customers upgrade and spend more over time — meaning you grow revenue without needing to constantly find new customers.

If you don't know the answer to this yet — that's completely normal for an early-stage business. Just enter "Too early to know" and Arcpoint will help you build a plan to track it.
Analytics Tools & Reporting →
List any analytics platforms, dashboards, or reporting tools. If you don't have anything set up yet, just say "open to recommendations" and Arcpoint will suggest options based on your budget and needs.
Tool or platform What you'd use it for Which metrics it tracks Status
＋ Add a tool
For each review cadence, tell us what you'd look at and who would be involved.
How often What metrics you'd review Who's in the room
＋ Add a review cadence