Positioning USP
Source: https://coachadib.com/module/6ac033f2c9df5ee2bec8f933
Automatic full-length draft. Uncertain wording and figures require review.

[00:00:00.000 – 00:00:06.160] Dan last sekali untuk chapter yang ni adalah kita nak kena clear tentang positioning kuadran.

[00:00:06.300 – 00:00:08.760] Ini adalah 4 positioning yang awak boleh menang.

[00:00:09.020 – 00:00:10.120] Awak nak menang kat mana?

[00:00:10.420 – 00:00:12.520] Awak nak menang jadi paling murah boleh.

[00:00:13.160 – 00:00:15.040] Nak menang jadi paling quality boleh.

[00:00:15.740 – 00:00:17.140] Paling laju boleh.

[00:00:17.440 – 00:00:18.560] Paling secara dapat pun boleh.

[00:00:18.660 – 00:00:20.780] Ni distribution ni terpaling mudah dapat.

[00:00:21.120 – 00:00:23.980] Cita dia guys, fokus satu kalah semua.

[00:00:24.920 – 00:00:27.360] Fokus satu sengaja kalah semua.

[00:00:27.460 – 00:00:28.580] Contoh, saya ambil brand A.

[00:00:28.580 – 00:00:30.600] nampak brand A cheap

[00:00:30.600 – 00:00:32.400] dia memang 9.10 padu

[00:00:32.400 – 00:00:33.960] quality dia 4.10

[00:00:33.960 – 00:00:35.500] speed dia tak menang

[00:00:35.500 – 00:00:36.480] distribution tak menang

[00:00:36.480 – 00:00:37.540] siapakah brand tersebut

[00:00:37.540 – 00:00:39.160] dia adalah speed mart

[00:00:39.160 – 00:00:40.980] waktu mula-mula dia start

[00:00:40.980 – 00:00:42.520] speed mart terkenal dengan apa

[00:00:42.520 – 00:00:44.440] dengan murah

[00:00:44.440 – 00:00:45.300] bersensin

[00:00:45.300 – 00:00:46.900] tapi bila investor dah masuk

[00:00:46.900 – 00:00:48.160] barulah distribution

[00:00:48.160 – 00:00:49.320] lepas itu distribution ni

[00:00:49.320 – 00:00:50.420] jangan main

[00:00:50.420 – 00:00:51.520] ini game jerung besar

[00:00:51.520 – 00:00:53.800] distribution ni awak kena tunggu

[00:00:53.800 – 00:00:55.540] bila awak dah start besar

[00:00:55.540 – 00:00:56.500] ada investor

[00:00:56.500 – 00:00:58.060] baru awak boleh game distribution

[00:00:58.060 – 00:01:00.380] So that's why dalam papan ni tutup satu

[00:01:00.380 – 00:01:02.320] Pilih salah satu orang nak menang kat mana

[00:01:02.320 – 00:01:03.660] Macam ni dia menang pada chip

[00:01:03.660 – 00:01:04.400] Tutup je satu

[00:01:04.400 – 00:01:06.120] Apa lagi brand-brand yang menang pada chip

[00:01:06.120 – 00:01:08.740] Contohnya kedai Speedmart

[00:01:08.740 – 00:01:09.880] Mungkin Mr. DIY

[00:01:10.980 – 00:01:12.160] Mungkin McZui apa

[00:01:12.160 – 00:01:13.900] Yang air-air tu

[00:01:13.900 – 00:01:16.560] Next pula brand yang menang pada quality

[00:01:16.560 – 00:01:18.440] Brand apa yang menang pada quality

[00:01:18.440 – 00:01:20.620] Contoh saya suka satu baju Melayu ni

[00:01:22.140 – 00:01:24.540] Contohnya baju Melayu custom made Omar Ali

[00:01:24.540 – 00:01:26.880] Dia nak jadi brand yang betul-betul premium

[00:01:26.880 – 00:01:28.880] Contohnya kalau kita kedai makan

[00:01:28.880 – 00:01:31.700] Oh saya makan dekat kedai makan premium ni

[00:01:31.700 – 00:01:33.080] Dia memang nak pentingkan kualiti

[00:01:33.080 – 00:01:34.700] Kedai makan tu memang mahal

[00:01:34.700 – 00:01:35.840] Dah lah lambat siap

[00:01:35.840 – 00:01:37.320] Fine dining contohnya

[00:01:37.320 – 00:01:38.280] Tapi memang kualiti

[00:01:38.280 – 00:01:39.200] Contohnya

[00:01:39.200 – 00:01:41.420] Ada satu kedai makan dekat TTDI tu

[00:01:41.420 – 00:01:43.600] Nama dia Midpoint contohnya

[00:01:43.600 – 00:01:46.420] So dia nak buat beef yang sedap

[00:01:46.420 – 00:01:47.140] Yang berkualiti

[00:01:47.140 – 00:01:48.540] So dia bukan fokus pada chip

[00:01:48.540 – 00:01:49.720] Dia bukan fokus pada speed

[00:01:49.720 – 00:01:50.600] Memang normal

[00:01:50.600 – 00:01:51.580] Tak laju tak cepat

[00:01:51.580 – 00:01:51.920] Normal

[00:01:51.920 – 00:01:53.980] Kedai lambat tapi kualiti

[00:01:53.980 – 00:01:55.780] Sebab barang kualiti biasanya lambat

[00:01:55.780 – 00:01:57.440] Contoh awak buat interior design

[00:01:57.440 – 00:01:58.560] Awak bangga

[00:01:58.560 – 00:02:00.500] Kami nak buat projek memang setahun tuan

[00:02:00.500 – 00:02:01.180] Memang lambat

[00:02:01.180 – 00:02:02.140] Tapi memang kualiti

[00:02:02.140 – 00:02:03.320] Sebab kita akan pastikan

[00:02:03.320 – 00:02:04.800] Semua wiring kita check

[00:02:04.800 – 00:02:05.660] Ini semua kan

[00:02:05.660 – 00:02:07.800] Pastikan binaan punya kualiti

[00:02:07.800 – 00:02:09.380] Nak buat interior design

[00:02:09.380 – 00:02:10.940] Planning pun kita sampai rebus banyak kali

[00:02:10.940 – 00:02:12.700] Pastikan puan betul-betul puas hati

[00:02:12.700 – 00:02:13.680] Ini rumah hidaman

[00:02:13.680 – 00:02:14.500] Nampak

[00:02:14.500 – 00:02:16.140] Barang kualiti memang kena slow

[00:02:16.140 – 00:02:17.820] Dia tak boleh menang dua-dua tau

[00:02:17.820 – 00:02:18.880] Kalau menang dua-dua

[00:02:18.880 – 00:02:20.820] Awak tak ada unique selling point

[00:02:20.820 – 00:02:22.360] Awak tak nampak unique

[00:02:22.360 – 00:02:23.520] Satu lagi issue dia adalah

[00:02:23.520 – 00:02:24.860] Awak tak ada margin profit

[00:02:24.860 – 00:02:26.560] next pula brand C

[00:02:26.560 – 00:02:28.960] brand C ni dia menang pada speed

[00:02:28.960 – 00:02:30.340] kelajuan, ni contoh McDonald

[00:02:30.340 – 00:02:33.280] brand-brand yang jenis touch and go laju-laju macam ni

[00:02:33.280 – 00:02:34.840] tapi bila barang yang

[00:02:34.840 – 00:02:37.100] laju biasanya kualiti tak tinggi sangat

[00:02:37.100 – 00:02:38.420] bolehlah, sedap lah juga

[00:02:38.420 – 00:02:41.120] tapi McDonald dah lah mahal, tak murah

[00:02:41.120 – 00:02:42.900] ha nampak tak, cuma

[00:02:42.900 – 00:02:45.040] kenapa McDonald boleh menang dekat distribution

[00:02:45.040 – 00:02:46.960] juga sebab McDonald ni

[00:02:46.960 – 00:02:48.900] dia dah ada investor company

[00:02:48.900 – 00:02:50.760] di luar, ada juga brandy

[00:02:50.760 – 00:02:52.760] yang masuk Malaysia, ni biasanya brand-brand

[00:02:52.760 – 00:02:54.740] jerong lah, ataupun orang-orang kaya yang

[00:02:54.740 – 00:02:56.700] buat bisnes ni, dia terus letak

[00:02:56.700 – 00:02:58.360] dekat distribution, distribution ni adalah

[00:02:58.360 – 00:02:59.960] letak terus dekat

[00:03:01.040 – 00:03:02.760] seribu cawangan 7-Eleven

[00:03:02.760 – 00:03:04.760] seluruh Malaysia, checkmate, tapi

[00:03:04.760 – 00:03:06.800] nak kena high risk lah, kena

[00:03:06.800 – 00:03:07.980] stock banyak gila

[00:03:08.860 – 00:03:10.660] ada pula yang menang dua-dua, chip dan

[00:03:10.660 – 00:03:12.300] distribution, ni contoh speedmate sekarang

[00:03:12.300 – 00:03:14.760] ada pula yang menang dua, distribution dan speed, ni contoh

[00:03:14.760 – 00:03:16.780] McDonald's sekarang, so, point dia guys

[00:03:16.780 – 00:03:18.660] sekarang ni, saya nak awak pilih

[00:03:18.660 – 00:03:20.720] salah satu, pilih satu je

[00:03:20.720 – 00:03:22.420] dia macam ni, awak kena pilih satu

[00:03:22.420 – 00:03:23.200] awak nak menang kat mana

[00:03:23.200 – 00:03:24.580] tutup distribution lah

[00:03:25.120 – 00:03:25.980] anggap lah awak

[00:03:25.980 – 00:03:27.180] kalau menang pada chip

[00:03:27.180 – 00:03:28.780] awak kena letak chip awak ni

[00:03:28.780 – 00:03:29.500] macam 8

[00:03:29.500 – 00:03:30.060] ataupun 9

[00:03:30.060 – 00:03:30.280] 10

[00:03:30.280 – 00:03:31.540] yang ni letak lah

[00:03:31.540 – 00:03:32.220] 3 per 10

[00:03:32.220 – 00:03:32.840] 3 per 10

[00:03:32.840 – 00:03:33.340] 3 per 10

[00:03:33.340 – 00:03:34.120] lebih kurang macam tu

[00:03:34.120 – 00:03:35.960] memang sengaja kita kalahkan semua

[00:03:35.960 – 00:03:36.720] sebab

[00:03:36.720 – 00:03:37.260] contoh

[00:03:37.260 – 00:03:38.660] saya nak buat quality

[00:03:38.660 – 00:03:39.760] tapi chip saya nak

[00:03:39.760 – 00:03:40.560] still murah juga

[00:03:40.560 – 00:03:41.120] 5 per 10

[00:03:41.120 – 00:03:41.880] impossible

[00:03:41.880 – 00:03:44.140] in order untuk bagi berkualiti

[00:03:44.140 – 00:03:44.740] saya kena

[00:03:44.740 – 00:03:45.900] mahalkan lagi

[00:03:45.900 – 00:03:47.640] in order untuk berkualiti

[00:03:47.640 – 00:03:48.140] saya kena

[00:03:48.140 – 00:03:49.220] lambatkan lagi

[00:03:49.220 – 00:03:50.500] memang itu hukum alam dia

[00:03:50.500 – 00:03:51.520] so katalah

[00:03:51.520 – 00:03:53.400] saya dah pilih quality sebagai saya punya

[00:03:53.400 – 00:03:55.560] USP. Sekarang ni saya nak

[00:03:55.560 – 00:03:57.580] awak keluarkan apakah

[00:03:58.240 – 00:03:59.680] USP, unique selling

[00:03:59.680 – 00:04:01.240] point, unique selling proposition

[00:04:02.100 – 00:04:03.660] untuk positioning awak tu

[00:04:03.660 – 00:04:05.600] sebab bila kita kata quality

[00:04:05.600 – 00:04:07.460] quality ni subjektif. Quality ni apa?

[00:04:08.020 – 00:04:09.240] keluarkan lah apa quality

[00:04:09.240 – 00:04:11.400] oh saya punya quality bagi saya

[00:04:12.340 – 00:04:13.460] saya buat

[00:04:13.460 – 00:04:15.560] custom design ni memang lawa. Memang designer

[00:04:15.560 – 00:04:17.400] saya memang professional. Lepas tu tuan

[00:04:17.400 – 00:04:19.420] printing saya, saya siap bagi free

[00:04:19.420 – 00:04:21.380] nak tukar design 3 kali. Free. Push

[00:04:21.380 – 00:04:23.060] quality betul eh, yes memang nak quality

[00:04:23.060 – 00:04:25.440] lepas tu tuan, bila customer bayar je deposit, saya terus

[00:04:25.440 – 00:04:27.520] bagi dia tester, 5 size kita bagi

[00:04:28.060 – 00:04:29.500] S, M, L

[00:04:29.500 – 00:04:31.140] X, L, XXL, contohnya

[00:04:31.140 – 00:04:33.480] serius lah, serius, itu a part

[00:04:33.480 – 00:04:35.600] of kita punya quality

[00:04:35.600 – 00:04:37.260] service, bagus nampak

[00:04:37.260 – 00:04:39.080] awak yang kena define quality

[00:04:39.080 – 00:04:41.380] untuk kedai printing lain, mungkin dia kata quality dia

[00:04:41.380 – 00:04:43.160] adalah material, ada yang kata

[00:04:43.160 – 00:04:44.980] kedai lain pula, quality kami adalah packaging

[00:04:44.980 – 00:04:47.580] kita punya packaging ni macam beli

[00:04:47.580 – 00:04:49.260] brand branded ni, sampai boleh

[00:04:49.260 – 00:04:51.000] buat business terus, apa pula

[00:04:51.000 – 00:04:53.340] Kualiti, oh kualiti kita, sekian-sekian

[00:04:53.340 – 00:04:55.380] Macam tu, so katalah awak kata speed

[00:04:55.380 – 00:04:57.200] So awak kena define lah, speed, oh kita

[00:04:57.200 – 00:04:59.200] Available setiap malam, kita boleh siap dalam

[00:04:59.200 – 00:05:01.220] Masa satu hari, tapi kualiti

[00:05:01.220 – 00:05:03.400] Biasa-biasa lah tu kan, tapi instant, haa macam tu

[00:05:03.400 – 00:05:05.120] Harga mahal, so that's why

[00:05:05.120 – 00:05:07.080] Kalau awak pilih chip, define chip awak

[00:05:07.080 – 00:05:08.980] Keluarkan tiga, dan kalau boleh

[00:05:08.980 – 00:05:11.060] Dia kena ada numbers, dia tak boleh macam

[00:05:12.260 – 00:05:13.220] Padu, terbaik

[00:05:13.220 – 00:05:14.800] Cantik, come on lah

[00:05:14.800 – 00:05:17.200] Cuba luahkan, sebab bila kita

[00:05:17.200 – 00:05:18.460] Kata murah, apa yang murah

[00:05:19.140 – 00:05:21.700] Contoh awak kata, oh saya punya kedai makan murah

[00:05:21.700 – 00:05:22.800] Apa yang murah?

[00:05:22.940 – 00:05:26.880] Oh menu saya di bawah harga market 30%

[00:05:26.880 – 00:05:28.660] Dengan killer menu nasi ayam

[00:05:28.660 – 00:05:29.340] Nasi ayam saya murah

[00:05:29.340 – 00:05:31.100] Oh yang lain mahal, ok faham

[00:05:31.100 – 00:05:32.580] Contoh murah lagi apa murah?

[00:05:32.780 – 00:05:36.480] Air saya hidangkan air sirap, sekian-sekian-sekian, murah

[00:05:37.260 – 00:05:38.960] Set lunch saya, apa yang murah?

[00:05:39.080 – 00:05:40.200] Kenapa awak menang pada murah?

[00:05:40.320 – 00:05:41.000] Define murah

[00:05:41.000 – 00:05:42.560] So macam tu guys

[00:05:42.560 – 00:05:44.380] So bila awak tengok benda ni

[00:05:44.380 – 00:05:46.040] Awak dah start nampak

[00:05:46.040 – 00:05:48.000] yang saya

[00:05:48.000 – 00:05:49.580] dah ajar empat-empat ni. Macam

[00:05:49.580 – 00:05:51.480] main problem

[00:05:51.480 – 00:05:53.380] target audience

[00:05:53.380 – 00:05:55.700] repeatable solution dan positioning

[00:05:55.700 – 00:05:57.700] USP. So, bila awak clear

[00:05:57.700 – 00:05:58.920] pasal keempat-empat ni

[00:05:59.800 – 00:06:01.680] barulah awak boleh

[00:06:01.680 – 00:06:03.620] membina satu

[00:06:03.620 – 00:06:05.500] positioning yang mantap

[00:06:05.500 – 00:06:07.620] bukan mantap dari sudut

[00:06:07.620 – 00:06:09.740] problem tepat. Audience pun

[00:06:09.740 – 00:06:11.740] betul. Solution yang awak

[00:06:11.740 – 00:06:13.640] bagi ni pun orang repeat. Tapi

[00:06:13.640 – 00:06:14.980] nampak unik.

[00:06:14.980 – 00:06:16.640] Unik di mata customer

[00:06:16.640 – 00:06:17.700] Sampai customer repeat

[00:06:17.700 – 00:06:18.560] Sebab dia clear

[00:06:18.560 – 00:06:19.720] Oh awak murah

[00:06:19.720 – 00:06:21.100] Oh awak laju

[00:06:21.100 – 00:06:22.880] Oh awak quality

[00:06:22.880 – 00:06:25.160] So bila investor dah masuk

[00:06:26.160 – 00:06:26.760] Barulah

[00:06:26.760 – 00:06:29.040] Awak ada distribution power

[00:06:29.040 – 00:06:30.180] So guys

[00:06:30.180 – 00:06:31.600] Itu untuk topik yang ni

[00:06:31.600 – 00:06:32.240] Topik 2 ni

[00:06:32.240 – 00:06:33.220] Heavy sikit minta maaf

[00:06:33.220 – 00:06:35.020] Awak boleh buat kotak yang tadi

[00:06:35.020 – 00:06:35.960] Yang saya dah tunjukkan tadi

[00:06:35.960 – 00:06:36.800] Buat kotak tu

[00:06:36.800 – 00:06:39.020] Sekarang ni awak boleh cuba untuk design

[00:06:39.940 – 00:06:41.480] Contoh awak tengok kotak ni

[00:06:41.480 – 00:06:43.000] Cuba buat kotak macam ni

[00:06:43.000 – 00:06:44.080] Buat 1, 2

[00:06:44.080 – 00:06:46.400] buat cheap quality speed distribution

[00:06:46.400 – 00:06:47.900] tulis per 10 berapa

[00:06:47.900 – 00:06:50.040] per 10 berapa, per 10 berapa, per 10 berapa

[00:06:50.040 – 00:06:52.380] ok, so kita jumpa dalam video

[00:06:52.380 – 00:06:53.020] yang seterusnya