Who is the audience? What is their cultural mindset? Where are they? How big is it?  What is their greatest need? How can you reach them? How does your product solve a problem for them? Can you prove it? Do you have the data? Do you have competition? Sure, we know we are all focused on solving the big market challenge, but show us how your marketing plan solves the problem for the individual  problem at a granular level, for a market of one. Then show us how it can scale.