We are using this to model and strategise a new launch. The competitor analysis is better than anything I have seen. The personas are something I would have paid for on their own - much better than some of the dedicated apps that I have seen on here before. But, the real value is how this is mashing up all our competitor analysis and our own strategies and personas to make intelligent and insightful strategy recommendations. The background of the founders in business consultancy, rather than some techs who had an idea for a business strategy app is apparent. Very well thought through.