2 of 16

Agenda

Last Week and Homework Review (30 mins)
Participant Check-In (30 mins)
Products & Services – Features vs Benefits (20 mins)
Developing Website Content from Competitive Analysis (30 mins)
Competition Analysis – Websites & Social Media (30 mins)
Homework & Wrap-Up (10 mins)

3 of 16

Homework Review

Recap of last week’s focus:

Update your business plan with your Market Analysis
Update your business plan with your Competition
Complete your SWOT Analyst
Continue Filling Out Your Business Startup PDF Checklist�or Use this Alternative Online Form

Scheduling a one-on-one to catch up

https://calendly.com/smcdonald-yourywca/30min

4 of 16

Market Analysis & Competition� Key Takeaways�

Know Your Market → Understand industry trends, customer needs, and demand.
Define Your Customer → Build a clear persona (who they are, what they value, how they buy).
Study Competitors → Identify direct & indirect competitors, analyze their strengths/weaknesses.
Use SWOT → Evaluate your own opportunities & threats alongside the competition.
Stand Out → Highlight what makes your business unique.
💡 Your market research + competitor analysis = the foundation for your business plan.

5 of 16

Participant Check-In

One word – How are you feeling today?
What’s one challenge you’re facing?
Business progress update

6 of 16

Business Plan

Completed

Business Plan Outline: https://docs.google.com/document/d/14Kjf2L3_mvSF_anXokfQNs9KmDb1j-A94SxIFiti1Cs/edit?usp=sharing
Coffee shop business outline: https://docs.google.com/document/d/1r12nDffA0OH1V87x73Bn-lUAkrz8IJPgzbB5EEYfVEs/edit?usp=sharing
Business Plan Using AI Template: https://docs.google.com/document/d/1_gxRnYR8Tuii-7ePdguqXnpMfrg1PdqO5bK2yGuxSGA/edit?usp=sharing

7 of 16

Defining Your Products & Services

Ask yourself: What exactly are you selling?
Types: product, service, package, or experience
Examples:

Coffee shop → drinks, bites
Doula → prenatal, birth, postpartum packages
Coach → sessions, e-books

8 of 16

Features vs Benefits

Features = What something IS
Benefits = What it DOES / Why it matters
Example:

Feature – 'Weekly meal plan'
Benefit – 'Saves you time and stress’

9 of 16

Why Benefits Matter

Customers buy the transformation, not just the feature
Doula example: Feature – '2 prenatal visits'; Benefit – 'Peace of mind before birth'
Tip: Connect each feature to a practical or emotional benefit

10 of 16

Competitive Analysis for Website Content

List your offerings (include pricing if possible)
Compare features & benefits with competitors (Optional)
Identify your unique edge: Why should customers choose you?
Example: Starbucks vs Local Coffee Shop

11 of 16

Comparison Table Example

You vs Competitors
Column ideas: Product/Service | Feature | Benefit | Unique Value
Use a table or chart for clarity

12 of 16

Competition Analysis – Websites & Social Media

Check competitor websites: services, benefits, pricing
Check social media: content style, posting frequency, engagement
Ask: What works well? What’s missing? What could I do differently?

Competitor Analysis

Competitors for The Haven Café include both direct and indirect businesses. Direct competitors are other Novato cafés such as Starbucks, Peet’s Coffee, and smaller independent shops. These businesses already attract coffee drinkers but do not provide designated workspaces or retail sections. Indirect competitors include coworking spaces and libraries, which provide work areas but lack the cozy, café-like atmosphere and retail component.

Competitors’ strengths include established customer bases and recognizable branding. Their weaknesses include standardized environments, limited ambiance, and a lack of diverse offerings. The Haven’s competitive advantage is its distinctive combination of café culture, workspace rentals, and retail shopping. This “all-in-one” model will set us apart, appealing to both coffee drinkers and remote workers who want a space that supports multiple needs.

13 of 16

Activity: Competitor Scan

Choose 1–2 competitor sites or social pages
Write down: 1 strength + 1 weakness/opportunity
Share insights with the group

14 of 16

Products & Services�Business Plan

The Haven Café & Co. will offer four primary categories of products and services. The first is our coffee and beverages, including artisan coffee, loose-leaf teas, specialty drinks, and seasonal creations. The second category is light food offerings, such as pastries, sandwiches, salads, and healthy snacks, sourced from local bakeries and food suppliers.

The third category is our retail boutique, featuring carefully selected books, houseplants, candles, stationery, and small gift items. This retail section will give customers an added reason to visit, encouraging impulse purchases and supporting local makers. The fourth category is our workspace rentals. The Haven will provide soundproof cubicles with high-speed Wi-Fi, charging stations, and optional printing services. Customers will be able to rent cubicles by the hour, day, or month. Additional services, such as book clubs, creative workshops, and networking events, will also be offered to strengthen community engagement.

https://docs.google.com/document/d/1qKV17NzH-oiu-c0mcnESJbBDyvORiFmjpfza83B659M/edit?usp=sharing

15 of 16

Homework (Due Sept 25)

Create Products & Services Competitive Analysis OR
Send 3 products/services + pricing + 1–3 competitor websites
Update your Business Plan with Products & Services
Continue filling out Business Startup Checklist (PDF or Online Form)

1 of 16