How the company intends to creat value in the marketplace. The manner in which a company applies knowledge to capture value.

The value created by the company for the user of the product or service.

Identify those whom the product or service will be useful to and how they will use it. How does this generate revenue for the firm?

Define the structure of the chain and the firm's place within it. Also discuss the internal value chain.

Take into consideration the value chain. What is the cost structure of delivering the product or service, does the profit potential justify the value proposition. Can the business model be sustained?

How will the firm gain and hold advantage over its competitors. You should capture value and build competitive barriers.