1.
[outcome] + [what we will do] + [at what cost]

2.
To be first to market, we will only build essential features to the
minimum acceptable quality level.

3.
To be recognised as a full platform, we will launch with a broad but
shallow feature set.

4.
To differentiate in a crowded market, we will take longer to get to market
in order to build a high quality, innovative and fully featured product
based on extensive research and insights.

5.
To maximise selection, we offer both pay as you go and subscription
models, which will have a more complicated experience than
subscription only models