We answer these questions individually and as a coherent whole, or model:

• Who's going to pay, why and how?
  
• How do we acquire and retain customers?
• How to drive beta, early adoption, second wave all the way to mainstream penetration?
• How do we defend our customer base? From who?
• How do we build recurring and lifetime value streams?
• What are the key cost drivers and how do they behave?
• What competencies do we need to sustain our model?