Step 1 : Choose a Differentiator
Identify up to five local app development services in your area , and if there aren ’ t any , then expand the area you are looking in . Now make a list of the services they offer , relating to app development for businesses . Look at the following :
Do they offer different packages , and if so , what does each include ?
• What is their pricing structure ?
• What features do they offer with their product ( s )?
• Do they offer any form of after-sales support ?
Compare this to your own product , pricing , etc . and highlight where you are different . Rank them according to how much of a positive benefit they are to your potential customers . The one that offers the most benefit to your customers is your differentiator . The three most important factors to consider when evaluating your differentiator are :
• Is it true ? Don ’ t make anything up , and don ’ t resort to negative marketing by lying about your competitors .
• Is it provable ? This leads on from the first point ; your differentiator must be demonstrably true .
• Is it valuable to potential clients ?
Price is not a differentiator , and if there is no way to differentiate yourself from your competitors on features or service , do it by focusing on businesses of a certain size , or within a certain industry .
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