Create your company’s USP

Establish a unique selling point (USP) for your business to help it overcome any limits in market demand. Innovate UK has four tips for defining your company’s USP. (1) Define your audience and know what really matters to them. (2) Make sure you’re solving a real problem. Without this, you won’t have a market. (3) Demonstrate the unique benefits you or your product brings – thinking about why you’re passionate about your business can help you to do this. (4) Get paying customers as soon as possible – they’ll provide feedback and validation which will help you improve and attract investment.