1. Introduction
   1. Executive Summary
   2. Business Strategy
   3. Marketing Strategy
2. Product
   1. Product Description
   2. Product Feature
3. Segmentation (Target Markets)
   1. Messaging and Positioning (by segment)- Value Statements
4. Competitive Alternatives
   1. Differentiated Points of Value (by segment)
   2. Strengths & Weaknesses
5. Market Analysis
   1. PESTLE Analysis
      1. Political and Legal
      2. Economical
      3. Social Factors
      4. Technology Factors
      5. Legal
      6. Environmental
   2. Competitors Analysis (Porter's 5 forces model)
      1. Competitive Rivalry
      2. Threat from New Entrants
      3. Threat from buyers
      4. Threat from Suppliers
      5. Threat from Substitutes
   3. SWOT Analysis
      1. Strengths
      2. Weaknesses
      3. Opportunities
      4. Threats
6. Market Objective & Strategy (SMART)
   1. SMART Objectives
      1. Specific
      2. Measurable
      3. Achievable (based on resources)
      4. Responsible Party
      5. Time-bound
   2. Product
      1. objective
      2. strategy
   3. Pricing
      1. objective
      2. strategy
   4. Place
      1. objective
      2. strategy
   5. Promotion
      1. objective
      2. strategy
   6. People (-1)
      1. objective
      2. strategy
   7. Process (-1)
      1. objective
      2. strategy
   8. Physical Evidence (-1)
      1. objective
      2. strategy