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