What is the title of your concept? 2. Describe your idea in 300 words or less. 3. What is the value proposition of your concept? Is there a market need ? 4. Provide a brief history or background of the team and the concept. SECTION 2 – CONCEPT ANALYSIS 1. Describe your competitive advantage. 2. How will this competitive advantage be sustained? 3. What assumptions have you made in formulating your idea? 4. Identify any weaknesses or risks of your current plan and describe how they will be addressed.