1. Exactly what problem will this solve? (value proposition)
  2. For whom do we solve that problem? (target market)
  3. How big is the opportunity? (market size)
  4. How much will people pay for this?
  5. What alternatives are out there? (competitive landscape)
  6. Why are we best suited to pursue this? (our differentiator)
  7. Why now? (market window)
  8. How will we get this product to market? (go-to-market strategy)
  9. How will we measure success/make money from this product? (metrics/revenue strategy)
  10. What factors are critical to success? (solution requirements)
  11. What is the distribution hack? (unfair advantage)
  12. What makes them the monopoly? How do they build their moat?
  13. Is this a nice-to-have or a must-have? How sad will users be if this product were to go away?
  14. Why will this fail? (premortem)
  15. Given the above, what’s the recommendation? (go or no-go)