1. WHO: New home owners
1.1. IMPACT: Keep engaged with the site
1.1.1. WHAT: Tutorials and guides for people new to DIY
2. WHO: Users
2.1. IMPACT: Use the service
2.1.1. WHAT: Rewards for adding tools
2.1.2. WHAT: Access to tools in the community
2.1.3. WHAT: Access to other people's skills
2.1.4. WHAT: Access to forum
2.2. IMPACT: Add lots of tools to database
2.2.1. WHAT: Different levels of reward after a certain amount of tools have been added.
2.3. IMPACT: Loan tools to other users
2.3.1. WHAT: Rewards for loaning tools
2.4. IMPACT: Borrow the tools
2.4.1. WHAT: Highlight that they do not have to buy new tools
2.4.2. WHAT: News about new tools in the library
2.4.3. WHAT: Info about what tools you would need for a certain job
3. WHO: Potential user
3.1. IMPACT: Create an account
3.1.1. WHAT: Referel reward service
3.1.2. WHAT: Sign up form
3.1.3. WHAT: List of unusual and useful tools as insentive
3.1.4. WHAT: Access to DIY tutorials
3.2. IMPACT: Stay on site
3.2.1. WHAT: Lots of exciting and useful tools highlighted
4. WHO: Existing home owners
4.1. IMPACT: Keep engaged with the site
4.1.1. WHAT: Niche, bulky or 'one off job' tools
4.1.2. WHAT: Tutorials and guides for advanced DIYers