1. Introduction to Business
Marketing Project
Introduction to Business

2. Agenda What should be in your project? Description of features
Description of benefits
Customer profile
Competitive advantage

3. Bottom Line What are you selling Why should people care
Who is “the one” customer

4. What should be in your project?
Describe in detail your product or service
Describe product or service features
Explain the core benefits
Identify your “one” customer
Clarify your point of different
Write it up like a plan

5. Describe your service Service Features What do you do? For whom?
When do you offer your services?
How often?
How does someone order your service?
Where are you located?

6. Describe your product
Product Features

7. Benefits

8. Who’s your customer? “The One” you will talk to consistently
Facts (live, income, gender)
Preferences (read, eat, watch, do)
How does he/she behave?
Fit in?
Get ahead?
Value family?
Impulse?
Life change?

9. Customer Profile

10. Competitive Advantage
“Reason someone would buy your product over the competitor’s on a regular basis.”
Combination of your features, benefits, profile knowledge and BRAND

11. Competitive Advantage
Choose one or two close competitors
What product or service do they have that’s similar?
How would you convince a consumer to purchase your product/service over theirs?

12. Structure: (more to come)
Start with an introduction
Focus each paragraph on one idea at a time
Transition between paragraphs
End with a conclusion
Proofread your work and have someone else proofread it too!