1. 1. VALUE @louiserobertson
2. 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. 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. 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. 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. 6. PROBLEM CUSTOMER PAINPOINTS Define for each customer sector a painpoint that will lead them to your service:
7. 7. Problem Solution AffinityMapping Prioritizeproblems #1 #5 #4 #3 #2 Now identify the best solutions to solve your customers problems
8. 8. Product-USPs Makeapropositiontotheconsumernotjustwords, productpuffery,orshow-windowadvertising.Your propositionmustsaytoeachreader:"Buythisproduct, forthisspecificbenefit. Thepropositionmustbeonethecompetitioncannot ordoesnotoffer.Itmustbeuniqueeitherinthe brandorinaclaimtherestofthatparticularadvertising areadoesnotmake. Thepropositionmustbestrongenoughtomovethe masses,i.e.,attractnewcustomers.
9. 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. 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. 11. YOUR Value Proposition Create the most powerful elevator pitch ever but you only have three floors to make the sale!
12. 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!