this is a good pis es regardless of which industry you are in. I would add though that you should also consider a couple of other factors, for example:
1.) is the something non-product related about your company that would be useful to your customers, delivery times, warrantee, service co tracts, etc.
2.) do you have stats to back up any claim, consumer report ratings, years in business, etc.
but it should all come down to one point, what can my company do to help the customers solve the issues that matter most to them?