2. WHERE DO WE WANT TO BE? THE FUTURE POSITION
How do you want to improve your business? Do you want:
improved customer loyalty
increased usage among existing customers
new uses for the product
new users for the product
Can you improve your level of awareness?
have people heard of you?
what do they think of you?
What attitudes do you want current and future users to have?
are there negatives to be overcome?
what market attitudes can you link to?
What non-functional needs can the product fulfill?
pride, pleasure, security, safety, thrift, skill, care, etc.