Pain points may come from all over the business. It is important to write them down in your initial statement of work so that you can address them more systematically later on as you actually propose solutions.
You may at first have a general response to a pain point and later on it becomes necessary to detail a specific approach to solving it.
Here are some examples:
As you will see in the next video and topic though, it is necessary to actually spell out how you will make that happen. Simply throwing a Zoho app at the problem does not help — you need to know how to implement it.