This exercise will help you think about your project in relation to others that are doing similar things and then analyze how your project stands out. This can help you create better marketing materials or let you think about how your project is positioned in the community. Do you need to make some changes to be different from others or are you doing something unique?

A perception map is a visual representation that helps to organize and analyze different perspectives, opinions, and beliefs about a company or product. It allows individuals to visually see how various factors or variables are connected and how they influence overall perceptions.

• Take a minute to look at the example perception map at the top of the page. It is looking at Electric Vehicles in the market and there are 2 attributes that it is calculating, battery life and affordability. It is interesting to note what this perception map helps to understand about the EV market. What do you notice? 

You might notice that Tesla is in the middle for affordability. While Audi and Jaguar reach a different, more affluent market. Where Nissan and BMW have a cheaper version for a different subset of a buyer. However, Tesla has a longer battery life and that really is a unique selling point that can be a marketing opportunity for the company. 

Now, let’s think about your project. Write down what your product is providing for your community. 

• Create your graph by choosing 2 attributes of your project that are important to your market. It could be that it is affordable to the people that need the service. Another could be that it is for a specific age of person that it will be useful for. So your attributes for your perception map would be affordable and expensive on one axis. Then on the other would be young and old on the other axis. Remember that you can use any attributes that make sense for your market.

These are Differentiation Points:  How can this perception map help identify key differentiation points for your market? Factors such as battery life, affordability in the example serve as USPs that set a company apart from its competitors. What are your differentiation points?

• Who are your competitors or who else is doing similar things in your area? Plot them on the perception map in their quadrant. 

Competitive Positioning: By analyzing where a project stands in relation to these key traits on the perception map, you can determine its competitive positioning in the market. If your project finds itself in a crowded quadrant with many competitors focusing on the same attributes, it may indicate a need to differentiate further or explore new market segments.

• Analyze your perception map for your project. 

Create Marketing Strategies: What insights have you gained from the perception map that can inform your marketing strategies. You can leverage their unique strengths and differentiation points to tailor marketing messages that highlight what sets you apart from competitors. This can help attract members who value those specific traits and create a compelling value proposition.

Add your perception map to this path with an analysis of how to use the information about your Unique Selling Point and how you might differentiate your project from others.