How is the market now satisfying the need your software satisfies?
What are the switching costs for potential users for your market?
What are the positions of the competition?
Percieved
Customer Quotes
Is your company small and flexibility?
Do you offer low cost and high quality?
Does your product offer unique benefits?
Are you the first on the market with this product (First mover advantage)?
To (target audience), (product name) is the type of (product) that (performs this task)
One Liner
Full Description
Product Attributes
Benefits
Usage Occasions
Users
Against a Competitor
Away from a Competitor
Product Classes
Buyers
Basic
Expected
Desired
Unanticipated
The differences that are promoted for a product must be:
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
To identify a niche market, a series of 2 by 2 matrixes can be used to identify an area that is being overlooked by larger competitors. The competitors are mapped on this matrix and you can see where there may be some opportunities.
Mass Marketing or Undifferentiated Marketing
Product-variety Marketing or Differentiated Marketing
Target Marketing or Concentrated Marketing