Who are we?
Why should people listen?
Who should listen?
Who do we complement that is out there?
Who do we contradict that is out there?
Who are our potential readers?
Where can we reach out to evangelize or recruit?
What are the problems we are solving?
What kinds of writing/voices will be on the website?
How can we collaborate to spotlight other people’s work or opinions?
What are the kinds of things that are observed and reported?
How can we integrate advertising, link exchanges, shop/product feeds, affiliate programs, etc?