!Defining the business strategic positioning * Who are our [[customer groups|Customer Segmentation]]? * What are the benefits or our company's offering? * How do we accomplish our [[value proposition|Customer Value Proposition]] for the customer? !Who: Understanding the market? * Who are our true customers? Who decides? Who pays? Who consumes? * What are the true, core needs, or our customers? What does our offering accomplish for our customer: does it address functional, experiential or sumbolic needs? * How manifest are the needs of our customers? Are there important latent needs? * What are the [[Customer Segmentation Criteria]]? How well do we define the hunting ground? Do we have a tight and accurate [[Market Segmentation]] which results in measurable, differentiated customer groups which allows competitive actions? How creative is this segmentation? * What are segments we are focusing on? What are the size, growth rate and competitiveness of each of the segments? !What: [[Customer Value Proposition]] * What are the qualifying [[Critical Success Factors]] in our markets ('tickets to ride')? * What are the winning Critical Success Factors in our markets ('tickets to heaven')? * What are our companies [[Competitive Advantage]]s? ** What are we truly //better// at? ** What are we truly //different// at? ** Do the competitive advantages complement each other and generate a strong value proposition? * Is our customer value proposition based on: ** Product benefits? //What do we offer?// ** Customer process benefits? //How do we offer it?// ** Pricing benefits? //Cost to the customer?// ** Image benefits? //What does our offer stand for?// * How do we create value for the customer: What are the core process, competences and assets of our company? * To what extent are the value creation processes included in the marketing planning and the budgeting process? How well is the company's customers value proposition matured? * How adequately is the business performance monitored, through market research and the balanced scorecard?