The parameters we outlined for what to research were other applications that our users might be using such as productivity apps, games, coffee rewards apps, lifestyle apps and anything else they might use to optimize the demanding lifestyle of a small business owner. This helped up identify how ideas were being communicated so we could communicate common features in similar ways in order to keep the application familiar. We also looked smb.gov and Credit Karma. SMB had the content we were looking for but wasn't intuitive enough which was a gap we were trying to fill. Credit Karma gave us a base for how to explain the value of improving your marketing score.