It’s a popular misconception that USP stands for “Unique Selling Point”. Maybe that’s just how the salespeople see products and services. To marketeers, the more evolved of the species, USP means “Unique Selling Proposition” which takes account of all aspects of how you have positioned your product in the marketplace. Or what about SMP, which stands for “Single Minded Proposition”.
What does it all mean? Quite simply, positioning your product is probably the most important step you can make in the development of a small business. It allows you to focus down on what is special, unique, or most marketable about your product, and organise more of your business processes around that, including your route to market.