Executive summary
   • Abstract/summary to be completed after rest of the pack
   • Mission & Vision
     –What is the reason for the company’s existence?
       • Why might people be motivated to work for you?
     –What is your ambition?
       • E.g.
         – How many lives do you want to impact and how?
         – What behaviours do you want to change?
         – Do you want to sell the company to someone else or build the next HP or GSK?
   • Please include why you think that this is the right time for 
     this product/service to come out
           Market and Customers
   • What is the market?
     – What problem are you solving and for whom?
     – Who are the different types of groups of customers?
       • I.e. Customer segments
   • Market size?
     – Total Addressable Market (TAM): everyone you wish to reach with your 
      product
     – Specific Addressable Market (SAM): the portion of TAM you will target
     – Share of Market (SOM): the subset of your SAM that you will realistically reach 
      in the first years of business
     – Bottom-up and Top-down calculations
   • Customer feedback?
     – Any interactions to date? How many and what did they say?
   Helpful Business Model Canvas section: 
   “Customer Segments”
            Value Proposition
   • What benefit are you providing, for who and 
    how do you do it uniquely well?
   • What are the key benefits to customers?
     – I.e. How is it better in a way that means customers are 
      more likely to buy it?
       • E.g. Does it enable them to do something they couldn’t do before? 
        Is it cheaper than current solutions? More durable? Less invasive?
   Helpful Business Model Canvas section: 
   “Value Proposition”
               Product/Service
   • What product or service are you going to be 
     selling?
   • What is the research/technology that this is 
     based on?
   Helpful Business Model Canvas sections: 
   “Key Activities”, “Key Resources”, “Customer Relationships”
                      Defensibility
    • How will you maintain your competitive 
       advantage over time?
       –Ongoing research and development?
       –Can the idea be protected?
          • Details of IP protection
             – Patents? Trade Secrets? Copyright?
       –Proprietary access to specific know-
         how/data/resources?
       –Freedom to operate
          • Is there any other intellectual property you need access to or 
            permission to use?
    Helpful Business Model Canvas sections: 
    “Key Activities”, “Key Resources”