• What product or service are we going to provide?
• Are we going to be a manufacturer, a wholesaler, a retailer or a combination of all three?
• Are we going to focus on one product or service or many?
• Where is the company located and why?
• Who are we going to be selling to?
• What is unique about the company?
• What problem does it solve? Or what gap in the market does it fill?
• How much do we know about our customers and their needs?
• What image do we want to create?
• Who are our competitors?
• How are we going to make your product or service more attractive than our competitors?