If you sell products, give us the overall categories your products call into (Hair Care, Coffee Machines, etc). If you sell services let us know what you do "Electrical work", etc.
Be as specific as you can. You could say "we're looking to build more brand awareness. Or we're looking for 10 more leads per month. Be as specific as you can so we know how we can help.
What role do they hold in their business? What are they looking for? How would they find a business like yours?
Who are they, what's their website address, how are you different?
Let us know here how you think your audience would find you. For Fox & Lee it's things like "eCommerce", "SEO", etc.