when I see technical people talk about starting a business and their 'lists', I always wonder how come we miss what I consider to be the single most important thing;
the WHY a customer should use your service.
it's good to know your competition's weakness and strengths, but the bottom line as to what makes an Apple product like an I-phone outsell other cell phones is that Apple pays attention to -why- their customer's will buy their product, not so much what other people are doing. we get the 'who, what, where, and when' pretty well.