Categories: Marketing
      Date: Jun 29, 2015
     Title: Developing a powerful value proposition

Recently, Handy Croissant member Steve Gunn of Steve Gunn & Associates described a process to help members develop a unique and powerful value proposition. The process builds on previous strategy sessions for Handy Croissant members that have examined the Business Model Canvas and Strategy Canvas, and was prompted by a value proposition development project Steve had carried out for a client.



Developing a powerful value proposition

Recently, Handy Croissant member Steve Gunn of Steve Gunn & Associates described a process to help members develop a unique and powerful value proposition. The process builds on previous strategy sessions for Handy Croissant members that have examined the Business Model Canvas and Strategy Canvas, and was prompted by a value proposition development project Steve had carried out for a client.

Steve started by asking members for their definition of the term “value proposition”. Answers centred around the idea that a value proposition defines the benefits your customers can expect from your products and services or represents an innovation, service, or feature intended to make a company or product attractive to customers. These are fairly typical of the definitions found on the internet. However, Steve said, “These definitions miss one essential criterion and that is that your value proposition should encapsulate why prospects should choose you over your competitors.”

Steve began the process by looking at the Business Model Canvas, developed by Osterwalder and Pigneur. The Business Model Canvas provides a visual method to analyse and develop business models. A key element of a successful business model is a strong value proposition. Steve has been using the Business Model Canvas and Value Proposition Canvas by the same authors in coaching projects in his activities as a Growth Coach and Growth Vouchers Adviser.

The Value Proposition Canvas

The value proposition development methodology in practice

This value proposition development methodology proved itself with a recent Growth Vouchers client who had asked Steve to do a strategic review of his marketing approach and collateral and offer guidance for a way forward. Steve’s review revealed a value proposition that was confusing; “Someone who knew nothing about the company would find it difficult to quickly grasp what it was selling and to whom.”

Steve and the business owner had several workshop sessions during which they developed value propositions for the company’s two customer segments. To test these, Steve interviewed a key customer in each segment. These interviews verified the accuracy of the value propositions developed in the workshops.

From these clear, powerful value propositions, a series of key positioning messages were developed that support the value propositions and which will form the bedrock of the marketing communication activities going forward.

Contact Steve today to discuss your marketing needs

If you’d like help developing a powerful value proposition for your business, or with your marketing in general, contact Steve today:

Steve Gunn & Associates Ltd
Tel: 01844-352540
Mob: 07764-621527
Email: steve.gunn@stevegunn.co.uk
www.stevegunn.co.uk