1. Executive Summary (Must be 1 page, Sample Preview Page 1)


1.1 Top 3 Strategic Insights (Conclusion + Evidence)
1.2 Top 3 Next Moves (Actionable items: Owner/Effort/Impact)
1.3 Suggested Distribution Focus (Channel roles in one sentence)

- Meta = demand creation + creative iteration engine
- Google = high-intent capture + ROAS stabilizer


Selling Point Mapping: Consulting-grade, fast, actionable


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2. Market & Competitive Patterns (Core Differentiation, Sample Preview Page 2)


2.1 Competitive Landscape Snapshot

- Main competitors list (3-8)


2.2 Pattern Library (Most Important)
Fixed structure for each pattern:
- Pattern name
- Who uses it
- What it looks like (hook/offer/CTA/visual)
- Why it works (Mechanism)
- How to adapt (Migration strategy)


2.3 Competitive Gap Map

- You are behind / on par / ahead


Selling Point Mapping: Knowledge of competitor dynamics & tactics


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3. Brand Messaging System


This is the core asset for "Top 4A/Consulting-grade value"

3.1 Key Message Architecture

- Primary promise
- 3 supporting reasons
- Proof points / RTBs
- Objections & counters


3.2 Tone & Manner

- Tone keywords
- Do/Don't table


3.3 Key Look (Visual Cues)

- Visual cues
- Composition rules (First screen / First 3 seconds rule)
- Forbidden elements


3.4 Message Constraints (Creative Guardrails: Must/Avoid)

- Must include
- Must avoid
- Claims guardrails (No false promises)


Selling Point Mapping: Agency-level strategic expression (not random tool output)


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4. Touchpoint Strategy


Addressing the gap: Lack of touchpoint/media strategy reduces the "consulting feel"

4.1 Full-funnel Touchpoint Map
Output in 3 stages:

Awareness

- Primary touchpoints (Meta Reels/Feed, YouTube, Display)
- Intent state
- Message job (What the user should believe at this stage)
- Creative format (Suggested format)
- Primary metric (success signal)


Consideration

- Primary touchpoints (Meta retargeting, YouTube remarketing)
- Message job (Relieve doubts / Build trust)
- Proof type (Reviews, comparisons, data, case studies)
- Metric


Conversion

- Primary touchpoints (Google Search, Meta DPA/retargeting)
- Message job (Reduce decision friction / Amplify offer)
- Metric (CVR, CPA)


4.2 Touchpoint-to-Message Mapping

- Which messages correspond to which touchpoints
- Which creative patterns are used for which placements


Selling Point Mapping: Turning the report from "clever suggestions" into a "deployable execution system"


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5. Media Strategy (Using Hypothesis + Validation instead of Audit)


Key Point: Remaining "professional" without relying on backend data
Achieve consulting-grade expression using channel roles + mix hypothesis + validation plan

5.1 Channel Roles

- Meta role: demand creation / creative iteration / volume scaling
- Google role: high-intent capture / ROAS stabilization / brand defense


5.2 Media Mix Hypothesis

- Suggested mix range (expressed as a range, labeled as hypothesis)
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  - e.g. Meta 55-75% / Google 25-45%
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- Rationale (Related to product/industry/stage)


5.3 Budget Logic (Budget logic, no specific budget table)

- What to fund first
- What to cut
- Learning vs scaling boundary (When to scale)


5.4 Validation Plan

- Test plan (3 tests)
- Success metric
- Stop rules


Selling Point Mapping: Higher level than "media suggestions," similar to a consulting firm's allocation strategy


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6. Growth Strategy Options (Strategic Options: Trade-offs)


6.1 What's working (and why)

- 3-6 observations


6.2 Scale constraints (and why)

- constraints/frictions/gaps (avoid diagnostic tone)


6.3 Strategy options (2-3 options)

- option name
- who it's for
- expected outcome
- trade-offs
- what must be true


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7. Action Waves -- Next Moves


7.1 Wave 1 -- Immediate Fixes (0-7 days)

- 3-7 actions (copy/offer/layout/trust)


7.2 Wave 2 -- Strategic Tests (2-4 weeks)

- hypothesis / setup / success metric / stop rule


7.3 Wave 3 -- Scale System (1-3 months)

- creative pipeline
- iteration cadence
- reporting rhythm


Anchor point for "consulting-grade actionable delivery"


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8. Copy & Creative Pack (Reproducible Delivery)


8.1 Copy rewrites (Original -> New)

- hero H1/H2
- pricing/offer copy
- CTA variants
- objection blocks


8.2 Ad Angles

- angle name
- hook line
- creative note
- CTA


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9. Controls


Align with the "controls" logic in the mentor's guidelines

- primary metrics
- guardrails
- expected signal timeline (24h/72h/7d)
- alert rules (if X then Y)


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10. Appendix (Sources & Methods)

- public sources (with URLs)
- competitor list
- method note (web research based)
- limitations


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V1.1 "Mandatory Modules" List (Engineering Implementation Priority)


Must be generated (otherwise report is incomplete):
- 1 Executive Summary
- 2 Competitive Patterns
- 3 Brand Messaging System
- 4 Touchpoint Strategy
- 5 Media Strategy
- 7 Action Waves
- 9 Controls


Optional generation (based on page complexity):
- 6 Strategy Options
- 8 Copy Pack (can be generated by default)


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