Professional Mentorship Evaluation Profile 

Note: All information provided by client is treated as confidential by Whitney Howard and Starland Alchemy. 

1. Please summarize your business. What is the nature of your business? What is your personal role within the business? If you are the business owner, please provide incorporation year. Do you have other paid employees or external support staff - full-time / part-time / freelance? If so, please provide a high-level summary of roles and responsibilities of employees and external support staff.

2. What do you love the most about your work and your business? Why?

3. What is your definition of success for your business?

4. Is there something that is currently missing from your business that you would be delighted to incorporate? If so, what is it and why?

5. What are your top three challenges or blocks to fulfillment and/or success within your work or your business as a whole?

6. How does your business make money? 

7. What are the major categories of costs for your business? E.g. office space, salaries, materials, travel, marketing, other. Please provide an estimate of your Expenses as a % of Annual Revenue. For example, if your business generates $10K annually and you have $2K of average annual costs required to produce the $10K revenue, then the answer to this question would be that Annual Expenses are 20% of Annual Revenue. There is no right or wrong answer to this question, as it varies dramatically across industries, but it is an important metric to understand.

8. How has your business performed over the past five years? If your business has not been operational for five years, please provide a snapshot of annual performance since launch. Please do not feel that you have to share dollar figures. My intention is to get a sense of how your business has been trending overall. Here is an example:

2016: Launch Year

2017: Grew total annual revenue by 50%, added ten new major clients, hired one full-time employee

2018: Revenue growth of 20% over 2017, added two new major clients, hired two full-time employees, opened office space

2019: Revenue growth of 10% over 2018

2020: Revenue decline of 75% over 2019 due to pandemic, downsized operation to only one full-time employee, closed office space

2021: Anticipated revenue growth of 50% over 2020 based on year-to-date performance

9. What are your top three professional focus metrics the next 12 months? Here are some examples but please do not feel limited by these sample metrics. Trust what feels right for you and your business. Examples: Grow Revenue, Increase Visibility, Reduce Costs, Work Less To Produce More, Grow Social Media Engagement, Expand Overall Reach, Increase Marketing Efforts, Streamline Marketing Efforts, Gain More Clients, Streamline Clients, Increase Ratio of Return Business.

10. Please refine and specify your three professional focus metrics for the next 12 months. Here are three examples:

• I would like to grow my business revenue by 25% over my highest revenue year of 2019.

• I want to work less but produce more. Right now, I am working sixty hours a week but that feels like way too much. I feel very scattered and overwhelmed. I need help managing my time and priorities more effectively.

• I want to increase the marketing efforts for my business in a strategic way - I'm not positive about the specifics but something along the lines of targeting a couple of high profile events, a couple of meaningful strategic partnerships and I'd like to experiment with a social media marketing budget.

11. Please provide a summary of any existing business commitments over the next 12 months - e.g. client engagements, marketing events, strategic partnerships, other.

12. Please provide a summary of any other key details relating to your business plans and operations over the next 12 months.

13. Do you know your Myers Briggs personality profile? A close approximation of the test is available online here if you'd like to take it. This is an optional question that helps me get a better sense of how you work.

14. Birth data for your personal astrology: please provide your full name, date of birth, exact time of birth, birth city-state-country.

15. Is there anything else that you would like to share?