I'd say do two things up front, tell me who the customer for your product is going to be and why they will want to buy it. Then get into the details. Amazon

I'd say do two things up front, tell me who the customer for your product is going to be and why they will want to buy it. Then get into the details. Amazon has one technique, start with the press release you would send out once your product launches which helps you to do this. Say. I'm doing X, which will let Y do Z. For you I'd say this is... We're building software that will not just tell people what they like but why they will like it. This will let retailers be better at sell products to consumers which is why they will license our tool. I'm sure you'll want to change what I've written but it seems like a start at saying what you're going to do.