Answers questions such as: Who do we serve with what product(s) and service(s)? What geographic are do we target? How big are we?

Answers questions such as: Why do we exist? What significant problem(s) do we solve? What difference does it make that we are here?

Answers questions such as: If we live our mission, what will we look like in X years? How will our customers view us in X years? What will be our financial status and/or product mix in X years? What will we feel passionate about trying to create?

Answers questions such as: What do we believe? What kind of a culture will we nurture? What is the priority mix among customers, employees, owners, and top management?

Answers questions such as: What will we accomplish during the next 1 -2 years with respect to financial results, customer satisfaction, improvements in internal operations, and development of our employees? How will these accomplishments be measured?

Answers questions such as: What positive things do our customers, employees and owners say about us? What are our core competencies? What do we do that no one else does – or does as well? What resources do we have at our disposal that we do/can leverage?

Answers questions such as: What feedback have we received from any source that tells us of a dissatisfaction or opportunity to do better? What are things we know about ourselves that need to be improved - and that when improved will provide greater value to our customers?

Answers questions such as: What industry are we in and how is it changing? Who are our customers? Who are our competitors? What differentiates us from our competition that makes a difference in the mind of our customers? How well are we positioned for the changes likely to occur in the next 1 – 5 years? What steps will we take to penetrate deeper into current markets? What steps will we take to expand into other markets?

Answers questions such as: What is our current balance sheet (income and expenses)? What is our projected balance sheet per year out for X years? Where will the money come from and where will it go? What assets will we retain to grow the company?