Page 60 - MICROHUB Handbook - ENGLISH

DEFINING YOUR COMMUNICATION,

MARKETING & ACTIVITY

STRATEGY

When planning your business it is important to think about your

strategies for marketing and communication. A good start is to look at

your position in the market today compared to your competitors. Start

by identifying your Target Market by naming who your key customers

are: Who is your ideal customer based on market research and real data
about your existing customers? Then look at your geographical market

by identifying the physical location of your target market. You can also

define your position in the market compared to other entrepreneurs in

your field by doing a competitor analysis. Ask yourself: What do I offer

that no other company, product, or service does?

List your top competitors as well as the following information for each

competitor:

Comparative Strength – What are your company’s assets that this

competitor does not have?
Comparative Weakness – In what areas or attributes do your

competitors outperform you?

Counterpoints – If a comparative weakness is mentioned in sales

negotiations, which counterpoints can be used to address those

weaknesses?

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