| Executive summary | Company and product, target markets, major buyers, and core commercial message |
| Company and product overview | Company introduction, export product, features, certifications, and price competitiveness |
| Market analysis | Demand growth rate, competition, regulations, market size, opportunities in each market, and unselected candidate markets |
| Buyer personas | Introduction, reason for purchase, decision criteria, sensitivities, pain points, budget, and purchase frequency for 3 persona types |
| Selling points | Product features and buyer benefits, with applications by market and persona |
| Marketing strategy | Core message, message sequence, recommended channels, and buyer journey |
| Next steps | A 90-day action checklist |