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
| Category | Examples |
|---|---|
| Product | Features, quality, reliability |
| Price | Total cost, value, ROI |
| Service | Support, delivery, warranty |
| Brand | Reputation, trust, social proof |
| Convenience | Availability, ease of use, speed |
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