Your Business Identity profile
Business Identity is your business's profile inside the app — who you serve, what you offer, what you charge, how customers pay, how they find you, and how you know it's working. It's the first thing I build with you, and it's what everything else I build (your website, your marketing, your pricing conversations) draws from.
How to open it
Open Apps (your business name and the grid). Business Identity sits just below Business Settings. The tab strip and Dashboard open it too.
Why it's worth keeping filled in
The more complete your Business Identity is, the better I can do everything else. If I ask something I should already know, filling in that piece of your profile is usually why.
How it's organized
Business Identity starts with six top-level questions. Any of them can open up into more detail underneath, if there's more to say — you don't have to fill in everything at once.
What I fill in vs. what's always yours
Four of the six top-level questions — who you serve, what you offer, what you charge, and how customers find you — I'll fill in on my own as I pick up details in conversation, so you'll often see these show up before you've typed a word about them. That's so we can get moving without a questionnaire. I show them as provisional, so you know they're my starting take rather than your words. I'll also pick a working business name to build around and tell you which one I went with, so you can rename it whenever you like.
I tell you about every one of them, and why I chose it. Each starter answer comes with a note in your conversation and daily summary: what I went with, what it was based on (usually something you told me, or something I found researching your market), and where to change it. When I had nothing to go on, I say so plainly and never invent a reason. Nothing about your business gets decided quietly.
When I research your market, you can see what I read. Before filling those starter answers in, I look up competitors, positioning, and pricing on the web, then tell you in chat which sites I read. Each card I filled shows "Why I chose this" and up to three links to its sources; they go away when you change the answer. If a search turns up nothing useful, I say so.
I only draw those from what you've told me. If you've described what you sell but not who you sell it to, I describe "who you serve" by the need you're solving, and won't assume your customers are individuals, small businesses, or large companies. Tell me who you have in mind and I'll replace my starting answer.
The other two — how customers pay, and how you'll know it's working — are always your call, since they come down to judgment only you can make. So is everything you find once you open a question for more detail (like what your customers struggle with, or why they've tried and failed before) — once you're inside one of those, every question there is always yours too. I won't guess at any of those. If a card says it's up to you, just answer it directly, or bring it up next time we're talking — the info icon next to the page title has the full breakdown.
How I ask the questions
I ask one question at a time, in order, and only when I'm not waiting on you for something more pressing. Each one appears as its own card, and I don't repeat it in my own words while it waits. Some come with suggested answers: tap one, or type your own. Answer in your own words ("we take cards through Stripe") and I'll write it up, then ask the next one. I only write what you said, so if a price has no "per what", I'll ask for the missing part. Skip leaves a card empty and I move on; you can fill it in later.
How to update it
Just tell me what's changed — a new price, a new customer type, a new way people find you — and I'll update your profile.
You can also edit any card right on the page — filled in, in progress, or still waiting on you. Use the pencil next to a card's label to open its editor and type your answer in plain text. I refuse HTML tags. Emails like <hello@acme.com> and http or https links are fine. (On an answered card with more detail behind it, clicking the body opens that detail; the pencil opens the editor.)
Editing a card here doesn't automatically update your live website. If you change something already published — how you describe your customers, say — let me know and I'll get your site to match. With your price set up, your site shows what your main offer's payment link charges. See "Asking for changes to your website".