What you Sell

Chapter 7: What you Sell - Page 7.2

Competitive Comparison

Use this topic for a general comparison of your offering as one of several choices a potential buyer can make. There is a separate topic, in the market analysis section, for a detailed comparison of the strengths and weaknesses of your specific competitors.

In this topic you should discuss how your product lines and retail offering compare in general to the competition. For example:

Your ski shop might offer better ski equipment than some other general outdoor store, or perhaps it is located next to the slopes and caters to rental needs.
Your jewelry store might be mid-range in price but well known for proficiency in appraisals, remounts, and renovation.
Your hobby shop has by far the largest selection of model trains and airplanes.

In other words, you want to discuss how you are positioned in the market. Why do people buy from your business instead of from others in the same market? What do you offer, at what price, to whom, and how does your mix compare to others?

Think about specific kinds of benefits, features, and market groups, comparing where you think you can show the difference. Do you sell better features, better price, better quality, better service, or some other factor?

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