1. Examine the firm's mission, goals, structure , value system, policies, and any other background information.
2. Who are the customer? How, why, where and when do they buy these products/services?
3. Define the nature of the product/service. What are similarities and differences with the competitive offerings?
4. Given the composition of the market and company's product-service capabilities, what seem to be the most desirable way to close the company and customers?
5. What challenges are the firm facing?
6. What solution do you propose to overcome these challenges?