diff --git a/docs/faq.md b/docs/faq.md
index b2db5dd..973ee0b 100644
--- a/docs/faq.md
+++ b/docs/faq.md
@@ -1,21 +1,61 @@
 ---
-title: Frequently Asked Questions
+title: Frequently asked questions
 ---
 
 ## What is the Cooperative Cloud?
 
-The Cooperative Cloud is a platform built by and for worked-owned technology
-cooperatives which proposes a shared social and technical infrastructure for
-the operation and management of free software applications.
+The Cooperative Cloud is a project which aims to make self-hosting free
+software applications simple! It's a project which fits in alongside others
+like [Cloudron](https://www.cloudron.io/), [Yunohost](https://yunohost.org/)
+and [Freedombone](https://freedombone.net/) and others but has its own specific
+focus. The project is intended for existing small service providers and
+cooperatives already involved in hosting work who are looking for alternatives.
 
-## What about <insert-your-favourite-alternative\>?
+TODO.
+
+## Which technologies are used?
+
+TODO.
+
+## Who packages your applications?
+
+One of your main aims is to re-use existing work that free software communities
+are already doing.
+
+## Why do you use containers?
+
+TODO.
+
+## Why do you use Docker Swarm?
+
+TODO.
+
+## Why start another project?
+
+One of our core principles is to not re-invent the wheel. However, fitting
+needs into existing projects doesn't always work out. Some of the developers on
+this project were also once developers on the other existing projects.
+
+TODO.
+
+## What about `$alternative`?
+
+We have our critiques of other similar projects which are already
+up-and-running in the ecosystem. However, the Cooperative Cloud isn't meant to
+be a replacement for these projects. Here is a short overview of the pros/cons
+we see and how that relates to our goals here.
 
 ### Cloudron
 
+#### 👍
+
 - 👍 Lovely web interface for application, domain & user management
 - 👍 Bigger library of applications
 - 👍 Built-in SSO using LDAP, which is compatible with more applications and often has a better user interface than OAuth
 - 👍 Most applications are actively maintained by the Cloudron team
+
+#### 👎
+
 - 👎 Moving away from open source. Free version has a 1-application limit
 - 👎 Based on Docker images, not stacks, so multi-process applications (e.g. parsoid for Mediawiki) are a non-starter
 - 👎 Difficult to extend applications
@@ -24,34 +64,60 @@ the operation and management of free software applications.
 
 ### YunoHost
 
+#### 👍
+
 - 👍 Lovely web interface for application, domain & user management
 - 👍 Bigger library of applications
 - 👍 Awesome backup / deploy / restore continuous integration testing
 - 👍 Supports hosting applications in subdirectories as well as subdomains
 - 👍 Doesn't require a public-facing IP
+
+#### 👎
+
 - 👎 Upstreams free software communities aren't involved
 - 👎 Often not idempotent: uninstalling applications leaves growing cruft
 
 ### Ansible
 
+#### 👍
+
 - 👍 Includes server creation and bootstrapping
+
+#### 👎
+
 - 👎 Upstream free software communities aren't publishing Ansible roles
 - 👎 Lots of manual work involved in things like application isolation, backups, updates
 
 ### Kubernetes
 
+#### 👍
+
 - 👍 Helm charts are available for some key applications already
+
+#### 👎
+
 - 👎 Too big -- requires 3rd party tools to run a single-node instance
 
 ### Docker-compose
 
+#### 👎
+
 - 👎 Manual work required for process monitoring
 - 👎 Secret storage not available yet
 - 👎 [Swarm is the new best practice](https://github.com/BretFisher/ama/issues/8#issuecomment-367575011)
 
 ### Doing it Manually
 
+#### 👍
+
 - 👍 Simple - just follow upstream instructions to install and update
+
+#### 👎
+
 - 👎 Loads of manual work required for application isolation and backups
 - 👎 Array of sysadmin skills required to install applications
 - 👎 Hard to share configurations into the commons
+
+# What licensing model does the project use?
+
+The Cooperative Cloud will always be available under copyleft licenses.