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space British Airways (BA) sells its service with the motto ‘To Fly, To Serve’. Low-cost airline EasyJet, on the other hand, has had a number of slogans which imply that it is selling affordability. One of its first slogans was making ‘flying as affordable as a pair of jeans’. Later it cheekily copied BA with ‘To Fly, To Save’.


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Do some soul-searching First consider how your product stands out from the rest. List all of these features and then use the


Internet to research whether possible competitors are doing anything similar. If you find that your product offers something that no other on the market does, then go a step further – can you provide a service better than others?


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Consider the USP of established businesses Look closely at what they say they sell, rather than simply the product or service, and why this might matter. For example, in the travel


From sunglasses for dogs to portable fish bowls, there are many extraordinary products and services available today. Finding something that will make your summer business idea one of the hottest of the season is a daunting task. Before you do anything, you will need to find your Unique Selling Point or USP. This


is the special 'something' that will make your product or service stand out head and shoulders above the competition. The challenge now is to find it!


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your product, the less unique it’s likely to be. A search for "ice cream" returns around hundreds of millions of results, but one for "bug ice cream" returns thousands.


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Be creative A funny, clever, catchy slogan or logo is memorable and is therefore an easy but effective way of setting your product apart from competitors.


Identify your target audience Understanding your customer will give you a head start in determining what your USP will be. For example, if you’re aiming to sell to people aged 16-20 think about how your


product could benefit them more than other products on the market. ■


WORDS BY ASHTON SHERIFF


Do your research You can easily determine whether your product is unique by using a search engine to look for similar products. The more results returned that are similar to


business


OF A KIND


Just how unique can you be?


Get wet in style There are already water fights going on this summer, but none in fancy dress. Could organising parties along these lines for toddlers to teens be your summer business idea?


Design an app Why not design your own app (p40),


aimed at 15-20 year olds, packed full of information about interesting things to do this summer. The USP could be that it doubles as a social networking hub where people post their own summer events.


Bug I-Scream Children can't resist a gimmick so


why not try selling ice cream garnished with plastic bugs. Children may squeal but will love a unique twist on an old classic!


weird!


fresh young millionaire


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