I've noticed that in some specific situations, it is important to do a base lining first. For example, in a growth strategy case I've done, it seemed critical to understand the company's “as is” situation, before diving into how to grow the business.

I'd like to understand how to structure a growth case if I want to do a base lining initially? Is it okay to keep “conduct base lining assessment” as the first bucket (look into company strength, current market, product portfolio, etc), and then having the remaining 3 buckets as: market (focusing on future market trend and growth), customer (focus on customer trend and growing segment), and capability (ability to scale up business)? 

There seems to be some overlapping in the factors mentioned, however I was thinking of separating the “as is” information with “future looking” information. How can I make the structure more “MECE” if I want to separate “conducting base lining” and “assessing growth opportunities”? 

Thank you for your advice!