Curt began doing payroll services while he was still in college and made it his career. Identifying his ideal client was complex since he sells to franchise owners, however it's the people in HR who use his product. Not only that but Curt's passion lies in helping the employees of those franchises–especially those who rely on check chashing services that can eat into hard-earned wages. It all makes for a trifecta of people impacted by what he does. I helped clarify who these unique individuals were and how their motivations for buying were very different. Then we named the business and worked on clarifying his message so it's easily understood.