You need to define your location with a description of all advantages and disadvantages. I would include the operating hours and scheduling in this section. You must develop a unique selling point for your business. You will need to provide details about every product/service that you provide and give their features/benefits/values.
Gathering information: this stage is based on the concept of marketing audit. After performing the audit of the macro_environment by analyzing the STEP factors (social, technologic, economic and politic), we should turn the focus upon the immediate extern environment (the micro_environment) and analyze the competitive environment, the costs and the market. Finally, we will conclude with the SWOT analysis, by this way we will have a general view upon the internal environment compared to the external one. The SWOT analysis combine the two perspectives, from the inside and from the outside, because the Strengths and the Weaknesses are internal issues of an organization, while the Opportunities and Threads come from the outside.