What do you do that others cannot?
What enables you to deliver value for a group of customers or potential customers with something in common, which is increasingly nothing to do with demographics, that your competitors cannot match?
Answer those questions, and the rest is pretty easy.
My old mate Louis Marangon at Riverina Grove produces wonderful Italian style products from fresh ingredient sourced as far as possible from around the Riverina region in NSW. Pasta sauces, tapenades, herb infused olives, and other delicacies, almost as if they were from his mothers kitchen. Doesn’t appeal to everyone, and hard to find, but for those who want an authentic Italian inspired product whose provenance is local, know that Louis will break his back to provide it, and they keep on coming back. Thats a CVP with legs, and it is probably the only thing that a small buiness can do as well as, and often better than, because there is less marketing “noise” around, than a large one with substantail financial and personnel resources.