The world is highly competitive and quickly becoming commoditized. Your value proposition, if well articulated, should tell your prospective customers WHY they should choose your products, services or brand. It isn't uncommon to have different answers to the WHY within a company... is it any surprise customers have no idea why they should choose you?
8. Warby Parker was founded
with a rebellious spirit and a
lofty objective: to offer
designer eyewear at a
revolutionary price, while
leading the way for socially
conscious businesses.
18. To put it simply:
“A business or marketing statement
that summarizes why a consumer
should buy a product or use a
service (from your company!).”
(Source: Investopedia)
24. WHY give my money to ZipCar?
1. No long lines
2. Don’t pay for gas, insurance or parking
3. Similar experience at all Zipcar cities
25. WHY ZipCar?
1. No long lines
2. Don’t pay for gas, insurance or parking
3. Similar experience at all Zipcar cities
WHY Hertz?
1. No long lines
2. Points and perks are nice
28. WHY ZipCar?
1. Don’t pay for gas, insurance or parking
WHY Hertz?
1. Points and perks are nice
WHY Silvercar?
1. Premium features. (Cool factor)
29. Agenda
The Elusive Value Proposition - Definition
Components of a Value Proposition
Company Benefits
Who Owns It
Does It Deliver?
Key Takeaways
30. “What if we found ourselves
building something that
nobody wanted?
In that case what did it matter
if we did it on time and on
budget?”
- Eric Ries
31. We would be far better served if we
STOP to ask
WHO will buy
WHAT we build and
WHY ours over competitors
Are you certain people need it?
32. Building your value proposition
For the _______ (target customers)
Who need _______ (current alternatives)
We offer _______ (new product)
That provides _______ (key problem-solving capability)
And uniquely _______ (key differentiator)
WHO
WHAT
WHY
Credit to: Geoffrey Moore & Michael J. Skok
33. Questions answered by a
value proposition
WHO are the target buyers?
Macro vs. Micro
56. Initial value proposition
WHO: web designers, developers and client facing
businesses of many sizes
WHAT: customizable & managed WordPress
hosting and quality support
WHY: thoughtful, intuitive design, scalable & with
end-to-end support to meet the evolving
needs of customers
58. Personal – WP value proposition
WHO: individual creative professional
(photographers, musicians, bloggers,
designers w/ portfolios)
WHAT: starter WordPress for mid-high volume
traffic
WHY: thoughtful, intuitive design, scalable & with
end-to-end support to meet the evolving
needs of customers
59. Agency – WP value proposition
WHO: large scale agencies with multiple
clients/projects
WHAT: worry-free WordPress with size/scale
WHY: thoughtful, managed hosting, developer-
happy features, with ample runway for growth
that lets you get back to managing your
clients and not servers
60. Outcome
Jan & Feb (single option)
vs
Mar 1-14 (4 options)
Net NEW WordPress Orders
Average Rev per Service (ARPS)
+14%
+15%
61. Agenda
The Elusive Value Proposition - Definition
Components of a Value Proposition
Company Benefits
Who Owns It
Does It Deliver?
Key Takeaways
63. My value proposition
For the person involved with value
propositions
Who is unsatisfied with the current
articulation, process, management, etc.
You have a different
Perspective & Framework
to take to your teams to…