Every business needs to have a competitive advantage. This is something that the business does that others do not, or it is something that the business talks about that others do not. It needs to be a positive benefit, communicated with a few well-selected words, and something that people will relate only to you.

So, what is our competitive advantage? Our penguins are unique from the norm; have you seen another white penguin on the market? They’re rare in the wild, too. Our penguins are also unique from each other. No two penguins look exactly the same because their eyes are hand-embroidered. Their height fluctuates within a half-inch because they are hand-sewn. How much stuffing gets used for different penguins is variable as well. Our penguins are also rare. They are handmade. We only have one maker, so supply is limited. For collectors, the rarity and uniqueness are benefits.

A second competitive advantage is that we can make penguins in costumes that can’t be found anywhere else. If someone wants a particular style of penguin or costume, Jenya can make it. We’ve done steampunk penguins as a special order.

A third advantage is our Penguin Passports. Our penguins are travelers. You can take them with you and use them for Instagram photos and fun while you travel. The passports reveal their names and their likes. These names are never the same.

This information is adapted from the 2005 version of “Guerrilla Marketing in 30 Days.” Get an updated version of “Guerrilla Marketing in 30 Days.”