1. Our new service will attract the following kinds of users: …………………
2. They will use it for the following purposes: ………………
3. Instead of a trusted brand, they will use a startup they’ve never heard of before because ………………….
4. Even though some of the value is social, we will be useful to the first users because ……………………..
5. Users will recommend us to their friends because ………………..
6. Big competitors won’t be able to copy our features as soon as they notice us because ……………………
7. ……………….. will pay us $………………. in return for ……………………
8. Once we get critical mass it’ll be hard for new startups to steal our users because ……………………..

(source: Early-stage theories)