It might be wise to ask Steep Brew whether or not there are any sandwich shops that also sell coffee on campus. However, their inclusion of fast food restaurants and convenience stores seems to suggest that they considered all direct competitors and they have focused specifically on pre-made coffee purchases, rather than home-brewed. 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?