Craig Bumatay Basics

A. Identity & Demographics

Who is your ideal customer (describe in as much detail as possible)?

• Mission-driven business owner, executive, or professional experiencing a career or business transition or seeking to elevate to the next level.

• Growth-focused mindset

• Want to be great and not settle for good

• Strive for excellence, not perfection, in all aspects of life

What industry are they in? What’s their role/title?

• They span industries like home/trade services, professional services (CPAs, lawyers, realtors), and mid-sized businesses with growing teams.

What size is their business or budget (if B2B)?

• Business sizes vary—some are solopreneurs, others are regional firms

• I also work with corporate executives and non-profit organizations

Are they local, national, international? Age range? Gender majority?

• They can be located anywhere. I serve clients across the U.S. virtually. 

• I work with local companies in Southern California where I’m located. 

• I have worked with clients that have employees in other countries.

• I don’t focus on age or gender. What matters most is mindset.

Are they typically tech-savvy or not?

• They may not be tech-savvy, but they have a growth mindset and are open to AI tools if they’re customized, simple, and strategic.

B. Goals & Motivations

What are your customers trying to accomplish when they come to you?

• They’re seeking a full-spectrum reset—personally and professionally.

• Most come to me when they’re at a pivot point in their career, business, or leadership role. They’re trying to:

  • Break free from burnout, stagnation, or chaos

  • Reclaim balance, clarity, energy, control, time, and focus

  • Grow their business in a scalable, purpose-driven way

  • Align their work with their values, legacy, and long-term vision

  • Build systems and habits that create real freedom—time, profitability, mental space

• At their core, they want to lead with confidence, show up fully for their team and family, and create a business and life that reflects their highest potential.

• They want to grow their business and lead from a place of confidence, clarity, and purpose, not chaos or burnout.

What “ideal outcome” do they describe in their own words?

• They want to scale without working 24/7.

• They want to get out of the weeds and stop wearing every hat.

• They want their business to work for them, not the other way around.

What personal or professional benefit do they want — less stress, more money, more status, more security, etc.?

• They want time freedom, increased profitability, and scalable systems. Personally, they want better health, stronger relationships, and to live with purpose and energy.

C. Pain Points & Triggers

What problem are they trying to solve?

• They are their own biggest obstacle to growth. They have a mindset block, limiting belief, or self-doubt that has been keeping them stuck.

• They are growing their team or revenue, but their profit is not growing. 

• They do not have time freedom or control of their schedule.

• They build a job they feel trapped in, not a business that can grow and run without them.

• They’re stuck in the daily grind—wearing too many hats, constantly busy but not seeing meaningful progress.

• They don’t know what their true calling and purpose is.

• They feel like it’s too late to pivot and pursue what they’re passionate about that lights their soul on fire.

What frustrates them about current solutions or competitors?

• They’ve been burned by generic, cookie-cutter solutions that aren’t tailored to them or their stage of growth. Their top frustrations include:

  • Coaches or consultants who give theory without execution

  • Agencies that overpromise, underdeliver, and don’t align with their mission or voice

  • Tech tools that are overwhelming, disjointed, or just more noise

  • Feeling like they have to figure everything out themselves, again

  • A lack of real ROI or clarity on what’s working—and what’s not

• They’re craving personalized guidance, trusted partnership, and systems that are simple but powerful.

• They’re frustrated by hiring the wrong people, lack of performance, lack of accountability, or disorganized operations.

What usually makes them start searching for your service/product?

• Triggers include burnout, a desire to exit the business, hitting a revenue plateau, or wanting to refocus on family or legacy.

• I also specialize in working with professionals who are considering starting or buying a business, pivoting careers, or navigating a major life or career change.

What’s the cost to them (time, money, risk) if they don’t solve the problem?

• If they don’t solve the problem, they risk wasted time, stalled growth, team burnout, missing key personal milestones (like kids’ activities).

• Poor health, relationships, and time management.

• Living a life without significance, purpose, meaning, fulfillment, or joy.

D. Buying Journey & Barriers

What concerns or objections do they raise before buying?

• Objections include: I don’t have time, I’m not sure this will work for me, I’ve never hired a coach before, I can’t afford this, or now’s not the right time.

Who else is involved in their decision-making?

• Spouses or key team members are involved.

What do they research or ask before committing?

• What exactly do you do?

• Will this take a lot of my time?

• How is this different from other coaching or programs?

• Reviews and referrals from past clients

What are the top 3 questions you hear over and over before a sale?

• What exactly do you do? 

• Will this actually produce results? 

• How much time is this going to take?

E. Language & Emotion

What phrases or keywords do customers often use when they describe their problem?

• I’m overwhelmed, I’m too busy running the business to grow it, I feel like I’m always behind, I’m stuck, I’m burned out, and I need more time.

How do they describe success or relief after working with you?

• More time with family, organic lead flow, boosted confidence and performance, strategic team alignment, improved health and wellness, reclaim control of their time and freedom, achievement of professional and personal goals, and a business that runs without them being in every detail.

What tone do they respond best to? (Friendly? Direct? Confident? Reassuring?)

• Confident, encouraging, and direct but with a genuine heart. 

• They want energy, trust, and someone who hears and understands them and their unique challenges and struggles.