Welcome to Handy Croissant
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
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 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:
Recently, Handy Croissant member Theresa Marks of AddHR spoke to the group about the importance of accurate and reliable data for the HR function and the potential costs of not getting this right. She illustrated the subject with some case studies.
The Members of Handy Croissant would like to invite you to a Business Breakfast at The Holiday Inn High Wycombe (J4, M40) on Friday 9th October 2015, 7.15am – 9am.
R.S.V.P to Jerry Hughes, Chairman. Tel: 07973-749176. Email email@example.com.
Recently, member Rita Adams of A.R.M. Credit Control explained how managing cash flow and customers is the key to credit control success. Rita said that the critical elements for success were to ensure you have the:
- Right customer.
- Right terms.
- Right process.
Rita went on to explain each of these elements in detail.
Handy Croissant member Theresa Marks of Add HR recently used a range of case studies to illustrate how her professional HR services add value to the businesses she works with. Add HR provides practical, no-nonsense HR support and works with customers to develop a service package precisely tailored to their needs.
Handy Croissant member Steve Gunn, of Steve Gunn & Associates Ltd, recently presented an interactive session entitled “A beginners guide on how to approach media interviews”. This interactive session included a couple of practice interviews with Handy Croissant members, along with hints and tips on how to prepare for and conduct yourself in media interviews.
Handy Croissant member Phil Holliday, of PH Cleaning, recently gave a very interesting presentation about carpet cleaning. You may think this is a simple, straightforward task, but Phil revealed the tips of the trade concerning how to keep your carpets looking and feeling great for many years.
Handy Croissant member Tony Thomson of Third Wave Business Development recently presented a practical approach to carrying out SWOT analyses. He noted that most people start with the “SW” portion of a SWOT analysis – the strengths and weaknesses, which are internal factors. Tony suggested reversing this practice and starting with the “OT” portion – the opportunities and threats, which examines external factors.
At a recent Handy Croissant meeting, Tony Thomson of Third Wave Business Development Specialists gave an absorbing presentation aimed at helping members understand how they can become and stay competitive in today’s dynamic business environment.
Handy Croissant member Steve Gunn of Steve Gunn & Associates Ltd recently presented on the topic of effective planning of communications activities with the aim of helping the members to make their communications activities more successful and cost-effective
At a recent Handy Croissant meeting, group member David Banes gave a presentation entitled “It’s only email”. Drawing on his experience in the IT industry, where his work encompassed IT security and anti-spam technology, David outlined:
- Some of the ways in which people, especially in small business, abuse their business email accounts when sending marketing emails, and how to improve the situation.
- The dangers posed by incoming email and some ways in which you can mitigate them.