WHO:
Who Are You?

WHAT:
What Business Are You In?

FOR WHOM:
What People Do You Serve?

AGAINST WHOM:
With Whom Are You Competing?

WHAT NEEDS:
What are the Special Needs of the People Your Serve?

WHAT'S DIFFERENT:
What Makes You Different from Your Competitor?

SO:
What's the Benefit? What Unique Benefit Do Your Customers Derive From Your Products and/or Service?