2. A Value Proposition is a positioning statement that
explains what benefit you provide for who and how you
do it uniquely well
Value Proposition – What is it?
8. There are known knowns. These are
things we know that we know. There are
known unknowns. That is to say, there
are things that we know we don't know.
But there are also unknown unknowns.
There are things we don't know we don't
know.
Copyright SWAIN 2013
12. For Target customers Commercial crab
fishermen
Who Statement of need Want to keep crabs alive
en-route to market
Our product Name The “Crabwash”
Is a Product / Service
category
Water filled system
That provides Benefit / statement of
primary differentiation
Removes toxic chemicals
Unlike air-sealed
systems it
Primary competitor /
current alternative
Increases 8 day survival
rates to over 72%
compared to 33% for the
alternative system
Value proposition template
(after Geoffrey Moore)
