My take

Two or four cents ...

The Concept
-Multi-generational social networking site
-Manage your legacy
-Learn about the lives of others

Mission (unattainable)
-Make people comfortable with talking about death
-Link more people nationally than Facebook, Myspace, Twitter and Friendster

Offering
-Live forever
-Allow people a platform to write their biography or memoir
-Plan for life changing events or get advice on how to handle them
-Inter-generational connections
-Virtual friends and support groups for various health conditions

Audience
-Outspoken individuals willing to share their stories
-Internet-savvy and curious individuals willing to discuss forbidden topics

Brand
-Live forever.
-Who would represent us in an ad? What artist embodies what we are? (Maybe Marilyn Monroe - everyone talks about her in one stage of her life?)

Outreach
-Health Causes
-Health Advocates
-Outspoken celebrities with health issues
-Foundations and non-profits

Attributes of our audience
-literary
-social
-talkative
-family-oriented
-retrospective
-educated
-empathetic
-forward-thinking, planners

Michael's elevator (because we may need to borrow from it in the future)

Mission:

We'd like to help you acknowledge death and embrace life. Our site will provide a forum for people who want to tell their stories and essentially write their own epitaphs before they die, keep family and friends connected to loved ones long after they're gone, and provide support, resources and related health news. The site will facilitate communication about a difficult issue - death - while being respectful but upbeat with even a light humorous edge.

We're offering the ability to live forever on the web. Also, this is a a way to inform people about health issues and the issues associated with death: i.e. wills, hospice, health care, funeral planning process.

There are no site quite like ours that bring in all components we're offering: social networking in the afterlife, service journalism, and memorializing and destigmatizing death.

Our motto: Live forever. Be remembered.