Unique Selling Proposition (USP) Template
Find your unique selling proposition and use it to acquire market share.
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Why use this template?
In most markets, any time you see a company achieve success, competitors will quickly follow.
And once a market is saturated with competitive alternatives, you need a unique selling proposition to stand out amongst the crowd.
Particularly in B2B SaaS, it's difficult for buyers to understand which software solution is the best for their business long-term. Feature comparison tables can often look the same.
So, it's your job to develop an effective positioning that makes it clear to your buyers whether you are the right fit for them or not.
Here's how I recommend you develop your unique selling proposition to win the customers you want and beat the competition:
- Review all tabs in the spreadsheet first. It's always good to familiarize yourself with the content before you really dig in.
- Analyze the venn diagram of what you do well, what your competitors do well and what your customers want.
- Document the details to these questions in the table below the venn diagram. You could do this exercise for each competitor or in aggregate.
- Identify the areas of overlap and highlight them in the corresponding color for distinction.
- Select the USP area of opportunity where you do something well that your customers want and your competitors don't do well.
- Lastly, write down your unique selling proposition statement to guide your teams when you go to market.
What's inside the template
Click "Add to Cart" and then checkout to access this template. You will receive a link to a Google Sheet that you can copy and personalize for your own product/company.
Within the Unique Selling Proposition (USP) Template Google Sheet, you will find the following tabs:
- Instructions: instructions on how to use this template most effectively.
- Unique Selling Proposition (USP) Template: a blank USP template for you to copy and input your own ideas for your company.
- Unique Selling Proposition (USP) Example: an example of a B2B SaaS company completing the USP template exercise.
- BONUS Go-to-Market Checklist: a step by step list of activities to complete when going to market with a new product.
Be sure to clearly define your Ideal Customer Profile (ICP) before completing this exercise. Your unique positioning must be narrowly targeted to your ideal customer. Otherwise, you risk having messaging that is too broad and undifferentiated.
How to use this template
This doesn't have to be complicated. Lucky for you, most companies never slow down to do this exercise. They just end up copying the existing solutions in the market.
If you take the time to really think through your company/product positioning, you will stand out in a crowded room and rise above the noise.
Click “Add to Cart” on the right and then checkout. You will receive a link to the Google Sheet to make it your own.
If you run a go-to-market team at a B2B SaaS company, get these templates as well:
VP of Marketing Playbook
Everything you need to run a marketing organization at a venture-backed, B2B SaaS company.
VP of Sales Playbook
Everything you need to run a sales organization at a venture-backed, B2B SaaS company.
Click "Add to Cart" below. When you checkout, you will immediately receive an email with a link to download
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“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
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