List your top 1-3 problems.
List how these problems are solved today.
Outline a solution for each possible problem
List the key numbers that tell you how your business is doing.
Single, clear, compelling message that states why you're different and worth paying for.
List your X for Y analogy. E.g: YouTube = Flickr for videos.
Something that can't be easily bought or copied.
List your path to customers (inbound and outbound).
List your target customers and users.
List the characteristics of your ideal customer