Who are your competitors? 

What are they offering?

What’s good and what’s bad about their location?

Who is their market? Are they local, national, or global?

What are the characteristics of a typical customer/client?

What share of the market do they control?

How will your company be like them? How will you differentiate your company from theirs?

What are they doing well? What are they doing poorly?

How can you improve on service or quality as compared to theirs?

How long have they been in business?

How is their business doing financially? Are they growing?