a. Its historyb. Your business “personality”c. Its Customer Persona (Ideal Customer as well as Usual Customer)d. Its current positione. Its current marketing (including signs and other advertising). We often find duplicate marketing, especially if you deal with more than one marketing vendor. This is common when you “trust” them.f. Its current website (if there is one). Its hosting and capacity.
g. Your geography and demographics. There is no generic location. Every market area is different.