Category Landscape—what the category you create would look like and where it fits. Category Ecosystem—the customers, competitors, developers, suppliers, analysts, media, and everyone else who would plug into the category. Frotos—the from/to journey you want customers to take. Category Name and Description—the final version. The Case for the New Category—write out why the category should exist and what the world will look like if the company creates and dominates the category. Early Draft Game Plan—a sketch of how the company can create and dominate the category.