You can never be everything to everyone - but you can come up with a specific proposition or compelling claim that is targeted at your customers in such a way that they would be foolish to go elsewhere. This is your "differentiation" - your "competitive edge".
This paper analyses the key components in differentiating your business and by doing so, creating a competitive edge over competitors.
The paper covers the following headings:
- Why Should You Be In Business And Not Someone Else?
- Competitive Edge
- Small Business Has An Important Edge
- Questions To Ask Yourself In Developing Your Competitive Edge
- Focusing On Your Customers
- Why Have Happy Customers?
- Who Are Your Customers?
- How Do Your Customers Rate You? - "Your Moment Of Truth"
- Deciding Which Markets To Target
- Know Your Customers To Determine Your Target Market
- What Is Market Research?
- What Is Direct Marketing?
- Your Competitive Edge
