For the team
Owner interview guide
For 20–30 minute discovery conversations. Ask about recent behaviour and real examples — “tell me about the last time” beats “do you usually”. Do not turn the whole interview into a form; the tagged questions are the only ones that need to become structured data.
💡 Two things to get right in the room. Financial questions are marked private — if an owner is uncomfortable with an exact figure, offer a range and move on rather than pressing. And every interview ends with the referral question: two more owners is how the pilot grows without paid acquisition.