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REKO : Whether you are in a replacement or equipment market you need to show how you are doing things differently. Be as factual as possible, provide examples of what you have done, how your product is different, your brand choices, let your customers do the talk. At HEXA we embark our customers in the fundraising process : our clients (ambassadors) spend a lot of time talking to investors and they also end up being one.

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Headline’s tip for founders :

1. Offer a Strong Opinion and Clear Logic: Clearly explain your competitive advantages and why they will position you as the leader in your category.
2. Be Contrarian, Not Vague: It’s better to take a strong, opposing stance than to be unclear or indecisive.
3. Highlight Founder-Market Fit: Explain why your founding team is uniquely positioned to build this product, serve this ICP, and succeed in this industry.
4. Leverage AI-Specific Edges: If you’re building in AI, emphasize advantages like data strategy, tech architecture, workflow integration, and dynamic, flexible pricing. </aside>

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Common mistakes :

1. Don’t Neglect Distribution: Product edge is important, but distribution often shapes the company’s trajectory—ensure you have a clear plan for reaching your market. </aside>

1. Core Value Proposition

• Primary Benefit: What is the main problem we solve?
• Unique Approach: How do we solve it differently?
• Target Audience: Who specifically benefits most from our solution?

2. Key Differentiators

• Product/Service Features
• Customer Experience

3. Brand Identity Elements

• Voice & Tone: How do we communicate differently?
• Visual Identity: What makes our brand visually distinctive?
• Brand Values: What principles guide our decisions?

4. Market Approach

• Distribution Strategy
• Pricing Strategy

5. Customer Success Stories

Document specific examples where our unique approach has created exceptional value for customers:

• Case Study Template:
  • Customer Challenge
  • Our Unique Solution
  • Measurable Results
  • Why They Chose Us Over Alternatives