The two numbers are: how much income do you want each year and how many weeks off work do you want each year? Then you add three things that you will use that money and time for - three burning motivators. These can include your family but don't email list keep it completely pure! If big sea side houses and fast cars really spin your "whizzer" then add them to your list.
Strategic Question #2: What is your Ideal Client Profile and what is their Specific Unmet Need? You need to develop a simple description of your Ideal Client and what they want. And ideally the "what they want" part is a need that they can't get met someplace else. This is not rocket science so keep it simple! Include any generally applicable characteristics such as gender, religion, location, age bracket, occupation, company size, income and also a little bit about their buying motivators.
Anything that you think is relevant is fair game for your list. For example here's my Ideal Client Profile: English speaking business owners who are comfortable with the internet and who want a marketing plan that is designed specifically for small business and that's actually proven effective to bring in new clients.