USP 기반 식품 크라우드펀딩 신제품 온라인 상세페이지 적용 사례연구

Crowdfunding is an effective sales strategy for startups, enabling them to secure funding while simultaneously securing brand awareness and product credibility through the pre-launch of new products. Through crowdfunding, consumers can communicate brand value and build relationships by establishing communication channels with the brand. A key element in increasing success rates in this process is the Unique Selling Proposition (USP), which requires different strategies and implementations for each product category. This study, drawing on prior research, analyzes the differences in USP strategies and the commonalities of successful crowdfunding campaigns across key categories. To achieve this, we conducted an in-depth case study of a food tech company operating in the digital customer experience sector, examining the process from new product selection to market and consumer research and sensory evaluation. The results revealed the importance of a USP that significantly delivers value to consumers in the food industry, and confirmed that this element can enhance sustainability throughout customer engagement and the purchase funnel. We also propose theoretical and practical implications for startups.