Business Mugshot tool: A guide to capturing your Business Mugshot | Attacat of Edinburgh
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Business Mugshot tool A guide to capturing your Business Mugshot

The Business Mugshot is a tool that allows you to create an overview or vision for your whole business, marketing plan, campaign or project. The Business Mugshot is a hands-on tool that helps you capture a snapshot of where your business is now, and can be used by anyone from project managers and entrepreneurs to business directors and creative strategists.


Why use it?

        • Provides an easy-to-digest overview for any business
        • Helps identify gaps in your offering
        • Helps identify opportunities for developing your product/service
        • Communicates your vision for the future
        • Can be used for individual marketing plans or campaigns
        • Anyone can use!


The Business Mugshot isn’t just for visionaries and game changers.

The tool will help you to define “the now” and paint a future vision, gaining insight as you go. You can come back to your mugshot and make changes as they happen in real time. Whether you are a visionary with radical boundary breaking ideas, or whether your focus is on the day-to-day, it is designed to allow a glimpse into the possible future by helping you see value gaps within your business and inspiring ways to fill them.

No really…we use it all the time

  • As a model to pitch new ideas and solutions.
  • To help us realise our client’s (and our own) potential.
  • As a mirror to reflect and take stock of where we are right now or to represent and create a vision of the future.
  • To meet unfulfilled, ignored or new customer needs.
  • As a starting point for an entirely new business or project.
  • To represent and create a vision of the future.
  • To help us take a step back from the day to day and see the bigger picture.

And of course, we use it for marketing plans and project planning.

Download our Business Mugshot Pack


*includes printable and editable versions of the Business Mugshot as well as handy instructions to help you use it efficiently.


How do I use it?

  1. Download the Business Mugshot
  2. Choose the section you feel is a natural place to start and use the instructions to guide or inspire you
  3. Get scribbling away!

We find it helpful to throw in some section sub-headings based on our instructions (it’s easier to read when you go back to it later), as you can see below. But in essence the starting point is totally of your choosing!

How we label the Mugshot

You can jump from section to section as ideas come to you. If you’re more of the systematic type then begin with the first section on the instructions, ‘value’, and follow the prompting questions one-by-one.


Collaborative Google Docs version

Because we’re super handy we’ve whipped up a Google Docs version to make collaborating on and sharing your Mugshot even easier! All you need is a Google account in order to use it – we’ve even included pop-up instructions that explain all you need to know.


Checklist for capturing your business mugshot




What to do with your completed Business Mugshot

The idea is to identify “value gaps”: problems that might need attention or ideas that can propel you forward. Get a highlighter out and pick out areas that jump out at you!



Licencey stuff

The Attacat Business Mugshot has been heavily inspired by and unselfishly derived from the inspirational Business Model Canvas. We’ve sought to simplify the original layout and language as well as bring a splash of Attacat colour to make it easier for marketing types (like us) to get their heads round it. As with the original canvas, we want you to use it again and again, lots, all the time! All that we ask is that if you are going to publish, promote or tweak our version, you show us some love; include our Business Mugshot page address ( somewhere so that other people can find our handy little tool.

If you are feeling really nice, we’d like to hear from people using our tool so give us a shout on and tell us what you think. Now the official stuff, we’ve licensed the Business Mugshot under the Creative Commons Attribution – Share Alike 3.0 terms. This basically means we’re happy for you to share and remix our work (in fact the idea of you using it makes us positively giddy), all that we ask is that you give us credit and share any variations you make with others under a similar licence – pay it forward and all that.

The Attacat logo, characters and illustrations are all rights reserved under copyright so please don’t alter these or use them in any derived versions; sorry, we are too fond of them to share.

Pssst! Don’t Forget to Download the Business Mugshot Pack



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