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So, You Want to Start a Business?: 8 Steps to Take Before Making the Leap by Charles F. Goetz, Edward D. Hess

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Chapter Five. How Do You Design Your Product or Service?

<feature><title>Chapter Topics</title> <objective>

Why should you design your product or service?

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Give customers what they need—not what you think they need

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What is the difference between product features and product benefits?

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What does “value” mean to a customer?

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The Value Proposition Ratio

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A Value Proposition example

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Your reason for being

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Your competitive advantage

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Low innovation

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Product design chart

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Prototyping your product—doing a test

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