#1: The value proposition as it #1: The value proposition as it pertains to the focus of this report (not the organization as a whole).
#2: Customer’s unmet needs as it pertains to the focus of this report (marketing opportunity).
#3: Does the feature that is the focus of this report offers benefits that customers do not require?
#4: Key benefits (related to the feature) that both the firm and competitor provide that customers require.
#5: Competitor’s value proposition: Why do non-customers choose the competition’s feature? How loyal are customers to the competing brand?
#6: Benefits that the feature which is the focus of this report provides but that customers do not appear to need.
#7: Competitor benefits that are not required.

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