1. Choose your type of fantasy

a. Classic western mythology: vamps, weres, witches, biblical

b. Classic non-western mythology: south american, egyptian / arabic, far east

c. Neo-mythology: epic fantasy based / weird

2. Integration level

a. Secrecy by rarity: real magic/fantastic elements are rare enough that their strangeness is absorbed in the background

b. Secrecy by pact: There are enough magical beings that they have a council or ruling body that enforces secrecy

c. In the open: The world is a blend of fantastic and mundane without secrecy at all.

3. Organisations

a. Academic / religious

b. Government (normal and paranormal)

c. Ad hoc (hunters, protectors)

4. Characters

a. sane

b. insane

c. good

d. evil

5. Conflict

Primary underlying conflict: avoid good/evil that's rubbish in urban fantasy.

a. change vs stagnation

b. redemption

c. love vs fear

d. mundane vs supernatural