2. No Unique Selling Point: Reinventing a Better Wheel
Jim indeed made killer hamburgers, but so does McDonald’s, Wendy’s, Burger King, a couple of nearby Steak Houses, the full-service restaurant located inside the mall as well as 2 of Jim’s Food Court Neighbors.
Hamburgers, Fries and Fountain Drinks are so much a part of our culture that unless you have some very special product then you are just white noise in the Hamburger Food Service Sector.
Jim and Mary spent thousands of dollars for TV & Radio ads Promoting “The Newest Burger in Town”. They tried some cute plays on words. When everything was said and done the advertising did nothing more than just let everyone know they could get a hamburger at Jim & Mary’s as well as many other places.
Solution: The 2 Most Important words to the success of any business are Concept and Brand. If you have a Killer Concept then you can use that to Create a Killer Brand. In order for your business to succeed your Concept should never change but your Brand can always be broadened and improved upon. Your Brand should never overshadow your concept but it should complement and enhance your Concept.
Use the remaining Space here to Brainstorm a Concept and Brand. You may already have something in mind so why not brainstorm ideas and different angles to develop your concept and brand.