Business Plan - Why?
Describe the Unanswered Need

This is the justification for your business plan. Why do customers need your business? What will make them buy your product or service? What are the specific product benefits or attributes, which will attract customers to your business? Where is the need answered now and why is your answer better?

For the Public Storage example…

Through competitive analysis and customer surveys, we have identified 3 product benefits, which are most important to our customers. They are 24-hour accessibility, security, and good customer service. Additionally, through interviews with planning officials and as a result of our customer surveys, we have determined that by placing an emphasis on facility layout and appearance, we will avoid many of the zoning approval problems that plague these types of operations.


Unanswered Need

"…we have identified 3 product benefits which are most important to our customers. They are 24 hour accessibility, security, and good customer service."

"…emphasis on facility layout and appearance…"

How do we know this is important to our customer?

"Through competitive analysis and customer surveys…"


What is the unanswered need?

"Customers desire 24 hour accessibility, security, and good customer service. Customers and local regulatory authorities also appreciate non-intrusive facility design."






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