Also what is the legal name of your business?
What are your three most important goals?
What is its original purpose?
Try to be as detailed as possible. What do you 'actually' do?
Who is your service specifically for? Be specific. Age? Gender? Occupation? Location?
Who has vested interest in your company? How do you want to be perceived by each audience?
Why would your customers choose your product or services? What do you do better than anyone else?
Is there a competitor or peer that you admire most? If so, why?
Where do you think your audience would go to find you?
Don't think "sales" or "money."