Keynote

There seems to be a bit of confusion as to what your Keynote should contain. It should be an overview of the following items from the book:

• Understanding the business (p.82)
• Market research (p. 84)
• Marketing audit (p. 86)
• Competitive audit (p. 88)
• Stakeholder audit (Audience Audit in your case) (p. 90)
• Language audit (p. 92)

You can use this as an outline for your Keynote if you'd like.