You're facing fierce competition in a saturated market. How can you set your product apart from the rest?

1. Unique Value Proposition: Clearly define what makes your product unique and how it solves customer pain points better than competitors. 2. Customer-Centric Approach: Continuously gather and act on customer feedback to enhance the product based on their needs and preferences. 3. Innovative Features: Introduce innovative features that are not offered by competitors to add value and attract users. 4. Strong Branding: Develop a compelling brand story and messaging that resonates with your target audience. 5. Agile Development: Use agile methodologies to quickly adapt to market changes and user demands. 6. Strategic Partnerships: Collaborate with other companies to expand your product’s reach and capabilities.

In addition, to what’s being suggested above, I would advise to never underestimate the packaging. Sometimes it is as important as the product inside and it is your best media channel in the store.

In a fiercely competitive market for admission and pos management software—especially in events and theme parks—incumbents engaged in an all-out war of features. They marketed these features as necessities, leading customers to demand an extensive list of functionalities they considered table stakes. However, quick research revealed that many of these features went unused due to subpar speed in the admission process. During peak times, staff defaulted to analog methods. By prioritizing speed and reliability, I penetrated the market through weekend pilots. The results: shorter lines, increased consumption, and staff advocating my product. I didn’t build 90% of features requested by customers, and entered the market at similar price points.

Entenda as personas, jornadas e dores de verdade! Não adianta socar babozeira nos modelos. O ppt aceita tudo e fica lindo... mas vai dar ruim. Entenda o que a solução fará pelas pessoas melhor que as opções atuais. Parece dificil? É.

To identify and highlight your product's unique value proposition, use the Value Proposition Canvas. This framework helps align your product with customer needs. It consists of two parts: 1. Customer Profile: Includes customer jobs (tasks they need to perform), pains (challenges or issues faced), and gains (desired outcomes or benefits). 2. Value Map: Details your product’s features, pain relievers (how your product addresses customer pains), and gain creators (how it delivers customer benefits). By matching the Value Map with the Customer Profile, you can identify and emphasize what makes your product uniquely valuable to your target audience. This alignment ensures a clear, compelling value proposition tailored to customer needs.

For me, it is all about "RELEVANCE". You're UVP is only powerful and effective if it has a high degree of relevance to the buyer. You need to understand why they are buying. What is the problem they are trying to overcome? What is the work that they need done? What is the desired outcome that the purchase will deliver. A UVP for one buyer, may not be relevant to another buyer. So whilst your UVP wins one sale, it could lose you the next one, or two, or three.... Understand the outcomes that your buyer wants, needs and desires. Tailor your UVP to THEIR situation and need. Paint the vision of how it will deliver the outcomes desired, and you'll be pick up the order.

Bien que les idées de l'article puissent offrir un avantage compétitif dans un marché saturé, cet avantage sera probablement limité ou temporaire puisque par définition le marché étant saturé, il n'existe plus de réel possibilité de croissance autre que la cannibalisation des parts de marchés des concurrents.. Dans un tel contexte, il est essentiel que l'organisation consacre une partie significative de ses efforts et ressources à se réinventer en développant de nouveaux produits à fort potentiel de croissance pour assurer son avenir.

Differentiate through unique value proposition, exceptional customer experience, and innovation. Identify unmet customer needs, leverage technology, build a strong brand identity, and focus on niche markets. Continuous improvement and adaptability are crucial for long-term success

Where possible, strive to create a UVP that is proprietary and defensible, such that your unique market proposition is sustainable.

Na minha experiência, ressaltar a importância de ser relevante é crucial para destacar a proposta de valor única (UVP) do seu produto. Ela deve ser clara e concisa, destacando o que torna seu produto melhor e diferente. Concentre-se nos recursos, benefícios e problemas que ele resolve. Sua UVP deve ressoar com seu público-alvo, tornando-se evidente em todas as suas comunicações. Não é apenas sobre ser diferente, mas ser melhor de uma forma que realmente importa para os seus clientes.

Develop products that directly solve a customer problem. Customer problem was a largely unmet need that was not addressed successfully by the competition.

Building fintechs in Africa is a tough game. I’m up against mega players and fellow startups, and in Tanzania alone, there are 6 mobile money giants, 30 commercial banks, and 25 PSP-licensed fintechs vying for the same customers. Our secret weapon? Listening to our customers and customizing solutions just for them. By reselling these tailored solutions with minimal tweaks, we've not only boosted retention but also significantly increased our revenues.

I have often focused on our customers, especially when it came to creating an innovative product. An innovative product often offers something that wasn't requested. Therefore, it is important to be receptive to even the weakest signals. Understanding users is the key to overcoming a saturated market. If you focus on users, you can identify new opportunities and spot areas to address a market of demands rather than offers. By deeply understanding their needs, pain points, and desires, you can tailor your product to provide unique solutions that truly resonate with them. For example, in-depth user research, including interviews, surveys, and usability testing, can uncover insights that guide product development.

Be clear not only on who are your end users, but also on who are your shoppers and retail partners. Find the sweet spot of all those needs and ensure you deliver superiority for all. Understand the commercial game and ensure your product and business model are fit to win in the respective category/trade environment.

Para se destacar em um mercado saturado, é vital manter um foco genuíno no cliente. Isso envolve entender profundamente seus pontos de dor, desejos e comportamentos através de pesquisas, entrevistas e feedback constante. Personalize produtos e comunicações para atender às necessidades individuais e envolva os clientes no desenvolvimento de novos produtos. Engaje de forma autêntica e transparente, mostrando que suas opiniões são valorizadas. Ofereça suporte excepcional e mantenha uma comunicação clara e coerente. Essa abordagem constrói confiança, lealdade e promove o boca a boca positivo, criando uma vantagem competitiva sustentável.

Enhance Customer Experience Personalization: Offer personalized products, services, or experiences. Use customer data to provide recommendations, customized content, or tailored offerings. Superior Customer Support: Go beyond basic customer service by providing exceptional, human-centered support that creates lasting relationships. Community Building: Foster a community around your product through social media, events, or exclusive memberships, giving customers a sense of belonging.

Na minha experiência isso é possível com um ambiente seguro de criatividade e experimentação, onde sua equipe se sinta à vontade para propor ideias não convencionais sem medo de falhar. A inovação pode vir de novos recursos, novas aplicações de tecnologias ou modelos de negócios disruptivos. Reimaginar produtos existentes de formas que agreguem valor também é inovar. Incentivar uma cultura de criatividade dentro da equipe mantém seu produto à frente da concorrência, atendendo melhor às necessidades dos clientes e garantindo crescimento sustentável. Um ambiente seguro promove a inovação contínua, essencial para a relevância do produto.

Leverage Data and Technology Data-Driven Insights: Use data analytics to understand customer behavior, market trends, and product performance. This can guide your product development and marketing strategies. Technology Integration: Incorporate advanced technology, such as AI, AR, or IoT, to enhance your product's functionality or customer experience.

Storytelling is about connecting your values, your target audience, your users, to your product and its value proposition. This link is necessary to create the extra emotion that can make all the difference in a saturated market. Any criterion of differentiation can be a lever for success. For example, when I had to create a blockchain wallet, I sought an original positioning that emphasized freedom and autonomy. This enabled users to feel close to our values, and to adhere to our vision. In this case, our storytelling strategy involved crafting narratives that highlighted real-world scenarios where users could benefit from the freedom and autonomy our blockchain wallet provided.

Sugiro utilizar a narrativa de marca como uma ferramenta estratégica para planejar e desenvolver seu produto. Crie uma história que encapsule a essência da sua marca e a jornada do seu produto, utilizando-a como guia durante o desenvolvimento. Uma narrativa convincente pode transformar um item comum em algo significativo, promovendo um engajamento profundo com seu público. Compartilhe sua história por meio de diversos canais, garantindo consistência e autenticidade. Ao planejar seu produto com base na narrativa da marca, você constrói uma identidade forte e distinta, destacando-se em um mercado competitivo. Sua história deve refletir os valores e a missão da marca, criando uma conexão duradoura com os clientes.

Leverage Branding and Design Distinctive Branding: Develop a strong visual identity and brand voice that stands out. This includes logo, color schemes, packaging, and overall brand aesthetics. Design Innovation: Invest in design, both in product and packaging, to create a memorable first impression and an enjoyable user experience.

I have come to believe that Partnerships are seriously the way to go. They let you innovate together, bundle up services, and stay ahead of the game. Think of Stripe and Shopify or the classic eBay and PayPal combo. In East Africa, just look at how the Mpesa and NCBA Bank partnership has taken them way ahead of the competition. That’s the kind of power a solid partnership can bring.

Partnership is a culture and behavior of the organization. It is not a dept or title. It's to be defined and driven from the top. Partnerships may suffer from the first step, if someone in your organization says "There is no value addition from this partner to my deal/project". That one comment is enough to dismantle the culture. Every partner adds value be it 1% or more. In Indian IT context, re-sellers of a product/service are called as partners, but alliance-technology partners are more difficult to build. Alliances roles are sometimes termed as thankless job.

Establishing strategic partnerships can take you to the next level in a saturated market. Clearly, an AI wrapper will have much more impact if it has a direct partnership with OpenAI, for example. Supporting an innovation is also a political game, which depends very much on budget and funding, which in turn depend on perception and image. Building a strong narrative around your innovation is crucial. It involves not only showcasing the technical merits and potential benefits but also aligning with broader organizational goals and values. This alignment helps in securing the necessary support from key stakeholders.

Build Strong Relationships Partnerships and Collaborations: Form strategic partnerships with other brands, influencers, or even customers to co-create products or experiences that add value. Customer Loyalty Programs: Reward repeat customers with exclusive offers, discounts, or early access to new products to encourage loyalty.

Adaptation should not be a reaction, but a continual action. Curves of learning, growth, decline are inevitable unless you can make the leap to the next curve when you are still on the growth stage of the previous curve. The Sigmoid Curve metaphor - when you’re at the top of the game, it’s time to change the game.

Na minha experiência, a evolução contínua é essencial para manter a relevância em um mercado dinâmico. Sugiro monitorar feedbacks de várias maneiras: envie pesquisas de satisfação regularmente, utilize ferramentas analíticas para monitorar comportamento do usuário, realize sessões de feedback com clientes chave, acompanhe discussões em mídias sociais e use dados do suporte ao cliente para identificar problemas recorrentes. Esse processo iterativo de evolução garante que seu produto se mantenha à frente, atendendo às necessidades em constante mudança dos clientes e permanecendo competitivo em um mercado saturado.

Iterate and Innovate Continuously Customer Feedback Loops: Actively seek and act on customer feedback to refine and improve your product continuously. Innovation Pipeline: Always be on the lookout for ways to innovate, whether it's through new features, product lines, or entering adjacent markets.