Start tackling the core IP that provides the value without worrying about the UI/design or experience, or start from the landing onwards as the user would experience?
With that being said, I do think you make a good point and I should make sure I understand what differentiates my product from the others is something people would be willing to pay for.
Talk to users.
If there are no users,
Get some users,
Then talk to them.
Develop the intellectual property.
Protect it with patent/copyright/trademark.
Pitch the intellectual property to organizations
with a history of purchasing intellectual property.