Once you have a clear picture of where you are going, you can begin thinking through all the components of your app, and discussing which features go where and what you plan on it to do.

We typically allocate a 1-2 hour, all-hands kickoff meeting where the product owner enunciates the vision and asks for a round of ideation and bullet proofing.

The best collaboration and ideation happens in a free-form setting with specific goals and a blank canvas to record thoughts on. We like to use anything and everything from windows to whiteboards, and pen & paper prototypes to explain and thoroughly understand the vision of the founder.

In this phase, no ideas are considered to be "bad." All ideas are optional pathways moving us closer and closer to success. On occasion, we find ourselves unable to contribute further ideation to the product, and we declare the session finished and well-understood.

But often, after outlining your vision and business model, you'll find that dozens of ideas emerge that will contribute to and enhance your business model.When you give your team creative freedom and latitude to come up with anything, you may be surprised by the level of ideas and insight you wouldn't have gotten alone.