Group 1:  Enthusiastic technologists, people to people.  Need small businesses, VC, IRAP.

Group 2:  Willing adapters from each of the product categories.  Easy to identify ideal partners once value proposition is known.

Group 3:  Ideal partners are determined based on specific industry sub-sectors.  "It's about the Marketing, stupid."  You need to define the characteristics of a champion, identify your focus, define the activities/sectors, etc.  You can start with defining what digital media is first and then create a mission statement.

Group 4:  Identify and contact the heads of industry groups, educational institutions and associations such as TIFF, media companies, school leaders.  They must be willing to open their networks and share them.

Group 5:  WIFM.  There must value to the users.

Group 6:  Observations and interviews of four categories:  money sources, enabler/networkers, content creators and end users.

Group 7:  Leaders of stakeholders.