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How To Build Value Propositions That Don’t SUCK!

‘People invest in lines, not dots’ Mark Suster

Please note all attendees are on mute during the webinar.Use the CHAT facility to communicate with your hosts and each other!

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6Welcome to 50 Attendees from across the Globe!Antibes, Beirut, Birmingham, Bonita Springs, Bury, Clearwater, Denver, Dublin, Frankfurt am Main, Glossop, Hartford, Hatfield, Irving, Kragero, Lawrenceville, Lexington, Lidingoe, Lutz, Madrid, Memphis, Milton, Minneapolis, New York, North Chicago, Overland Park, Plainville, Portland, Richardson, Saint Paul, San Antonio, San Francisco, San Pedro, Tallahassee, Tallassee, Washington, West Linn, Wilmington

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This Webinar

• Who are we?

• Does your Value Proposition suck? Let’s look at some that do… and understand why

• Q&A

• So, what is a Value Proposition?

• Assessing your Value Proposition: the Value Proposition Diagnostic and how it supports the development process

• Q&AAdd Questions at any time via the ‘Q&A’ option.

We’ll answer as many as we can during the webinarand the rest off-line

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Who Are We?

Marketing + Innovation = Compelling Value Propositions

I’m Ricky, Mr. MARKETING

I focus on:

• Understanding what customers want and need• Effectively communicating

the Value Proposition

I’m Brendan, Mr. INNOVATION

I focus on:

• Creatively developing the

Value Proposition to

satisfy the want and need

Some Of The Companies We’ve Worked With

Copyright 5

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3 Startups & 44 EstablishedOrganisations

33 Existing & 18 New Value Propositions

Does Your Value Proposition Suck? Maybe…

Does Your Value Proposition Suck?

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You Are Not Alone!

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Poll: How About You?

Click OPTIONS if the Poll doesn’t show!

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Spot the Value Proposition!

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61. The Technology is NOT the Product:LaserDiscs by Phillips in 1978

Runners Up: Xybernaut Poma

Wearable PC, Xybernautand Hitachi in 2002

Iridium Satellite Phone in the 1990s

BIC’s disposableunderwear in 1998

Segway in 2001 Google Glass in 2014

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62. The Experience Undelivered:The Apple Newton in 1993

Runners Up: Sapphire iPhone 6 screens in 2014 Microsoft SPOT watches in 1994 Burger King’s Satisfries in 2013 Facebook Phone in 2013

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63. The Effort the Customer Never Wanted:McDonalds DIY McDLT in the 80s

Runner Up: DIY cereal fromKelloggs Breakfast Mate in 1998

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64. The Brand Extension That Went Too Far:Amazon Fire Phone in 2014

Runners Up: Life Savers

Soda in the 80s

Pfizer Ben-Gay Aspirin in the 90s

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Successful Organisations Do One Thing Better

They kill more productsprior to launch!

Percentage of New Product Projects That Are Successes, Failures, or KilledSource: APQC and Product Development Institute (PDI)

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“The statement of a core proposition for a business, product or service,

which provides the customer / segment / market with a highly valued benefit-led solution to a real problem,

need or aspiration, and which differentiates your organisation,

product or service from the competition.”

The Value Proposition

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Any Questions So Far

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Value components Resources spent

• Price / Time / Effort / Costs Benefits

• Emotional / FunctionalValue sources have to be calculated and are in two parts:

1. Tangible value• Revenue• Costs saved

2. Intangible value • Peace of mind• Trust

A value proposition will capitalise on a value source

What Do We Mean by Value?“A cynic is a person that knows the price of everything

and the value of nothing!” – Oscar Wilde

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A Value Equation: A Trade Off

=P R Exp.

PBPV

Functional

Emotional

V = valueP = PerceptionB = BenefitR = ResourceExp. = Expenditure

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623

Development

8. Develop solution referencing and amending

VP as appropriate

Diag. Q. All

1. Structured formal review of market & drivers

Diag. Q1 – Q3

2. Define unmet needs

Diag. Q4 & 5

3 . Map competitive landscape

Diag. Q 14 Q16 Q17 & Q19

4. Initial development / Review solution (product /

service) to unmet needs

Diag. Q.7 & Q.8

5. Define points of significant differentiation in

your solution

Diag. Q.14 Q.15

6. Review solution and points of differentiation with

market to calculate their prospective customer value

Diag. Q6 Q7 & Q.14

7. Develop Value Proposition

Diag. – All Q.

Development

10. Develop communications and messaging focused on

the VP

Diag. Q. 10 Q13. - Q.15

9. Communicate VP internally to those

responsible for solution (product / service)

development and delivery

Diag. Q.11 & Q.12

11. Research customers / prospects to ensure clarity of communication of VP and re-

test value

Diag. Q.10 Q13. Q.14. Q.18 & Q.19

12. Communicate VP

Diag. Q11 – Q.15

13. Research market to ensure customers and

prospects understand your VP, value it and are

persuaded by it

Diag. Q. 9. & Q.19

Communications

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Nine VP development questions to consider e.g. How important is the un-met need that this value proposition

seeks to address? How well do the benefits that this product / service delivers

match to those un-met needs? How do the customers and prospective customers rate its

value?Ten VP communications questions to consider e.g.

How well do your customers and prospects rate it as differentiating you from competitor offers / alternatives / substitutes?

How well do you communicate the value proposition to customers / prospective customers?

How well do your customers say you deliver on your value proposition?

Some Questions To Address

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©2015 R M Coussins – Coussins Associates LLP © B

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The VP Diagnostic Online

• The Diagnostic will be available online for free in October alongwith chargeable online support to help its onboarding, provideindependent analysis of results and recommend improvementsto your process

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Your Questions

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How To Build Value Propositions That Don’t SUCK!

Sammy contact details inc. US phone number & email?