sak picketfence moat
perrymarshall.com 159 N. Marion Street #295 Oak Park, IL 60301 USA Phone +1 (312)386-7459 Fax: (708)788-4599
Protect Your Business! USP Picket Fence vs. DSP Moat 1. First Mover Advantage 2. Media with Barriers (books, publications, speaking, SEO, TV, Radio, reputation, endorsements) vs. Media without Barriers (PPC, Social Media, Podcast, Blogs). Having a Star position in a high inertia medium is a definite barrier to entry. 3. Software as a Service. InfusionSoft’s original USP was…. 4. Eco System – the #1 thing that holds Microsoft in place. Other examples. InfusionSoft, GKIC, Apple Store, Oprah. Planet Perry: Rick Harmon, Jeremy Chance. 5. Outside Inside. Examples. Nancy Slessenger, Michael Strickland. Evolution of tribal knowledge. 6. Attractors: Self-reinforcing tight processes. 7. Regular consultants vs. Bain with deep roots. 8. Jeff E: #1 training course in industry, momentum already in his favor. Next step is PLATFORM 9. Platform: Automated systems performed by people (e.g. Vinehouse); automated systems performed by machines (McDonalds, Google, SAS) 10. Trade Organizations, Associations: ODVA DeviceNet BootCamp 11. “Biological USP” – personality. Not 100% scalable but powerful barrier to competition. 12. Complexity – most common barrier to entry for “low barrier to entry” niches.
©2015 Perry S. Marshall & Associates, www.perrymarshall.com All rights reserved.
Protect Your Business! USP Picket Fence vs. DSP Moat 1. First Mover Advantage 2. Media with Barriers (books, publications, speaking, SEO, TV, Radio, reputation, endorsements) vs. Media without Barriers (PPC, Social Media, Podcast, Blogs). Having a Star position in a high inertia medium is a definite barrier to entry. 3. Software as a Service. InfusionSoft’s original USP was…. 4. Eco System – the #1 thing that holds Microsoft in place. Other examples. InfusionSoft, GKIC, Apple Store, Oprah. Planet Perry: Rick Harmon, Jeremy Chance. 5. Outside Inside. Examples. Nancy Slessenger, Michael Strickland. Evolution of tribal knowledge. 6. Attractors: Self-reinforcing tight processes. 7. Regular consultants vs. Bain with deep roots. 8. Jeff E: #1 training course in industry, momentum already in his favor. Next step is PLATFORM 9. Platform: Automated systems performed by people (e.g. Vinehouse); automated systems performed by machines (McDonalds, Google, SAS) 10. Trade Organizations, Associations: ODVA DeviceNet BootCamp 11. “Biological USP” – personality. Not 100% scalable but powerful barrier to competition. 12. Complexity – most common barrier to entry for “low barrier to entry” niches.
©2015 Perry S. Marshall & Associates, www.perrymarshall.com All rights reserved.
