| 📊 View Lecture Slides | Full-screen presentation with navigation |
Learning Objectives
By the end of this module, you will be able to:
- Differentiate between product and service business models
- Design an effective checkout/conversion flow
- Understand basic PCI compliance concepts
- Craft a compelling Unique Selling Proposition (USP)
- Use AI to generate product descriptions and CTAs
1. Product vs. Service Models
Understanding the Difference
| Aspect | Product Business | Service Business |
|---|---|---|
| Offering | Physical/Digital goods | Skills/expertise/time |
| Scalability | Easier to scale | Limited by capacity |
| Inventory | Required | Not required |
| Pricing | Per unit | Per project/hour |
| Examples | E-commerce, SaaS | Consulting, agencies |
Hybrid Models
Many modern businesses combine both:
- Products + Services: Sell coffee beans + barista training
- SaaS + Consulting: Software + implementation services
- Content + Products: Free blog + paid courses
2. The Customer Journey to Purchase
The Checkout Flow
AWARENESS → INTEREST → DESIRE → ACTION → RETENTION
↓ ↓ ↓ ↓ ↓
Ad/Post Landing Product Checkout Email
Page Page Process Follow-up
Key Touchpoints
- Entry Point: How do they find you? (Search, ads, social)
- Landing Page: First impression, value proposition
- Product/Service Page: Details, benefits, proof
- Checkout/Contact: Conversion point
- Confirmation: Order/inquiry confirmation
- Follow-up: Retention, repeat business
3. Crafting Your Unique Selling Proposition (USP)
What is a USP?
Your USP answers: “Why should I buy from YOU instead of anyone else?”
The USP Formula
[Target Audience] + [Problem Solved] + [Unique Benefit] = USP
Examples
| Business | USP |
|---|---|
| Domino’s | “30 minutes or it’s free” |
| FedEx | “When it absolutely, positively has to be there overnight” |
| M&Ms | “Melts in your mouth, not in your hands” |
Nepal-Focused Examples
- Coffee Shop: “The only Himalayan single-origin roastery in Kathmandu”
- Digital Agency: “Nepal’s first AI-powered marketing agency”
- Tour Company: “Local guides, authentic experiences, zero tourist traps”
🤖 AI Integration: USP Generator
Prompt Template:
I run a [business type] in [location].
My target customers are [description].
My competitors are [list competitors].
What makes us different: [your differentiators]
Generate 5 unique selling proposition options that are:
- Memorable and concise (under 10 words)
- Focus on customer benefits
- Differentiate from competitors
4. Landing Page Anatomy
The Perfect Landing Page Structure
┌────────────────────────────────────┐
│ HERO SECTION │
│ Headline + Subheadline + CTA │
│ [Hero Image/Video] │
├────────────────────────────────────┤
│ SOCIAL PROOF │
│ Logos, testimonials, numbers │
├────────────────────────────────────┤
│ BENEFITS/FEATURES │
│ 3-4 key benefits with icons │
├────────────────────────────────────┤
│ HOW IT WORKS │
│ Step 1 → Step 2 → Step 3 │
├────────────────────────────────────┤
│ TESTIMONIALS │
│ Customer quotes with photos │
├────────────────────────────────────┤
│ FAQ SECTION │
│ Common questions answered │
├────────────────────────────────────┤
│ FINAL CTA │
│ Strong closing + button │
└────────────────────────────────────┘
Hero Section Elements
- Headline: Clear benefit statement (5-10 words)
- Subheadline: Supporting details (1-2 sentences)
- CTA Button: Action-oriented text
- Hero Image: Relevant, high-quality visual
CTA Best Practices
| Weak CTA | Strong CTA |
|---|---|
| Submit | Get My Free Quote |
| Click Here | Start My Free Trial |
| Learn More | See How It Works |
| Contact | Book My Consultation |
5. Writing Product Descriptions That Sell
The FAB Framework
- Features: What it is/does
- Advantages: Why that matters
- Benefits: How it helps the customer
Example: Coffee Subscription
| FAB | Description |
|---|---|
| Feature | Single-origin beans from Ilam |
| Advantage | Freshly roasted weekly |
| Benefit | Start every morning with the freshest, most flavorful coffee |
🤖 AI Integration: Product Description Generator
Prompt Template:
Write a product description for [product name].
Product details:
- Features: [list features]
- Target audience: [who is this for]
- Price point: [budget/mid/premium]
- Tone: [professional/casual/luxurious]
Format:
1. Attention-grabbing headline
2. 2-3 sentences of compelling copy
3. 3-4 bullet points of key features
4. Strong call-to-action
6. Basic E-Commerce Compliance
PCI DSS Overview
PCI DSS = Payment Card Industry Data Security Standard
Compliance Levels for Small Businesses
| Level | Transactions/Year | Requirements |
|---|---|---|
| 4 | Under 20,000 | Self-assessment questionnaire |
| 3 | 20,000 - 1M | SAQ + quarterly scans |
| 2 | 1M - 6M | SAQ + annual audit |
| 1 | Over 6M | Full audit required |
Simplifying Compliance
Use established payment processors:
- Stripe - Handles PCI compliance for you
- PayPal - No card data touches your server
- eSewa/Khalti (Nepal) - Local payment solutions
- Fonepay - Bank integration in Nepal
Essential Security Measures
- SSL Certificate: Always use HTTPS
- Strong Passwords: For all admin accounts
- Regular Updates: Keep platforms updated
- Access Control: Limit who can access what
- Backup Data: Regular, secure backups
7. Building with No-Code Tools
Recommended Platforms
| Platform | Best For | Cost |
|---|---|---|
| Carrd | Simple landing pages | Free - $19/yr |
| Canva Website | Visual pages | Free - $120/yr |
| Notion | Info pages | Free |
| WordPress | Full websites | Free - varies |
| Shopify | E-commerce | $29/mo+ |
Free Landing Page Builders
- Carrd.co - Single-page sites, perfect for this activity
- Mailchimp Landing Pages - Free with email signup
- ConvertKit - Free for creators
- Canva - Now offers website building
Hands-on Activity: “The Storefront”
Duration: 45 minutes
Objective: Create a functional landing page with a clear CTA
Part 1: USP Development (15 min)
- Define your target audience
- List 3 things that make you different
- Use AI to generate 5 USP options
- Select and refine your best USP
Part 2: Copy Creation (15 min)
- Write your hero headline
- Create 3-4 benefit bullet points
- Draft your CTA button text
- Use AI to polish your copy
Part 3: Page Building (15 min)
- Sign up for Carrd.co (free)
- Choose a template
- Add your content
- Publish your page
Template: Landing Page Copy
HEADLINE:
[Primary benefit + Target audience]
Example: "Fresh Himalayan Coffee Delivered to Your Door"
SUBHEADLINE:
[How you deliver the benefit]
Example: "Roasted within 48 hours. From Ilam farms to your cup."
CTA BUTTON:
[Action + Benefit]
Example: "Start My Subscription"
BENEFIT 1: [Feature → Benefit]
BENEFIT 2: [Feature → Benefit]
BENEFIT 3: [Feature → Benefit]
SOCIAL PROOF:
[Testimonial or credibility statement]
Deliverables
- Written USP (under 10 words)
- Landing page headline and subheadline
- 3 benefit bullet points
- Live landing page URL (Carrd or similar)
Key Takeaways
- Know your model: Product, service, or hybrid
- USP is everything: Why you, not them?
- Benefits over features: What’s in it for the customer?
- CTA clarity: One clear action per page
- Compliance matters: Use trusted payment processors
Additional Resources
- Carrd.co - Free landing page builder
- Canva - Design tool with website builder
- Unsplash - Free high-quality images
- Copy.ai - AI copywriting assistant
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