CONNECTS: Unique Selling Proposition

​Presenter: Bob Blattberg, Carnegie Mellon University

​Please note: The speaker for this talk will be virtual

​*This seminar is recommended for anyone participating in the McGinnis Venture Competition, specifically into the Social Enterprise Track.

​The purpose of this workshop is to learn about a key marketing concept – an organization’s unique selling proposition (USP). The unique selling proposition, also called unique value proposition in the business model canvas, is the marketing strategy of informing customers about how ones brand or product is superior to its competitors. Topics to be covered include what are the three criteria for determining if your product or service has a USP, what is the difference between a benefit and a feature and why is this critical in determining a USP and examples from both for profit and non-profit firms of USP’s.