Let's start with a shopper's motivation to buy. What shopper motivation are you targeting? List how your product or service will meet one, some, or all of these motivations to buy for your target customer.
Product or service motivator: The need to satisfy with merchandise or service. This is the most common shopper motivation.
Entertainment motivator: The need to be entertained. Perhaps your product or service has entertainment factors to it. For example, a DVD or CD would fill both the entertainment and product or service motivators.
Community: The need to connect with other human beings. Perhaps you will have a community element to your product or service where customers may want to interact with each other for a fee.