The Big Why?
- Do you have a clearly defined vision for your business?
- Do you have buy-into your vision by (Check all that apply)
- Your team
- Your partners
- Your suppliers
- What industry are you in? (TIP: you are what you repeatedly do)
- What’s in it for your customers to use your product or your service?
- How does your customer describe your product?
- How does your customer use your product?
- What will encourage your potential customers to purchase your product or service?
- List specific what makes your product/service unlike your competitors
- If it is a class of its own, then do you compete on (check one):
- Lowest price?
- Doing something different than the competition or what the customers expects (Pick all that apply):
- More or better
- Extra services
- Serve a well-defined small group?
- Combination of the above
- What is your competitor’s USP?
- TIP: If there are different size companies, define the competitor’s general USP based on the size and their stage of development (start up, transition, or growth)
- What is your complimentary firm’s USP?
- What is your supplier’s USP?
USP Statement General Characteristics
- Does it include a value that customers receive?
- Is it less than 90 words?
- Does it outline specific areas of differentiation?
- Does it provide something to the unserved market?
- Does it answer “what’s in it for customers AND prospects”?
- Is it realistic that you can follow through on your promises to the customer?
- Who owns your USP?
- Who will revise your USP? How often?
- How is your USP communicated to your team and suppliers?
- How do your sale teams use of USP? How marketing materials use USP? How is your marketing aligns with sales vis-à-vis USP?