Don't go chasin waterfalls...
One of the things that gets forgotten, especially when you're hanging out with just a bunch of UXers, is that you eventually do have to explain what you've been finding to the rest of the world. This is a process. This isn't just something where you toss it over the fence and just walk away. Your design thinking applies to your team as well as to the outside world.
Have you considered ALL your assets? Have you identified your real unfair advantage? Because that should be directing you.
This comes up as you head into building out products. There's only so much that can be built at a time, and knowing what's really key, is . . . well, key. You need to have a clear idea of your objectives, the solutions you're planning to implement and what the requirements are inherent to that solution. In other words, if you're using a door as the solution to an objective of security... you should probably make damned sure that it not only meets the requirements of open and close, but also lock.
So, you've got this down? Great. Because now we get into the magic of user stories. Basically, turning "we're going to need a lock" into "a user can lock the door" "a user can unlock a door" since having a thing is not the same as being able to use it!
This is another point where some UX needs to come to bear. Sure, it might be faster and easier to just make a door without a lock, but really, that's now just an impediment to the user! If it can't lock, why is it there in the first place? [think "user login"... do you need these? is everything being shared on the inside anyway?].
Finally, if your site is going to be content based [as opposed to just functionality] then you better be sure that it's easy for a user to add content. Even the most dedicated blogger will tire of writing if the platform they use is confusing, or doesn't encourage them to come back, post more, and maybe even interact with other content.
Oh, and if anyone mentions "waterfall?" Run.