1. Create Customer Profiles and Market Segments
2. Research your market - who is your competition and where do you win against them
3. Evaluate your offerings. What problem does your product or service solve and who does it appeal to.
Having a marketing company helps you pull this information together because we are looking through your lens. Of course, something may seem so obvious to your how your product solves a solution but having someone who is experienced and can guide you through these things will help you create a better plan.