Next, which or the four Ps define your USP? List how your product or service will include one, some, or all of the Ps.
Packaging: Repackaging a common product or concept. For example, coffee (Starbucks), ice cream (Ben & Jerry's), popcorn (Orville Redenbacher), water (Dasani), and the iMac.
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Positioning: Selecting a niche. A good example is the Marines. They are looking for only a few good men. Another example is the Pepsi Generation. Can your product or service carve out a unique niche?
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Pricing: Lowest, highest, unique, value added. Where will you be on the pricing scale? Whatever it is, be prepared to defend the price you charge. If you are the lowest, why? If you are the highest, what added value do you provide?
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Promotion: Time of year, cultural event, or demographic. Perhaps you will focus on a specific time of year to sell your product or service: for example, holiday decorations at Christmas time or a tax service at tax time. Maybe you sell party supplies or Mother's Day gifts. Or perhaps you will sell to a specific demographic, such as teens, seniors, or an ethic group.
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