Why you, why now, what can you offer?

Stuart Ashley
Nov 17
2 min read

Three questions every founder needs to answer

Introduction

Starting your own business isn’t just about having a good idea. It’s about being able to explain clearly: Why you? Why now? What can you offer?

These questions aren’t marketing BS — they’re the foundations of whether your business will stand out or get lost. In busy local markets like Oxfordshire, Bucks, and Northants, the founders who take time to answer them properly are the ones who build trust, set fair prices, and make smarter choices.

The Problem

Too many people jump straight into the “fun stuff” — logos, websites, social media — without doing the deeper thinking first. That usually leads to:

Sounding generic: You end up looking and sounding like everyone else, so people choose based on price.
Trying to do everything: You spread yourself too thin, offering too much, and burn out fast.
Bad timing: You launch before you’re financially or personally ready, and the stress hits hard.

Add in real‑world challenges like cash flow, competition, and limited attention from customers, and suddenly your idea feels shaky instead of solid.

The Simple Fix

Slow down and answer the three questions properly.

Why you? Think about what makes you different. What skills, experiences, or values do you bring that others don’t? Write down real examples where you’ve solved problems or made a difference. Collect feedback or testimonials that prove it.
Why now? Timing matters. Are you spotting a gap in the market? Do you have the financial breathing space to give this a go? Is there a personal reason — like wanting more control over your work or responding to community demand — that makes this the right moment?
What can you offer? Be specific. Don’t just say “coaching” or “consulting.” Spell out the problem you solve and the outcome you deliver. For example: “Helping busy professionals reduce stress with a 4‑week routine they can stick to.”

The Results

When you take this approach:

Your messaging is sharper and easier for people to understand.
You attract clients who actually fit, instead of wasting time on poor matches.
You feel more confident about pricing because you know the value you bring.

Why It Works

People don’t buy vague promises — they buy clarity. When you can explain why you’re the right person, why now is the right time, and exactly what you’re offering, you remove the doubts that stop people from saying “yes.”

Quick Action Checklist

Write down three strengths and back them up with real examples.
Note the reasons why now makes sense for you.
Draft one clear service description with scope, outcomes, and boundaries.
Define your ideal client: who they are, what they need, and what triggers them to buy.
Collect one testimonial or story that proves your impact.

Stuart Ashley Says -

Positioning: Focus on outcomes, not buzzwords.
Timing: Make sure your finances, support network, and energy levels are ready.
Offer: Keep it simple, repeatable, and measurable.
Risk: Be realistic about your capacity, cash flow, and client mix.