Business Plan Quick Builder is influenced by the work of Porter (1985) on the need to position a business so it has a gap in the market away from competitors. This position can be achieved through geography, the nature of the offer, price or some combination of these factors. The intention is to service part of the market that the competitors are either not servicing at all or not servicing well. Target specific customers in this way allows the business to hone its products/services so they match the market need for this segment better than competitors. This gives the potential for a defendable position at least in the short to medium term. Our app draws upon insights from Porter in the market section of the business plan generator.
Porter, M.E. (1985) Competitive Advantage, Free Press, New York, 1985.
