What I recommend you do first is to go back through the various case histories. Change numbers here and there to see what happens to the overall goals or objectives of each file (you can even save your [trysies] with different names). Play around. Get familiar with each of them. When you feel comfortable with the case study files, open up the software with the files for your data and start inserting some facts or numbers and then complete your objectives and strategies. You can start with any file, but I suggest you follow the book.
On customer analysis (see Chapter 4), what you are looking for is who really makes the buying decision and what turns them on. You don't start by describing what your product or service does, but what it will do for the prospective buyer. You don't buy roses for your better half because they are beautiful. You buy them in the hopes that you will get a kiss.
In Chapter 6 (The Product/Service Plan) I gave you the choice of four different mousetraps to trap your customers. Your business needs a personality. A uniqueness. You want to be a Marriott. A Wal-Mart. Not a General Motors, which has a