• Entering and existing market
• Resegmenting and existing market
• Entering a new market

• How have the existing competitors defined the basis of competition? Is it on product attributes? Service? What are their claims? Features? Why do you believe your company and product are different?
• Maybe your product allow customers to do something they could never do befor. If you believe that, what makes you think customers will care? Is is because your product has better features? Better performance? A better channel? Better price?
• If this were a grocery store, wich products would be shelved next to yours? These are your competitors. (Where would TiVo had been shelved, next to the VCRs or somewhere else?) Who are your closest competitors today? In features? In performance? In channel? In price? If there are no close competitors, who does the customer go to in order to get the equivalent of what you offer?
• What do you like most about each competitor's product? What do your customers like about their products? If you could change one thing in a competitor's product, what would it be?
• In a company the questoions might be: Who uses the competitor's products today, by title and by function? How do these competitive products get used? Describe the workflow/design flow for and end user. Describe how it affects the company. What percentage of their time is spent using the product? How mission critical is it? With a consumer product, the questions are similiar but focus on an individual.
• Since your product may not yet exist, what do people do today without it? Do they simply not do something not or do the do it badly?

• Creating customer demand
• Influencers

In order to express a better story about how the product works, express them as user stories.

The product brief covers these six areas:

• Product Features
• Product benefits
• Intellectual property
• Depency analysis
• Product delivery schedule
• Todal cost of ownership/adoption

• Types of customers
• Customers problems
• A day in the life of your customers
• Organizational map and customer influence map
• ROI (return of investment justification)
• Minimum feature set

• Distribution channels: how the product follows from its origin to the last customer
  Three criteria should be in mind:
• Does the channel add value to the sale process?
• What are the price and the complexity of the product?
• Are there established customer buying habits/practices?