Just my 2 cents, but I'd just scrap the chart altogether. It's not helpful in making any kind of consumer decision really. Nobody wants to pay 10x the cost for "frost protection". It's just irrelevant. Same for ads, nobody is making up that much money for a little ad space when everyone already has a solution for advertising. Same goes for things like "ease of installation"...again, nobody is having such a hard time with concrete teepads that they're going to buy yours instead.
Your product is portable, easily adjustable on uneven ground to be flat, and can be placed without disturbing the ground underneath. That's it, that's the entire pitch. That's all you need.
You're inviting disagreement (unnecessarily) when you have things like safety comparisons. Your product almost definitely isn't safer than most other options, because most other options aren't elevated the majority of the time. That doesn't make your product UNsafe, but I wouldn't really be quick to highlight safety as a deciding factor when yours probably isn't a great option in that realm.
All the chart does is place you into direct competition in a consumer's mind with other options that are frankly better if the consumer can use those options. Your product is for when those other options aren't really available for some reason.
Don't muddy the waters of what you're trying to be in a consumer's mind. You're not competition with a concrete pad or a wooden box with a gravel bed...those things simply cannot do what you do in the specific situation where you're likely to be purchased...because they aren't easily movable.
Your chart is like building a top-of-the-line race car and then trying to compare it to a daily commuter car. Nobody who needs a daily commuter is buying your race car, and the chart simply muddies the waters for people who need a race car about what your product is and why you're comparing it to commuter cars. They are simply 2 different markets. Your product is portable and probably temporary teepads...you're making your product less attractive by comparing it to competition of permanent teepads that you don't need to compare it to.
Thanks for the comments. Again, I'll try to answer as best I can.
1. Frost protection.
I know it may sound crazy to advertise such a feature. I would also believe that for many it sounds like an impossible idea that this would be necessary. So what is it about? Frost protection is necessary when building in such climatic conditions that the temperature drops to negative degrees Celcius for a longer period of time and the ground starts to freeze. Freezing of the ground causes changes in the shape of the ground and thus affects all structures on top. If, for example, a concrete base is built on top, then without protection it will start to bulge and crack.
Our product is not built solidly into the ground, so it does not suffer the same damage from frost. Changes caused by frost can be compensated for by adjusting the legs. We don't expect anyone to pay ten times more to get this feature, but in our case it's built into the product. So it can be said that our solution has secured the investment.
You can read more about frost here.
https://en.wikipedia.org/wiki/Frost_heaving
2. Safety
The terms responsibility and liability should also be used here. Comprehensive safety is made up of many parts. Product safety is only one part of the whole. There are many different factors on top of it that affect when talking about a safe product.
Let's think about this through an example.
It is said that someone has built a teapad out of wood in a park owned and operated by the city. Who is responsible if something happens? Who is responsible for service and maintenance? Who approved this structure in the first place?
No one wants accidents to happen, but they do. It is possible to find yourself in a situation where an individual decides to pursue responsibility and find out who built the structure that caused the accident.
I don't have the answers to give in those cases when the teepads are built as a joint work of individuals or groups.
We design the products based on the standards required by the law, and thus we are sure that safety has been thought comprehensively. The instructions supplied with the product are also part of safety. Installation instructions, operating instructions, inspection and maintenance instructions. Our customers therefore buy a safe product that meets the requirements and thus their responsibility and damage liability is covered.
The main buyer group for us is municipalities, cities and owners of disc golf parks. Not so much private consumers, although they too can buy our products with confidence.
If I myself were working in a city where private people have built structures in the parks for free use, I would be worried about how they meet the safety requirements.
Let's admit that our marketing is certainly not the best possible right now. However, I believe that we are developing in the right direction, and for that I also have a big thank you to all of you on this forum for participating in the discussion.
We have also noticed elsewhere that we very often find ourselves in situations where we have to train people to see these things more broadly, taking into account the things mentioned above.