What do you want to be known for?
Why was the company formed, what is the story of the founder(s)? Explain the motivation behind starting the company, and the passion that helps fuel it.
How do you want your customers to perceive you online and offline? How do you differentiate from others? Internally, what type of culture do you want for your company over the next 5 years?
What do you want to be known for, as a person and as a company?