All three. Our initial analysis of a work—the preliminary evaluation—offers an in-depth look at all the fundamentals of an effective manuscript. (For fiction: plot, characterization, suspense, writing mechanics, dialogue, verisimilitude, scene crafting, and so on. For nonfiction: organization, clarity, target market, quality of presentation.) In cases where we take a project on for further work, we generally suggest dealing with challenges relating to content first, because there's no sense to editing style or prose when the content is likely to change.