1. Purpose & Scope

• Briefly describe the product/service, target market, and strategic goals (e.g., revenue targets, market share).

  Vision & Success Metrics

• Define the North Star metric (e.g., ARR, enterprise clients acquired) and key KPIs (e.g., CAC, LTV, conversion rates, churn).

2. Market & Opportunity Analysis

2.1 Market Definition & Size

• Clarify the market(s) your offer serves. Include TAM, SAM, SOM with credible data sources.

2.2 Industry Trends & Timing

• Assess macro trends (e.g., AI adoption, remote work tools), regulatory shifts, or emerging technologies that create opportunity.

2.3 Competitive Landscape

• Analyze direct/indirect competitors: strengths, weaknesses, positioning, pricing.
• Perform SWOT analysis for your offering.

3. Audience & Persona Development

3.1 Ideal Customer Profile (ICP)

• Define firmographics: industry verticals, company size, geography, infrastructure requirements.

3.2 Buyer Personas

• Craft 2–3 personas:
  • Primary Decision‑Maker: role, responsibilities, KPIs, challenges
  • Influencer/User: day‑to‑day use, pain points, adoption motivators

3.3 Buying Journey & Trigger Events

• Map the customer journey: Awareness → Consideration → Decision → Adoption.