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Shapes that work

Templates and formulas.

Sentence shapes for the statements that give founders the most trouble, each with FieldArc's version beside it. A formula is scaffolding: build on it, then take it away.

StatementShapeFieldArc
PurposeTo [verb] [specific territory] so that [tension resolved].To help degraded land become living infrastructure again, so ecological recovery and economic value can work together.
MissionTo [strong verb] [audience] with [what you provide] needed to [outcome].To equip landowners, estate managers and project developers with the data, planning tools and commercial pathways needed to restore degraded land at scale.
VisionA future where [what changes in the world], [why it matters].A future where restored landscapes are recognised as essential infrastructure, valued for biodiversity, climate resilience, food security and long term prosperity.
Value[Value]: [the behaviour it requires], even when [the temptation].Evidence before claims: no outcome claim without a measurement behind it, even when a rival will claim more.
Persona[Who], under pressure to [pressure], wants [desire] without [fear], doubts that [doubt], and acts when [trigger].An estate manager, under pressure to make inherited land productive, wants credible restoration while keeping control, doubts it can be done affordably, and acts when shown a realistic path with evidence on land like hers.
Value proposition[Brand] helps [audience] [get outcome] by [method combination].FieldArc helps landowners and estate managers turn degraded land into investable, measurable restoration projects by combining ecological intelligence, practical planning and credible commercial pathways.
USP[What you are] that [a reason to choose you a competitor cannot credibly make]. Strong form, when the exclusivity is real: The only [what] that [claim].The only place a landowner can get ecological depth and a practical route to funding in the same conversation.
Positioning[Brand] is the [category word] [what] for [audience] who need [need], [how].FieldArc is the practical restoration intelligence platform for landowners and estate managers who need credible ecological insight, commercial clarity and a realistic path from degraded land to measurable recovery.
Voice rule[Quality] over [its tempting opposite].Precise over inflated.
Behavioural rule[Imperative verb] before you [tempting shortcut].Explain before you persuade.
Goal rowGoal: [testable outcome]. Baseline: [where you are now]. Measure: [what would show it is reached]. Gap: [honest distance]. Action: [thing a person does]. Owner: [name].Goal: be the platform landowners trust first. Baseline: no unprompted mentions and two referenceable projects. Measure: ten referenceable projects, and a third of qualified leads naming trust or proof. Gap: most have never heard of us and distrust restoration claims. Action: evidence-led education and project stories on comparable land. Owner: founder.
Offer line[Promise, as their outcome]. We do this by [mechanism]. Proof: [what you can show], and we hold back from claiming [not-yet]. Safe to start because [risk removal]. First step: [smallest step].Turn the land you are responsible for into a measurable restoration project with a realistic route to funding. We do this by assessing the land, planning the restoration and opening the commercial pathway. Proof: two completed assessments with measured baselines on comparable land, and we hold back from claiming outcomes at scale until they are measured. Safe to start because the assessment stands on its own and you keep control at every stage. First step: an assessment of your land.

The final strategy document

Ten sections, in this order. It should be short enough that people open it and clear enough that it makes decisions easier.

  1. 1
    Brand foundation summary

    Built from: Strategy snapshot, Structure and offers

  2. 2
    Purpose, mission, vision and values

    Built from: Purpose, Mission, Vision, Values

  3. 3
    Audience, person and offer

    Built from: Audience segmentation, Persona and offer

  4. 4
    Positioning

    Built from: Competitor landscape, Competitive advantage, USP and positioning

  5. 5
    Brand personality and tone of voice

    Built from: Personality, Tone of voice

  6. 6
    Visual direction brief

    Built from: Look and feel

  7. 7
    Goals, roadmap and touchpoints

    Built from: Goals and gap analysis, Roadmap and touchpoints

  8. 8
    Channels and content plan

    Built from: Channels and content

  9. 9
    Research agenda

    Every low-confidence decision, every assumption, every evidence gap, every claim you are not yet making, and the test planned for each.

  10. 10
    Storytelling bridge

    Which story most needs telling next.

The three checks before you share it

Open your strategy documentRun the alignment check