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V O L . X X I V N O. X V J U LY 2 3 , 2 0 1 8 12 B U S I N E S S M A I N E B U S I N E S S M A I N E B U S I N E S S N E W S F RO M A RO U N D T H E S TAT E Bangor diagnostics fi rm receives $1M federal grant Activas Diagnostics in Bangor has received a 1 million grant from the National Institutes of Health to further its work on a diagnostic sleep monitor- ing system as well as develop a plan for scaling up its commercial potential. e 1 million grant comes from the Small Business Innovation Research Award from the National Institute of Health's Institute on Aging. According to a University of Maine news release, the home-based sleep monitoring inven- tion developed by University of Maine researchers Marie Hayes and Ali Abedi has the potential to help detect early symptoms of mild cognitive impair- ment and Alzheimer's disease in elders. e two-year NIH Phase II award to Activas Diagnostics LLC focuses on bringing the spinoff company's patented SleepMove product — a fi tted mattress undersheet instrumented with 16 hybrid wireless sensors — to market as a new approach to diagnostics and monitor- ing in early stage neurological disease, including Alzheimer's disease. Bissell Brothers to open Milo taproom Bissell Brothers' new Milo taproom is fi nally opened. After more than a year of planning, Bissell Brothers, which has brewery and taproom at ompson's Point in Portland, opened the ree Rivers at 2 Elm St., which is Route 11, south of downtown. e owners, broth- ers Peter and Noah Bissell, are natives of Milo, which is in Piscataquis County, 40 miles north of Bangor. e brothers are also committed to improving the Milo community, according to a Facebook post. N O T E W O R T H Y N O R T H E R N & E A S T E R N A recent analysis of tuition and fees by U.S. News & World Report indicated that Husson University in Bangor is the least expensive private college in New England in 2017-18 with tuition and fees totaling $17,561. Buying a home? We Make It Easy Whether it's your first home or your home away from home, let us do the heavy li ing. With quick, local decisions, less paperwork and low closing costs, it's almost like we're doing the moving for you. Bill Hill (right) Regional Vice President Augusta (207) 622-5801 • Farmingdale (207) 588-5801 Freeport (207) 865-1550 • Waterville (207) 872-5563 • Winthrop (207) 377-5801 www.KennebecSavings.Bank Q: What is a "value proposition," and what does it have to do with my business? ACE Advises: Virtually all successful businesses share a common character- istic: They understand the unique value they deliver to customers. Understanding your value proposition is fundamental to your marketing and sales strategies, and is at the center of your brand. How to fi nd your value proposition: The VP consists of fi ve parts. Understanding each part is key to everything that follows. 1. Target audience: Who is your cus- tomer? Or, who do you want to be your customer? 2. Need: What is the problem the target audience is experiencing? What solution are they seeking? 3. Your company: A very brief descrip- tion of your brand or product. 4. Reason to buy: What is the key benefi t you offer that will cause prospects to become customers and customers to keep coming back? 5. Unlike: What is the unique customer benefi t that differentiates your brand or product from direct competitors or alternative suppliers. This is called your Unique Selling Proposition. Each part requires doing your homework: 1. Need: From surveying customers you will understand what their problem is. This will also help you to align your product or service to solve their problem. 2. Company: What does your company or product do that solves the problem? 3. Reason: What is it about your product/service that will attract customers' attention? 4. Unique Selling Proposition: Why should a prospect choose your product or service rather than that of a competitor? Do your homework. It may not be easy, but it will pay off in the long run. A S K AC E A n s w e r e d B y J i m C a s e y O f C a s e y C o m m u n i c a t i o n s Jim Casey of Casey Communications can be reached at caseycommunications.biz N O R T H E R N & E A S T E R N

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