Business Profile

Monday morning. Starting today, your new colleague is writing the posts and answering questions in your online shop. She asks how the business talks, what it may promise and what to say when someone writes that it is cheaper elsewhere. You know the answer. But it lives only in your head.

Everyone who writes for the business writes it a little differently. The website sounds different from the posts, a reply to a review different from a product description. And the AI that is supposed to help writes text that could belong to any shop on your street.

Business Profile is a guide in Claude Code. It asks about your business and your offer: why the business exists, who it sells to, what makes it different and how you talk about what you sell. It keeps asking until you give a concrete example, not a general phrase. From your answers it writes a brandbook: the document that you, your colleagues and AI all write from, in one voice.

Who Business Profile is for

For anyone who sells goods, services or bookings and wants customers to come for the offer. It does not matter whether you have a company or work as a sole trader, or whether you sell under a shop name or your own name.

For example: a tea online shop, a hair salon, a florist, a guesthouse, a sports hall, a car repair shop, a self-employed plumber, a massage studio.

When Personal Brand Profile suits you better

When you want to present yourself and build a brand on your own name, because customers come for you as a person, for your expertise and reputation. For example: a coach, trainer, consultant, therapist, speaker, sales representative, network marketer, or someone selling in another person's shop.

A simple test: if you handed your offer to someone else tomorrow, would the customers keep coming? Yes: Business Profile. No, they come for you: Personal Brand Profile.

For example, a massage therapist who wants people to come to their studio for massages chooses Business Profile. A massage therapist who wants to be known as an expert, with people coming to them personally, chooses Personal Brand Profile, because it does not matter which studio they work in. What matters is that they are there.

One voice for the whole business

The owner, marketing and whoever runs social media take words, tone and ready-made sentences from one place. The brandbook says which words you use, which you never use and what to say instead, and how the business talks at the till, in a product description, in a booking confirmation or in a reply to an angry customer.

It knows what you must not promise in your trade and country

At the start the guide asks where the business operates and looks up the rules that apply to you: claims about cosmetics and food, discounts and crossed-out prices, reviews, the right of withdrawal, booking cancellations, labelling of advertising. You get an overview with sources. Every promise that would break the rules, it rewrites with you into one that is true and allowed.

Answers to objections, ready in advance

"It's cheaper online." "I'll think about it." "What if I cancel?" For every objection you hear, you have a calm answer ready, in your voice. The same goes for complaints, returns and grievances.

What to do with the brandbook

You paste it into a chat with AI and it starts writing like your business: a product description, a post about something new, a reply to a review, an "About us" text. The brandbook is also the basis for your website, automatic replies and other tools. Follow-up products build the website and graphics from it; colours, fonts and photos are covered by Visual Brandbook.

How it works

You drag the file into Claude Code and type "install this". The guide takes you through ten areas of questions, one at a time. Everything is saved as you go, you can continue at any time, and the owner can answer the questions about how the business started in a session of their own. Your answers and outputs stay on your computer.

What you get

• A one-page business profile as a PDF: why the business exists, who it sells to, what makes it different, how it comes across, how it talks, how it presents its offer, five objections with answers.
• A brandbook for working with AI: facts about the business and a short version for chats, positioning, customer, character and way of selling, voice and vocabulary, an introduction of the business in one sentence, thirty seconds and two minutes, an "About us" text, a bio for each social network, the offer with promises and proof, objections, complaints and cancellations, rules of your trade and country, a bank of topics, and a check for every text.
• Seven follow-up steps: competitor research from public data, the business in maps, directories and marketplaces, a library of 15 to 20 objections with practice, templates for your type of business, a check of your website and social networks, a 90-day plan, and a joint review after 90 days.
• A user guide as a PDF.

A sample from the brandbook

A made-up business, not a real customer.

Kurty Na Výsluní sports hall, Olomouc, Czech Republic.

Positioning: "For people who want a game after work without phoning around, we are the hall you book in three clicks. Unlike the big centres, the manager here knows you by name and lends you a racket when you forget yours."

Words: we say "court", "come and play", "free slot"; never "exclusive" or "last available slots" when that is not true; instead of "cancellation fee" we say how much we refund and until when.

Objection: "There's one closer to me." Answer: "I understand. Here you park right in front of the hall, and your court is guaranteed even at six on a Tuesday evening."

How much you save

Otherwise this work is done by a brand strategy consultant and a copywriter.

Brand strategy from a consultant: from about €600 for one brand.

Brandbook texts from a copywriter (introduction of the business, "About us" text, bio, a sample offer description, answers to objections and complaints), roughly five standard pages at about €60 to €120 each: about €300 to €600 for one business.

Together from about €900. Business Profile costs the price shown on this page, once.

Rates from the published price lists of Czech consultants and copywriters (monikaaron.cz/cenik, jaroslavvoldrich.cz/cena-copywritingu), converted from Czech koruna at an approximate rate, as of 11 October 2026. The number of pages is our estimate.

Licence

The licence is for one person and one profile, meaning one shop or business as it presents itself. Several shops under one name are one profile; each additional name and each franchise shop is another profile. The licence is used when the profile is created, that is when you confirm the business name at the start of the interview. At the end of the interview you confirm everything once more and can correct the name once, as long as it is the same business; then the profile is locked. Edits to the profile of the same business do not count. You can add more profiles as an Additional Licence for Your Product. When you buy the same product again, the price is reduced by 20 %. You can buy it right in this cart or any time later under the same account or e-mail address. Each licence is one profile, and nothing needs to be reinstalled. An agency or freelancer buys the product separately for each client, in the client's name. Only the person who created the brandbook edits it; anyone else in the business who is to work with the product needs a team licence, which we arrange individually. Websites and online shops built from the product carry in their footer the short sentence "We built this website ourselves, with no technical skills, thanks to Pavel Mencl's products." with a link to the shop, and automated e-mails a similar sentence about the automation; invoices do not (Art. VIII a of the Terms and Conditions).

What you need

A Windows or Mac computer, a Claude Pro or higher plan and an internet connection. You can download the Claude desktop app for free from claude.com/download. Everything else, including the tool for making PDFs, the product installs by itself. On this page you choose the language of the product. Your e-mail, the download and the whole guide will be in that language.

Frequently asked questions

I'm self-employed without a company and sell under my own name. Is this for me? Yes, if you want to present your offer. The test in "Who Business Profile is for" will help you decide.

I'm not the owner, I handle marketing. Can I do it? Yes. You can mark the questions about how the business started and its values for the owner, who answers them in a session of their own. If your answers differ, the guide shows you the difference and writes only the agreed wording into the profile.

Our business operates outside the Czech Republic. The guide speaks your language and looks up the rules, authorities, maps and marketplaces for the country where the business operates. The brandbook is written in your language, and Claude uses it to write in any language you communicate in.

Will it write my posts and website? Business Profile collects and recommends: you get the brandbook, ready-made material and a bank of topics. You write the texts from them yourself with AI, or follow-up products do it.

What happens to my answers? Your answers, the profile and the brandbook stay as files on your computer. Customer stories go into the outputs only with the customers' consent. The conversation itself is processed by the Claude service under the terms and privacy settings of your account.

Do I need technical skills? No. You drag the file into Claude Code and type "install this".

BUSINESS PROFILE | a guide in Claude Code | for shops, businesses and sole traders who sell goods, services and bookings

Next time your new colleague writes for the business, she won't need to ask. She just opens the brandbook.