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Joseph Wilson

@joeatmars

jwilson@marsdd.com


"
"
Agenda
What is a value proposition?
Examples

Value Proposition Canvas

Mission Statement

Elevator Pitch

Positioning Sta...
How to (not) articulate value:
A note on language:

You are a translator

volatile organic compounds
cache-coherence
DRM, LAMP
monetize
incentivize
osteo...
A note on language:

Show, don’t tell

state of the art
groundbreaking
landmark
sensational
disruptive
ideation
amazing
re...
A value proposition is a
statement of the unique benefits
delivered by your offering to the
target customer
A value proposition is a
hypothesis that your offering will
bring certain values to a target
customer. *


* Like any hypo...
The value proposition statement
should consist of these components:

1. What your product/service is
2. The target custome...
Examples:
Good: “Winners is a
department store that
offers fashion conscious
consumers the latest
brand names for up to 60...
Examples:
Good: “Winners is a
department store that
offers fashion conscious
consumers the latest
brand names for up to 60...
Examples:
Good: “A1 Industries has
developed an economical and
easy-to-use chemical additive that
allows paint manufacturi...
Examples:
Good: “A1 Industries has
developed an economical and
easy-to-use chemical additive
that allows paint manufacturi...
Examples:
Good: “Google is the world’s
largest search engine that
allows internet users to find
relevant information
quickl...
Examples:
Good: “Google is the
world’s largest search
engine that allows internet
users to find relevant
information quickl...
Examples:
Good: “Google is the world’s
largest search engine that
automatically provides
advertisers with potential
custom...
Saving/making money
Saving time
Lower risk
Enabling function
Convenience
Quality
Customizable
Usability
Social
Inclusion
H...
Value Prop Template:

__company name_______ has 

created __product ___ 

for _____target audience________, 

that results...
Value Prop Template:

For _____target audience________, 

__company name_______ has 

created __product name___ 

that res...
Value Proposition is Not:
A tag-line
A mission statement
An elevator pitch
A positioning statement
A positioning metaphor
Value Proposition
Tag-line


Mission 
statement


Elevator
Pitch

Positioning
statement

Metaphor
Core Thesis
Marketing



Marketing


Marketing


Marketing


Marketing
Value Proposition
Tag-line


Mission 
statement


Elevator
Pitch

Positioning
statement

Metaphor
Elevator pitch: A 60 second quick
pitch that describes the business.

Hook
Problem
Solution (value prop-ish)
Unique Featur...
The Hook:
“I buy dead magazines…”
“We make conferences not boring….”
“We sell 15 minute vacations…”




“What do you mean?...
The solution:

“We buy up print magazines that are failing and reinvent
them on the web as digital publications. For tradi...
The solution:

“We buy up print magazines that are failing and reinvent
them on the web as digital publications. For tradi...
The solution:
“We buy up print magazines that are failing and reinvent
them on the web as digital publications. For tradit...
Value Proposition
Tag-line


Mission 
statement


Elevator
Pitch

Positioning
statement

Metaphor
Positioning statement: a value
proposition plus a competitive
anchor. 
For traditional small magazine publishers my
compan...
Positioning statement: a value
proposition plus a competitive
anchor. 
For traditional small magazine publishers my
compan...
Value Proposition
Tag-line


Mission 
statement


Elevator
Pitch

Positioning
statement

Metaphor
Metaphor: a way to anchor your
brand to something people
already understand

“digipub is like Shopify for magazines.”
“dig...
Value Proposition
Tag-line


Mission 
statement


Elevator
Pitch

Positioning
statement

Metaphor
Tagline: a marketing line to accompany
your brand name

“digipub: Reimagine Your Magazine.”
“digipub: Print is Dead. Long ...
Value Proposition
Tag-line


Mission 
statement


Elevator
Pitch

Positioning
statement

Metaphor
Mission statement: a statement of the
purpose of your business.

“Google’s mission is to organize the world’s
information ...
Joseph Wilson

@joeatmars

jwilson@marsdd.com
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
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Value Proposition - Entrepreneurship 101

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This lecture focuses on the process of creating a crisp and concise value proposition for your start-up. Learn how to answer the essential question, “What is the value you bring to your customers?” without describing the details of your technology.

Formulating a good value proposition is an essential step for any start-up and lies at the core of many of the other tools entrepreneurs need to develop, including market analysis, business modeling, finding funding and delivering an investor or customer pitch.

Published in: Business
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Value Proposition - Entrepreneurship 101

  1. 1. Joseph Wilson @joeatmars jwilson@marsdd.com " "
  2. 2. Agenda What is a value proposition? Examples Value Proposition Canvas Mission Statement Elevator Pitch Positioning Statement Metaphors Tag line
  3. 3. How to (not) articulate value:
  4. 4. A note on language: You are a translator volatile organic compounds cache-coherence DRM, LAMP monetize incentivize osteoblast service-dependent sublayer X
  5. 5. A note on language: Show, don’t tell state of the art groundbreaking landmark sensational disruptive ideation amazing revolutionary awesome innovative breath-taking cutting edge X
  6. 6. A value proposition is a statement of the unique benefits delivered by your offering to the target customer
  7. 7. A value proposition is a hypothesis that your offering will bring certain values to a target customer. * * Like any hypothesis, it needs to be rigorously tested in the lab (read: with customers) before money is put into scaling.
  8. 8. The value proposition statement should consist of these components: 1. What your product/service is 2. The target customer 3. The value you provide them Emergent property: why your product is unique
  9. 9. Examples: Good: “Winners is a department store that offers fashion conscious consumers the latest brand names for up to 60 per cent off.” (Winners) Bad: “Winners is an off-price department store owned by TJX that employs international sourcing and buying power.” What is it? For whom? Values?
  10. 10. Examples: Good: “Winners is a department store that offers fashion conscious consumers the latest brand names for up to 60 per cent off.” (Winners) Bad: “Winners is an off-price department store owned by TJX that employs international sourcing and buying power.” What is it? For whom? Values?
  11. 11. Examples: Good: “A1 Industries has developed an economical and easy-to-use chemical additive that allows paint manufacturing companies to reduce the environmental impact of their products Bad: “A1 Industries has discovered a chemical isomer additive that allows for a reduction of VOC emissions.” What is it? For whom? Values?
  12. 12. Examples: Good: “A1 Industries has developed an economical and easy-to-use chemical additive that allows paint manufacturing companies to reduce the environmental impact of their products Bad: “A1 Industries has discovered a chemical isomer additive that allows for a reduction of VOC emissions.” What is it? For whom? Values?
  13. 13. Examples: Good: “Google is the world’s largest search engine that allows internet users to find relevant information quickly and easily.” Bad: “Google uses a patented page- ranking algorithm to make money through ad placement.” What is it? For whom? Values?
  14. 14. Examples: Good: “Google is the world’s largest search engine that allows internet users to find relevant information quickly and easily.” Bad: “Google uses a patented page- ranking algorithm to make money through ad placement.” What is it? For whom? Values? Are Internet Users really Google’s customers?
  15. 15. Examples: Good: “Google is the world’s largest search engine that automatically provides advertisers with potential customers tailored to the ad content, increasing click-through rates and conversion rates.” Bad: “Google uses a patented page- ranking algorithm to make money through ad placement.” What is it? For whom? Values?
  16. 16. Saving/making money Saving time Lower risk Enabling function Convenience Quality Customizable Usability Social Inclusion Health Aesthetics Status Newness Environmental Self-Actualization Ethical Selling to Business Selling to Customer
  17. 17. Value Prop Template: __company name_______ has created __product ___ for _____target audience________, that results in ___value 1_________, __value 2____, ____value 3__.
  18. 18. Value Prop Template: For _____target audience________, __company name_______ has created __product name___ that results in ___value 1_________, __value 2____, ____value 3__.
  19. 19. Value Proposition is Not: A tag-line A mission statement An elevator pitch A positioning statement A positioning metaphor
  20. 20. Value Proposition Tag-line Mission statement Elevator Pitch Positioning statement Metaphor
  21. 21. Core Thesis Marketing Marketing Marketing Marketing Marketing
  22. 22. Value Proposition Tag-line Mission statement Elevator Pitch Positioning statement Metaphor
  23. 23. Elevator pitch: A 60 second quick pitch that describes the business. Hook Problem Solution (value prop-ish) Unique Features Call to action
  24. 24. The Hook: “I buy dead magazines…” “We make conferences not boring….” “We sell 15 minute vacations…” “What do you mean?” The Problem: “Paper based magazines are failing…” “Conferences are usually based on one-way lectures….” “People’s commute to work is stressful…”
  25. 25. The solution: “We buy up print magazines that are failing and reinvent them on the web as digital publications. For traditional small magazine publishers my company Solid Media provides an online template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers.
  26. 26. The solution: “We buy up print magazines that are failing and reinvent them on the web as digital publications. For traditional small magazine publishers my company Solid Media provides an online template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. What is it? For whom? Values?
  27. 27. The solution: “We buy up print magazines that are failing and reinvent them on the web as digital publications. For traditional small magazine publishers my company XYZ Media provides a platform called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. “Hmmm, good idea” Unique features: “We add the e-magazines metadata into our recommendation engine, kind of like Amazon, which brings in new readers.” Call-to-action: “We’re signing up beta customers now to play around with the platform and tell us what they think. Check it out” [hands out business card]
  28. 28. Value Proposition Tag-line Mission statement Elevator Pitch Positioning statement Metaphor
  29. 29. Positioning statement: a value proposition plus a competitive anchor. For traditional small magazine publishers my company Solid Media provides a template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. Unlike Press Publisher 4.0, digipub adds metadata to your content, connecting you with new readers and new advertisers.
  30. 30. Positioning statement: a value proposition plus a competitive anchor. For traditional small magazine publishers my company Solid Media provides a template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. Unlike Wordpress, digipub is for magazine publishers alone to repurpose their content and discover new readers online.
  31. 31. Value Proposition Tag-line Mission statement Elevator Pitch Positioning statement Metaphor
  32. 32. Metaphor: a way to anchor your brand to something people already understand “digipub is like Shopify for magazines.” “digipub is to the magazine industry what Kobo is for books.” “digipub is like Wordpress for Magazines. “digipub combines the metadata from Amazon with the templates in Wordpress specifically for magazine publishers.”
  33. 33. Value Proposition Tag-line Mission statement Elevator Pitch Positioning statement Metaphor
  34. 34. Tagline: a marketing line to accompany your brand name “digipub: Reimagine Your Magazine.” “digipub: Print is Dead. Long Live Print.” “digipub: Follow Your Readers Online.” “digipub: Bits are Cheaper Than Pages.” “digipub: Where Magazines Live Online.”
  35. 35. Value Proposition Tag-line Mission statement Elevator Pitch Positioning statement Metaphor
  36. 36. Mission statement: a statement of the purpose of your business. “Google’s mission is to organize the world’s information and make it universally accessible and useful.” “Facebook’s mission is to give people the power to share and make the world more open and connected.” “Solid Media’s mission is to connect curious readers to the very best written content on the web.”
  37. 37. Joseph Wilson @joeatmars jwilson@marsdd.com

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