1 . What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program -- however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs)
2 . How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in order to meet the needs)
3 . How each of the target markets might choose to access the product, etc. (its "packaging")
1 . How much the customers/clients might be willing pay and how (pricing analysis)
Who the competitors are (competitor analysis)
5 . How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)
6 . How the product should be identified -- its personality -- to be most identifiable (its naming and branding)
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