There is no clear cut definition of "business." You have a picture in your head of what you want the future to look like, and "business" is all the actions associated with making it come true, and this can vary dramatically by sector.

Best advice I can think of is to not think generally about what is good strategy, or anything of that sort, but about what makes your product valuable in the lives of the people you hope to make it for.

The rest will sort itself out.