Sample Battle Plan: Canva
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Battle Plan: Canva
Competitor Profile
Canva is a drag-and-drop design platform that lets non-designers create presentations, social media graphics, documents, videos, and websites using a vast library of templates, stock assets, and AI-powered tools. They've grown to 200+ million monthly users by making design accessible to everyone.
Weakness Analysis
Pricing Vulnerability — "Enterprise Per-Seat Tax at Scale"
Canva Teams at $30/user/month becomes extremely expensive for mid-size organizations. A 50-person marketing team pays $18,000/year for access — most of whom are occasional users. This creates a massive opening for competitors offering unlimited-seat pricing or pay-per-active-user models. Their per-seat model punishes growth, which is the opposite of what scaling businesses need. Positioning: "Your design tool shouldn't get more expensive every time you hire someone."
Positioning Weakness — "Jack of All Trades, Master of None"
Canva tries to do everything: presentations, documents, videos, websites, whiteboards, social media, print, logos. This breadth comes at the cost of depth. For any specific use case — e.g., professional presentation design, brand-compliant document generation, or video editing — dedicated tools significantly outperform Canva. A competitor focusing on a single vertical (e.g., "presentations for consultants") can deliver 10x the quality with a fraction of the complexity.
Critical Weaknesses
- No offline mode — 100% browser-dependent. Loses users in low-connectivity environments, field sales, and developing markets.
- Vendor lock-in via proprietary .canva format — once you've built 500+ designs in Canva, switching is painfully manual. But competitors offering one-click Canva import can eliminate this moat overnight.
- Brand kit limited to paid plans — free-tier users can't enforce brand consistency, creating fragmentation in organizations before they ever pay.
- Performance degrades sharply beyond ~50-page documents — serious content creators hit a wall that forces them to premium tools anyway.
Feature Gaps
- No native developer handoff (no CSS/React/Vue export) — loses the design-to-development workflow to Figma
- No real-time multi-user editing (documents lock to one editor) — inferior to Google Workspace for collaboration
- AI features locked behind Canva Pro — free users get a stripped experience, creating upgrade resentment
- Limited API for white-label embedding — enterprises wanting Canva-like editing inside their app have no path
- No version control or design history beyond basic undo — catastrophic for brand teams managing compliance
Customer Pain Points (from G2, Trustpilot, and social listening)
- "Canva is great until you need to do something specific — then it's limiting" (G2, 180+ upvotes)
- "Export quality for print is unreliable — colors shift, fonts break" (Trustpilot, recurring theme)
- "No way to organize 2000+ designs — the folder system is a joke" (Reddit r/canva, top thread)
- "Customer support is AI chatbot or nothing — good luck getting a human" (G2, 70+ mentions)
Battle Plan
Pricing Strategy
Approach: Attack the per-seat model with usage-based or flat-rate pricing that doesn't punish growth.
Specifics: Offer a flat $49/month for up to 25 users. Above 25, $2/user/month. Position against Canva's $30/user/month: at 50 users, you cost $99/month while Canva costs $1,500/month. That's a 93% savings your customers can't ignore. Use the line: "Your 50-person team shouldn't pay 50x for design."
Feature Strategy
Approach: Build the 3 features Canva's power users beg for but will never get because they conflict with Canva's simplicity-first philosophy.
Specifics: (1) Offline-capable PWA with background sync — captures the entire field sales and developing market segment. (2) One-click Canva import — eliminate the switching cost objection entirely. (3) Real-time collaboration with presence indicators — beat Google Slides and Canva simultaneously.
Positioning Strategy
Approach: Don't compete with Canva on breadth. Compete on depth for a specific, high-value use case.
Specifics: Position as "Design for teams that ship." Target product marketers, growth teams, and agencies who need brand-consistent output at scale. Key messaging: "Canva is for one person making one graphic. We're for teams producing hundreds of on-brand assets every month."
Distribution Strategy
Approach: Go where Canva's frustrated power users congregate — not where Canva advertises.
Specifics: (1) Target r/Canva, r/graphic_design, and r/marketing with "I left Canva for X and here's why" content. (2) Run Google Ads on "Canva alternative for [use case]" keywords — low competition, high intent. (3) Partner with marketing agencies who manage 20+ client Canva accounts — offer them a white-label migration service. (4) List on G2 and Capterra under "Canva Alternatives" with detailed comparison pages.
Win Probability
Beatable — but choose your battlefield. Canva's $26B valuation and 200M+ users are intimidating, but they're spread thin across too many use cases. You can't beat Canva at everything — but you can beat them at one thing. Their per-seat pricing, browser-only limitation, and lack of depth in any single category create specific, exploitable gaps. A focused competitor with aggressive pricing and 3 key features (offline, import, collaboration) can capture 1-3% of their market in 18 months — that's a $50M+ business.
Execution Priorities — What To Do First
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1
Build one-click Canva import before anything else. This single feature eliminates the #1 objection ("I have 500 designs in Canva, I can't leave") and turns Canva's lock-in against them. If a user can migrate their entire design library with one click, switching becomes a no-brainer if your product is better. Time to build: 2-4 weeks. This is your Trojan horse.
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2
Launch with flat-rate team pricing and exploit the math. Price at $49/month for 25 users, then advertise relentlessly against Canva's $30/user/month model. Run a calculator on your landing page: "You'd pay Canva $X/year. You'd pay us $49/month — flat." For any team over 5 people, the savings are dramatic. This converts visitors who are comparison-shopping.
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3
Build an offline-capable PWA and target field sales teams. Pharmaceutical reps, insurance agents, field sales teams — they all create presentations and proposals on the road. Canva literally doesn't work without internet. An offline-capable design tool with background sync captures this entire underserved market. Time to build: 3-6 weeks. Bonus: PWAs bypass app store gatekeeping and work on any device.
Battle Plan: Slack
Competitor Profile
Slack is the dominant team messaging platform with 2600+ app integrations, channels, threads, huddles, and workflow automation. Acquired by Salesforce for $27.7B, Slack has become the default communication layer for 200,000+ paid teams. Their network effect from integrations creates a powerful moat.
Weakness Analysis
Pricing Vulnerability — "The Per-User Tax at Scale"
Slack's per-user pricing becomes punishing at scale. A 500-person company pays $45,000/year for Pro and $75,000/year for Business+. Many of those 500 users are occasional participants — contractors, clients, part-timers — who don't need full licenses. Slack forces you to pay for every seat equally, regardless of usage. A competitor offering active-user pricing or free guest accounts with full features could cut costs by 60-80% for large teams. Positioning: "Your 500-person org shouldn't pay for 500 seats when 200 are occasional."
Product Weakness — "Notification Apocalypse"
Slack's notification model creates constant context-switching that destroys deep work. Users report spending 2+ hours/day just managing Slack messages. The platform's design incentivizes always-on behavior — every message feels urgent, every channel demands attention. This is the #1 complaint across G2, Reddit, and Twitter. A competitor designed around async-first communication with batched notifications and deep-work protection could position directly against this pain point. Key insight: "Slack is a synchronous tool masquerading as asynchronous."
Critical Weaknesses
- Search is genuinely terrible — finding old messages is a productivity black hole. Crucial decisions buried in threads become unfindable.
- Free tier's 90-day message history wipes institutional knowledge. Teams that start free hit a wall and face forced migration — breeding resentment.
- Huddles are a half-baked Zoom/Meet replacement — no recording, no transcription, no persistent notes. Teams use Zoom anyway.
- No native project management — conversations about work don't connect to the work itself. Slack is where decisions get made, then lost.
Feature Gaps
- No native async video — Loom filled this gap because Slack refused to build it properly
- No persistent knowledge base — important decisions buried in threads are effectively lost after 90 days
- No deep-work mode — the platform is designed for constant engagement, not focused productivity
- Limited read-only guest access — clients and external partners get a second-class experience
- Workflow Builder requires paid plan and has severe limits — automation that should be table stakes is locked behind paywalls
Customer Pain Points (from G2, Trustpilot, and social listening)
- "I spend more time managing Slack than doing actual work" (Reddit r/Slack, 300+ upvotes)
- "The search is so bad I've started screenshotting important messages" (G2, 120+ upvotes)
- "My team of 50 costs $4,350/year on Pro. For a chat app. Let that sink in." (Twitter, viral thread)
- "Slack became the place where work goes to die — decisions made, then forgotten 90 days later" (G2)
Battle Plan
Pricing Strategy
Approach: Attack the per-user model with active-user pricing — only charge for users active in the last 30 days.
Specifics: Price at $5/active-user/month. Inactive users (guests, contractors, occasional participants) are free forever with full features. A 500-person company with 200 active users pays $1,000/month vs Slack's $3,750/month — 73% savings. Message: "Stop paying for people who opened Slack twice last month."
Feature Strategy
Approach: Build the 3 features Slack's most frustrated users beg for: great search, async-first design, and persistent knowledge.
Specifics: (1) AI-powered semantic search across all messages and files — find "that pricing discussion from March" in seconds. (2) Batched notification delivery at scheduled intervals — protect deep work by default. (3) Auto-generated knowledge summaries from channel threads — every important decision gets auto-saved to a searchable wiki.
Positioning Strategy
Approach: Position directly against Slack's biggest weakness — it destroys focus. Be the "deep work" communication tool.
Specifics: "Slack is where work gets interrupted. We're where work gets done." Target engineering teams, researchers, writers — anyone whose output depends on uninterrupted focus. Use the Cal Newport deep-work framework as your thought leadership foundation. The positioning angle: "The communication tool for people who actually need to ship."
Distribution Strategy
Approach: Target communities where Slack frustration is loudest, and build migration tools that remove switching friction.
Specifics: (1) One-click Slack message import — eliminate the "but our history is in Slack" objection. (2) Target Hacker News, r/programming, and dev Twitter with deep-work messaging. (3) Offer free migration for teams switching from Slack — white-glove onboarding for 50+ person teams. (4) List on G2 under "Slack Alternatives" and optimize for "slack alternative for developers" keywords. (5) Partner with async-first companies (GitLab, Basecamp) for co-marketing.
Win Probability
Beatable — attack the pain, not the brand. Slack's $27B exit and 200K+ paid teams seem unassailable, but their user satisfaction is declining. The notification problem is getting worse, not better. The per-user pricing model creates a growing resentment at scale. A well-executed async-first competitor with active-user pricing and great search can capture the most profitable segment: engineering teams who influence tool adoption across their entire organization. Target: 10K teams in 24 months = $5M ARR at $5/active-user.
Execution Priorities — What To Do First
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1
Build Slack import before anything else. Without this, you're asking teams to abandon years of institutional knowledge. With it, switching becomes a 10-minute decision. Build a one-click import that pulls messages, channels, files, and user mappings. The quality of this import IS your product's first impression. Time: 4-6 weeks. This is existential — ship nothing publicly until this works perfectly.
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2
Launch with batched notifications as your hero feature. This is the feature that gets you Hacker News front page, tech Twitter, and Product Hunt. Default to "deliver notifications at 10am, 2pm, and 5pm" and let users customize. Screen real estate: show the deep-work timer prominently. This is your differentiator that no major competitor is willing to offer because it reduces engagement metrics.
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3
Price aggressively with active-user model and market the math. Build a savings calculator: input team size and see the Slack vs You comparison instantly. For a 200-person company, show "$17,400/yr vs $12,000/yr (and that's before inactive users)." Run Google Ads on "Slack pricing too expensive" and "Slack alternative" keywords — low competition, extremely high intent. Time: 2-3 weeks.
Battle Plan: Notion
Competitor Profile
Notion is the all-in-one workspace combining docs, databases, wikis, and project management in a flexible block-based editor. With 100M+ users and a $10B valuation, Notion has redefined how teams organize knowledge. Its infinite flexibility is both its greatest strength and its biggest liability.
Weakness Analysis
Performance Vulnerability — "Slows to a Crawl at Scale"
Notion's performance degrades dramatically with larger workspaces. Databases with 1,000+ rows become sluggish. Pages with heavy content loads take 3-5 seconds. The desktop app is an Electron wrapper that consumes 1GB+ RAM. For teams managing serious work — product roadmaps, CRM databases, sprint planning — this is a fatal flaw. A competitor offering native performance with instant loading and sub-100ms interactions for databases of any size can attract Notion's most frustrated power users. Positioning: "When your workspace grows, your tools shouldn't slow down."
The Blank Canvas Problem — "Flexibility Without Guidance"
Notion's infinite flexibility means infinite setup decisions. New teams spend weeks building their workspace before doing any actual work. Templates help but can't solve the fundamental problem: Notion is a toolkit, not a solution. This creates a massive opening for opinionated, purpose-built alternatives that solve specific workflows out of the box. A project management tool built on Notion-like blocks that comes pre-configured for sprints requires zero setup. Key insight: "Notion is what you use when you don't know what tool you need."
Critical Weaknesses
- No offline mode — if your internet drops, your entire company wiki is inaccessible. This is table stakes in 2026.
- Terrible permissions model — either everyone sees everything or you pay $18/user/month. No granular row-level security, which makes it unusable for anything involving client data or HR.
- No native automations or workflows — if you want to trigger actions from database changes, you need Zapier or Make. Competitors like Coda eat Notion's lunch here.
- Search is mediocre for large workspaces — after 500+ pages, finding anything becomes a guessing game.
Feature Gaps
- No built-in automations — competitors like Coda and Airtable have this and it's a core workflow requirement
- No offline support — local-first competitors like Obsidian and Anytype are taking the knowledge management crown
- No white-label or client portal — agencies and consultants can't share Notion workspaces with clients professionally
- Limited API rate limits — serious integrations hit walls that enterprise tools don't
- No native diagramming or whiteboarding — teams use Miro, FigJam, or Excalidraw alongside Notion
Customer Pain Points (from G2, Trustpilot, and social listening)
- "Notion is amazing until you have more than 50 pages — then it's chaos" (Reddit r/Notion, top-voted complaint)
- "The mobile app is unusable for anything beyond quick notes. Trying to access a database on mobile is pain." (G2, 90+ upvotes)
- "I spent 3 weeks setting up Notion perfectly. Now my team won't use it because it's 'too complicated'" (Twitter)
- "No offline mode in 2026 is honestly embarrassing for a $10B company" (Hacker News)
Battle Plan
Pricing Strategy
Approach: Attack Notion's per-user pricing at the team level with flat-rate plans that include all features.
Specifics: Flat $49/month for up to 20 users with unlimited pages, databases, guests, and automations. Notion's Business plan costs $360/month for 20 users. That's 86% savings. Premium features (SSO, advanced permissions, audit logs) available as add-ons at $5/user/month — still cheaper than Notion's $18/user. Message: "Your team wiki shouldn't cost more than your office internet."
Feature Strategy
Approach: Build the 3 features that cause teams to leave Notion: offline mode, granular permissions, and native automations.
Specifics: (1) Full offline mode with CRDT-based sync — work anywhere, sync when connected. This alone captures the entire field-worker and travel-heavy market. (2) Row-level permissions and client portals — let agencies share specific views with specific clients. (3) Built-in automation engine — when a database row changes status, trigger notifications, create tasks, send Slack messages. No Zapier required.
Positioning Strategy
Approach: Position as "Notion that works" — same block-based flexibility, but opinionated, fast, and offline-capable.
Specifics: Target teams who've tried Notion and hit the wall — they're the most likely to convert because they've already validated the need. Key messaging: "You loved the idea of Notion. You'll love using [product]." Provide pre-built workspace templates for specific roles (Product Manager OS, Agency Client Hub, Startup Wiki) that replace weeks of setup with 5 minutes. The positioning angle: "The flexibility of Notion, without the chaos."
Distribution Strategy
Approach: Win the "Notion alternative" SEO battle and target communities where Notion power users share their frustrations.
Specifics: (1) Dominant SEO for "Notion alternative" keywords — currently 50K+ monthly searches with low-difficulty ranking. (2) One-click Notion import — let users migrate their entire workspace in minutes. Without this, you're asking people to abandon years of setup. (3) Active presence in r/Notion, Notion Ambassador community, and #buildinpublic on Twitter — offer migration assistance. (4) Comparison landing page: "Notion vs [Your Product]" with honest, specific differentiators.
Win Probability
Highly beatable — Notion's weaknesses are structural, not cosmetic. Their performance problems are architectural (Electron), not fixable with a sprint. Their offline gap is philosophical (cloud-first DNA), not a missing feature. Their permission model is a monetization strategy ($18/user for basic security). These are not bugs — they're business decisions. A competitor that makes different decisions (native performance, offline-first, granular permissions at every tier) can capture the 10-20% of Notion's user base that has outgrown the tool but doesn't have an obvious place to go. Target: 500K users in 18 months.
Execution Priorities — What To Do First
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1
Build Notion import that actually works. This is the key that unlocks the entire market. Import pages, databases, relations, and file attachments. If a user can migrate their workspace in 10 minutes and everything works, switching becomes a technical decision, not an emotional one. Test against real, messy Notion workspaces — the edge cases are where competitors fail. Time: 4-6 weeks.
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2
Ship with offline mode as your launch differentiator. Notion has been promising offline for 4+ years and it still doesn't work. Every Notion user has been burned by this — on a plane, in a tunnel, during an internet outage. An offline-capable alternative with CRDT-based sync is the single most compelling reason to switch. It's technically hard, which is why Notion hasn't done it — and exactly why you should.
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3
Pre-build role-specific templates so users get value in 5 minutes. Notion's blank canvas is its biggest UX failure. Ship with 10 opinionated workspace templates: Startup OS, Product Team Hub, Agency Client Portal, Freelancer CRM, VC Deal Flow. Each pre-configured with the right databases, views, and automations. The message: "5 minutes to set up vs 3 weeks in Notion." Time: 2-3 weeks of template design + screenshot walkthroughs.
Battle Plan: HubSpot CRM
Competitor Profile
HubSpot is the dominant all-in-one CRM platform combining marketing, sales, service, CMS, and operations hubs. With 200,000+ customers and $2B+ ARR, HubSpot owns the mid-market. Their "free CRM" entry point creates a massive top-of-funnel that converts into paid seats across multiple product lines. But platform bloat and aggressive upselling create specific, exploitable vulnerabilities.
Weakness Analysis
Platform Bloat — "Jack of All Hubs, Master of None"
HubSpot tries to be everything: CRM, email marketing, blogging, SEO, social media, live chat, ticketing, payments, operations, and now AI. Each hub is functional but never best-in-class. Marketing teams still use specialized tools (ActiveCampaign for automation, Semrush for SEO) alongside HubSpot. Sales teams use Outreach or Salesloft for sequencing. The platform creates a "good enough" experience that frustrates teams who need depth. A focused, best-in-class competitor in any single hub category can outperform HubSpot on quality while undercutting on price.
Pricing Escalation — "Free to $3,600/mo Pipeline"
HubSpot's pricing model is engineered to escalate. The free CRM hooks you. Then you need Starter ($15-50/user/mo) for basic features. Then Professional ($800-3,600/mo) for workflows and reporting. Then Enterprise (starting at $3,600/mo) for SSO and advanced permissions. A 10-person sales team on Professional Sales Hub costs $900/month. Add Marketing Hub Professional and you're at $1,700/month. Add 10 more seats and it doubles. This creates a massive opening for transparent, flat-rate pricing that doesn't punish growth. Positioning: "Your CRM shouldn't cost more every time your team grows."
Critical Weaknesses
- Email marketing deliverability is mediocre — dedicated ESPs like ConvertKit or Customer.io consistently outperform HubSpot on inbox placement.
- Reporting requires Professional plan ($800+/mo) — basic funnel analytics shouldn't cost more than the CRM itself. This is the #1 upgrade complaint.
- Sequences are limited even on Professional — sales teams that need advanced cadences use Outreach/Salesloft alongside HubSpot anyway.
- CMS Hub is the weakest product — slow page speeds, limited design flexibility, and poor developer experience vs Webflow or WordPress.
- Onboarding is notoriously painful — the platform is so feature-dense that new teams take 3-6 months to become proficient.
Feature Gaps
- No native LinkedIn integration beyond Sales Navigator — marketing teams use separate tools for LinkedIn outreach
- Limited A/B testing in email (subject line only — no body/content testing on lower tiers)
- No built-in AI content generation comparable to dedicated tools — HubSpot AI feels bolted on
- Workflow automation has arbitrary limits — 300 workflows on Professional, expandable only on Enterprise
- API rate limits restrict serious integrations — 100 requests/10 seconds on Professional
Customer Pain Points (from G2, Trustpilot, and social listening)
- "HubSpot is great until you need to do something advanced — then everything costs extra" (G2, 200+ upvotes)
- "We pay $2,400/month and can't even do A/B testing on email body content. It's absurd." (Reddit r/hubspot)
- "The onboarding consultant quoted us $6,000 for setup. The software is $800/month. Something is wrong." (Trustpilot)
- "Every feature is a separate SKU, separate upsell, separate onboarding fee. It never stops." (G2, 90+ mentions)
Battle Plan
Pricing Strategy
Approach: Transparent, all-inclusive flat-rate pricing against HubSpot's escalating per-hub model.
Specifics: One plan: $99/month flat for up to 25 users with unlimited contacts, workflows, sequences, reporting, and API access. Compare directly: HubSpot Marketing + Sales Professional for 10 users costs $1,700/month. You cost $99/month. That's 94% savings. No feature gating — everything included for every customer. Use the comparison as your primary marketing asset: "What HubSpot charges $2,400/month for, we charge $99. Compare the features."
Feature Strategy
Approach: Be best-in-class at the 3 things HubSpot does worst: email deliverability, reporting, and sales sequences.
Specifics: (1) Dedicated email infrastructure with warm-up and reputation management — deliverability rates that match ConvertKit or SendGrid. (2) Full-funnel analytics included in every plan — pipeline velocity, conversion rates, revenue attribution. No $800/month reporting upcharge. (3) Unlimited sequences with A/B testing, smart send times, and LinkedIn integration — replace Outreach/Salesloft as well as HubSpot.
Positioning Strategy
Approach: Position as "the CRM that doesn't punish growth" — anti-HubSpot in every dimension.
Specifics: Target companies that have outgrown the free CRM but can't stomach the Professional upgrade cost. Key messaging: "HubSpot gets more expensive the more you use it. We don't." Build a transparent pricing calculator that shows exactly what you'd pay for HubSpot vs your product at any team size. The positioning angle is rebel/underdog — "We think reporting, workflows, and API access are features, not upsells."
Distribution Strategy
Approach: Win the "HubSpot alternative" SEO battle and build a migration engine that makes switching easy.
Specifics: (1) SEO dominance on "HubSpot alternative," "HubSpot too expensive," "HubSpot vs" keywords — 80K+ monthly searches combined with medium competition. (2) One-click HubSpot data migration — contacts, companies, deals, and notes imported in under 30 minutes. (3) Comparison landing page: "Why [X] companies switched from HubSpot and saved 90%" with real case studies. (4) Target HubSpot user communities on LinkedIn, Reddit (r/hubspot), and the HubSpot Community forum — help people who are frustrated with pricing, don't just spam.
Win Probability
Beatable — HubSpot's pricing model is their own worst enemy. HubSpot's 200K+ customer base includes tens of thousands of SMBs paying $1,000-3,000/month who feel trapped. The platform delivers value, but at a premium that increasingly doesn't make sense for smaller teams. A competitor with transparent pricing, best-in-class email + sequences + reporting, and a working migration tool can capture the bottom 30% of HubSpot's market — teams of 5-50 people who need CRM + marketing but can't justify $2,400/month. Target: 1,000 customers in 12 months at $99/month = $1.2M ARR from HubSpot refugees alone.
Execution Priorities — What To Do First
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1
Build the pricing comparison calculator as your primary marketing asset. This is what converts. Show the exact HubSpot pricing for the user's team size and feature needs, then show your flat $99/month. Include every feature comparison so there's no objection of "but does it do X?" The calculator should be embeddable so HubSpot competitors and review sites can use it too. Time: 1-2 weeks. Launch with it as your homepage.
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2
Build a one-click HubSpot migration before anything else. Import contacts, companies, deals, notes, tasks, and email templates. The import quality directly determines conversion rate. If 1,000 contacts come through with broken data, users go back to HubSpot and never return. Test against real, messy HubSpot accounts. Time: 4-6 weeks.
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3
Invest heavily in email deliverability infrastructure from day one. This is the feature HubSpot customers complain about most and the one that's hardest to fix later. Dedicated IPs, reputation monitoring, spam compliance, and warm-up — do this before launch so your first 100 customers never experience the deliverability issues they left HubSpot over. Time: 3-4 weeks, ongoing. This is not a feature — it's infrastructure, and it's your competitive moat.
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Every battle plan includes: competitor profile (verified pricing, category, target audience), detailed weakness analysis (pricing vulnerabilities, positioning gaps, critical weaknesses with specific evidence), feature gaps you can exploit, a 4-part battle plan (pricing strategy, feature strategy, positioning strategy, distribution strategy — each with a specific approach and expected impact), a win probability score out of 10 with reasoning, and ranked execution priorities telling you exactly what to do first. This sample page shows the exact format and depth.
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