Company: What are our goals, and what measures will be used to determine if we are on track? What strengths and weaknesses do we see in our brand and organization?

Context: What environmental factors provide opportunities or limit our options?

Collaborators: Who helps us create and deliver value? How do we motivate them to help us achieve our goals?

Customers: What underlying needs are we trying to satisfy? What benefits do customers seek? Are there any trends$/$changes in these needs that we especially need to consider?

Competitors: Who do we see as our primary competitor$($s$)?$ What do we expect them to do$,$ and how do we defend against those moves?