Step 4. Where you and your customers meet: Creating the offer that fulfills everyone’s desires

A good offer is the sum of its parts. It’s cumulative (taking into account all the elements we just explored), but unexpected (unlike/distinct from other solutions being put forth). Use these questions to help organize your notes and find that sweet spot.

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1. What service will you provide?

2. What job does your offer need to do?

3. What do you want to accomplish for yourself? Anything you want to avoid?

4. Where do your customers’ and your objectives overlap?

5. Who or what is your competition? Identify 2 or 3 to start, plus the edge they have over you, and what you can do better than they can.

6. What’s your USP? How will you differentiate yourself and get someone to choose you?

7. What are the things that might make running this business difficult? These are limiting factors to keep in mind.

8. What do you need (to do, obtain, learn, etc) for this business to succeed? Be specific. Customers and profits are a given.

9. Describe (as succinctly as possible!) what your business does, who you do it for, and what unique benefits you have to offer.