The competitor set · The review · Element
The outside watch
Where a substitute could come from that is not in the category.
The part
What it is
Adjacent categories with a capability that could be turned towards your demand, and platforms whose customers overlap with yours.
This is speculative by nature and worth half an hour a year rather than a programme.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.