The preceding chapters focused on the fundamental steps of understanding a new concept, product, or service in preparation for a successful launch. This chapter focuses on the consumer through perception and the company value proposition. As learned in the viability report and feasibility study section, the approach to the market for the entrepreneur and small business owner can be very different from the trend of the market; the same is said for the consumer value proposition. Defining or having an idea of the value proposition is a conscious and essential action for the entrepreneur. Understanding value is not a primary or straightforward task. Many small business owners and founders define value as low cost, exceptional ...
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