What does the company do? Why is this a compelling opportunity?
What is your hypothesis of the future, and how does this opportunity fit within it?
Mission / Vision
Why was the company formed?
What was the pain point being addressed?
Where did this pain point originate from?
Target Market / Customer
Who is the company selling to?
What types of firms?
Who within the organization specifically?
Does this person have authority to guide purchase decisions?
Problem / Need
What problem is being addressed?