Archetype Owner Quick Guide
Status: Draft - 2026-07-18
Scope: Skimmable owner-facing summary of the current 95 archetypes across 21 categories. Use this as the fast orientation layer before reading the detailed positioning, value-stream, audit, or creative-narrative documents.
Related: Market Archetypes And Coworkers, Archetype Owner Positioning, Archetype Business Value Streams, Archetype Audit Plan, Archetype Persona Creative Narratives, Archetype Visual Asset Pack
How To Read This
DPF’s archetype story starts with the owner-practitioner: the person who is still doing the work customers pay for while also carrying scheduling, follow-up, quoting, stock, compliance, marketing, finance, and operational coordination.
The core promise across the catalog is:
Keep doing the work customers pay you for. Give the work around the work to governed AI coworkers.
This guide is category-first because that is how customers, marketers, and testers usually need to think. The leaf archetypes are listed so the current source coverage stays visible.
Quick Category Map
| Category | Leaf archetypes | What these businesses are | Why DPF matters to the owner | What marketing and testing should emphasize |
|---|---|---|---|---|
| Software platform | software-platform |
SaaS and product-led businesses selling, supporting, learning from, and improving a digital product. | DPF helps turn demos, support signals, pilot feedback, releases, and roadmap intake into governed product work. | Show customer signal becoming product action; verify inquiry-to-inbox-to-backlog linkage without recursive platform jargon. |
| Trades and maintenance | facilities-maintenance, plumber, electrician, cleaning-service, landscaping, hvac-contractor, pest-control, appliance-repair, pool-spa-service, pressure-washing, roofing-gutters |
Field and property service businesses where urgent work, quotes, dispatch, parts, and customer updates drive trust. | DPF organizes intake, urgency, technician readiness, quote follow-up, restock signals, and customer ETA drafts while the owner stays on the tools or with the crew. | Show the van/shop moment; verify urgency, property, job type, dispatch context, quote language, parts/restock, and licensed-work framing. |
| Beauty and personal care | hair-salon, barber-shop, nail-salon, beauty-spa, personal-trainer, mobile-beauty |
Appointment businesses where revenue depends on filled calendars, repeat clients, provider availability, and reputation. | DPF helps protect the schedule, surface gaps, draft rebooking/reactivation messages, and keep provider-specific availability straight. | Show the owner between clients approving follow-ups; verify booking duration, provider slots, no-show/rebooking language, and client vocabulary. |
| Healthcare and wellness | veterinary-clinic, dental-practice, medical-practice, physiotherapy, counselling, optician, home-health-care, mobile-phlebotomy, dme-delivery |
Trust-heavy care businesses where encounter readiness, forms, reminders, follow-up, and safety boundaries matter. | DPF prepares operational readiness and follow-up while leaving clinical judgment, crisis response, diagnosis, and regulated advice with qualified humans. | Show readiness boards and safe escalation prompts; verify patient/pet records, appointment reasons, missing forms, reminders, practitioner load, and refusal boundaries. |
| Pet services | pet-grooming, dog-walking, pet-boarding, mobile-pet-grooming, mobile-vet |
Pet-care businesses that need pet-specific context, booking lengths, care notes, stay dates, and recurring services. | DPF keeps pet profiles attached to appointments, boarding stays, walks, care instructions, and special scheduling needs. | Show a named pet profile beside the schedule; verify pet records, size/temperament, boarding date ranges, recurring walks, and care-note capture. |
| Food and hospitality | restaurant, catering, bakery |
Food businesses mixing reservations, production work, custom orders, events, allergies, and rush-period coordination. | DPF separates booking, quote, and order workflows so the owner does not interpret every food request from scratch. | Show kitchen/front-counter pressure; verify party size, catering guest/event details, bakery purchase flow, custom order capture, and allergen/dietary notes. |
| Retail and goods | retail-goods, artisan-goods, florist, wholesale-distribution, furniture-delivery-install |
Product sellers and distributors balancing merchandising, stock, receiving, orders, returns, delivery, and repeat buyers. | DPF turns stock, orders, returns, transfers, and demand-aware campaign ideas into a short owner action list. | Show the shop floor plus stock/order exceptions; verify shop CTA, product/SKU vocabulary, order-customer linkage, receiving, returns, wholesale inquiry, and delivery/install flows. |
| Fitness and recreation | gym, yoga-studio, dance-studio |
Class and membership businesses where retention, attendance, capacity, renewals, and community engagement are revenue drivers. | DPF helps spot renewal risk, attendance dips, class capacity issues, and reactivation opportunities before they become churn. | Show the owner after class checking membership signals; verify membership language, class schedule behavior, packages, tiers, student/member vocabulary, and emergency-contact capture where applicable. |
| Education and training | corporate-training, tutoring, music-school, driving-school |
Instruction businesses coordinating learners, payers, instructors, locations, levels, cohorts, and sometimes B2B programs. | DPF separates learner, parent, payer, instructor, location, skill level, and corporate-program context so scheduling and qualification fit the business. | Show lesson/program readiness; verify learner-vs-payer fields, instructor assignment, safeguarding tone, pickup/location details, and B2B training scoping. |
| Professional services | it-managed-services, legal-services, accounting, marketing-agency, consulting, field-inspection, land-surveying, process-serving-notary |
Expert-led firms where the owner sells trust, scopes work, delivers expertise, manages retainers or milestones, and proves credibility. | DPF turns loose inquiries into scoped engagement briefs, proposal drafts, proof prompts, retainer visibility, and safe regulated handoffs. | Show the expert reviewing a proposal or service queue; verify client/engagement vocabulary, proof assets, retainer/milestone finance framing, and legal/accounting/licensing boundaries. |
| Nonprofit and community | pet-rescue, animal-shelter, community-shelter, charity, sports-club, cooperative, agricultural-cooperative, meal-delivery-program |
Mission, member, and community organizations coordinating donors, volunteers, beneficiaries, programs, receipts, and governance. | DPF helps ask, thank, receipt, schedule, report, and coordinate programs without turning supporters or members into ordinary customers. | Show donor/program/volunteer coordination; verify donation CTA, receipt-not-invoice behavior, supporter/beneficiary/member vocabulary, cooperative governance, and shared-asset fairness. |
| HOA and property management | homeowners-association, condo-association, property-management-company |
Community and property operators handling resident requests, units, dues, violations, vendors, maintenance, and notices. | DPF gives resident/property context to requests and helps route vendor work, amenity bookings, dues questions, and owner communications. | Show a resident request board; verify resident/homeowner/tenant vocabulary, property/unit fields, urgency, amenity booking, dues/covenant framing, and landlord/tenant audience switching. |
| Banking and financial services | community-bank, credit-union, mortgage-lending |
Relationship-based financial institutions where growth depends on trust, KYC, disclosures, applications, and regulated service boundaries. | DPF prepares intake, education, relationship workflows, campaigns, and disclosure readiness while staying outside core banking and financial advice. | Show relationship-opening readiness; verify BIAN grounding, KYC/disclosure framing, FDIC/NCUA/NMLS language, apply CTA, and no rate/legal-advice overclaim. |
| Public sector and civic | small-town-municipality, municipal-utility, law-enforcement-agency |
Public bodies serving residents, ratepayers, permit applicants, records requesters, and civic stakeholders under statute. | DPF helps route civic service requests, notices, permits, utility issues, records requests, and public communication with public-body language. | Show resident-service or utility request coordination; verify resident/ratepayer vocabulary, statutory-fee framing, public-records/meeting sensitivity, and law-enforcement CJI refusal boundaries. |
| Asset rental | equipment-rental, self-storage, production-equipment-rental |
Businesses that earn through availability, reservations, pickup/return, inspection, damage notes, utilization, and occupancy. | DPF helps protect the reserve-use-return-inspect loop so assets return to earning status and conflicts do not stay hidden. | Show the rental yard/storage office/production kit board; verify rental CTA, asset-pool vocabulary, reservation windows, return/inspection states, damage, occupancy, and utilization signals. |
| Real estate and construction | new-home-builder, custom-home-builder |
Builder businesses selling high-trust projects and coordinating tours, selections, design consultations, milestones, subcontractors, draws, and warranty work. | DPF connects model-home or design interest to project milestones, draw readiness, subcontractor tasks, and client follow-up. | Show the builder cockpit; verify booking plus inquiry behavior, project module fit, milestone/draw billing, weekend model-home hours, and license/warranty framing. |
| Automotive services | auto-glass, mobile-mechanic, mobile-detailing, mobile-tire, roadside-assistance, locksmith |
Mobile and urgent vehicle-service businesses driven by location, vehicle details, parts, ETA, certification, and trust. | DPF captures vehicle/service context, supports route-aware dispatch, drafts updates, and surfaces certification or bonding prompts. | Show mobile service dispatch; verify VIN/vehicle details, parts/calibration posture, field-dispatch behavior, roadside/locksmith urgency, and honest diagnosis language. |
| Moving and logistics | moving-company, junk-removal, courier-delivery, last-mile-freight |
Route, crew, truck, load, and delivery businesses where estimates, manifests, timing, and customer anxiety dominate the day. | DPF helps turn inquiry details into route/load planning, capacity checks, status updates, consolidated billing, and post-job follow-up. | Show route/load coordination; verify dispatch, crew/truck capacity, B2B account routes, DOT or chain-of-custody prompts, and junk-disposal documentation. |
| Security services | guard-patrol, alarm-cctv-install |
Safety and coverage businesses responsible for posts, patrols, incidents, installs, monitoring handoff, licenses, and assurance. | DPF watches coverage and documentation tasks while avoiding fear-driven marketing or unsafe authority claims. | Show site coverage and incident review; verify service agreements, post/patrol/incident vocabulary, low-voltage/security licensing prompts, install-to-monitoring handoff, and credible tone. |
| Media production | film-video-production, post-production-studio, event-production-staging |
Creative production businesses coordinating briefs, crews, suites, gear, assets, review rounds, rights, approvals, budgets, and deadlines. | DPF keeps production bottlenecks visible, drafts approval nudges, and ties creative delivery to milestone and invoice readiness. | Show a production timeline; verify brief/deadline/budget fields, crew/suite capacity, approval states, asset waits, rights/usage prompts, and timeline workspace posture. |
| Live events and venues | event-venue, tour-promoter, talent-booking-agency |
Calendar-driven event businesses managing dates, holds, capacity, staffing, contracts, access needs, guest experience, and settlement risk. | DPF helps avoid date conflicts, watch readiness, capture event/talent details, and prepare booking follow-up without claiming full ticketing or settlement. | Show a venue calendar or tour board; verify date/hold/capacity handling, event vocabulary, purchase/inquiry references, weekend scheduling, access-needs follow-up, and no seat-map/payment-rail overclaim. |
How This Feeds Assets
Use this guide as the first cut when deciding what to make:
- Still image: show the owner in the real setting with DPF visible as a calm work surface.
- Diagram: put the core paid work in the center and surround it with the necessary-evil jobs an AI coworker can prepare.
- Short video: open with pressure, show the coworker scan, let the owner approve the sensitive action, then return the owner to customers, crew, patients, members, residents, guests, or clients.
- Test case: verify the fields, states, language, refusal, or approval path that makes the marketing claim true.
This is a summary layer only. The source catalog remains packages/storefront-templates/src/archetypes/; deeper positioning lives in Archetype Owner Positioning, and generation-ready storyboards live in Archetype Persona Creative Narratives.