Competitive alternatives
- {what people use today, including spreadsheets / nothing}
Unique attributes (only YOU have these)
- {…}
- {…}
Value (what those attributes enable)
- {…}
For whom
- {role + situation}
For whom NOT
- {role + situation} ← write this. it sharpens the rest.
Market frame
- "We're in the {category} category, the one that ____."
The 30-second version
"We're {category}. We help {who} do {value}. Unlike {alternatives}, we ____."