Who pays for knowledge? How, and how much?
Who exactly wants to know what exactly?
How large is the market/ audience for your knowledge product?
What benefits can be realized from these markets?
Who provides Knowledge? What exactly do they provide? How do they sell it?
How is knowledge similar to yours promoted, sold and supplied?
Who are currently recognized as leading authorities in your field?
How did they get their expertise/recognition?
How are they working/being paid?