USP Clarification: A worked example. Matrix 1: Features versus Competitors

Transcription

1 Matrix 1: Features versus Competitors Competitors Features Competitor 1 (That s you) Competitor 2 Competitor 3 Competitor 4 Competitor 5 Leading Competitor on that feature: Feature 1 High quality of food Feature 2 Stylish decor Joe s Pub Grub Ethnics various / Exp. Feature 3 Plenty of staff Feature 4 Frequent menu changes Feature 5 Accessible location Exp./ Pub Grub Question to ask: Does this Competitor have this feature?

2 Matrix 2: Features versus (Becomes Matrix 4) Features (Copy from Matrix 1) Benefit 1 Benefit 2 Benefit 3 Benefit 4 Benefit 5 Feature 1 _ High quality of food Feature 2 Stylish decor Feature 3 Plenty of staff Feature 4 Frequent menu changes Feature 5 _ Accessible location Matrix 4: Leading Competitor on that Benefit: Quick Impresses Kids Convenience Question to ask: Is this Benefit helped or hindered by this feature? Note: Overwrite Features with Competitors on this matrix to create Matrix 4.

3 Matrix 3: vs. Customer Groups (Becomes Matrix 5) Customer Groups (Copy from Matrix 2) Benefit 1 Benefit 2 Benefit 3 Benefit 4 Benefit 5 Matrix 5: Ticks each Competitor wins Customer Group 1 Families with kids Customer Group 2 Romantic couples Customer Group 3 _ Business travelers Customer Group 4 Work/ friends groups Quick Impresses Kids Convenience Customer Group 5 Visiting parents Question to ask: Does this Customer care about this Benefit? Note: Overwrite with Competitors on this matrix to create Matrix 5.

4 USP Clarification: A worked example: Matrix 4: Features versus vs Competitors Features (Copy from Matrix 1) Benefit 1 Benefit 2 Benefit 3 Benefit 4 Benefit 5 Feature 1 _ High quality of food Feature 2 Stylish decor Feature 3 Plenty of staff Feature 4 Frequent menu changes Feature 5 _ Accessible location / Exp. Matrix 4: Leading Competitor on that Benefit: Joe s Pub Grub? Quick Impresses Kids Convenience Question to ask: Who leads on this Benefit? Note: Overwritten Features with Competitors on matrix 2 to create this, Matrix 4.

5 Matrix 5: vs. Customer Groups vs Competitors Customer Groups (Copy from Matrix 2) Benefit 1 Benefit 2 Benefit 3 Benefit 4 Benefit 5 Matrix 5: Ticks each Quick Impresses Kids Convenience Competitor wins Customer Group 1 Joe s Pub Grub: 2 Families with kids : 1 Oscars: -1 : 3 Customer Group 2 Joe s Pub Grub: -1 Romantic couples : 0 Oscars: 2 : -1 Customer Group 3 _ Joe s Pub Grub: -1 Business travelers : 1 Oscars: 0 : 0 Customer Group 4 Joe s Pub Grub: 1 Work/ friends groups : 1 Oscars: 0 : 1 Customer Group 5 Joe s Pub Grub: 1 Visiting parents Joe s Pub Grub : 1 Oscars: 1 : 0 Question to ask: Which Competitor scores highest for this Customer Group? Note: Overwritten with Competitors on matrix 3 to create this, Matrix 5.

6 USP Clarification - Guidance & Tips: Fill in matrices 1-3 first. These are your input data. Use more or to show relative intensity Use for helps, for hinders, - for unrelated parameter Then fill in matrices 4 and 5. These are your analysis matrices. Add 1 for each, subtract 1 for each. Copyright Second Mile