They're asking where you're going with the company, without wanting to get drawn into incremental improvements. Say you built a website that analyzed your soci

They're asking where you're going with the company, without wanting to get drawn into incremental improvements. Say you built a website that analyzed your social graph on facebook and showed you who your most connected/least connected friends were. Suppose you stopped there, or started iterating on more metrics (who's added the most friends in the last week?): then your website feels like a feature, and not a long-term business; it's too easy for facebook to implement the same feature set if you ever generate cash. But, if you can explain how this feature is just a trojan horse, and you're going to go across social networks, or introduce a dating service, or implement some sort of real-world trust/recommendation system, somehow building long term value and competitive advantage; then you look more like a business. They're just asking how you plan to get there, or just to help them understand ways that you could get there.