Key Purchase Criteria (KPC) Comb

Metadata

• Name: kpc-comb
• Description: Key purchase criteria importance vs performance chart
• Triggers: KPC, key purchase criteria, buying factors, decision criteria

Instructions

Analyze key purchase criteria for $ARGUMENTS to identify competitive gaps.

Framework

The Comb Chart

Importance
    │
10 ┤         ╭───╮     ╭───╮
   │    ╭───╮│   │╭───╮│   │
 8 ┤    │   ││   ││   ││   │     ╭───╮
   │    │   ││   ││   ││   │╭───╮│   │
 6 ┤╭───╮│   ││   ││   ││   ││   ││   │
   ││   ││   ││   ││   ││   ││   ││   │
 4 ┤│   ││   ││   ││   ││   ││   ││   │
   ││   ││   ││   ││   ││   ││   ││   │
 2 ┤│   ││   ││   ││   ││   ││   ││   │
   │└───┘└───┘└───┘└───┘└───┘└───┘└───┘
    └──────────────────────────────────
      P    Q    R    S    T    U    V
              Performance

KPC Categories

Output

## Key Purchase Criteria: [Product/Category]

### Criteria Analysis

| Criterion | Importance (1-10) | Our Performance | Competitor A | Gap |
|-----------|-------------------|-----------------|--------------|-----|
| Price | 9 | 6 | 8 | -2 |
| Quality | 8 | 9 | 7 | +2 |
| Features | 7 | 7 | 8 | -1 |
| Support | 6 | 5 | 6 | -1 |
| Brand | 5 | 8 | 9 | -1 |
| Speed | 4 | 9 | 7 | +2 |

### Comb Visualization

High Importance, Low Performance (Fix Priority): ┌─────────────────┐ │ PRICE (9 vs 6) │ ← Gap: -2 └─────────────────┘

High Importance, High Performance (Maintain): ┌─────────────────┐ │ QUALITY (8 vs 9)│ ← Advantage: +2 └─────────────────┘

### Strategic Implications

**Strengths (Maintain):**
1. Quality - Strong competitive advantage
2. Speed - Differentiator in market

**Weaknesses (Improve):**
1. Price - Most important criterion, underperforming
2. Support - Gap vs. competitors

**Opportunities:**
1. Price repositioning
2. Support enhancement

### Action Plan

| Priority | Criterion | Action | Impact |
|----------|-----------|--------|--------|
| 1 | Price | Cost reduction / value messaging | High |
| 2 | Support | Investment in service | Medium |

Tips

• Focus on high importance criteria first
• Weight by customer segment if needed
• Update regularly as market evolves
• Validate with customer research