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In the Market Analysis, Steep Brew convincingly examines the needs of its target customer and the benefits offered by the competition. Steep Brew suggests that their primary competitive advantage will be built on offering a lower cost product and a relaxing, slow-paced environment. A key element of any business plan is the ability to make the reader understand why customers will prefer your product to a competitor's product. What is important to your target customer and how will your product satisfy their needs better than anyone else's?