Map out how you think your potential customer goes about making his or her purchase decision for the product/service your venture will market. What are the key internal influences (e.g., motivation) and external influences (e.g., personal influences) that affect their decision to buy? Now pinpoint how you might be able to influence their decision with your marketing program.
Now, identify your two to three most direct competitors and list their key behaviors. What can you conclude about how you might best compete against these players?