SWOT Analysis

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SWOT Analysis
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STRENGTHS

• What you have going
• for your business
• What sets you apart
• from your competition
• Whats going
• to make you

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WEAKNESSES

• Where your competition
• has an edge
• Lack of expertise
• Fiscal weaknesses is a
• Common weakness

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OPPORTUNITIES

• Areas that you have not
• tapped, but that you can pursuit
• Being a new company can
• be an opportunity to snowball
• Web has tremendous opportunities

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THREATS

• Existing competition
• New players in the space
• Economy

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Distinguishing your business

• Unique Selling
• Proposition

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Unique Selling Propositions are tools used to
differentiate your product or service from your
competitors as well as add unique value
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Its not just about price! If it was, wed all
be wearing the cheapest shoes and driving cheap
cars!
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A Good USP Should Be

• Only one sentence.
• Clearly written so that everyone can understand
  it.
• Composed of benefits that are unique to your
  company or product.

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Finding your central marketing message

• Call out what distinguishes your product or
  service
• This will be a central message in your marketing
  copy, sales pitch and website

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Finding your central marketing message

• Lead with your strongest selling point
• Stick to it!
• Keep it short and simple less is more

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Finding your central marketing message

• Resist the tendency to use a trivial selling
  point
• Create your unique selling/value proposition
• Dont recycle another companys USP

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Instead of

• We can help you reduce your debt
• Try
• We rapidly reduce your debt

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Merriam-Webster defines Proposition as

• A statement containing only logical constants
  and having a fixed truth or value

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The Dominos Pizza Unique Selling Proposition
incorporates all of these points

• Fresh hot pizza delivered to your door in thirty
  minutes or less, guaranteed

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MMs USP

• "The milk chocolate melts in your mouth, not in
  your hand"

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Trend Communications

• Visual Communications That Make You Look Good
• Marketing Materials Promotional Products
  Graphics Printing  Mailing

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USPs and the Web

• Too many websites fail to differentiate
  themselves
• This is where you can have a competitive edge
• Incorporate your USP into the look and feel and
  message on your site and web marketing !