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SERVICE AND PRODUCT DIFFERENTIATION WORKSHEET
    

This template is meant to help organizations think about what makes a service or product stand out from the competition and to assist organizations with competitive rankings across their service and product lines. The comparison is to be made between your organizations services and products, and specific competitors and their services and products.

Criteria in first two categories address uniqueness from the perspective of how a customer might evaluate an organizations product or service offering. Criteria in the third category address the relative sustainability of competitive advantage in the face of market competition.


USING THE SPREADSHEET

The following steps outline how to use the service and product differentiation worksheet:

Rate your product or service relative to the competition according to the criteria by assigning a numeric value; 0 = no advantage; 10 = complete advantage. 
If any of the criteria are of strategic importance to your organization, increase its weighting. 
The worksheet will multiply the rating by its weighted value to derive a total value. 
Higher scores imply greater competitive advantage through differentiation. 
If the same criteria are used and values are consistently weighted, results should be comparable across services and products. 


PRODUCT AND SERVICE DIFFERENTIATION WORKSHEET

Service or Product Name:                           Date:             


Criteria
Competitive Rating
Weighted Value
Total
Value

1) Related to the product or service being offered:

Product or service benefits (cost savings, service improvement, etc.)




Unique feature of offering




Perceived quality of offering




Related service(s) provided with offering C pre- and post-sales




Presentation of offering to prospective clients




Price of offering




Delivery method for your offering




Time to delivery




Relationship of your offering to complementary offerings




Sub-total




2) Criteria related to your organization:

Geographic location of your office(s)




Convenience of buying from your organization




Knowledge about your offering




Relationship to customers (shared knowledge, values, trust, etc.)




Image of your organization




Long-term vision of your organization




Strategic alliances, partnerships or memberships




Financial stability of your organization




Sub-total




3) Criteria related to your market:

Position of your offering in market (early, medium, late)




Ease of entry into market (time, cost, barriers to entry, etc.)




Requirement for ongoing innovation of the offering




Product obsolescence timeframe




Vertical market or niche market opportunities




Sub-total




TOTAL






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