1.What is the opportunity or need to be addressed? 2.Description of the Product 3.What are the unique benefits of your product? 4.What is the target market? 5.Completion of a competitor analysis 6.Demonstration of a sustainable competitive advantage 7.Awareness of the potential risks 8.Potential profitability, break-even and investment required 9.What conclusions can be drawn? 10.What are the recommendations e.g. go ahead but with modifications?