Vision mission. What was the original market or technology insight that led you to create this company? Customers. Who do you envision buying this product or service? Who will use it? Problem statement. What’s the problem you think you can solve for your potential customers? Use cases. What are the specific ways people will use this product or service to solve their problem? Product/solution. Give a detailed explanation of the technology behind the solution—what does it do now, and what else is it capable of doing? Ecosystem. In many cases there are other companies involved in solving the problem or adding additional value. These companies form an ecosystem around the problem and solution. What are all the companies and where in the ecosystem are the control points where one company has leverage? Competition. Who else is trying to solve this problem—or, if no one else sees the problem yet, who might jump in to compete with you to solve the problem once you identify it? Business model. How will your product or service change business for your customers? Will it increase their return on investment or reduce costs in a significant way? Or does it allow“them to do something that couldn’t have been done with prior technology, creating huge value? Sales and go-to-market. Enterprise companies should articulate how the product or solution will make its way to the market. Through a sales force? Through distribution partners? Both? For a consumer company, how will users find out about your solution? From app stores? Search? Viral adoption? Growth hacking techniques? Advertising? PR? Organization. How is the company organized? Who are the major influencers on the company? How are decisions made? What kind of culture will work? Funding strategy. What’s the next funding event? A private financing? An IPO? How much runway does the company have before it needs more money and what kind of funding is in place to execute against the category strategy?