Last week, we discussed defining your product. This week we’ll take the next steps by taking you through how to reveal and define your 3Cs: Your Compelling Case for Customers™. This starts with determining your product features. Features These are properties or characteristics of your product. For example, three features of a dress shirt are its color, size, and type of buttons. Each one is measurable and has an associated “metric” such as blue for color, medium for size, and

Now that we’ve given you a brief overview the Outline Business Plan, let’s get into the details of two of the main components: defining your product and your Compelling Case for Customers™. Your Product Defining your product may not sound like a big deal, but it’s a critical piece of your success. It’s the beginning of virtually everything that you do in your business. Many companies—especially startups—don’t have a product definition that communicates exactly what they are s