What is the big idea? Who are the customers? Who are the companies we think would buy the product? Who are the users? Who are the types of people inside those companies we think would use the product, and what would they be using it for? Why would they want it? What problems would it solve for customers and users that they couldn’t solve today? What benefit would they get from buying and using it? Why are we building it? If we build this product and it’s successful, how does that help us?