Jumbo Café “Deep Dive” Series: Competitive analysis and differentiation

Developing a solution that solves a real customer problem is only part of the puzzle. The real challenge is to develop a solution that brings true benefits to the customer, and that offers a unique value proposition. In other words, the solution needs to be both different and better than everything available to date – including doing nothing different. This is very different from classical competitive analyses where you compare your product against other similar products in the same product category – because in many cases, you are creating a new product category. You need to frame it in the context of what the customer sees, needs and wants – not just what your competition offers from a product and services standpoint.

In this workshop, we will cover exactly this topic. We will provide you with templates for developing your benefit statement, your unique value proposition (UVP), explain how to construct a 2×2 competitive matrix, and the Moore’s positioning statement. You will have an opportunity to fill out some of these templates during the workshop, and share your insights with other entrepreneurs.  You will be provided with curated content you can use to help you continue to evolve your UVP and positioning statement as you collect more data from your primary customer research.

This workshop is part of the Tufts Entrepreneurship Center’s “Deep Dive Series. If you are building a venture and want to get some help applying entrepreneurial frameworks and skills to your venture, join us and get some practice and feedback via interactive exercises!