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docs: update all documentation and add AI tooling configs

Browse Source 
- Rewrite README.md with current architecture, features and stack
- Update docs/API.md with all current endpoints (corporate, BI, client 360)
- Update docs/ARCHITECTURE.md with cache, modular queries, services, ETL
- Update docs/GUIA-USUARIO.md for all roles (admin, corporate, agente)
- Add docs/INDEX.md documentation index
- Add PROJETO.md comprehensive project reference
- Add BI-CCC-Implementation-Guide.md
- Include AI agent configs (.claude, .agents, .gemini, _bmad)
- Add netbird VPN configuration
- Add status report

Co-Authored-By: Claude Opus 4.6 (1M context) <noreply@anthropic.com>
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# Substep 2: Explore Positioning
## Task
Listen for signals and ask follow-ups until you capture all positioning components.
## Positioning Components (Fill These In)
- **Target Customer:** Who is this for?
- **Need/Opportunity:** What problem or opportunity?
- **Category:** What type of product is this? (helps set expectations)
- **Key Benefit:** What's the primary value?
- **Alternatives:** What do people use instead?
- **Differentiator:** What makes this different/better?
**Note:** You don't need to ask about these in order. Follow the natural flow of conversation.
## Conversational Follow-Up Patterns
Reference: `src/data/agent-guides/saga/conversational-followups.md`
### If They Mention TARGET CUSTOMERS
**Signals:** "For busy parents...", "Enterprise teams...", "Small businesses..."
**Follow-ups:**
- "What's typical for them? Walk me through their situation"
- "Why them specifically - what makes them the right fit?"
- "How do you know they have this problem?"
### If They Mention a PROBLEM or NEED
**Signals:** "People struggle with...", "Current solutions don't...", "They need..."
**Follow-ups:**
- "How do they handle this today?"
- "What happens when this goes wrong?"
- "Why hasn't this been solved already?"
### If They Mention ALTERNATIVES
**Signals:** "Unlike X...", "Better than...", "People currently use..."
**Follow-ups:**
- "What do people use today - what are the real alternatives?"
- "Why would someone stick with [alternative] instead of using yours?"
- "What can [alternative] do that you can't?"
### If They Mention DIFFERENTIATION
**Signals:** "We're the only...", "Our unique...", "Unlike others, we..."
**Follow-ups:**
- "Why does that matter to users?"
- "How long will that remain unique?"
- "Is that a real advantage or just a feature?"
### If They're VAGUE
**Examples:** "It's better...", "More convenient...", "Professional..."
**Follow-ups:**
- "Better how? Give me a specific example"
- "What does 'professional' look like to your users?"
- "Convenient compared to what?"
## Know When to Stop
You're ready when you can answer ALL of these:
- ✅ **Who:** Who is the primary target customer?
- ✅ **Need:** What problem/opportunity drives them?
- ✅ **Category:** What type of solution is this?
- ✅ **Benefit:** What's the key value they get?
- ✅ **Alternatives:** What do people use instead?
- ✅ **Differentiator:** What makes this better/different?
**Don't over-explore.** 10-15 minutes usually enough.
---
## Example
**User:** "We get tons of calls asking if we do X type of vehicle. We do EVERYTHING - lawnmowers to tour buses."
**Agent:** "So showing that range is important. Who typically needs that kind of breadth - locals year-round, or summer tourists?"
**User:** "Both, but summer tourists are stressed - car broke down, need help NOW, don't know if we can help their motorhome or whatever. They call everyone."
**Agent:** "What do they use if not you? Like, what are the alternatives in summer?"
**User:** "Garages in Borgholm maybe, but we're the main option in northern Öland. During summer we're basically it."
**Agent:** "And the benefit for them is...getting help fast? Knowing you can handle their vehicle type?"
**User:** "Yeah - peace of mind. We're certified, been here 20+ years, we'll figure it out."
**Agent thinks - Components Captured:**
- ✅ **Who:** Summer tourists + year-round locals (focus on tourists)
- ✅ **Need:** Vehicle breakdown, need immediate expert help, uncertainty about service availability
- ✅ **Category:** Auto service garage (broad spectrum)
- ✅ **Benefit:** Peace of mind - fast, reliable service for any vehicle type
- ✅ **Alternatives:** Garages in Borgholm, calling around to multiple shops
- ✅ **Differentiator:** Only comprehensive option in northern Öland, handles all vehicle types (lawnmowers→tour buses), 20+ years, AutoExperten certified
**Ready for reflection.**
---
## Next
Once all components captured, load and execute: `03-reflect-confirm.md`

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# Substep 1: Open Conversation
## Task
Introduce positioning naturally and invite user to think about how their product fits in the market.
## Instructions
### 1. Adapt Opening to Context
Reference `wds-project-outline.yaml` for:
- `project_context.stakes` - Affects tone
- `working_relationship.involvement_level` - Affects explanation depth
### 2. Opening Question (Choose Based on Context)
**If HIGH STAKES (enterprise/departmental):**
> "Let's talk about how you'll position {product} in the market. Positioning is critical for stakeholder buy-in - it defines who this is for, why it matters, and what makes it different from alternatives."
>
> "Tell me: Who are you building this for, and what makes it different?"
**If BALANCED STAKES (business):**
> "Let's figure out your positioning - basically, how you'll explain what {product} is and why someone should choose it over alternatives."
>
> "Start wherever feels natural: Who's this for? What problem does it solve? What makes it unique?"
**If LOW STAKES (personal/hobby):**
> "Let's nail down what makes {product} special!"
>
> "Who are you imagining using this, and why would they pick it over other options?"
### 3. Listen for Entry Point
User might start with:
- **Target customer** - "It's for busy parents..."
- **Problem** - "People struggle with..."
- **Differentiator** - "Unlike X, we..."
- **Category** - "It's like Notion but for..."
**All valid entry points.** Start where they start, fill in gaps later.
### 4. Set Conversational Tone
Use phrases like:
- "Tell me more about..."
- "Help me understand..."
- "What do you mean by..."
- "Paint me a picture..."
**NOT:**
- "Fill in this template..."
- "Complete this statement..."
- "Define your positioning..."
---
## Example
**Agent:** "Let's figure out how you'll position Källa Fordonservice - basically, how you'll explain what makes it special and who it's for. Start wherever feels natural: Who are your main customers? What makes you different from other garages?"
**User:** "We're the only game in northern Öland during summer. Everything with wheels - cars, buses, tractors, lawnmowers, motorhomes. Been here 20+ years, AutoExperten certified."
**Agent thinks:**
- ✅ Entry point: Differentiator (only option) + Breadth (all vehicles)
- ❓ Still need: Specific target customers, key benefit, what problem this solves
- → Continue exploring in substep 2
---
## Next
Load and execute: `02-explore-positioning.md`

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# Substep 3: Reflect & Confirm
## Task
Synthesize what you heard into positioning components and get user confirmation before creating final statement.
## Instructions
### 1. Synthesize Your Understanding
Present the positioning components you captured:
**Format:**
> "Here's what I'm hearing about your positioning:
>
> **Target Customer:** [who you heard]
> **Their Need:** [problem/opportunity you heard]
> **Product Category:** [how you'd categorize it]
> **Key Benefit:** [primary value you heard]
> **Alternatives:** [what people use instead]
> **What Makes It Different:** [differentiator you heard]
>
> Am I capturing this right? Anything to adjust or clarify?"
### 2. Handle User Response
**If user confirms:**
- → Proceed to Substep 4 (synthesize final statement)
**If user corrects:**
- Listen carefully to what they adjust
- Update your understanding
- Reflect back the correction: "Got it - so [corrected understanding]"
- Ask if that's better
- Once confirmed → Proceed to Substep 4
**If user says "I don't know" or seems uncertain:**
- Help them think through it: "Let's think about [component] - based on what you told me about [context], what would make sense?"
- Guide them to clarity, don't force a template answer
### 3. Document What Was Misunderstood
**For design log `07-positioning.md`:**
In the Reflection Checkpoint section, record:
- Your synthesis (what you presented)
- Whether user confirmed or corrected
- **If corrected:** What you got wrong and what the actual answer was
**This creates a learning record for improving agent understanding quality.**
---
## Example
**Agent:** "Here's what I'm hearing about Källa Fordonservice's positioning:
**Target Customer:** Summer tourists and year-round locals in northern Öland who need vehicle service
**Their Need:** Quick, reliable help when vehicle breaks down - often uncertain if a garage can handle their specific vehicle type
**Product Category:** Full-spectrum auto service garage
**Key Benefit:** Peace of mind - comprehensive service for any vehicle type (lawnmowers to tour buses) from a trusted, certified provider
**Alternatives:** Garages in Borgholm, calling around to multiple shops
**What Makes It Different:** Only comprehensive option in northern Öland, handles ALL vehicle types, 20+ years experience, AutoExperten certified
Am I capturing this right?"
**User:** "Yeah, that's it. I'd say the main customers are actually more the locals year-round, but summer tourists are more visible because they're stressed."
**Agent:** "Got it - so year-round locals are primary, summer tourists are a distinct seasonal segment. Both matter, but locals are the core?"
**User:** "Exactly."
**Agent:** [Updates understanding, proceeds to Substep 4]
**Design Log Update (`dialog/07-positioning.md`):**
```markdown
### Reflection Checkpoint
**Agent Synthesis:**
Target: Summer tourists + locals (tourist-focused)
Need: Quick help for vehicle breakdowns, uncertainty about service
Category: Full-spectrum garage
Benefit: Peace of mind for any vehicle type
Alternatives: Borgholm garages
Differentiator: Only comprehensive northern Öland option, all vehicles, certified
**User Response:** Corrected
**What Was Misunderstood:**
- Agent emphasized tourists over locals
- Actual: Locals are primary customer base, tourists are seasonal (but visible/stressed)
```
---
## Next
Once user confirms understanding, load and execute: `04-synthesize-document.md`

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# Substep 4: Synthesize & Document
## Task
Create positioning statement from captured components and document in product brief.
## Instructions
### 1. Create Positioning Statement
Use the classic framework:
**Format:**
> "For [target customer] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [alternatives], we [differentiator]."
**Craft the statement:**
- Use natural language (not robotic template-speak)
- Focus on clarity over cleverness
- Make it useful for stakeholders and team (not marketing copy)
### 2. Present to User
Show them the positioning statement:
> "Based on our conversation, here's your positioning statement:
>
> [Positioning statement]
>
> This captures who it's for, what makes it different, and the key value. Does this feel right?"
**If user wants adjustments:**
- Listen to what they want to change
- Revise and re-present
- Get final confirmation
### 3. Document with Context
**Add to product brief with supporting components:**
```markdown
## Positioning
**Positioning Statement:**
[Final confirmed statement]
**Components:**
- **Target Customer:** [who]
- **Their Need:** [problem/opportunity]
- **Product Category:** [type]
- **Key Benefit:** [value]
- **Alternatives:** [what people use instead]
- **Differentiator:** [what makes it unique]
**Strategic Rationale:**
[1-2 sentences explaining why this positioning makes sense - reference specific context from conversation]
```
### 4. Update Design Log
**In `dialog/07-positioning.md`:**
Document:
- Opening question used
- Key exchanges that revealed positioning components
- Reflection checkpoint (synthesis + confirmation/correction)
- Final positioning statement (with all components)
- Strategic rationale
### 5. Mark Progress
**In `dialog/progress-tracker.md`:**
- Mark Step 3 (Positioning) as complete
- Update last_updated timestamp
---
## Example
**Agent:** "Based on our conversation, here's your positioning statement:
**For vehicle owners in northern Öland** who need reliable service for any type of vehicle (cars, motorhomes, tractors, or equipment), **Källa Fordonservice is a full-spectrum certified garage** that provides peace of mind with 20+ years of trusted expertise. **Unlike garages that specialize or can't handle certain vehicles**, we service everything from lawnmowers to tour buses as the region's only AutoExperten-certified comprehensive option.
This captures who it's for (locals + tourists), what makes it different (handles all vehicle types), and the key value (peace of mind from expertise). Does this feel right?"
**User:** "Perfect - that's it."
**Agent:** [Documents in product brief]
```markdown
## Positioning
**Positioning Statement:**
For vehicle owners in northern Öland who need reliable service for any type of vehicle, Källa Fordonservice is a full-spectrum certified garage that provides peace of mind with 20+ years of trusted expertise. Unlike garages that specialize or can't handle certain vehicles, we service everything from lawnmowers to tour buses as the region's only AutoExperten-certified comprehensive option.
**Components:**
- **Target Customer:** Vehicle owners in northern Öland (year-round locals, summer tourists)
- **Their Need:** Reliable service for any vehicle type, particularly when uncertain if a garage can handle their specific vehicle
- **Product Category:** Full-spectrum certified auto service garage
- **Key Benefit:** Peace of mind from comprehensive expertise (any vehicle type)
- **Alternatives:** Specialized garages, Borgholm alternatives, calling around to find capable service
- **Differentiator:** Only comprehensive option in northern Öland, handles all vehicle types (lawnmowers→tour buses), 20+ years experience, AutoExperten certified
**Strategic Rationale:**
Northern Öland's geography creates a natural monopoly during summer season, but year-round locals are the core customer base. Positioning emphasizes breadth of capability (reducing "do you service X?" calls) and credibility (AutoExperten certification, 20+ years) to serve both stressed tourists and loyal local customers.
```
---
## Design Log Update
**Mandatory:** Update `dialog/07-positioning.md` with:
- Full conversation flow
- Reflection checkpoint with corrections (if any)
- Final positioning statement and components
- Strategic rationale
**Then:** Mark Step 3 complete in `dialog/progress-tracker.md`
---
## Next Step
Update frontmatter:
```yaml
stepsCompleted: ['step-01-init.md', 'step-02-vision.md', 'step-03-positioning.md']
positioning: '[final positioning statement]'
```
Load, read full file, and execute: `step-05-business-model.md` (Business Model)

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# Tone of Voice Example: SaaS Onboarding Tool
**Context:** B2B SaaS for employee onboarding, target users are HR managers (stressed, overwhelmed, want to feel capable)
---
## Suggested Tone of Voice
### Tone Attributes
1. **Supportive & Reassuring**: HR managers are stressed about onboarding. Our tone should reduce anxiety, not add to it.
2. **Professional but Warm**: B2B context requires professionalism, but warmth builds trust.
3. **Clear & Concise**: Busy users need straightforward communication, no fluff.
4. **Empowering**: Frame actions around user capability, not system features.
### Examples
**Error Message:**
- ✅ "We couldn't find that email. Double-check for typos?"
- ❌ "Error 404: User not found"
**Button Text:**
- ✅ "Add your first employee"
- ❌ "Create new record"
**Empty State:**
- ✅ "Your onboarding dashboard is ready. Let's add your first employee to get started."
- ❌ "No employees added yet"
**Success Message:**
- ✅ "Perfect! Sarah's onboarding is set up. We'll send her the welcome email tomorrow at 9 AM."
- ❌ "Employee record created successfully"
---
## Analysis
**Why This Tone Works:**
- **Supportive**: "We couldn't find" (collaborative) vs "Error" (blaming)
- **Professional but Warm**: Uses proper grammar but friendly language
- **Clear**: Specific, actionable messages without jargon
- **Empowering**: "Add your first employee" (user action) vs "Create new record" (system function)
**Alignment with User State:**
- HR managers are stressed → Reassuring tone reduces anxiety
- Want to feel capable → Empowering language focuses on their actions
- Need efficiency → Clear, concise messaging respects their time
- Professional context → Maintains appropriate formality with warmth
---
_Example demonstrating Tone of Voice definition for B2B SaaS product_

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# Tone of Voice - Output Template
Use this template to document the final Tone of Voice in the Product Brief.
```markdown
## Tone of Voice
**For UI Microcopy & System Messages**
### Tone Attributes
1. **[Attribute 1]**: [Brief description]
2. **[Attribute 2]**: [Brief description]
3. **[Attribute 3]**: [Brief description]
### Examples
**Error Messages:**
- ✅ "Hmm, that doesn't look like an email. Check for typos?"
- ❌ "Error: Invalid email format"
**Button Text:**
- ✅ "Let's get started"
- ❌ "Submit"
**Empty States:**
- ✅ "Nothing here yet. Ready to add your first item?"
- ❌ "No results found"
**Success Messages:**
- ✅ "You're all set! We've sent a confirmation to your email."
- ❌ "Operation completed successfully"
### Guidelines
**Do:**
- [Tone-appropriate practice 1]
- [Tone-appropriate practice 2]
- [Tone-appropriate practice 3]
**Don't:**
- [Tone-inappropriate practice 1]
- [Tone-inappropriate practice 2]
---
*Note: Tone of Voice applies to UI microcopy. Strategic content (headlines, feature descriptions, value propositions) uses the Content Creation Workshop based on page-specific purpose and context.*
```
## Example Microcopy Format
When presenting examples, use this comparison format:
```
Example UI Microcopy:
Error Message:
❌ Generic: "Error: Invalid input"
✅ Our Tone: [Rewritten in proposed tone]
Button Text:
❌ Generic: "Submit"
✅ Our Tone: [Rewritten in proposed tone]
Empty State:
❌ Generic: "No results found"
✅ Our Tone: [Rewritten in proposed tone]
Form Label:
❌ Generic: "Email address"
✅ Our Tone: [Rewritten in proposed tone]
Success Message:
❌ Generic: "Operation successful"
✅ Our Tone: [Rewritten in proposed tone]
```

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# Substep 2: Explore Vision
## Task
Listen for signals and ask follow-up questions until you capture the essence of what they're building.
## Instructions
### 1. Use Conversational Follow-Up Patterns
Reference: `src/data/agent-guides/saga/conversational-followups.md`
Listen for signals and respond:
**If they mention USERS:**
- "Tell me more about them - who are they?"
- "What frustrates them today?"
**If they mention BUSINESS VALUE:**
- "How do you see that translating to revenue/efficiency/growth?"
- "What would success look like in 6 months?"
**If they mention a FEATURE:**
- "What problem does that solve?"
- "Why is that important to you?"
**If they're VAGUE:**
- "Can you paint me a picture - what does that actually look like?"
- "Give me a specific example"
### 2. Know When to Stop
You're ready when you can answer:
- ✅ What are they building?
- ✅ Why does it matter?
- ✅ Who is it for?
- ✅ What makes it different?
**Don't over-explore.** 5-10 minutes usually enough.
---
## Example
**User:** "Tourists in summer drive me crazy - they break down and need help NOW."
**Agent:** "Tell me about the tourist situation - what time of year, what's typical?"
**User:** "Summer, June to August. Northern Öland, we're basically the only option. They break down, they're stressed, they call everyone. Half the time it's a car I can't take because we're full."
**Agent:** "So the website would help them understand if you can help them, before they call?"
**User:** "Exactly! And show we're legit - we're AutoExperten certified, been here 20 years."
**Agent:** "What about the 'basic stuff' calls you mentioned?"
**User:** "People asking if we do X type of vehicle. We do EVERYTHING. Lawnmowers to tour buses. I want that clear right away."
**Agent:** "Got it. So showing that breadth is important. How do you want to show it?"
**User:** "Maybe pictures of all the different types? So they see we're serious."
**Agent thinks:**
- ✅ What: Professional website showing service breadth
- ✅ Why: Reduce unnecessary calls, show credibility
- ✅ Who: Summer tourists (stressed, need fast answers)
- ✅ Different: Full range lawnmowers→tour buses, AutoExperten certified
**Ready for reflection.**
---
## Next
Once essence is captured, load and execute: `03-reflect-confirm.md`

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# Substep 1: Open Conversation
## Task
Adapt opening question to project context and invite user to think out loud.
## Instructions
### 1. Check Project Context
Read from `wds-project-outline.yaml`:
- `project_context.stakes`
- `working_relationship.involvement_level`
- `existing_materials.has_materials` (check if materials exist)
- `existing_materials.previous_brief` (if has_materials = true)
### 2. Adapt Opening Question
**Check for existing materials FIRST:**
**WITHOUT existing materials** (`has_materials: false`):
**If stakes = personal/hobby:**
> "Tell me about this project! What are you building and what excites you about it?"
**If stakes = business:**
> "What are you envisioning? Tell me in your own words about what you want to create - just dump your ideas, I'll help structure them."
**If stakes = departmental/enterprise:**
> "Let's start with the big picture. What problem are you solving, and what does success look like organizationally?"
---
**WITH existing materials** (`has_materials: true` and `previous_brief` exists):
Read the brief first, then adapt opening:
**If stakes = personal/hobby:**
> "I see you mentioned [reference from brief]. That sounds exciting! Tell me more about what you're envisioning."
**If stakes = business:**
> "I read your brief - you described [key vision element]. Let's build on that. Has your thinking evolved, or is that still the direction?"
**If stakes = departmental/enterprise:**
> "Your brief outlined [vision/problem]. Is that still accurate, or has the organizational picture shifted since you wrote it?"
### 3. Set Expectation
Make it clear this is exploratory:
> "Don't worry about having it all figured out - just share what you're thinking, and I'll help organize it."
---
## Example
**Agent reads context:**
```yaml
project_context:
stakes: business
working_relationship:
involvement_level: balanced
```
**Agent opens:**
> "What are you envisioning for this website? Tell me in your own words - just dump your ideas, I'll help structure them. Don't worry if it's not perfectly organized yet."
**User (Björn/Källa):**
> "Well, I just need something that looks professional and stops people from calling about basic stuff I can't help with anyway. We do cars, buses, tractors, everything. Tourists in summer drive me crazy - they break down and need help NOW."
---
## Next
Once conversation is open, load and execute: `02-explore-vision.md`

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# Substep 3: Reflect & Confirm
## Task
Synthesize understanding into 2-3 sentences and get user confirmation before proceeding.
## Instructions
### 1. Synthesize Conversation
Capture the essence in 2-3 sentences:
- The product concept
- The core value/impact
- The unique angle or aspiration
### 2. Present to User
Use natural language:
> "Let me make sure I understand. What I'm hearing is:
>
> [Your 2-3 sentence synthesis]
>
> Is that right? Am I missing anything important?"
### 3. Wait for Response
- ✅ If they confirm: Proceed to substep 04
- 🔄 If they correct: Adjust and reflect back again
- ➕ If they add: Incorporate and reflect back again
**DO NOT proceed until you have confirmation.**
---
## Example
**Agent synthesizes:**
> "Let me make sure I understand. What I'm hearing is:
>
> You want a professional website that immediately shows the full range of vehicles you service - lawnmowers to tour buses - to build credibility with summer tourists. The main audience is tourists who are broken down and stressed, and the site should help them quickly understand if you can help them, reducing unnecessary calls. Your AutoExperten certification is a trust signal.
>
> Does that capture it?"
**User:** "Yeah, exactly!"
**Agent:** "Perfect. I'll document this vision."
---
## Example: Correction Needed
**Agent synthesizes:**
> "So you want to grow the business and get more summer customers?"
**User:** "No, actually we're at capacity. I want to filter OUT calls we can't take, not grow."
**Agent adjusts:**
> "Got it - so it's about efficiency and filtering, not growth. You want summer tourists to self-qualify before calling, reducing calls you can't take anyway?"
**User:** "Exactly."
**Agent:** "Thanks for clarifying!"
---
## Next
Once user confirms, load and execute: `04-synthesize-document.md`

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# Substep 4: Synthesize & Document
## Task
Create concise vision statement and document with conversation context.
## Instructions
### 1. Craft Vision Statement
Based on confirmed understanding, create 1-2 sentence vision statement that:
- Captures aspirational direction
- Is concise and clear
- Feels natural to project context
**Adapt to stakes:**
- **Personal:** Playful, energetic
- **Business:** Professional, value-focused
- **Enterprise:** Measured, outcome-oriented
### 2. Document in Product Brief
Add to `product-brief.md`:
```markdown
## Vision
[Vision statement]
**Key Insights from Discussion:**
- [Insight 1 - context that matters]
- [Insight 2 - important decision point]
- [Insight 3 - unique angle]
```
### 3. Update Design Log
**Mandatory:** Update `dialog/02-vision.md` before marking this step complete.
**Fill in:**
- Opening question + user's first response
- 3-4 key exchanges showing signal-based follow-ups
- Conversation flow summary
- Reflection checkpoint (synthesis + user confirmation/correction)
- Final vision statement
- Key insights captured
**Then:** Mark Step 2 complete in `dialog/progress-tracker.md` progress tracker
---
## Examples by Stakes
**Personal/Hobby:**
> "Build a delightful tool that helps designers organize inspiration in a way that actually makes sense - visual, fast, and connected to real projects."
**Small Business (Källa):**
> "Create a professional web presence that clearly shows the breadth of our services - from lawnmowers to tour buses - to build credibility with summer tourists while filtering out calls we can't help with."
**Enterprise:**
> "Transform customer service from reactive ticket resolution to proactive issue prevention through intelligent automation, reducing response time by 70% while freeing agents to handle complex cases that require human judgment."
---
## Full Example (Källa)
**Vision statement:**
> "Create a professional web presence that clearly shows the breadth of our services - from lawnmowers to tour buses - to build credibility with summer tourists while filtering out calls we can't help with."
**Key insights documented:**
- Primary audience is summer tourists who need fast help (time-sensitive, stressed)
- Owner wants efficiency not growth - already at capacity
- AutoExperten certification is key trust signal
- Current phone calls are repetitive - website should answer common questions
- Service breadth (lawnmowers → tour buses) is unique selling point
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## Next
After documenting, load and execute: `step-03-positioning.md`