Tip: This might be one of the most important questions asked during the interview process because it allows you to explore any subject that hasn’t been addressed and shows the interviewer you’re excited about the role. By this point, you’ll likely have already covered most of the basics about the position and the company, so take time to ask the interviewer questions about their own experiences with the company and gain tips on how you can succeed if hired.
This is a common one at startups (and one of our personal favorites here at The Muse). Hiring managers want to know that you not only have some background on the company, but that you're able to think critically about it and come to the table with new ideas. So, come with new ideas! What new features would you love to see? How could the company increase conversions? How could customer service be improved? You don’t need to have the company’s four-year strategy figured out, but do share your thoughts, and more importantly, show how your interests and expertise would lend themselves to the job.
You should hire me because my experience is almost perfectly aligned with the requirements you asked for in your job listing. I have seven years’ progressive experience in the hospitality industry, advancing from my initial role as a front desk associate with Excalibur Resort and Spa to my current position there as a concierge. I’m well-versed in providing world-class customer service to an upscale clientele, and I pride myself on my ability to quickly resolve problems so that our guests enjoy their time with us. 
As a cyber security specialist, my greatest strength is my intellectual curiosity. I enjoy researching the latest technology trends so that our critical information technology systems remain uncompromised. Not only do I do this by reading the latest issues of cyber security journals, I also convinced my employer to fund my participation in quarterly information technology conferences. This has allowed me to build a network of peer resources—many of whom are leaders in the field—that I can call upon for strategies when new threats arise to our systems. 

When answering this question, interview coach Pamela Skillings recommends being accurate (share your true strengths, not those you think the interviewer wants to hear); relevant (choose your strengths that are most targeted to this particular position); and specific (for example, instead of “people skills,” choose “persuasive communication” or “relationship building”). Then, follow up with an example of how you've demonstrated these traits in a professional setting.
Any candidate can read and regurgitate the company’s “About” page. So, when interviewers ask this, they aren't necessarily trying to gauge whether you understand the mission—they want to know whether you care about it. Start with one line that shows you understand the company's goals, using a couple key words and phrases from the website, but then go on to make it personal. Say, “I’m personally drawn to this mission because…” or “I really believe in this approach because…” and share a personal example or two.