By now I think I understand enough to move forward. I need to work on content now. Should I work on a due diligence checklist? Oh, and a new photo – way too formal. There are a lot of free due diligence checklists on the web.  But, few give you hints as to what to do with the information you gather. Maybe some of it is obvious, but certainly not all. Still, I spent a few hours on this so far. A lot more work than I first envisioned.