Transcript of Value - Proposition - Building them
- 1. VALUE @louiserobertson
- 2. Get closer than ever to your customers. So close that you
tell them what they need well before they realize it themselves. ~
Steve Jobs
- 3. GETTING TO VALUE Persona - multiple personas; multiple
problems. Problem - customers are not looking for products.
Solution - identify problems that are worth solving. Product build
to your distinctive competencies.
- 4. PERSONA Knowing and understanding your customers so well,
that your product is a perfect fit. Peter DruckerYou can observe a
lot by watching. Yogi Berra Rule 1 - The customer is always right!
Rule 2 - If the customer is wrong, reread rule 1. Stew Leonard,
Stew Leonards
- 5. PERSONA Name your personas Key information about them
Details about their role Demographics Age, Gender, Salary /
household income Location: urban / suburban / rural Education
Family Goals and challenges Primary goal Secondary goal How you
will help achieve these goals Primary challenge Secondary challenge
How you will help solve these problems Values / fears Primary
values
- 6. PROBLEM CUSTOMER PAINPOINTS Define for each customer sector
a painpoint that will lead them to your service:
- 7. Problem Solution AffinityMapping Prioritizeproblems #1 #5 #4
#3 #2 Now identify the best solutions to solve your customers
problems
- 8. Product-USPs Makeapropositiontotheconsumernotjustwords,
productpuffery,orshow-windowadvertising.Your
propositionmustsaytoeachreader:"Buythisproduct,
forthisspecificbenefit. Thepropositionmustbeonethecompetitioncannot
ordoesnotoffer.Itmustbeuniqueeitherinthe
brandorinaclaimtherestofthatparticularadvertising areadoesnotmake.
Thepropositionmustbestrongenoughtomovethe
masses,i.e.,attractnewcustomers.
- 9. GreatUSPs Avis We're number two. We try harder.
FedExCorporation When it absolutely, positively has to be there
overnight. DeBeers A diamond is forever. Domino'sPizza You get
fresh, hot pizza delivered to your door in 30 minutes or less or
it's free.
- 10. Value Proposition Problem: the biggest problem I face today
is Solution: the solution to my problem would be Value Proposition
(25 words or less) Product Description (50 words or less)
Problem-solving Features: 1. 2. 3. 4. Product Name Decision Maker
End User Market segment
- 11. YOUR Value Proposition Create the most powerful elevator
pitch ever but you only have three floors to make the sale!
- 12. A value proposition is a promise of value to be delivered
and acknowledged and a belief from the customer that value will be
delivered and experienced. A value proposition can apply to: an
entire organization, or parts thereof, or customer accounts, or
products and services. Thank you!