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LUNA
CLIENT DISCOVERY
We'd love to learn about you and your project. Fill this in at your own pace, there are no wrong answers.
About You
Your full name
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Company or project name
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Your email address
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Phone number
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City/Location
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Which best describes you?
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Which best describes you?
A
Entrepreneur or founder building my first concept
B
Existing restaurant, café, or retail owner
C
Hospitality group or multi-unit operator
D
Real estate developer or investor
E
Hotel or property developer
F
I wear a few of these hats
What best describes your project?
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What best describes your project?
A
Restaurant or dining
B
Café or coffee concept
C
Retail or lifestyle shop
D
Mixed use or real estate development
E
Boutique hotel or hospitality property
F
Wellness or longevity concept
G
Cultural destination or event space
H
Something else, I'll describe it below
Describe your something else here
The Idea
Tell us about what you're working on. Is this something new you're building, or an existing space?
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How long have you been sitting with this idea or project? What made you start thinking about it now?
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Where You Are
Where are you in the process right now?
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Where are you in the process right now?
A
Still in the vision stage, ideas but nothing locked in yet
B
Actively planning, some pieces are in place
C
Close to launch, ready to move fast
D
Already open, looking to improve or reposition
What do you have in place right now? Select all that apply.
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What do you have in place right now? Select all that apply.
A location
A business partner or team
Investors or funding
A brand or concept direction
None of the above yet
Who is already on your team or project? (Select all that apply)
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Who is already on your team or project? (Select all that apply)
Architect or interior designer
General contractor or builder
Chef or culinary partner
Investors or financial partners
Brand or marketing team
Operations manager
None yet, starting from scratch
Do you have a target opening or launch date in mind?
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What you want it will become
When you picture this space fully alive, who is in it, and how do they feel when they walk in?
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What do you want people to say about this place that is unique to it?
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Is there a place, anywhere in the world, that makes you feel the way you want this space to make people feel? Tell us about it.
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How important is it to you that this space has an intentional wellbeing or community dimension?
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How important is it to you that this space has an intentional wellbeing or community dimension?
A
It's central to the vision — this is why I'm building it
B
Very important, I want it woven into the experience
C
Somewhat, I'm open to it but haven't thought deeply about it
D
Not a priority right now
The Gap
Where do you feel least confident right now? Select all that apply.
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Where do you feel least confident right now? Select all that apply.
The concept- what this place actually is
The brand - how it looks, sounds, and feels
The guest experience - how people move through and feel inside it
The business strategy - revenue, pricing, model
The operations - how it runs day to day
The team - hiring, training, and building a culture od genuine hospitality
All of the above
If you have an existing space, what is underperforming? (Skip if building new)
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If you have an existing space, what is underperforming? (Skip if building new)
Guests don't return, there's no emotional connection
The brand doesn't reflect what the space actually is
Revenue is inconsistent or below expectations
The team culture and service don't match the vision
Foot traffic is low or the wrong audience is coming in
The concept has no clear identity or positioning
We've outgrown what we built, it needs to evolve
Has anything held this project back so far? What?
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Have you worked with a consultant or advisor on something like this before?
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Have you worked with a consultant or advisor on something like this before?
A
Yes, and it was valuable
B
Yes, but it didn't quite work
C
No, this would be the first time
Working Together
How do you like to work?
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How do you like to work?
A
I want a clear strategic framework and expert guidance
B
I like to build intuitively but want a strong thinking partner
C
I have a vision, I need someone to pressure-test and refine it
D
I'm not sure
If you could hand one part of this project off to someone you fully trusted, what would it be?
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Practical Details
How is this project funded?
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How is this project funded?
A
Personally funded
B
Investor backed
C
Development budget
D
Still figuring that out
What kind of support are you looking for?
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What kind of support are you looking for?
A
Someone to guide the project from the very beginning
B
Someone to course-correct where I am now
C
Ongoing strategic guidance and a trusted sounding board
D
I'm not sure, I'd love your perspective
When it comes to investing in expert guidance for this project, where are you?
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When it comes to investing in expert guidance for this project, where are you?
A
Ready to invest, I understand the value and have budget allocated
B
Exploring, I want to understand what's possible before committing
C
Early stage, budget is still being figured out
D
I have a development budget and this would be a line item in it
What does success look like for this project at the end of year one?
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