Define the company/business in a single declarative sentence
Describe the pain of the customer (or the customer’s customer)
Outline how the customer addresses the issue today
Demonstrate your company’s value proposition to make the customer’s life better
Show where your product physically sits
Provide use cases
Set-up the historical evolution of your category
Define recent trends that make your solution possible
Identify/profile the customer you cater to
Calculate the TAM (top down), SAM (bottoms up) and SOM
List competitors List competitive advantages
Product line-up (form factor, functionality, features, architecture, intellectual property)
Development roadmap