1) The customer

1. When you say “SaaS founders”, who exactly?
   • B2B or B2C
   • Solo founder vs small team
   • Pre-revenue, early revenue, or scaling
2. What is the founder’s most common situation right now?
   • They have traffic but low conversion
   • They have offers but struggle with demand
   • They run ads but CAC is too high
   • They rely on outbound and it’s inconsistent

2) The problem (external, internal, philosophical)

1. What is the main external problem you want to call out on the page?
   • Example: “We’re paying for traffic but not getting customers”
2. What is the internal feeling?
   • Example: overwhelmed, stuck, anxious about burn rate, confused
3. What is the philosophical problem you want to state?
   • Example: “Founders shouldn’t have to guess what to fix next”

3) Your authority (why trust you)

1. Why should a founder trust you?
   • Your background, years, wins, case studies, industries, results
2. Do you have any numbers you can claim?
   • conversion lift, CAC reduction, revenue growth, clients served
3. Do you have 1–2 short testimonials or quotes you can use?

4) The plan (the playbook itself)

1. What is the format and length?
   • Number of emails, duration, how fast a founder gets value
2. What are the 3–5 big modules/topics inside the playbook?
   • Example: Offer clarity, landing page quick wins, activation, trust, retargeting
3. What makes your playbook different from a normal newsletter?
   • Example: “diagnosis first”, “only low-hanging fruits”, “no fluff”, “templates”