Since this is such a broad topic, I will attempt to explain what I mean. Who means, who the customer base will be and also who the company is. What would mean the industry, what product, what service, and what makes it special. When would refer to the correct time to provide the services or goods. Why would refer to the demand itself...
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Why would refer to the demand itself. This would be why the customer should get these services or goods, as well as why the company would value the customer. How means to me, how the company will treat the customer, value the customer, and provide this service or good most effectively. Of course, it takes research to connect the dots, but basically I think it definitely the right start when thinking about investing in a new venture...