Mitchell Earl answered
Head over to Kipsu's website. What do they do? Who is their ideal customer?
Then get on Google and check out their reviews (if they have any). See what people have to say about them on social media (or anywhere else online).
Build a solid list of twenty to fifty positive customer reviews and try to diagnose what made those customers' experience so great. Take note of those things.
Do the same for twenty to fifty negative customer reviews. What went wrong? What didn't they like? What were customers' pain points? Then draft up responses to each negative complaint–not templated, either. Write legitimate responses.
Create a summary presentation of all the good, the bad, and the ugly (including the draft responses), and send it in with your application.
No stories yet–check back soon!