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1. Origins	Why would anyone care about you?
1. Persona	Who is the target customer? Who are the surrounding stakeholders? What is their story? What is their current condition that can be impacted by your offering?
2. Pain	Why are they motivated to care? What is the problem that they specifically have, from their point of view, and in their own language? How much of a priority is this for them?
3. Proposition	What are you promising your target customer and your stakeholder? How do you frame a solution or a hope for something better?

2. Opening	How big is this problem, how urgent is it, and how can this company compete?
4. Problem	How many of these target customers are there? How is the "market" experiencing something similar to your Persona & P
5. Possibility	How big is the Total Addressable Market? How could you define a Service Addressable Market? How could you define a Service Obtainable Market? How big are these nu
6. Positioning	How does this company frame their offering to pursue a "Blue Ocean Strategy"? How do they intend to grow faster than the competition? What do they believe will be their competitive moats? moats?

3. Organization	Who is this company, and how are they _on the way_ to achieving something profound and remarkable?
7. People	Who are the founders? Why do they have founder-market fit? Why are they credible? Are they credible "outsiders", like young and hungry but talent and insightful? Or are they credible because they've proven they can do this?
8. Process	What kind of best practices are they applying? What kind of state-of-the-art technology are they using? What kind of growth engine are they improving? How are they building their business and culture?
9. Product	What exactly is it they are offering? Does the product fulfill it's brand promise? Is it too complex or is it necessarily complex? Is it a whole solution or a simple consumer app? Why do users and customers value their product? What are the features they offer? Of those, which are the priority?

4. Offering	What is they are specifically building, offering, and serving to the market?
3. Proposition	See proposition section from earlier
6. Positioning	See positioning section from earlier
9. Product	See product section from earlier.

5. Opportunity	Is this worth investing in, in relation to our other opportunity costs on the cash and time investment?
10. Potential	If you take the numbers we see now, and just project them out, how big does it get and how quickly does it get that big?
11. Progress	What is the hard traction of the company that is indisputable and undeniable? How far are they along _down the road_ to achieving something profound and remarkable? What are their OKRs and KPIs, their North Stars?
12. Plan	How are they going to "use of proceeds" plan to spend capital? What kind of milestones would they like to hit? Where do they need to be before a next capital raise? What would they need to do to get to "breakeven" and control their own destiny? If they have any forecasts, what do they say?

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