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My Start-Up Plan: The business plan toolkit by Brad Crescenzo, Clare Griffiths

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4. Benefits and Impact

If you have done your research thoroughly, you should know what your potential customers need and have taken steps to develop products and services that can make their lives better in some way. At this point, it is helpful to think about your offerings in terms of their characteristics (often referred to as ‘features’) as well as the benefits they offer your customers. This exercise is known as a features and benefits analysis. It is the beginning of successful marketing. It is also the foundation of product development – making sure that over time your offerings remain as appealing as possible.

Working out the benefits ...

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