1- Customer

1.1- Customer Identity

• Who are our customers?
• What are their demographics (age, gender, income, education level, etc.)?
• What do they value in a product or service?
• How do they currently solve the problem that our product or service addresses?
• What channels do they use to research and purchase products or services like ours?

1.2- Customer's Segment needs

• What are the specific needs and preferences of different segments of our customer base?
• How do these needs and preferences differ across segments?
• How can we tailor our product or service to better meet the needs of each segment?
• How can we effectively communicate with each segment to let them know about our product or service and why it's a good fit for them?

1.3- Price Sensitivity

• How sensitive are our customers to changes in price?
• At what price point are they most likely to purchase our product or service?
• Are there any factors that might influence their price sensitivity, such as the availability of substitutes or the overall state of the economy?
• How can we use pricing to differentiate our product or service from competitors and appeal to different segments of our customer base?

1.4- Distribution channel

• How do our customers currently access our product or service?
• Are there any other distribution channels that we should consider using to reach more customers or improve their experience?
• How can we use distribution channels to differentiate our product or service from competitors and create additional value for customers?
• What are the costs and benefits of using different distribution channels?

1.5- Customer concentration

• How concentrated is our customer base?
• Do we have a few large customers who represent a significant portion of our revenue, or are our customers more evenly distributed?
• Are there any potential risks or opportunities associated with customer concentration?
• How can we diversify our customer base to reduce risk and create more stable revenue streams?

2- Product

2.1- Nature of Product

• What are the key features and benefits of our product or service?
• How does our product or service differ from competitors' products or services?
• What are the unique selling points of our product or service?
• What are the potential drawbacks or limitations of our product or service?
• How does our product or service fit into the broader market and industry landscape?

2.2- Commodity or differentiable goods

• Is our product or service a commodity (a standardized, undifferentiated product or service) or a differentiable good (a product or service that can be distinguished from competitors' offerings)?
• If our product or service is a commodity, how can we differentiate it and create additional value for customers?
• If our product or service is a differentiable good, how can we highlight its unique features and benefits to customers?
• How do the characteristics of our product or service (commodity vs. differentiable good) affect our pricing and distribution strategies?

2.3- Substitute

• Are there any substitute products or services that customers could use instead of ours?
• How do these substitutes compare to our product or service in terms of price, quality, and other key factors?
• What are the potential risks and opportunities associated with substitute products or services?
• How can we differentiate our product or service from substitutes and create additional value for customers?

2.4- Product life cycle

• Where is our product or service in its life cycle (introduction, growth, maturity, decline)?
• How does the stage of our product or service's life cycle affect our strategy and decision making?
• What are the potential risks and opportunities associated with different stages of the life cycle?
• How can we extend the life cycle of our product or service and continue to create value for customers over time?

2.5- Packaging

• How is our product or service currently packaged?
• How does our packaging communicate the key features and benefits of our product or service to customers?
• How does our packaging compare to competitors' packaging?
• What are the potential risks and opportunities associated with our packaging?
• How can we use packaging to differentiate our product or service from competitors and create additional value for customers?

3- Company

3.1- Capabilities and expertise

• What are our company's key strengths and capabilities?
• How do our capabilities and expertise compare to those of our competitors?
• What are the potential risks and opportunities associated with our capabilities and expertise?
• How can we use our capabilities and expertise to differentiate our product or service from competitors and create additional value for customers?

3.2- Distribution channels

• How do we currently distribute our product or service to customers?
• Are there any other distribution channels that we should consider using to reach more customers or improve their experience?
• How do our distribution channels compare to those of our competitors?
• What are the costs and benefits of using different distribution channels?

3.3- Cost structure

• What are the key components of our company's cost structure?
• How do our costs compare to those of our competitors?
• What are the potential risks and opportunities associated with our cost structure?
• How can we use our cost structure to differentiate our product or service from competitors and create additional value for customers?

3.4- Investment costs

• What are the key investments that our company has made (or needs to make) in order to produce and distribute our product or service?
• How do these investments compare to those of our competitors?
• What are the potential risks and opportunities associated with our investment costs?
• How can we use our investments to differentiate our product or service from competitors and create additional value for customers?

3.5- Intangible

• Does our company have any intangible assets (such as patents, trademarks, or brand equity) that provide a competitive advantage?
• How do our intangible assets compare to those of our competitors?
• What are the potential risks and opportunities associated with our intangible assets?
• How can we use our intangible assets to differentiate our product or service from competitors and create additional value for customers?

3.6- Financial situation

• What is the current financial situation of our company?
• How do our financial metrics (such as revenue, profit, cash flow, and debt) compare to those of our competitors?
• What are the potential risks and opportunities associated with our financial situation?
• How can we use our financial situation to differentiate our product or service from competitors and create additional value for customers?

3.7- Organizational structure

• What is the current organizational structure of our company?
• How does our organizational structure support or hinder our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with our organizational structure?
• How can we use our organizational structure to differentiate our product or service from competitors and create additional value for customers?

4- Competition

4.1- Competitor analysis

• Who are our main competitors?
• What are their key strengths and weaknesses?
• How do their products or services compare to ours in terms of price, quality, and other key factors?
• What are their key differentiators and unique selling points?

4.2- Market share

• What is the current market share of our company and our competitors?
• How has our market share changed over time, and how do we expect it to change in the future?
• What are the potential drivers of market share changes (such as product innovation, pricing, distribution, or marketing)?

4.3- Competitive strategy

• What is our competitive strategy (such as cost leadership, differentiation, or niche)?
• How does our competitive strategy align with our company's capabilities and the market in which we operate?
• What are the potential risks and opportunities associated with our competitive strategy?
• How can we use our competitive strategy to differentiate our product or service from competitors and create additional value for customers?

4.4- Competitive dynamics

• What is the current competitive landscape in our market?
• How do different competitors interact and compete with each other?
• What are the potential risks and opportunities associated with the competitive dynamics of our market?
• How can we use our knowledge of the competitive dynamics to differentiate our product or service from competitors and create additional value for customers?

4.5- Competitive intelligence

• How do we gather and analyze information about our competitors?
• What are the key sources of competitive intelligence (such as market research, industry reports, customer feedback, or company data)?
• How do we use competitive intelligence to inform our decision making and stay ahead of competitors?
• How do we protect our competitive intelligence and ensure its confidentiality?

5- Market

5.1- Market size and growth

• What is the current size of our market, and how has it changed over time?
• What is the market growth rate, and how do we expect it to change in the future?
• What are the key drivers of market size and growth (such as population, income, spending, or technology)?
• What are the potential risks and opportunities associated with the size and growth of our market?

5.2- Market segmentation

• How do we segment our market (such as by geography, demographics, behavior, or needs)?
• What are the key characteristics and needs of different market segments?
• How do the segments differ in terms of size, growth, and potential for our product or service?
• How can we tailor our product or service to better meet the needs of different market segments?

5.3- Market trends and developments

• What are the key trends and developments in our market?
• How do these trends and developments impact our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with market trends and developments?
• How can we use market trends and developments to differentiate our product or service from competitors and create additional value for customers?

5.4- Market environment

• What is the current market environment in which we operate (such as economic, political, social, technological, environmental, or legal)?
• How do these factors affect our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with the market environment?
• How can we use our knowledge of the market environment to differentiate our product or service from competitors and create additional value for customers?

5.5- Market positioning

• How do we position our product or service in the market (such as low cost, high quality, or unique features)?
• How does our positioning align with our company's capabilities and the needs of our target customers?
• What are the potential risks and opportunities associated with our market positioning?
• How can we use our market positioning to differentiate our product or service from competitors and create additional value for customers?

6- External environment

6.1- Economic factors

• What is the current state of the economy (such as GDP, inflation, employment, or interest rates)?
• How do economic factors impact our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with the economic environment?
• How can we use our knowledge of the economic environment to differentiate our product or service from competitors and create additional value for customers?

6.2- Political factors

• What are the key political factors (such as government policies, regulations, or geopolitical risks) that can impact our business?
• How do political factors affect our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with the political environment?
• How can we use our knowledge of the political environment to differentiate our product or service from competitors and create additional value for customers?

6.3- Social factors

• What are the key social factors (such as demographics, culture, values, or attitudes) that can impact our business?
• How do social factors affect our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with the social environment?
• How can we use our knowledge of the social environment to differentiate our product or service from competitors and create additional value for customers?

6.4- Technological factors

• What are the key technological factors (such as innovation, adoption, or obsolescence) that can impact our business?
• How do technological factors affect our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with the technological environment?
• How can we use our knowledge of the technological environment to differentiate our product or service from competitors and create additional value for customers?

6.5- Environmental factors

• What are the key environmental factors (such as climate change, resource availability, or pollution) that can impact our business?
• How do environmental factors affect our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with the environmental environment?
• How can we use our knowledge of the environmental environment to differentiate our product or service from competitors and create additional value for customers?

6.6- Legal factors

• What are the key legal factors (such as contracts, laws, or lawsuits) that can impact our business?
• How do legal factors affect our ability to produce and distribute our product or service?
• What are the potential risks and opportunities associated with the legal environment?
• How can we use our knowledge of the legal environment to differentiate our product or service from competitors and create additional value for customers?

7- Strategy

7.1- Business model

• What is our business model (such as product, service, platform, or subscription)?
• How does our business model align with our company's capabilities and the market in which we operate?
• What are the potential risks and opportunities associated with our business model?
• How can we use our business model to differentiate our product or service from competitors and create additional value for customers?

7.2- Value proposition

• What is our value proposition (the unique value that we offer to customers)?
• How does our value proposition align with the needs and preferences of our target customers?
• What are the potential risks and opportunities associated with our value proposition?
• How can we use our value proposition to differentiate our product or service from competitors and create additional value for customers?

7.3- Competitive advantage

• What is our competitive advantage (the unique advantage that we have over competitors)?
• How do we sustain our competitive advantage over time?
• What are the potential risks and opportunities associated with our competitive advantage?
• How can we use our competitive advantage to differentiate our product or service from competitors and create additional value for customers?

7.4- Strategic objectives

• What are our strategic objectives (the long-term goals that we aim to achieve)?

• How do our strategic objectives align with our company's capabilities and the market in which we operate?

• What are the potential risks and opportunities associated with our strategic objectives?

• How can we use our strategic objectives to differentiate our product or service from competitors and create additional value for customers?

7.5- Strategic plan

• What is our strategic plan (the plan that outlines how we will achieve our strategic objectives)?
• How do we develop and implement our strategic plan?
• What are the potential risks and opportunities associated with our strategic plan?
• How can we use our strategic plan to differentiate our product or service from competitors and create additional value for customers?

7.6- Strategic flexibility

• How do we respond to changes in the market, competition, or external environment?
• How do we adapt our strategy to take advantage of new opportunities or address new challenges?
• What are the potential risks and opportunities associated with our strategic flexibility?
• How can we use our strategic flexibility to differentiate our product or service from competitors and create additional value for customers?

7.7- Strategic partnerships

• Do we have any strategic partnerships (such as collaborations, joint ventures, or alliances) with other companies?
• How do our strategic partnerships align with our company's capabilities and the market in which we operate?
• What are the potential risks and opportunities associated with our strategic partnerships?
• How can we use our strategic partnerships to differentiate our product or service from competitors and create additional value for customers?